CNN International Commercial Takes Digital Advertising To The Next Level With New Sharethrough Partnership

on The Future Of Publishing, Programmatic Native

When CNN International Commercial (CNNIC) was looking to roll out an industry-leading native advertising solution to help them optimize campaign performance and audience experience with branded content, they turned to Sharethrough for help.

Read more on this news at Mediapost: CNN International Partners With Sharethrough On Native, Branded Content Ad Formats
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We're excited to announce today that the results of this partnership are live. CNNIC is now offering dynamic native and branded content advertising formats in prominent positions across CNN Digital platforms, powered by Sharethrough.

CNNIC, with Sharethrough's close involvement, 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. This was motivated by the benefits with native that CNNIC saw in dwell time engagement, as we've proven out through our neuroscience research in the past.

When you have organizations with CNNIC's scope and influence enthusiastically embracing native advertising, the implications for the market are huge. Ads that fit in with the audience experience are becoming the new normal on the modern Internet.

CNNIC's innovative use of the Sharethrough platform, partnered with its own brand content studio, will set a powerful example of what native can accomplish for publishers and brands.

When you have organizations with CNNIC's scope and influence enthusiastically embracing native advertising, the implications for the market are huge. Ads that fit in with the audience experience are becoming the new normal on the modern Internet.

CNN Digital's native program 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, finally adds real substance to the term ‘native advertising’.”