Though two of its principal brands – Wired and Vanity Fair – already utilize them, Condé Nast is officially adopting native advertising at scale.
According to Digiday, the publisher’s first company-wide native ad is for Pantene, and will populate four properties: Self, Glamour, Style, and Lucky. It will launch in beta, display a “sponsor content” label and background tint, and ferry readers to a series of makeover videos.
“Native advertising needs to work, and the performance of the content aligns with the quality of the content that you make,” said Nathan Lump, Condé’s newly named director of branded content. “At the end of the day, when a user clicks on a native placement, the most important thing is that they come away having found something that’s interesting, entertaining to them. Their reaction should be the same as if they clicked on editorial content.”
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