launches innovative new native advertising format, the fast, factual and free news site owned by The Irish Times Group have announced the launch of Web Stories, a highly immersive mobile advertising format.

This new multimedia format is a highly compelling way to deliver brand messages to the 1 million Irish adults that use every month. The story format blends video, audio, images, animation and text to create a dynamic consumption experience across multiple screens, allowing users to explore content at their own pace by tapping or swiping from one piece of content to the next. 

Currys PC World is the first customer to use this in support of their Go Greener campaign, which highlights some of the best performing appliances under the new EU labelling system:

“We’re delighted to be bringing this new format to the Irish market for the first time with Tappable, our technology partner,” said David Murphy, Head of Digital Solutions at The Irish Times Group. “As brands continue to battle for consumer attention we need to offer high quality innovative solutions that will resonate with audiences while also being respectful of their experience. Native advertising has long been one of the most effective ways to educate, entertain and change perceptions and this mobile first offering will be the next evolution in how native advertising is used to reach mobile audiences.”

Pauline Browne Marketing & E-Commerce Director, Currys PC World added “we are always seeking to innovate in the marketplace with our extensive and forward thinking product offering. We take the same approach with our marketing  communications and Currys PC World is delighted to be first to market with this highly engaging product on which we are sure will connect with our customers and reinforce our position as market leader.”​

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