NEW YORK – Reuters, the world’s largest international multimedia news provider, 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. This new multi-part series is natively integrated into the Reuters TV platform, complementing the program’s high quality content.
Developed by Reuters Plus, Reuters award-winning full-service custom content studio, the “Working Forward” campaign stars four entrepreneurial Reuters TV viewers. The campaign breaks a single story into four 20-second spots placed between segments in Reuters TV’s news program, each focusing on a single Reuters TV viewer and their everyday ambitions – what they’re working toward and how they plan to get there. 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 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]
Reuters, the news and media division of Thomson Reuters, is the world’s largest international multimedia news provider reaching more than one billion people every day. Reuters provides trusted business, financial, national and international news to professionals via Thomson Reuters desktops, the world's media organizations and directly to consumers at Reuters.com and via Reuters TV. Follow news about Reuters at @ReutersPR.
Communications Coordinator, Reuters