The Mario Blog
04.18.2017—1am
Gulf News: the evolution of sponsored content in Dubai

In one of our recent blog posts we talked about Dubai’s Gulf News creation of its own inhouse studio, Reach by Gulf News, to accommodate the create needs of its advertisers via sponsonred content. Here is a follow up.

Much has happened with sponsored content at the Gulf News since January, when the first such advertising appeared, A Guide to Museums in the UAE.

Now, the Gulf News has published a smart and complete guide to sponsored content, answering the questions that readers and advertisers may have. The aim of this campaign, which appeared in print as well as online, is to define REACH by Gulf News and to explain how its goal is the chance to build sponsored content across all the newspaper’s’ platforms and products.

For example, one of the most frequently asked questions for all newspapers that start publishing sponsored content:

What is the difference between sponsored content and traditional advertising content?

“Sponsored content is much higher up the marketing funnel and it is intended to establish relationships and awareness. Display ads are for reminders or point-of-purchase decisions. It is important to emphasize that, just because Gulf News is adding sponsored content to its advertising palette, this does not stop its long established relationships. Gulf News welcomes and will continue to work with traditional advertising positions throughout all of its platforms.”

The new sponsored content campaigns

 

And the print version of the same sponsored content:

 

 

 

REACH_Mashreq_01-1 NATION 2

 

 

This one is for the Road that Unites a Nation

http://gulfnews.com/news/uae/culture/e11-the-road-that-unites-the-uae-1.2010248

Here is the sponsored content ad for the Dubai Park:

http://gulfnews.com/reach/dubai-garden-glow/dinosaurs-come-to-life-at-dubai-park-1.2008600

In their own words:

http://gulfnews.com/news/uae/society/gulf-news-launches-sponsored-content-platform-1.1994032

Speaking Engagements Coming Up

 

SIPConnect 2017, to be held in Miami June 21-23, is a program of the Inter American Press Association, IAPA, or SIP (Sociedad Interamericana de Prensa).  The venue will be the Hilton Miami Downtown Hotel.

Details:

Join us at the SIPConnect Hemispheric Conference 2017. Organized by the IAPA, SIPConnect is a gathering of media and digital businesses to encourage more audiences and higher revenues. It’s a laboratory for new ideas and successful experiences for the digital transformation. As in the 2016 successful meeting that was attended by media from the US, Latin America and the Caribbean, experts in digital businesses and representatives of innovative companies will participate in this event.

For more informationhttp://www.sipiapa.org/notas/1211078-llamado-sipconnect-2017

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