News UK own the rights to some of the most valuable short-form content on the planet. Only News UK – the company behind The Sun, The Times and The Sunday Times – are allowed to show Premiership goals and highlights online and on mobile in the UK. However, News UK have thus far resisted the temptation to run pre-roll ads against the Premiership content, choosing instead to offer advertisers opportunities around the player alongside bundled branded content deals. Here Hamish White, Director of Digital Commercial Products at News UK, says that not only can you run ads behind a paywall, but that ads in paid environments are actually more effective.
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