Fairfax launches ‘Brand Discover’
New native advertising format and Australian publishing first
September 24, 2013: In a first for any Australian news publisher, Fairfax Media has this week launched a native advertising product range that will enable advertisers to create, design and promote branded content across The Sydney Morning Herald and The Age websites.
Called ‘Brand Discover’, the new native ad format has been designed to showcase Fairfax Media’s expertise in content creation, article design and brand integration, and promotion.
The Commonwealth Bank of Australia is the Brand Discover launch partner, utilising the format to promote its institutional banking services in a series of five articles across Business Day.
Created by renowned business journalist Brad Howarth, the article content offers insights around trends that impact the way thought-leaders make business decisions, while the article templates contain integrated high impact sponsorship placements.
“Quality content is Fairfax’s currency – it’s at the core of our business, and we can now use this for the benefit of our advertisers,” Fairfax Media Group Sales Director, Ed Harrison, said.
“Our new Brand Discover native advertising offering is all about engaging audiences and enhancing their advertising experience. Nobody is better able to do that than Fairfax,” he said.
Fairfax Media is the first news publisher to launch a native advertising format in Australia.
Overseas, publishers such as The Washington Post and Forbes have launched similar products, which have proved to be very successful.
Initially Brand Discover will be available across desktop and tablet sites, while a smartphone optimised version will become available shortly.
For its launch, Brand Discover will offer two formats, Brand Discover articles (series of stand-alone articles), and Brand Discover eBooks (responsive eBooks containing a series of articles).
View the first ‘Brand Discover’ native advertising article in the series.
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About Fairfax Media
Fairfax Media is a leading multi-platform media company in Australia and New Zealand. The group comprises metropolitan, rural, regional and community mastheads that offer high-quality, independent journalism and dynamic venues for commerce and information. Fairfax operates five business divisions: Australian Publishing Media, Domain, Digital Ventures, Fairfax Radio and Fairfax New Zealand. Australian Publishing Media has four publishing units – News Media, Business Media, Life Media and Australian Community Media – that generate content across all media platforms for major mastheads The Sydney Morning Herald, The Age, The Land, The Australian Financial Review, The Canberra Times, brisbanetimes.com.au, WAtoday.com.au, among many others, as well niche websites such as essentialbaby.com.au and thevine.com.au. The APM division also produces prestigious conferences and events that attract large-scale, highly-engaged audiences and community participation.