Time Inc. Publishing have released details of plans to increase its native advertising offerings through an expanded partnership with Sharethrough, according to a recent article by MediaPost.
The article describes how native ad posts from Sharethrough, which maintains a large portfolio of native ads for publishers, will now appear on Web and mobile properties for Time Inc. titles Real Simple, Health and People.More and more publishers are tapping into the native advertising trend, Time Inc. follows recent moves into native advertising by Associated Press alongside Polar.
Native advertising is fast becoming popular as a way for advertisers to gain the attention by providing content in the context of the user’s experience. Generally speaking, native ad formats should match the function of the user experience in which it is placed. An example of native advertising might be publisher-produced brand content, that is similar in nature to paid advertising but attempts to look like a regular article, the intention being to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it.
Important to know: The American Society of Magazine Editors (ASME) have recently released updated guidelines to suggest that native advertising “should not use type fonts and graphics resembling those used for editorial content and should be visually separated from editorial content.”
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