Top Story

e4m_logo.png

Home >> Media - TV >> Article

CNN International takes digital advertising to the next level with 'Native 2.4'

06-August-2016
Font Size   16
Share
CNN International takes digital advertising to the next level with 'Native 2.4'

CNN is rolling out industry-leading native advertising solutions to optimise the performance of digital campaigns from commercial partners and enhance the experience of audiences engaging with branded content and digital advertising on CNN platforms.

Through a new partnership with the industry's leading native advertising platform Sharethrough, CNN International Commercial (CNNIC) is now offering dynamic native and branded content advertising formats in prominent positions across CNN Digital platforms – a move that takes 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 main benefits are in dwell time and engagement, as the Sharethrough/Nielsen Neuroscience Study shows that native ads receive double more visual attention than banner ads.

 CNN Digital's “Native 2.4” programme focuses on several key benefits:

 Dynamic Formats:

 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.

Smart Placement:

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.

Intelligent Data Insight:

 Building on CNNIC’s CNN AIM (Audience Insight Measurement) commercial data offering, the new native solutions are powered by data. This enables targeting of specific audience segments, A/B testing of creative executions, real-time optimisation of campaigns and detailed reporting metrics to deliver clients with true marketing insight.

Creative Excellence:

CNNIC’s award-winning brand content studio, CREATE, which has produced branded content for international advertisers for ten years, is the creative powerhouse behind the native content delivered through these solutions. Separate to CNN editorial, CREATE works with CNNIC’s commercial partners to deliver branded content that resonates with CNN audiences across linear, digital and social platforms

“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,” said Rob Bradley, Director of Digital Revenue and Data, CNN International Commercial. “The result is an engaging brand storytelling experience created for peak performance and with the flexibility of dynamic optimisation. 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’,” added Bradley.

“Like us at Sharethrough, CNN believes 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,” said Dan Greenberg, CEO and Co-Founder, Sharethrough.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...