AUCKLAND, Today: Grey Lynn based digital ad network Scroll Media has expanded its offering to provide sponsored content and native advertising across many of its premium publishers.
Having a team of contracted journalists at hand, Scroll is rolling out sponsored content across publishers, including Interest.co.nz, Geekzone.co.nz, Scoop.co.nz, Rugbypass.com and NRL.com to approved advertisers wanting to tell their story.
The ad network already offers programmatic and direct inventory sales and is now able to monetise audience engagement with relevant sponsored articles written by Scroll journalists and participating advertisers as collaborations.
Founder/MD Jane Ormsby said: “Traditionally most of our publishers have been reluctant to offer sponsored content with a risk of jeopardising editorial integrity, however clearly marked branded content adds value to the reader and provides more resources to the publishing ecosystem.
“Scroll will only work with approved advertisers with interesting compelling messages to remain relevant to the audience.”
Interest.co.nz publisher David Chaston said: “Since we redesigned our site earlier this year, we have seen a large jump in traffic to 300,000 unique browsers monthly and we know our audience is always interested in engaging in useful content.
‘Clearly marked branded content adds value to the reader and provides more resources to the publishing ecosystem.”
“There is no reason why this can’t also be from sponsored articles, clearly identified and written by Scroll Media journalists.”
Branded articles sit alongside regular articles, in the newsfeed of Scroll’s partner site and be amplified by content drivers including social and native.
Scroll has just built its own content discovery platform, Scroll Native, which will allow advertisers to run brand safe native ads across the independent network.
Ormsby said: “We have seen a huge growth in native, and being able to offer promoted messages across our sites gives our team the ability to offer beyond the banner truly integrated campaigns and lets brands to tell a story.”
Henry Tongue of Generate Kiwi Saver said: “Native advertising is an effective way to target consumers with a contextual message. Generate has found running native ads on Scroll Media finance sites www.nzx.com and www.interest.co.nz has helped get the message out about the award-winning performance of our Kiwi Saver fund.
Many of Scroll’s other partner publishers will follow suit in the next few months rolling out both sponsored content and native advertising.
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