Apple is dipping a toe into native advertising with a new format for sponsored posts in the next update for its Apple News app. With the new format, sponsored posts will “display directly in the content feed, in line with News articles” from a publisher’s feed and can link to an article in the News app. The new ad format will clearly label branded content in the app with a small “sponsored” tag, and Apple will keep 30% of the revenue. The Apple News app will be updated as part of the upcoming version of iOS, expected to be released next week as Apple announces new devices.
What Brands Need To Do
In January, Apple reported that 40 million people had used the Apple News app. Now, Apple is opening a way for brands to get in front of an audience that is increasingly shunning mobile ads and turning to the likes of Facebook’s Instant Articles or Apple News for a faster, leaner reading experience. Native ads remain a good way for brands to cope with this behavioral shift and reach their target audience.
To learn more about tailoring your ad content and format to the platform of choice, check out the Ad Avoidance section in our Outlook 2016.