Some call them sponsored ads, others “native ads”, but, without a question, publishing houses everywhere are looking at these innovative advertising formats to help monetize their operations. While in Spain, I sampled a Sunday edition of El Mundo, a national newspaper, which carried several native ads.
It is great to be back after a few days of rest in the stunning Canary Islands, Spain. While there, I was able to sample the daily print editions of the major Spanish newspapers, including El Mundo, which, to my surprise, apparently is going full blast with “native ads”—carrying several of them in a recent Sunday edition, as we can see here.
The ads cover a variety of products from beauty to health, and the presentation is remarkably similar to that of the news pages of the newspaper.
Take a look:
This first native ad is about how three experts offer advice on anti-aging strategies, emphasizing Shizedo products.
A small label, “native ad” appears discreetly on the folio line.
As you can see on this double page, very little typographic distinction exists between the regular news pages (left) and the native ad. Indeed, the native ad carries a sans serif font, but, otherwise, the overall layout and design of the page is rather similar.
The second native ad is all about healthy living, and how to turn vegetables into delicious smoothies, such as those offered by the brand The Goods.
This two-day event, organized jointly by WAN-IFRA and the News Media Alliance (NMA), will provide a unique opportunity for North American news media executives to hear and discuss digital revenue strategyfrom the world’s most advanced media companies.
I will be one of the speakers for this conference in New York City.
Oct. 19, WAN IFRA Digital Media North America, New York City
Nov. 16-19, WAN IFRA Latin America, Buenos Aires, Argentina