Memo on launch of native advertising at The Globe and Mail
The Globe and Mail is launching a pilot native advertising project on desktop and mobile websites
Tomorrow, The Globe and Mail launches a pilot native advertising project on our desktop and mobile websites. The new native ad units will appear on selected section pages and article pages and within our video library.
Native advertising is essentially the integration of advertising content into the main architecture of the site.
The native ad units carry clear markers that identify the content as sponsored, including a yellow background screen, a “Sponsored Content” label, and a different font on the article pages than we use for The Globe’s editorial content. The article pages also carry the “Sponsored Content” banner and contain only advertiser content on the page. They will not appear on our apps, social feeds or home page.
You will see new native ad units appear on the ROB, Technology and World section pages on desktop and mobile, among the related stories links on certain ROB and World news articles, and in our video library.
The content is not editorial content, it is advertiser content. It will be produced outside of The Globe (not by Globe journalists), in consultation with the advertiser. The pilot program will be overseen by the custom content managers within The Globe’s advertising department.
There is increasing demand from advertisers to showcase contextually relevant content within the editorial environment, which has led to the rise of native advertising across the media industry. The New York Times, Forbes, Buzzfeed, The Economist and Washington Post are just a few who already incorporate native ads. The Globe, too, is continually adapting our ad products for both readers and advertisers.
General Electric (GE) is the only advertiser in this initial, 90-day pilot program. We will monitor reaction and measure audience engagement to ensure we are supporting both reader and advertiser needs before expanding the program.
Please let me or David Walmsley know if you have any questions or ideas. We welcome your feedback.
Tamara Baluja is an award-winning journalist with CBC Vancouver and the 2018 Michener-Deacon fellow for journalism education. She was the associate editor for J-Source from 2013-2014.