MX ditches banner ads on relaunched app in favour of native content
News Corp’s afternoon commuter newspaper MX has ditched banner advertising in its new-look app and adopted a native ad model as it looks to create a more engaging experience for readers.
Publisher Tamara Oppen said its key demographic of 18 to 34-year-olds told the publisher during research they found banners and buttons irritating and intrusive.
It prompted a re-think at the newspaper with native content now the backbone of its advertising platform on the app.
Qantas-owned Jetstar became the launch customer of the native model, with MX close to securing two more advertising partners.
Catch up MX, The Telegraph has been using native advertising for yonks. The entire paper is actually an ad for the Coalition and The NSW Liberals. See todays election winning front page.
Ok, i know its MX and therefore not a newspaper, but the shameless admission of “native” being the go to option is appalling, still at least they admit it.