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

MPs meet with Surrey council to discuss RCMP, LRT

Federal government to have quarterly meetings with Surrey

Hogg curious if a new recreation centre is needed in Grandview Heights

South Surrey-White Rock MP to host a Town Hall Meeting tonight

Surrey building that has gathered dust for 20 years is for sale again, with bids sought

Potential sale of the long-vacant 104 Avenue Centre is good news, Surrey Board of Trade CEO says

Fluterrific returning to North Delta Rec Centre

The annual flute concert will showcase music from all genres on Sunday, Nov. 18

WATCH: Goalie from North Delta scores in AHL hockey game

Tristan Jarry makes history for Penguins by hitting an empty net

People flocking to Vancouver Island city to see hundreds of sea lions

Each year the combination of Steller and California sea lions take over Cowichan Bay

Canadians more prepared for weather disaster than financial one: poll

RBC recommends people check their bank app as often as the weather app

B.C. dog owner sues after pet killed in beaver trap

A Kamloops man is suing the operator of a trapline north of the city after his dog died

Heading soccer balls can cause damage to brain cells: UBC study

Roughly 42 per cent of children in the country play soccer, according to statistics from Heritage Canada

Supreme Court hears case on migrant detainees’ rights to challenge incarceration

Currently, migrants who do not hold Canadian citizenship can only challenge detention through an immigration tribunal or a judicial review.

Canada Post issues new offer to employees as eBay calls on Ottawa to end strikes

Ebay is calling on the federal government to legislate an end to the Canada Post contract dispute, warning that quick action is needed to ensure retailers don’t lose out on critical Black Friday and Cyber Monday sales.

No G20 member has climate plan strong enough to meet Paris targets: report

Canada’s push to be a world leader in the fight against climate change may be hampered by its distinction for producing the most greenhouse gas emissions per person among the world’s 20 largest economies.

Commercial trucks banned from left lane of Coquihalla

B.C.’s Ministry of Transportation has introduced a new program that hopes to prevent accidents and closures on the Coquihalla Highway.

B.C. teacher suspended 5 days for touching colleague’s buttocks

Lancer Kevin Price of Chilliwack has handed the retroactive suspension for 2017 incidents

Most Read