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The Drum

Johnston Press launches native advertising service which it says can circumvent ad blocking

Johnston Press has launched a native advertising service designed to connect brands and local enterprises with consumers through content marketing campaigns while attempting to circumventing ad blocking software.

Voice Local brings together the commercial editors and product managers at Johnston press to create branded content, which the publisher says is tailored to consumers’ targets.

The roll out of service follows a successful three-month pilot programme which delivered 59 content marketing campaigns for large and small brands such as Waitrose Glasgow Osteopaths.

The pilot saw some content deliver 8 times the click rate of traditional advertising. Another aspect of the service which may help advertisers is the move away from simple banner ads.

The publisher is promising that the smart inclusion of branded content that sits more naturally within Johnston Press’ website will be unaffected by browser-based ad blockers.

Jeff Moriarty, chief digital and product officer at Johnston Press, said Voice Local is an opportunity to “create highly relevant local content for advertisers that uniquely resonates with local readers".

He added that it will allow “businesses across the UK capitalise on our unparalleled knowledge of consumers at a local level, and therefore create engaging and relevant content that will further enhance the online experience of our readers”.

Other investments which Johnston Press has recently made toward strengthening its digital platform include offering cash incentives to employees who help to increase website traffic. The move is intended to make up ground on its rivals Trinity Mirror and Newsquest.