The Associated Press is jumping on the sponsored content/branded content/native advertising bandwagon.
AP Content Services is a new division of the AP that “offers end-to-end content creation and delivery solutions to increase brand awareness, enhance consumer engagement and drive sales and audience acquisition.”
“Brands are increasingly looking for collaborators to develop creative and engaging stories that connect with their target audiences across platforms and markets,” said the AP’s VP of products, Joy Jones, in a statement. “As the world’s leading content creator, AP has the expertise, global footprint and network to work with brands in creating and delivering top-rate content wherever and whenever they need.”
Jones is right about that — native advertising is clearly the wave of the future. Especially now that ad blocking software is taking off. Advertisers need a way to get past that, and branded content gives them that chance.