Avid Collective has launched a network to allow advertisers to run native content campaigns across a range of publishers and influencers from one platform.
Called Avid Native, the new network includes more than 50 Australian independent publishers and hundreds of local influencers. Publishers on board include BuzzFeed, Man of Many, We Are Explorers, The Roar, Starts at 60, and For the Home.
The network leverages Avid’s proprietary content amplification, reporting and optimisation platform, AVA, as well as Avid's audience targeting offering, Avid Data.
“This is such a valuable proposition to advertisers as we know brands want to invest more in native content but have been deterred by high production costs that eat up campaign budgets, along with the lack of ability to efficiently work with a range of media partners,” says Avid Collective managing director Luke Spano.
“There just haven’t been enough scalable offerings in the market to make it worth the investment of advertising dollars or time, until now.”
Avid Collective says the new network will help solve challenges around native content, which has been viewed as a resource-intensive channel with a difficult buying process and a fragmented market.
Brands such as eBay, Coles Liquor Group, and Cashrewards have already used Avid Native. A recent Christmas campaign for one advertiser included 45 content pieces across 19 partners. According to Avid Collective, the campaign achieved more than 7 million impressions and drove more than 67,000 consumers to the advertiser’s website across a two-week period.
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