Postmedia introduces native advertising division
Postmedia Network of Toronto has launched a new division called Postmedia Content Solutions that will focus on native advertising. Developed in collaboration with digital agency Polar Mobile Group, the division will allow advertisers to book national or local campaigns on Postmedia properties including the National Post, Financial Post, Montreal Gazette, Ottawa Citizen, Windsor Star, Saskatoon StarPhoenix, Regina Leader-Post, Calgary Herald, Edmonton Journal, Vancouver Province, Vancouver Sun, Driving.ca and Canada.com.
The native advertising creative will take the form of "customized editorial-style storytelling" that will be developed separately from Postmedia's editorial staff and labeled as advertising. These campaigns will also include social media components to encourage sharing among readers.
"Not only does Postmedia have the largest national reach for our content solutions platform, but we can also scale our programs like no other Canadian media company can," said Yuri Machado, senior vice-president of integrated advertising and strategy at Postmedia. "Our combination of innovation and experience in developing content-based programs enables advertisers to efficiently engage the right audiences with the right content."