NewsLifeMedia's news offering, News.com.au, has rolled-out a new look native offering, with the lifestyle publisher also securing a partnership with blogging network The Remarkables Group.
As part of the publisher's reimagined native offering, news.com.au’s general manager, Julian Delany, told AdNews the business is moving its native away from a site-served to ad-served content model, meaning that consumers can be delivered targeted native on the home page in the same way they are delivered ads.
“We are using a different way to approach native from a newsroom point of view,” he said. “We are using tools like SEO, analytics, social insights and our internal tools in order to work out what content works for different brands and it's those same principles we use to break news. I think that's a big difference.”
The new offering will be paired with an updated commercial model that provides clients with a more accountable content-led solution that has a guaranteed view model. Each native article created will have agreed page views across the campaign.
The publisher will also amplify the native content to audiences off network via targeted audience buys across Google and Facebook.
While the content creation will have a newsroom feel, there is a commercial editor in place to create it and the publisher will also be working with The Remarkables Group to deliver brands in a different way to reach their audience.
The Remarkables Group already works with the likes of Woolworths, L'Oreal and Samsung. Founder of the group, Lorraine Murphy, told AdNews the partnership is very complementary what the business is already doing, and adds to the media channels the business already operates in.
“We'll be able to, at the right time, actually use the Remarkables to tap into their talent network to creative native content for our site,” Delany explained.
"For news.com.au when it comes down to what makes native a success on its site, it all comes down to the question: Would it succeed regardless of if someone had paid for it?
“The native content we put on news.com.au needs to be content that would work even if it wasn't a commercial piece of content."
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