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We build what we believe to be amazing native integrated editorial programs for our advertisers, and really feel that we have a market leading solution for this kind of editorial communication. However, editorial programs are not for everyone and we feel like our portfolio has been lacking a native product as easy to buy and track as our market leading display advertising spaces. Therefore we are today introducing a new product: Frequency capped sponsored posts.
In essence they work like this: we put out a sponsored post on one of our sites/blogs and frequency cap it so that our viewers only see it once. It is always shown on top of the flow, and thus never gets “pushed away” by other editorial material. Our advertisers choose the reach they need and we keep pushing the post until the audience has been delivered.
We find this a highly intuitive product; our advertiser gets to editorially communicate with a predefined number of readers in a super-premium format, in a highly targeted, high affinity environment. It also opens up the opportunity for our advertisers to promote old posts that they believe deserve a wider readership.
All credit for this idea should go to Nick Denton and his team at Gawker, who showed this to us in january and from whom we have blatantly stolen the idea and execution. Hope we can give something back to you sometime, guys.
