The Washington Post partners with Polar to extend native ads on mobile and provide increased campaign insights.
NEW YORK – The Washington Post has chosen Polar’s MediaVoice native advertising platform to power their sponsored content program “BrandConnect” and new in-feed mobile ad placement. “BrandConnect”, launched in early 2013, is used by premium advertisers including Audi, IBM, CVS, Land Rover and Mercedes-Benz to connect with The Washington Post’s audience of quality, engaged and informed readers.
“Native advertising needs quality, not scale, and The Washington Post understands this well”
With MediaVoice, The Washington Post has introduced a new in-feed mobile native ad placement for their clients to extend reach cross-platform and provide more opportunities for content marketers to engage with high-quality audiences.
“WP Brand Studio is used by content marketers to create high-quality content for The Washington Post’s unique and influential audience,” shares 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.”
“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.”
The Washington Post can now provide better campaign insights to their advertisers who are increasing their investment in content marketing with a desire to better engage with audiences. Content engagement, social activity and performance are some of the many metrics that MediaVoice provides publishers.
MediaVoice is used by world-class publishers like The Washington Post to easily create native ad content using existing CMS tools, serve them using existing ad servers (including DoubleClick), scale the delivery of campaigns across desktop and mobile screens and includes robust reporting capabilities which gives publishers access to better campaign insights. Its new Promote capabilities extend the reach of native ad campaigns through paid promotion on various search, social, and content vendors.
The adoption of native advertising across the market is encouraging. eMarketer predicts digital sponsorship ad spending will increase to almost $2.3-billion in 2014, an increase of 20 percent over the previous year. Now more than ever, publishers need an experienced partner that can help manage this rapidly growing revenue stream.
About Polar
Polar has been focused on media platforms since 2007. Back before there were apps, tablets and mobile advertising, Polar was innovating, helping world-class media brands around the world transform the media industry with technology. Their newest platform, MediaVoice, enables publishers to build a scalable native advertising business that leverages existing infrastructure, tools, workflows, and processes. Please visit polar.me to request a demo or follow us at @aboutPolar to learn more.
