Connate – a native ad tech firm – has announced the commencement of its operations in Pakistan.
Dubai based Connate – with focus on premium content monetization, production and delivery – entered Pakistani market when Dettol and Warid wanted to build upon their relationship with consumers but not through regular tried and tested route of advertising.
Native advertising is a non-intrusive and in-content online advertising method where the advertiser engages with the consumers via content within the context of the user’s experience with matching form and function.
According to Connate, “Pakistan is one of the fastest growing markets in the emerging economies and we entered the market purely by the dynamics of an ever evolving media scene. As one of the most popular news platforms in Pakistan, leading media groups were aggressive and keen to beta the product. Considering the high quality content and engaged audience that their websites offer, it was a no-brainer. So far the campaigns have received phenomenal response with the results clocking in over 70% higher response than standard banner ad campaign and with extremely high engagements where the time spent on the landing pages is also close to 3 minutes. We are now in talks with some of the biggest local publishers that are already in the on boarding process.”
Marrium Khan, Associate Director, Iris Digital (A Symmetry Group Company), the digital agency behind these campaigns, expressed her views “Iris Digital prides itself as the fastest growing and most innovative digital agency in Pakistan. Content marketing is the key area of focus for our clients and us. With Connate, we saw a huge opportunity to tap into the publisher side native ad market. We wanted to look past the standard banner ads and address challenges like banner blindness, spill over and drive more effectiveness for our campaigns and we seem to have achieved just that.”
Native advertising is one of the fastest growing online ad methods which globally reached USD 2.40 billion in revenue in the year 2013 and by 2017, it is expected to account for USD 4.60 billion in revenue.