Native advertising is getting a boost in Canada.
A new content platform, designed to innovate the way advertisers can engage audiences, is being launched by Postmedia.
“Postmedia Content Solutions (will be) the largest native advertising platform in Canada that allows for sophisticated, highly targeted or simplified campaign executions at both a national and a local level,” said the company in a recent announcement. “Combining years of editorial experience with the new Native Network platform and a dedicated team of content experts, Postmedia Content Solutions provides fully scalable advertising campaigns across Postmedia’s vast media network.”
Postmedia teamed up with Polar Mobile Group to develop the native platform as well as “optimization products that allow for easy-to-use, automated native ad executions across all of Postmedia’s trusted brands and provides expertise in social amplification and enhanced campaign measurement.”
The company promises that the Postmedia content team will offer clients editorial-style storytelling that remains walled off from Postmedia’s editorial team.
“Not only does Postmedia have the largest national reach for our Content Solutions platform, but we can also scale our programs like no other Canadian media company can,” explained Yuri Machado, SVP Integrated Advertising and Strategy at Postmedia. “Our combination of innovation and experience in developing content based programs enables advertisers to efficiently engage the right audiences with the right content.”
According to the company, the new Native Network will be available by the end of April for publications including the National Post, Financial Post, Montreal Gazette, Ottawa Citizen, The Windsor Star, The StarPhoenix (Saskatoon), Leader-Post (Regina), Calgary Herald, Edmonton Journal, The Province (Vancouver) and The Vancouver Sun, as well as online at Driving.ca and Canada.com.
