In response to the growing demand for integrated advertising solutions, the new in-stream ad format offers responsive, sponsored content within the mobile publication’s regular feed of articles. It has been designed to integrate seamlessly, positioned in the stream of original content without compromising either the content or the advertising message.

The service offers advertisers a similar execution to those seen in social media feeds like Facebook and Instagram, but across South Africa’s most successful news platforms.

“In-stream advertising is a new and innovative advertising solution for South African advertisers,” says Gustav Goosen, CEO of The SpaceStation. “The ad mimics the look, feel and user experience of the surrounding content. Our initial test campaigns indicate this ad format has higher levels of engagement and is especially effective at lifting top-of-mind awareness. That’s a very powerful tool for advertisers, especially when coupled with the growth of mobile in South Africa.” 

The service is currently offered on mobile sites across News24 and associated 24.com channels, all of which come with highly loyal user bases – advertisers can expect engagement with their consumers that is very interactive, user-centric and highly credible. Says Goosen, “A recent poll by IAB SA showed that the local mobile audience is tech savvy and they expect content and advertising to be seamlessly integrated into their lives. The poll results clearly indicated that brands that do not communicate to their consumers with this in mind will become increasingly irrelevant.”

“The effectiveness of in-stream advertising and the power of mobile in South Africa make for an incredible combination we could not ignore. With the highly innovative team at 24.com, we are very proud to be the local leaders of this offering,” adds Goosen.

The in-stream advertising is available in static image, carousel and video formats.

To view examples on desktop, click here. To view on mobile, click here.

For more information, visit www.thespacestation.co.za. Alternatively, connect with them on Twitter.