UK government takes first foray into native advertising with campaign promoting Britain as a place for business
The UK government is taking its first foray into native advertising with a digital campaign promoting Britain as a good business environment.
Campaign: A government ad on the ReadWrite tech website
The government partnered with digital publishing company Say Media in a deal brokered by M4C and content will appear on the firm’s own tech site ReadWrite, as well as distribution throughout relevant audiences via Say Media’s ad platforms.
The ads will direct users to the government’s ‘Great Business’ website and the campaign is designed to “increase confidence among SMEs in Britain” through a series of case studies.
Paps Shaikh, European GM, Say Media, said: “This was an exciting opportunity where we got to see the government forging ahead with new digital techniques.
“Using Say Media’s unique product suite and content offering gave the government an ideal opportunity to spar conversation with ReadWrite’s loyal audience and we are delighted to have played such a significant part in its first foray into native advertising.”
The three-month campaign will be measure on a cost per engagement (CPE) basis.