BuzzFeed Launches Native Political Video Ads for 2016 Campaign

Site says its huge millennial readership has created “huge demand for political and advocacy groups to tap into that audience”

BuzzFeed will launch native video political advertising as the 2016 campaign heats up, the website announced Monday.

The website tapped Rena Shapiro, who’s been named VP of Politics & Advocacy, to helm the new venture. Shapiro, previously served as Advertising Director for Pandora.

The ads, which will likely feature presidential candidates and policy advocacy groups producing BuzzFeed-style videos, will be clearly marked as advertisements and not content produced by the website.

Candidates have already leveraged the millennial-friendly website during the 2016 campaign; in June, Ted Cruz did his best Simpsons impression to try and endear himself to younger voters.

Candidates dabbled in native advertising for BuzzFeed in 2012, when President Obama’s campaign created several video ads attacking Mitt Romney for gaffes like “binders full of women.”

“BuzzFeed is the top place millennials and influentials are reading and sharing news, 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,” Shaprio said. “From our shareable videos to our social posts, there’s a massive opportunity and I can’t wait to get started.”