• by Tobi Elkin  @tobielkin, August 3, 2016

CNN International Commercial on Wednesday said it will use Sharethrough software to help it place dynamic native and branded content ad formats in prominent positions across CNN Digital platforms. CNN is angling to use native advertising to optimize the performance of digital campaigns from commercial partners and improve audiences’ experience with branded content on CNN platforms.

Using Sharethrough, CNN International Commercial has developed exclusive new formats and templates so that native solutions on CNN’s international digital properties offer a more seamless user experience. The main benefits are in dwell time and engagement, as a Sharethrough/Nielsen Neuroscience Study shows that native ads receive double more visual attention than banner ads.

The new partnership focuses on:

• Dynamic ad formats that include instant play native video, graphic text over video, infographics, long-form video, articles, and galleries to increase engagement across all digital platforms, focused on mobile. All native content is labeled as “sponsor content” and includes clear disclosures to ensure transparency with the user.

• Natural placement of native advertising across the international edition of CNN Digital properties including CNN Style, CNNMoney, CNN Sports, and CNN Travel, and the CNN homepage. Clearly labeled native content is now presented in the style of CNN editorial content, with the ability to be placed directly in editorial streams of content and alongside relevant CNN editorial videos and articles.

• Data that enables the targeting of specific audience segments, A/B testing of creative executions, real-time optimization of campaigns, and detailed reporting metrics to deliver clients with true marketing insight.

• Collaboration with CNN International Commercial’s content studio, CREATE,which will work with the division’s commercial partners to deliver branded content that works with CNN audiences across linear, digital, and social platforms.

“When you have organizations with CNN International’s scope and influence enthusiastically embracing native advertising, the implications for the market are huge. Ads that fit in with the audience experience are becoming the new normal on the modern Internet. CNN’s innovative use of the Sharethrough platform, partnered with its own brand content studio, will set a powerful example of what native can accomplish for publishers and brands," Dan Greenberg, CEO and Co-Founder, Sharethrough, told Real-Time Daily via email.