Dive summary:
- At SXSW this week, Mashable unveiled "Social Lift," a new native ad unit that will allows brands to embed social media posts on the Mashable website that look and feel like Mashable posts.
- Although Social Lift holds many similarities to other native ad units, Mashable has partnered up with Twitter's Vine app to allow users to share quick video clips.
- To kickstart the launch, Mashable has partnered with popular internet meme star Grumpy Cat's Friskies Vine campaign.
From the article:
"While Vine is the first social platform to be included, Cashmore noted that Mashable has no specific partnerships for these units with the social networks. He said, 'Essentially we can embed any content in this unit as long as it's compelling.' As a result, brands will be able to embed Facebook, YouTube and any other social or video content. Cashmore also noted that any retweets, shares or likes of the sponsored material will be translated back to the actual source (a like on an embedded Facebook image will be recorded as a like on Facebook). 'It'll allow brands to get the lift they're looking for on social,' he said."