Reuters Plus launches first native video ad campaign

Reuters Plus has launched “Working Forward,” a groundbreaking native advertising program for Synchrony Financial.

Reuters Plus has today announced the creation of “Working Forward,” a groundbreaking native advertising program for Synchrony Financial. 

Unlike other content marketing campaigns traditionally formatted with text and infographics, this campaign is one of the first examples of premium video content marketing illustrated within a highly engaging multi-part series, “Working Forward”. This new multi-part series is natively integrated into the Reuters TV platform, complementing the program’s high quality content.

The campaign stars four entrepreneurial Reuters TV viewers, revealing the steps they’ve taken to achieve personal or professional goals throughout a Reuters TV viewer’s customized experience. It breaks a single story into four 20-second spots placed between segments in Reuters TV’s news program. The person’s story unfolds in sequential native ad segments, allowing the viewer to piece together the narrative of the individual’s aspirations. The narrative ambition supports Synchrony Financials’ brand, aligning their services with real stories from enterprising individuals.

“Reuters Plus is uniquely situated to tell captivating, narrative brand stories through native content, serving immense value to our clients,” said Daniel Mandell, Chief Revenue Officer, Reuters. “The ‘Working Forward’ campaign was thoughtfully designed to help Synchrony Financial tell an authentic story to its customers and to our highly engaged audience.”

Reuters Plus is uniquely situated to tell captivating, narrative brand stories through native content, serving immense value to our clients

Daniel Mandell, Chief Revenue Officer, Reuters.

“Reuters TV is the premium mid-form content experience, said Isaac Showman, Managing Director, Reuters Consumer. “Our ability to keep users engaged for over 12 minutes, on average, each session makes this unique form of narrative advertising possible.”

This native ad series will run from June 29 through July 31.

Reuters.com reaches 23 million global unique visitors across its platforms. [comScore, May 2017]