King Content is moving beyond content creation and moving into paid advertising. It has hired former ZenithOptimedia Melbourne boss Leanne Brinkies into newly created head of native adverting role, to lead its push into paid media.
Craig Hodges, CEO of King Content, told AdNews that the division, led out of Melbourne, is likely to grow to account for a third of the business.
It is turning to native ads to “amplify” the branded content strategies of its clients.
“Every client is looking for outcomes that aren't just creating content. The challenge for clients is delivering results. We're further adding marketing to content. [Paid native] is a different way of getting that content in front of audiences.
“It's to do with the maturing of content marketing, that as budgets get bigger it becomes more focused on returns and what it delivers,” he told AdNews
Hodges said that Brinkies brings a “new lens” from the paid advertising world to its content business. She left ZenithOptimedia in February.
Leanne Brinkies, head of native advertising at King Content, added: “I’ve always been a big believer in taking brand content to the user – creating connections and engagement in environments they are already frequenting. “With marketers more focused than ever on their owned channels and the creation of content, my role will be to develop an end-to-end solution which amplifies and distributes the content that King Content produces within native environments. This is an incredible opportunity which fuses market demand with the changing media landscape and enables me to jump back into the world of digital at its most exciting time yet.”
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