BuzzFeed is to offer native advertising services for politicians and political causes that want to reach millennial audiences, according to reports.
According to Politico, the shareable website will announce the initiative, which will be headed by new vice president for politics and advocacy Rena Shapiro, on Monday.
The political adverts will be created alongside teams from BuzzFeed Motion Pictures.
“BuzzFeed is the top place millennials and influentials are reading and sharing news,” Shapiro said. “And with the smart and thoughtful reporting from BuzzFeed Politics, there is a huge demand for political and advocacy groups to tap into that audience.”
She added that BuzzFeed‘s content provides a “massive opportunity” for advertisers and that the sponsored political pieces will be clearly marked.
Business Reporter took a look at BuzzFeed‘s native advertising in 2013, when its then-chief revenue officer Andy Wiedlin explained how it measured its success.
“For most publishers, the metrics that you measure are clickthrough rates and impressions, and advertisers choose you based on the size and composition of your audience,” he said. “But we measure things through engagement and sharing.”