Nativo, the leading native advertising technology company, today announced a collaboration with Ceros, the interactive content creation platform, that will enable brands and publishers to deliver rich, interactive native experiences at scale across premium publishers. Bloomberg Media is a key partner, leveraging both platforms to create and deliver dynamic content experiences to a premium audience at scale.
“Ceros helps brands and publishers unlock creativity and deliver extraordinary branded content experiences. However, automating and measuring these high-impact executions still remains a major hurdle,” said Simon Berg, co-founder and Chief Executive Officer at Ceros. “Working with Nativo resolves our clients’ ongoing operational challenges by distributing our custom experiences at scale while driving consumer engagement.”
Studies show interactive content delivers valuable business and engagement benefits. According to a Demand Gen Report’s Content Preferences survey, 70% of interactive content users said their content was moderately or very effective at converting prospects, while only 36% of passive content users gave such ratings to their content. Additionally, 91% of respondents in a separate study stated that they prefer more interactive content to passive content.
With Ceros, publishers have the ability to embed rich interactive elements into their native campaigns. Additionally, Nativo’s integrated content management system (CMS) and native ad server allows publishers and brands to deliver these experiences at scale on brands’ own sites as well as across more than 400 of Nativo’s premium publishers. As a result of this partnership, brands and publishers can realize the full potential of content creativity and achieve deeper consumer engagement with more memorable experiences.
“Digital advertising often requires trade-offs between impact and scale — either advertisers achieve high impact at low scale, or achieve low impact at high scale,” said Justin Choi, CEO at Nativo. “Ceros’ ability to easily create dynamic, high-impact interactive content, combined with Nativo’s ability to automate content distribution and measurement, brings powerful benefits to brands and publishers. It decouples the usual trade-offs between impact and scale, enabling clients to deliver compelling user experiences that maximize engagement, influence, and recall.”