Dive summary:
- New York based digital publication Business Insider is known for its popular slideshows is now offering advertisers the option of sponsored slideshows.
- The sponsored slideshows are an extension of other options including sponsored email and posts; the sponsored content is in keeping with the trend of native advertising in the industry as a whole.
- Location-based marketing firm Yext is Business Insider's first sponsored slideshow customer; the nine-slide gallery is title "Why Local Search Is Important For Retailers—And Why It's A Mess."
From the article:
"'I think it will attract companies like luxury auto manufacturers, consumer electronic firms and other brands with products that have a lot of need for product-detail differentiation,' he said. 'But I do think this is going to mainly be a B2B-focused ad solution because there's generally a more nuanced and complex message to convey for those brands.'"
