Barclays, HP and Castrol sign up for launch campaigns via Dennis Publishing’s new native ad offering

Dennis Publishing has launched a range of native advertising placements as part of a trial across its portfolio of websites, with brands including Barclays, HP and Castrol the first to run campaigns.

The placements, which can be seen on The Week, Auto Express, Evo and IT Pro, are positioned in-stream, meaning they appear before, during and after video content, where eye-tracking studies show users focus their attention.

Labelled as ‘sponsored’ the native ad units, which run via Respond’s ad platform, expand when clicked to display creative including video, or click-through to sponsored content.

Elaine dela Cruz, digital trading director at Dennis Publishing said she hoped the new offering will deliver “an outstanding return on investment” to its advertisers and a “superb user experience” for readers.

“Native and content-led advertising is absolutely core to our direct sales proposition and Respond’s native advertising placements will work to strengthen our proposition,” she added.

Earlier this year Dennis Publishing’s head of digital sales, Gary Rayneau, spoke about his reservations surrounding programmatic trading with The Drum, and revealed that if display continues to suffer from over-commoditisation it will ditch it and “go native” instead.

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