Connate - A Native Ad Tech Firm launches services in Pakistan

Is Native advertising the future of digital media in Pakistan?

Press Release July 16, 2014

When Dettol and Warid, two of Pakistan’s most trusted brands wanted to build upon their relationship with their consumers, they wanted to go beyond the regular tried and tested route of advertising. The words trust and truth are undeniably interlinked and if so why advertise, why can’t we present the truth as it is?

One could only imagine the power of advertising and the grip it has on our imagination as this question has been raised countless times by some of the world’s most powerful brands across many a boardroom. The answer is not surprising as it’s been in front of us all the while.

Native advertising is a non-intrusive and in-content online advertising method where the advertiser engages with the consumers via content within the context of the user's experience with matching form and function.

Dubai based Connate is an ad tech firm that focuses on premium content monetization, production & delivery.

According to Connate, “Pakistan is one of the fastest growing markets in the emerging economies and we entered the market purely by the dynamics of an ever evolving media scene. As one of the most popular news platforms in Pakistan, Express/Tribune was aggressive and keen to beta the product. Considering the high quality content and engaged audience that their websites offer, it was a no brainer. So far the campaigns have received phenomenal response with the results clocking in over 70% higher response than standard banner ad campaign and with extremely high engagements where the time spent on the landing pages is also more than 2:40 minutes. We are now in talks with some of the biggest local publishers that are already in the onboarding process.”

Marrium Khan, Associate Director, Iris Digital (A Symmetry Group Company), the digital agency behind these campaigns, expressed her views “Iris Digital prides itself as the fastest growing and most innovative digital agency in Pakistan. Content marketing is the key area of focus for our clients and us. Native advertising is one of the fastest growing online ad methods which globally reached USD 2.4 billion in revenue in the year 2013 and by 2017, it is expected to account for USD 4.6 billion in revenue.

With Connate we saw a huge opportunity to tap into the publisher side native ad market. We wanted to look past the standard banner ads and address challenges like banner blindness, spill over and drive more effectiveness for our campaigns and we seem to have achieved just that.”

Signing up with Connate is a simple process. Publishers just have to visit

this link and send the details to Connate and its on-boarding staff will be in touch with them.

For Advertising enquiries, please visit:

To know more about Connate, visit


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