On Wednesday at the Native Ad Forum during Adweek EU, Sharethrough announced the launch of a new Enhanced Ads product line to help advertisers improve the performance of their display and video campaigns with their existing creative assets and media buying strategies. Using proprietary templating technology, Sharethrough transforms display and video assets into higher-performing native ads, delivered on top content sites across the Sharethrough Exchange (STX).
Launch partners Comedy Central and Bliss joined Sharethrough at the event. Both advertisers ran enhanced display campaigns with exciting results.
“The enhanced ad product has allowed Comedy Central to get added performance out of its assets without requiring additional creative development or media planning,” said Kayla Moriarty, Director of Digital Marketing at Comedy Central.
“As a relatively new display buyer, Bliss was eager to partner with Sharethrough since their Enhanced Display offering gave us a way to activate quickly and try new things with minimal effort on our side,” said Karilyn Anderson, VP of Digital at Bliss. “After launching with Sharethrough, we saw 2x improvement in CTR.”
“And with that, we’ve seen a 54% improvement in session length (compared to the previous time period, GA),” said Cassie Schultz, Senior Paid Media Strategist at Blue Moon Digital. “We have been able to see results, understand the impact, and iterate quickly, which has informed our targeting, content, and creative strategies and helped us optimize the Bliss campaign accordingly."
Native advertising on content sites is an $8.2 billion industry (eMarketer) and growing, but advertisers are still spending more of their budgets on traditional banners and in-stream video, even though these formats don’t drive the same qualified user engagements and attention. Sharethrough’s Enhanced Ads helps buyers bridge this gap.
“Native is proven to drive better results for marketers - better brand lift, more clicks, more conversions. Brands want native,” said Curt Larson, Chief Product Officer at Sharethrough. “Yet, most brands spend more money on banners given the legitimate entrenched ease of the existing supply and demand chain. We’re really excited to launch enhanced ads to break down those barriers and delivers the benefit of native back to the brand without requiring the supply chain to change.”
Outside of display, Sharethrough’s Enhanced Video product improves outstream video performance by adding a headline and rendering the ads in native placements
Sharethrough helps the world's largest marketers and trading desks deliver display and video campaigns across the highest performing native placements on thousands of content sites. The Sharethrough Exchange (STX) powers over 40 billion monthly impressions and is integrated with over 30 of the world's largest demand side platforms, enabling buyers to efficiently achieve their marketing objectives at scale. Sharethrough was founded in 2008 and is headquartered in San Francisco, with offices in New York, Chicago, Los Angeles, Austin, Detroit, London, Tokyo and Toronto.