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CNN launches native advertising product

CNN is rolling out 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 native advertising platform Sharethrough, CNN International Commercial (CNNIC) is now offering native and branded content advertising format across CNN Digital platforms – a move that takes advertising on CNN Digital even further beyond the traditional ad banner.

The initiative has been dubbed ‘Native 2.4’.

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.

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.

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.

NIC’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.

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