About.com Shakes Up Native Advertising

colourful coctail on the black background

This story was originally published by

About.com has taken a different path in the native advertising. Instead of having full posts with a 'sponsored' disclaimer, the publisher breaks up stories with advertising content. Will this new way of going native work?

SHARE
THIS



So-called “native” advertising is currently the belle of the digital media ball, but online publishers are still figuring out how best to implement it across their properties.

Some have generated proprietary ad formats tailored specifically to their sites, for example, while others have opted to create and publish content that’s related to the interests of their advertiser clients.

About.com is approaching “native” a little differently, however. Instead of creating a new ad format for its site or appending “sponsored by” to its article bylines, the publisher has begun breaking up articles by placing advertiser content in the middle of them.

What’s more, the format of that content can vary based on the needs of the advertiser, About.com said, making it “native” to each advertiser, in a sense. That’s a different approaching to simply placing banner or video ads between paragraphs.

Check out the full article here.

Please login with linkedin to comment

ADMA Jane Ketelbey NEC

Latest News

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]