In his latest column for INMA, Newsworks’ communications manager Lewis Boulton explores how advertisers are using news brand partnerships and native ads to inform, entertain and engage with readers both on- and offline
When it comes to sharing our favourite campaigns as an industry, display tends to dominate.
They’re the bitingly witty one-liners placed in just the right context for maximum impact. They’re the showcases of masterful creativity, often with few words but big ideas. They’re sharp communicators, sitting at the very front line of a brand’s identity and dialogue with consumers.
But I want to turn my attention elsewhere: the humble brand partnership.
Well, I say humble in that they often receive less attention from columns like these but the strengths of native ads and brand partnerships are nothing to keep quiet about. These long-form, editorial-style ads are perfect for providing useful or insightful information about subjects readers care about. They are a natural fit for news brands that know their engaged audiences like the back of their hands.
Of course, the proof of the pudding is in the eating and native’s effectiveness in news brands comes to the forefront when it comes to engagement metrics.
For example, according to RAMetrics, 77% of print and digital readers find native ads easy to understand, 65% learn new information from them, and 61% find them appealing.
What’s more, these campaigns are no longer limited to long-form articles in print supplements. Many campaigns now harness a fuller range of platforms to share their brand message with readers, whether that’s through short video documentaries, intimate podcast series, or stunningly designed interactive webpages.
See which brand partnerships Lewis chose to showcase in his INMA column here.