Telegraph launches first UK newspaper native ad on Apple News

The Telegraph has become the first British national newspaper to launch commercial editorial content on Apple News through its campaign with Nikon.

Apple News launched in the UK on 21 October, a month after it was released in the US. It aggregates digital news from national newspapers, the BBC and Sky News.

The tech giant created Apple News to be a one-stop news aggregation service so that users don’t have to switch between multiple apps or mobile sites while on their smartphone.

Nikon, the camera manufacturer, created a cross-platform campaign through The Telegraph, which challenged the newspaper to feature a striking image on an entry-level DLSR camera without using retouching or other production techniques.

The newspaper created a shot of ballet dancers "exploding" a giant rose, which appeared on the cover of Telegraph Magazine, the home page of Telegraph.co.uk, and then on Apple News.

MediaCom handled the media planning and buying while the work was created by Spark, the in-house creative department at Telegraph Media Group, which launched in February.

Matt Cory, the managing director of Spark, said: "This first use of Apple News for branded content is a perfect example of a Spark partnership, where creativity, new formats, new distribution and data insight meet.

"As a result we have created an image-led campaign that we believe will truly grasp our audience’s attention within the Apple News environment."

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