Focus Online and Chip launched a fundraising campaign as part of the #CoronaCare aid campaign. 25,000 euros were raised for food banks, and the money has now been passed on.
From now on, BurdaForward will make its digital portfolio available to mediascale’s “Native Campaign Cockpit" (NCC) as a partner to increase media penetration. This tool allows advertisers to distribute native advertising campaigns across marketers, implementing them as quickly as display campaigns and achieving as much media penetration. It also makes it possible to link native advertising content to targeting data. Burda’s subsidiary provides NCC with automated access to services such as Focus Online, Chip, Huffington Post, NetMoms, Finanzen100 and The Weather Channel to advertise customer content. BurdaForward keeps in charge of releasing content published on online and mobile platforms. IP Deutschland and G+J e|MS also participate in the cooperation.
What is native campagining?
Both the teaser and the content hub of the advertiser are part of the editorial content on the media brand’s site, contrary to native ads using teasers, short image-text formats drawing readers’ attention to articles similarly to banner ads that are linked to external platforms.
Tanja zu Waldeck, director of the advertising division at BurdaForward, explains: “There are many companies and agencies that already produce very good content themselves. We want to give these partners quicker access to our portals in the future. Collaborating with Native Campaign Cockpit is an important step towards creating new self-publishing options for our partners.”
BurdaForward is a leader of native advertising, having implemented just under 300 native advertising campaigns.