Branded Content/Native Advertising

You have valuable content on your website, but do you know if it’s being read? Or read by the right people?  Even the best content won’t achieve your marketing goals if it doesn’t reach your target audience. By sponsoring stories on, you can ensure your branded stories reach a highly engaged local audience.

What is Branded Content/Native Advertising?                 

Branded content, also called native advertising, matches the unique look and feel of a publisher’s site so it fits seamlessly into digital environments.  Branded content is not brand-biased and focuses on informing, rather than convincing, a target audience. These sponsored stories are most often listed in the form of “suggested articles” on popular websites. Sponsoring content on your local or state newspaper’s website is one of the most successful, effective forms of native advertising because:

Source: IAB/Edelman, Getting In-Feed Sponsored Content Right; comScore, January 2015

Branded Content Stories on

Register Media is the only vendor for branded content on Iowa’s top source for local news (Thoroughbred Research Study, 2014). Branded content is typically provided and authored by the advertiser, and appears simultaneously on The Des Moines Register’s desktop, iPad and mobile web platforms.* These stories are clearly marked with brand logos and ‘Sponsor Story’ headers to differentiate them from the newspaper’s editorial content. Therefore, advertisers utilizing sponsored content not only educate and inform their target audience, they also build brand loyalty and authority.

*Branded content advertising options also available in The Des Moines Register print publications.

Examples of Branded Content on

The Des Moines Register Native Content, Iowa Clinic    

Benefits of Branded Content/Native Advertising

Why Put Branded Content on

Many local and regional brands sponsor articles on blogs or other online publications with large preexisting audiences that are global, not local. In other words, they pay for reach that won’t affect the bottom line. More Iowans chose The Des Moines Register and as their No. 1 source for local news coverage (Thoroughbred Research Study, 2014). When you sponsor a story on, your branded content will reach a local, affluent audience:

As a part of our branded content program, we offer a promotional plan that drives traffic to sponsored articles, ensuring they get engagement.

Source: Omniture, Jan.-Dec. 2015; comScore, Jan.-Dec. 2015    

Put your content in front of the right audiences! If you are interested in establishing a branded content program with The Des Moines Register, contact us today.

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