The native advertising marketplace is starting the New Year at a frenetic pace, with a flurry of new deals and partnerships between publishers, advertisers and native ad companies.
This week, Nativo announced that it has signed up a number of big publishers as clients for its native advertising automation platform, while Poptent and Userfarm announced they are merging to form Vizy, a service that will allow advertisers to crowdsource branded video content.
Nativo, which claims to deliver over 3 billion native impressions per month for over 300 publishers, revealed a list of new customers, including enthusiast publisher Bonnier, Fodor's Travel, OnCampus, MetroUS, and TechnologyGuide, owned by TechTarget. Bonnier Web sites using Nativo include Working Mother, Popular Science, Popular Photography, Florida Travel Life and Yachting Magazine.
The company has been building its client roster at a steady clip over the last few years.
In December, Hearst’s Jumpstart Automotive Group, which has advertising relationships with a portfolio of independent automotive interest publishers, licensed Nativo’s technology for delivering native ads. Also last year, Nativo launched a new Content Creator Consortium, intended to help marketers adopt native advertising by connecting them with companies specializing in content creation, including NewsCred, Contently, Visual.ly, Niche and Poptent.
Separately, Poptent and Userfarm announced they have merged to create a new company, Vizy, that aims to help advertisers and agencies create branded content through crowdsourcing. Poptent and Userfarm operated similar networks of freelance video creators in the U.S. and Europe, respectively, including producers, writers, editors, directors and production companies. The merger will form a united network of 120,000 video creators and companies across both continents, offering advertisers and agencies global reach combined with local knowledge and capabilities.
Between them, the merged entities have already worked for high-profile clients including Beck’s, Black & Decker, Clinique, eBay, Famous Footwear, Hormel, Nespresso, Nokia, and Western Union, among others.
Bruno Pellegrini, Vizy’s general manager and European lead, stated: “As an adjunct to more traditional advertising, crowdsourced video can dramatically extend brand messages into thousands of digital and social channels around the world, at comparatively low cost.”