What is native advertising?

Native advertising places your brand content into a third-party environment, embedding it in the context of a user’s experience in a format and style that matches the site for seamless readability and increased engagement.

Three key formats in native advertising are in-feed units, recommendation widgets and custom placements that are directly embedded into a site. Third-party environments include everything from publishing platforms such as The New York Times, The Guardian and The Sydney Morning Herald through to social media channels such as LinkedIn, Facebook and YouTube.

Types of native advertising

There’s more than one way to create native ads but they all strive for the same contextual camouflage in the digital space. Depending on the platform, native ads may take on different formats:

In-feed ads: These appear on your Facebook newsfeed or Twitter stream as ‘promoted content’. Think of them like product placement in movies and TV.


Content recommendations: One of the most popular and scalable native advertising formats is recommendation widgets, such as those delivered by Outbrain, Plista or Taboola. They appear in other articles as Recommended for you… or You may also like…“.

(You can learn how to optimise your widgets here.)


Paid search results: These appear at the top of Google search results. If they’re relevant, web users may click on them rather than organic search results.


Sponsored articles: Third-party articles or ‘guest blogs’ placed on a website by a brand, such as insider tips or thought leadership.


Why is native advertising an important part of your content marketing strategy?

Native advertising placements support your organic content marketing activities by allowing you to amplify your best content to reach a larger proportion of your target audience.

By publishing a credible piece of content that addresses an audience need within a trusted environment, you create a direct connection that builds reputation. Over time, Native Advertising can make audience members more likely to consider and recommend your brand.


How businesses are using native advertising

Esuperfund and recommendation widgets

King Content used Outbrain and Plista to help Esuperfund target a niche audience with content about financial planning for retirement to publishing contexts familiar to the niche audience. In conjunction with amplification on Yahoo and Unruly, this helped drive 1,207,258 clicks to content and reduce the quarterly cost per lead from $108.86 to $29.12.

Griffith University, Facebook Live and recommended content

Griffith University worked with King Content to broadcast directly from its 2016 Open Day using Facebook Live. Complementing this activity with image-based content and Snapchat competitions, King Content used retargeting and A/B testing to attract 57,000 Live video views and achieve 1.85 million impressions across the life of the campaign.


Lenovo and co-created custom content


King Content helped Lenovo work with a range of strategically significant publishers to target millennial audiences with custom content. One piece in the campaign – Junkee Media’s ‘The Disruptors’ feature – attracted more than 11,000 views and an average time on page of 5.4 minutes in its first month.

Why use King Content to manage your native advertising?

It’s simple – we are data driven and have the technology to prove it.

At King Content, we are so passionate about delivering tangible results for our clients that we produced our own content marketing platform, Communiqué.

Communiqué gives you and your account manager visibility over which elements of your content marketing are actually working by collecting data across all your activities.

As part of our native advertising offering, we use the data associated with organic content distribution to determine which content should be amplified through paid native advertising channels.

This ensures we are getting the right content in front of the right audience and doing it cost effectively – with the data visible across the entire process.


How does it work?

We work with you and your team to benchmark content performance targets, optimising activity throughout to efficiently deliver against your objectives, and reporting on how your audience is engaging with individual content pieces organically.

We track content that performs most successfully and amplify it in new ways with custom native advertising placements created for top performers.

This method ensures you have visibility over the entire process and that we both gain a greater understanding of how your content connects with your audience – to deliver a greater return on investment.