News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
WaPo taps Polar for native ads
Chalk up another sign that native advertising is taking over the world: The Washington Post has tapped Polar to provide native, in-stream mobile ads as well as their native ad program BrandConnect. Initial premium advertisers in the BrandConnect program include Audi, IBM and Land Rover.
"Native advertising needs quality, not scale, and The Washington Post understands this well," said Kunal Gupta, Chief Executive Officer, Polar. "In a world where marketers have access to infinite supply in digital advertising, native advertising offers premium inventory targeted towards high-quality audiences. WP Brand Studio is focused on helping marketers create quality content readers want to engage with and our MediaVoice platform helps The Washington Post increase operational efficiencies and run their BrandConnect program across desktop and mobile, including this new in-feed unit."
Polar's MediaVoice platform will power the BrandConnect sponsored content program from The Washington Post as well as in-feed mobile ads.
"WP Brand Studio is used by content marketers to create high-quality content for The Washington Post's unique and influential audience," said Kevin Gentzel, Chief Revenue Officer, The Washington Post. "MediaVoice is the tool used by WP Brand Studios to efficiently and relevantly service brands and connect them to global thought and opinion leaders however they read the Post."
Polar's MediaVoice platform offers insights including social actions, content engagement and ad performance for advertisers. MediaVoice allows advertisers to create native ads from existing content by using content marketing tools; this allows for campaign delivery across screens and at scale.
Image via Shutterstock
- Mobile 'click injection' fraud forecast to become prevalent in 2017
- Less than half of consumers satisfied with retail app experience
- Study: Order struggles a problem for B2B
- Ad Roundup: Solution expansions, investments
- Expert: Consent, Identity key for businesses
- UK ad viewability levels stagnate
- Supermarkets, technology brands' marketing campaigns most effective
- Ecommerce Roundup: Shipping, experience key to satisfaction
Featured White Papers
- How to Deliver Content Your Employees Will Love to Share
Your employees are your greatest asset. It makes perfect sense that companies would double down on their own talent, empowering...