News DNA has announced the expansion of its native offering with an innovative new ad product.

Launching on news.com.au, Real Time Native allows advertisers to integrate branded storytelling into the news cycle.

Real Time Native harnesses the attention of breaking news headlines by crafting complementary native content that is in the moment.

This agile solution takes native content to the next level by reframing the typical creation model and strategy to deliver unprecedented cut through.

The Real Time Native ad product involves the strategic pairing and leverage of big, relevant news events with a brand message.

Across verticals and topics such as lifestyle, entertainment, sport or weather, it allows customers to assert cultural relevance through its alignment to the news of the day.

The product is agile and responsive, with content created and published within a 24-hour window.

News DNA’s general manager of commercial integration, Ainslee O’Brien, said: “News Native Network is a very successful platform, it is the largest premium native offering in the country and up until now, it has only supported planned and campaign based native content.

“The evolution of our native ecosystem with the addition of Real Time Native, presents a new opportunity for advertisers to get closer than ever before to the news of the day.

“Given the ongoing challenge of capturing consumer attention, aligning a brand message into the cadence of the news cycle opens up an incredible opportunity to intersect audiences at a time when they are most receptive.

“Advertisers typically look to social as a means to capitalise on big news events, however Real Time Native activates as quickly as social with the additional benefits of trust and brand safety through their leverage and association with our premium brands.”

Real Time Native builds on the success of the company’s News Native Network proposition, a full-service commercial content arm which authors, delivers and distributes branded storytelling with scientific insight and precision.