Leading content creator collaborates with top native advertising technology provider to launch groundbreaking distribution network
LOS ANGELES — The Associated Press, the essential global news network, has selected Nativo as its native advertising platform to deliver content marketing and native advertising to its member publishers. The relationship with Nativo will help AP’s custom content and distribution division, AP Content Services, meet brand and agency demand for native advertising by allowing AP to build a scalable, cross-platform native distribution operation.
Through Nativo, AP’s publisher distribution network includes premier digital properties across the U.S. AP and 10 of its members — including Hearst, McClatchy and Digital First — already completed a test campaign on the platform, targeting branded content to a network of publisher audiences nationwide. Hearst, for example, found that its audiences across SFGate, Houston Chronicle and Seattle P-I spent an average of 125 seconds on content: a rate more than 750% higher than the industry’s rich media benchmark.
“Since 2014, Nativo has supported us in building out our native business,” said Karen Brophy, vice president of digital product at Hearst, “and Nativo’s relationship with AP brings us a new revenue stream while ensuring we maintain the highest-quality standards for branded content.”
“The most important shift in digital advertising today is that brand content now lives at the heart of marketers’ consumer messaging,” said Justin Choi, CEO at Nativo. “AP understands this and is leveraging Nativo’s content advertising technologies to position themselves at the forefront of this transformation, delivering greater value and scale to their advertisers and affiliate publishers. AP has incredible history, breadth and reach, and we’re honored to be working with them.”
Using Nativo, AP will onboard and activate the digital properties of all its members that opt in to AP’s native advertising initiative. AP’s brand content executions will inherit each member property’s unique look, feel and behavior, leveraging the full spectrum of native formats anchored by Nativo’s proven execution for deeper consumer engagement (an average click-through rate at 0.8 percent, which is 700 percent higher than industry display benchmarks).
“Our team is always looking for new ways to add value for AP member publishers, as well as brands,” said Paul Caluori, AP’s global director of Digital Services. “By establishing a large native footprint across our member sites, we create scale and reach for brands and deliver new revenue opportunities for publishers.”
About Nativo
Nativo is the leading advertising technology platform for brand advertisers and publishers to scale, automate, and measure native ads. For brands, Nativo is the ultimate content advertising platform that combines automation and insights with high quality reach to scale and optimize engagement with brand content. For media companies, Nativo provides a complete native technology stack that makes it easy to sell, deploy, and optimize native ads across their media properties expanding their revenue potential while delivering a better, non-interruptive experience for their audiences. More than 400 brands and 400 publishers leverage Nativo’s platform to power their next-generation digital advertising. Learn more at www.nativo.net.
