The publisher of USA Today said the interaction rate on its new ad formats, called Paramount, is seven times higher than the average Moat-measured ad. USA Today have basically reformatted their display ads to mimic branded content / native ads. It consists of five formats, including three types of video ads, a carousel, and static one.
Since the beginning of the year, they have run 15 ad campaigns and have recorded a 30% increase in viewability.
Read more about how they’ve built and are managing this process.