Native Advertising at BurdaForward: From hype to an established revenue model for publishers
by Eva Schuler
Six years ago, we set out on almost unknown territory - and today we have reached the 1000th Native Advertising booking! We want to celebrate this and use it as an opportunity to support a young company that thinks as constructively as we do: We are giving away a native branding campaign worth 50,000 Euros!
How everything started
What started in 2014 as a kind of start-up has grown into an established business model for publishers and has become an important strategic pillar of BurdaForward. Over the past few years, native advertising has developed into an efficient and promising online marketing tool. The native ad movement spilled over from the USA to us in the German advertising market. In particular through our close cooperation with the Huffington Post, we quickly recognized the potential of native advertising on the publishing side. Visits to several publishing houses in the U.S. as well as numerous on-site discussions with our American colleagues helped to raise awareness of the topic of native advertising. It quickly became clear that the concept of native advertising fits perfectly with the BurdaForward DNA. Under the motto "Goodvertising" we still focus on the needs of our users. Because the sense and soul of BurdaForward is good news: reliable, relevant and above all solution-oriented information with which we support our users in their everyday lives.
BurdaForward celebrates the 1,000th native advertising campaign
Our experienced colleagues from the advertising sector build a bridge between publishing and marketing on a daily basis. This creates the intersection of journalistic skills and marketing expertise necessary for effective branded content campaigns. We have already convinced 520 customers from a wide range of industries of this - today we received our 1,000th booking.
Within just six years, we have rethought advertising with a remarkable team and established native advertising as a universally accepted form of advertising. Within a very short period of time we were able to strengthen the trust of our clients, so that today we have recorded the booking of our 1,000th campaign. We are especially happy that this campaign, which was booked by our customer EPOS, is a Live Video Talk on FOCUS Online - a completely new video format, which we will then implement on the more than current topic of New Work.“
We now would like to give something back and support a young company with our long-standing content expertise.
The prerequisite? An innovative business idea and a constructive product!
Eva Schuler
BurdaForward Communications
During my studies I discovered my enthusiasm for communication. Here, at BurdaForward, I have now been given the opportunity to live it out. When not in the office, you can usually find me somewhere in the mountains for mountaineering and skiing or on the Isar.
Related Articles
"Sugarless": The advertising revolution for the post-cookie era
BurdaForward radically rethinks the digital advertising world. Instead of looking for covert ways to use cookies in the future, a team of developers, marketers and editors has developed an in-house machine learning based data technology. The context- and content-based system functions without requiring consent, complies with data protection regulations and is user-friendly. "Sugarless" instead of cookies - for healthy goodvertising.
Why We Need More Courage for Good Advertising
Can you really generate more sales with less advertising? We say yes! In the past few years, we have consistently worked on our goodvertising strategy. Now we present the twists and turns we made to improve digital advertising. We lay open our own figures and results to show this.
Beyond the click: Why we are establishing a qualitative measurement of advertising effectiveness as standard
In close cooperation with Brand Metrics, we are the first marketer Germany-wide to offer advertising partners an analysis of qualitative advertising data for free - even for small campaigns. We do this for a simple reason: Beyond clicks and page impressions, what counts most is the effect that the campaigns of the advertised brands have on the attitude and behaviour of their target audience. Air France has tested the Brand Lift Algorithm. They have found that it gives them wings.