Vivaki, a Chicago-based, digital-focused media solutions agency, said today it has entered into a strategic partnership with Nativo, a company specializing in native advertising. Native ads are integrated into digital sites to make them appear more like an article than paid editorial content and therefore less intrusive.
Nativo maintains its click through rates for its native ads are 5 to 20 times higher than is case with the typical digital display ads. And Nativo said average engagement time on its ads range from 40 seconds to 4 minutes depending on content.
Nativo’s expertise within the native advertising realm is what made Vivaki interested in the partnership.
Noted Michael Wiley, managing director of Vivaki Ventures: “Native advertising has become a hot-button issue in our industry. It is highly effective, but until now there has been a scale problem — publishers have developed home grown approaches unique to their properties. Nativo’s technology solves these issues by offering publishers a turnkey solution of native content insertion at a scale without losing the native look and feel that home-grown approaches offer.”
Vivaki is a unit of the Paris-based agency consortium Publicis Groupe, which also includes Chicago-based Leo Burnett.