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

Surrey councillor calls proposed policing transition plan ‘shocking’

Councillor Linda Annis says taxpayers deserve to see the report they paid for

Surrey Veterans Village groundbreaking ‘monumental’

$312-million project to house Canada’s first ‘centre of excellence’ for PTSD and mental health

Surrey policing plan sent to provincial government for review

‘I urge our residents to come out and help us shape their Surrey Police Department,’ Surrey mayor says

Bald eagle event planned for South Surrey

Participants will search for eagles in Kwomais Point Park

Kelowna toddler suffers cracked skull after fall from balcony

Neighbour who found the two-year-old boy said he has a bump the size of a golf ball on his head

Unbe-leaf-able: Agassiz man finds more than 200 four-leaf clovers in a month

Walt Hardinge has found more than 219 four-or-more leaf clovers this spring alone

Mother bear, three cubs relocated from Maple Ridge

Silver Valley residents calling for ‘no-kill’ zone.

VIDEO: TransLink to roll out battery-powered bus pilot this summer

Four buses will run a 2.5 year pilot along Marine Drive

Crews fight fire with fire to keep blaze from northern Alberta town

The wildfire now covers some 920 square kilometres

Man in B.C. charged with murder and arson in 2016 New Brunswick death

He is charged in the death of 71-year-old Lucille Maltais, who was found inside a burned down home

North Delta happenings: week of May 23

Events and community listings for North Delta

Public warned after man exposes himself to girl, 13, in North Vancouver

RCMP say incident may be linked to others that happened last year

Improve your life and theirs, adopt a cat from the BC SPCA

The BC SPCA holds an adult cat adoption promotion

Most Read