Black Press launches branded content for local business

The format is known as “native advertising."



Black Press announced today the launch of paid content for advertisers — the largest native advertising platform in British Columbia.

Regular visitors to Black Press websites and Facebook pages across B.C. might notice an additional source of information being made available to them.

Impress Branded Content was recently added to introduce readers to some of the key businesses and individuals in their communities, while giving advertisers an additional way to provide information to consumers in a technology-driven era.

This format is known as “native advertising” and involves advertisers purchasing an “article” on the newsfeeds of Black Press websites.

An informational piece pertaining to their business appears on the newsfeed for seven days and resides under the “Impress” channel on the website for 12 months.

A link to the information is also added to the newspaper’s Facebook page and is clearly marked as “sponsored content,” so that readers know it is not a news story.

Andrew Franklin, Director of Digital Development for Black Press, explains no more than two paid content stories will appear on any of the Black Press Facebook pages or websites each week. Some weeks, there won’t be any.

Advertisers have the option of paying to have a managed Facebook “boost” to reach a targeted audience – for example, young women living in the Okanagan interested in bridal wear.

Black Press has started this initiative as a business move providing multimedia solutions for advertisers, Franklin said.

“We need to look at ways to diversify our business into the future, and both online and print are important to us. We need to find ways to grow our business through opportunities online,” he said.

Franklin said all articles posted as Impress Branded Content will be “editor approved,” with the idea that they are providing useful information – for example, a car dealership providing tips for buying a new vehicle or a dental office offering suggestions for keeping your teeth and gums healthy. The key to native advertising is transparency. Paid content will always be clearly labelled.

Recent paid content postings, during a pilot period, resulted in high online interest, generating great feedback to advertisers.

Franklin said the paid branded content will translate into powerful storytelling for advertisers across multiple platforms, including desktop computer, mobile phones and tablets.

For further information email: impress@blackpress.ca.

Just Posted

Kelowna youth can make a difference with a neighbourhood grant

The city will award deserving youth the opportunity to make an impact on their community

Kelowna candidates’ signs headed to dump

Dozens of signs were picked up for not complying with bylaws, according to the city

Kelowna woman crowned champion at Ironman World Championship

65-year-old Laurelee Nelson captured the triathlon title in Hawai on Oct. 12

Police search Joe Rich home, arrest 6 and seize 2000 marijuana plants

Police seized $1400 in cash, 95 pounds of dried marijuana bud and nearly 2000 plants

Kelowna RCMP warn public of Service Canada Scam

RCMP says not to send anyone claiming to be from Service Canada money or Bitcoin

YouTube video of Revelstoke grizzly bear goes viral

Why did the grizzly bear cross the railway tracks?

ELECTION 2019: Have Justin Trudeau’s Liberals really cut middle-class taxes?

Conservative Andrew Scheer vows to cut bottom bracket, NDP’s Jagmeet Singh targets wealth tax

B.C. RCMP officer suing the force for malicious prosecution

Cpl. Tammy Hollingsworth cleared of wrongdoing after misconduct hearing

Talk to your kids about vaping, B.C.’s top doctor says

B.C. health officials have discovered the first vaping-related illness in the province

Princeton suffers highest per capita rate of drug deaths: Coroner report

Princeton has suffered the highest number of illicit drug related deaths in… Continue reading

Alberta truck convoy plans counter-protest at climate rally with Greta Thunberg

United We Roll organizer says similar protest planned for Swedish teen’s event in Edmonton

Scheer, Trudeau, Singh haggle over potential minority government outcome

If you believe the polls, it appears the Liberals and Conservatives are neck-and-neck

Okanagan College nursing students to make history in Thailand

Students to take on Vernon-born practicum overseas

British family deported after ‘accidental’ U.S. border crossing

U.S. officials deny it was mistake, release video of vehicle crossing into Washington from Langley

Most Read