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

Summerland policing stats show increase in auto thefts, mischief

22 vehicles stolen during first half of 2019, up from 12 during same period in 2018

Two appointed to Summerland’s Board of Variance

Appointments are for three-year terms

Controversial anti-abortion film to be screened in Penticton

Unplanned will be shown at the Penticton Landmark theatre

Monster Truck action returns to the Okanagan for a second night

From 6 until 7 p.m. you can meet the drivers and get a close up look at the trucks

VIDEO: Missing teens named as suspects in three northern B.C. killings

Kam McLeod and Bryer Schmegelsky are wanted in the deaths of Lucas Fowler, Chynna Deese, unknown man

Kelowna baby snatcher pleads guilty

Harold Giffen Clarkson Nyren is sentenced to two years probation

BC Cancer Agency refuses to release audit’s critical findings, but discloses ‘positive’ findings

Information and Privacy Commissioner asked to review redactions of cancer agency’s triage audit

B.C. teens wanted in double homicide, suspicious death spotted in Manitoba

Kam McLeod and Bryer Schmegelsky were thought to have been seen in the Gillam area

Vehicle collides into Okanagan home and drives away

Fencing, landscaping suffer significant damage and minor injury to house on Vernon’s Okanagan Avenue

Big Wreck announces two Okanagan shows

The American-Canadian band will be playing in Vernon and Kelowna on Oct. 29 and Nov. 3

Kelowna paddling team raises breast cancer awareness for 20 years

“Bust ‘N Loose” cancer survivors take on the waters worldwide for breast cancer research

Serious injuries sustained in Highway 1 collisions west of Salmon Arm

Air ambulance needed at two accident scenes that closed highway Monday evening

$100+ million condo development planned for West Kelowna

The project targets so-called “zoomers” (active baby boomers) downsizing from their traditional homes

Most Read