Advertisers now have the option to run native ads from Verizon Media in Apple News and Apple stocks app in Australia, Canada and the U.K. across iPhone, iPad and Mac.
The multi-year native programmatic advertising agreement should prove lucrative for Verizon Media. The option with Apple in these countries provides advertisers with the ability to buy these ad units through the Verizon Media Ad Platform, the company’s native marketplace and DSP.
The offering is not available in the United States.
“Apple News shares our commitment to offering curated, editorial-driven content to large audiences,” stated Guru Gowrappan, CEO at Verizon Media.
Worldwide, Verizon Media’s advertising revenue has not changed much in the past year. It rose from $4.62 billion in 2017 to $4.63 billion in 2018. Its estimated worldwide revenue will fall to $4.59 billion in 2019 and then rise again to $467 billion in 2020 and $476 billion in 2021, according to October 2019 eMarketer data.
Verizon Media, however, cited an internal study from 2018 that estimates 27% of people exposed to native experiences say they are more likely to convert.
Native placements can run in-feed, in-stream or between articles, and include formats such as Verizon Media’s Moments rich media ad.
This news builds on a strong year of growth in native advertising for Verizon Media. Native formats continue to drive eleven times the average engagement of a traditional banner ad, according to the company.