Sound Alliance expands native advertising department with launch of Native Studio
- Dedicated business unit for growing revenue centre -
Native advertising pioneer Sound Alliance has launched Native Studio, a dedicated unit to manage all of the publisher’s native advertising from conception and creation to amplification and measurement.
Staffed by a team of six full-time staff, Native Studio by Sound Alliance has grown dramatically over the past twelve months since Sound Alliance become the first Australian media company to appoint a Native Advertiser Editor in September 2013.
The six staff members include two Native Advertising Editors, a Social Media Manager, Account Manager, Designer and is headed up by Creative Director Stig Richards.
Native advertising now makes up almost 30% of Sound Alliance’s total advertising revenue, increasing rapidly from just 3% in 2013. Native Studio’s recent clients include Contiki, Heineken, South Australia Tourism, Telstra and Jack Daniel’s.
“Almost every media brief we’re now receiving asks for content in some form,” Sound Alliance CEO, Neil Ackland, said. “The launch of Native Studio allows us to continue to perfect the process so that everyone wins – the audience, the publisher and the brand. The conversation is now starting to shift towards measurement and accountability, and we’re leading in this space.”
Sound Alliance has published over 250 pieces of native advertising content for over 40 brands in the past 18 months, and was awarded the title of Publisher of The Year at the BE Fest Awards last week for its innovative work with branded content. This also follows winning Media Brand of the Year at the Mumbrella Awards for Junkee, whose primary business model is native advertising.
About Sound Alliance
Sound Alliance is Australia’s leading youth publishing company. The Sydney-based business owns and operates FasterLouder, inthemix, Same Same, Mess+Noise and Mumbrella’s Media Brand of the Year Junkee.com, and represents titles Pitchfork, NME and The Hype Machine. Together, these titles have a combined monthly audience of more than 1.5 million and offer brands a gateway to 18-29 year old Australians. www.thesoundalliance.net
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