CNN partners with Sharethrough to roll out native advertising

CNN has partnered with Sharethrough to roll out native advertising solutions for brands on their digital platforms.

CNN International Commercial (CNNIC) is will be offering dynamic native and branded content advertising formats in prominent positions across CNN Digital platforms. The company said that the move will take advertising on CNN Digital even further beyond the traditional ad banner.

Using Sharethrough, CNNIC developed and tailored exclusive new formats and templates so that native solutions on CNN’s international digital properties offer both a seamless user experience and tremendous value to CNN’s advertisers. 

The CNN Digital’s “Native 2.4” programme focuses on several key benefits. For instance, new ad formats on CNN Digital platforms include instant play native video, graphic text over video, infographics, long-form video, articles and galleries to increase engagement across all digital platforms, focused on mobile. All native content is labelled as “Sponsor content” and includes clear disclosures to ensure transparency with the user.

In addition, CNN added that placement of native advertising fits in naturally across the international edition of CNN Digital properties including key verticals such as CNN Style, CNNMoney, CNN Sport and CNN Travel, and premium inventory such as the CNN homepage. Clearly labelled native content is now presented in the style of CNN editorial content, with the ability to be placed directly in editorial streams of content and alongside relevant CNN editorial videos and articles.

Rob Bradley, Director of Digital Revenue and Data, CNN International Commercial said

We are bringing together the full suite of new formats, prominent and seamless placement, and the power of data and creative content for clients to truly engage with CNN audiences in a native environment.  

He anticipates the result will be an engaging brand storytelling experience created for peak performance and with the flexibility of dynamic optimization.

Clearly labelled to ensure transparency, this solution created with our partners at Sharethrough also ensures that our users are served high quality and engaging native content that’s relevant to them. In an age of overused buzzwords, this solution, which we’re calling Native 2.4, finally adds real substance to the term ‘native advertising’.

 Dan Greenberg, CEO and Co-Founder, Sharethrough said that both entities believe in a future where ads are built on a foundation of respect and quality — ads that fit in.

The CNN team has enthusiastically embraced this new advertising model, and are using the Sharethrough platform in a unique and sophisticated way. When combined with the high quality content being created by CNN’s brand content studio, native ads have the power to engage and persuade unlike any traditional marketing strategy.



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