Sound Alliance Launches Dedicated Native Unit

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Sound Alliance has launched Native Studio, a dedicated unit to manage all of the publisher’s native advertising.

Staffed by a team of six full-time staff, Native Studio by Sound Alliance has grown dramatically over the past twelve months since Sound Alliance become the first Australian media company to appoint a native advertising editor in September 2013.

The six staff members include two native advertising editors, a social media manager, account manager, designer and is headed up by creative director Stig Richards.

Native advertising now makes up almost 30% of Sound Alliance’s total advertising revenue, increasing rapidly from just 3% in 2013. Native Studio’s recent clients include Contiki, Heineken, South Australia Tourism, Telstra and Jack Daniel’s.

“Almost every media brief we’re now receiving asks for content in some form,” Sound Alliance CEO, Neil Ackland, said. “The launch of Native Studio allows us to continue to perfect the process so that everyone wins – the audience, the publisher and the brand. The conversation is now starting to shift towards measurement and accountability, and we’re leading in this space.”

Sound Alliance has published over 250 pieces of native advertising content for over 40 brands in the past 18 months.

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