As native advertising continues to evolve, Hearst Magazines Digital Media today announced the launch of five unique solutions that integrate sponsored features across Hearst’s mobile, video and traditional online content as well as social platforms. The innovative suite of products offers easily identified, effective, elegant solutions that work for brands and resonate with consumers.
At the core of the suite is a Native Content Module a teaser box that integrates naturally with the page’s content theme. Users click through to find partner-supported, contextual information on the topic of interest.
"These new solutions allows us to deliver real time opportunities for marketers in a way that is native and authentic to the user experience," said Kristine Welker CRO of Hearst Magazines Digital Media. "Native advertising is not new to Hearst. Our next-generation native solutions are multi-dimensional, work in conjunction with many platforms and scale across our brands and portfolio of sites, because to be truly native, you can’t take a 'one size fits all' approach."
"Hearst's foray into the native advertising space is a testament to its ability to continually transform traditional advertising models into dynamic digital experiences,” said Robin Steinberg, MediaVest executive vice president and director of publishing investment and activation. “We live in a world where context plays such an important role in the content we consume. These new products create and deliver experiences that are transparent, relevant, flexible and measurable at the right time, in the right place and to the right audience."
The native advertising solutions suite is comprised of five content options:
Developing Story A page that features evolving stories on a specific theme and can live on multiple sites across the network. Contextual content from an advertiser is paired with a specific developing story.
Trend Collage A brand-specific photo grid around a topic that resembles a pinboard, which may be curated by editors or built with advertiser images. This solution also enables ecommerce, allowing for click-to-buy transactions.
Video Playgroup This solution aggregates ultra-short form, themed video content into a single page, and includes videos developed by or for advertisers that can be served across multiple sites to optimize scale.
Social Live Stream This vibrant scroll integrates selected tweets, Pinterest pins and social media posts onto a sponsored page around a theme fashion week, auto show, etc. Marketers may also integrate social media posts from their experts.
Mobile Flipbook An image-based mobile ad unit that highlights the top content on the site. Marketers receive placement in this unit, which drives traffic to a sponsored flipbook.
“Sixty three million monthly users come to Hearst for our point of view on fashion, beauty, home design, menswear, entertaining, what cars to buy, what to make for dinner and more,” said Grant Whitmore, vice president, Hearst Magazines Digital Media. “These solutions are contextual and speak to the way consumers are interacting with content into today's hyper-connected world. They provide additional information and entertainment for users, and offer a frictionless way for our advertisers to participate in the conversation.”
About Hearst Magazines Digital Media
Launched in March 2006, Hearst Magazines Digital Media, a unit of Hearst Magazines (hearst.com), is dedicated to creating and implementing the digital strategy for Hearst’s magazine brands and other sites, which serve the company’s consumer audience. The unit oversees more than 26 websites for brands such as Cosmopolitan, ELLE, ELLE DECOR, Esquire, Good Housekeeping, Marie Claire, Popular Mechanics, Road & Track and Seventeen, as well as digital-only sites such as Delish.com, a food site in partnership with MSN; and RealBeauty.com. Hearst Magazines has published more than 150 applications and digital editions for iOS and Android platforms. In addition, the company includes iCrossing, a global digital marketing agency.