Black Press launches branded content for local business

Format known as “native advertising”

Impress Branded Content



Black Press announced today, the launch of paid content for advertisers; the largest native advertising platform in British Columbia.

Regular visitors to Black Press websites and Facebook pages across B.C. might notice an additional source of information being made available to them.

Impress Branded Content was recently added to introduce readers to some of the key businesses and individuals in their communities, while giving advertisers an additional way to provide information to consumers in a technology-driven era.

This format is known as “native advertising” and involves advertisers purchasing an “article” on the newsfeeds of Black Press websites.

An informational piece pertaining to their business appears on the newsfeed for seven days and resides under the “Impress” channel on the website for 12 months.

A link to the information is also added to the newspaper’s Facebook page and is clearly marked as “sponsored content”, so that readers know it is not a news story.

Andrew Franklin, Director of Digital Development for Black Press, explains no more than two paid content stories will appear on any of the Black Press Facebook pages or websites each week; some weeks there won’t be any.

Advertisers have the option of paying to have a managed Facebook “boost” to reach a targeted audience – for example, young women living in the Okanagan interested in bridal wear.

Franklin said Black Press has started this initiative as a business move providing multimedia solutions for advertisers.

“We need to look at ways to diversify our business into the future, and both online and print is important to us. We need to find ways to grow our business through opportunities online,” he said.

Franklin said all articles posted as Impress Branded Content will be “editor approved,” with the idea that they are providing useful information – for example, a car dealership providing tips for buying a new vehicle or a dental office offering suggestions for keeping your teeth and gums healthy. The key to native advertising is transparency. Paid content will always be clearly labeled.

Recent paid content postings, during a pilot period, resulted in high online interest, generating great feedback to advertisers.

Franklin said the paid branded content will translate into powerful storytelling for advertisers across multiple platforms, including desktop computer, mobile phones and tablets. For further information email: impress@blackpress.ca.

 

Just Posted

Volunteers risk their lives to save others

SAR training prepares them for the job

Many moving parts to economic development

Tourism is only part of the answer

Window art a sign of the season

B.C. artist paints windows across the province

Get all your stocking stuffers, and the stockings, too

Beta Sigma Phi Christmas Craft Sale returns

VIDEO: Fraser Valley Bald Eagle Festival

This year’s event featured six stops, including viewing points and activity centres.

Convicted child sex offender’s sixth lawyer resigns before sentencing

One time school board candidate Corey Neyrinck case delayed in BC Supreme Court yet again

ICBC overbilling for crash repairs not the problem, dealers say

Collision repair shops reject union claim of inflated costs

TransLink mulls distance-based fares, low-income discounts

Metro Vancouver transit agency launches final phase of fare review

B.C. sport groups to address child sex abuse in sports

viaSport is organizing a full day of education in association with Canadian Centre for Child Protection and the Coaching Association of Canada.

Man, woman charged in Burnaby Starbucks killing

Manslaughter charges approved after man assaulted last summer in what police call targeted attack

Report sets exercise guidelines for young kids, including ‘tummy time’ for babies

Kids aged one to four should get at least three hours of physical activity throughout the day

Stampeders return to Grey Cup with 32-28 win over Edmonton Eskimos

The Stampeders will face the Toronto Argonauts next Sunday in Ottawa for the title

Chilliwack man draughts finalist beer recipe in national competition

Eddy Factor is one of eight Canadians who’s won a finalist position in beer maker Innis & Gunn’s Imagine & Gunn competition.

Most Read