ADVERTISING · NATIVE
Reach readers where they already pay attention
Native advertising places your content inside editorial environments. Done honestly and clearly labelled, it can explain things a banner never could.
When your story needs more than a headline
Some products and services need explaining. A banner or a short social ad can create interest, but it cannot walk a reader through why your approach is different or how a service works. Native advertising gives you that space: sponsored articles, advertorials and recommended content placed on publishers’ sites and in content recommendation units.
The content has to earn its place. Readers on a publisher’s site came for journalism, not a sales pitch, so we write sponsored pieces that would be worth reading even without the logo: a practical guide, a clear explanation, a useful story. Your offer appears honestly, as the natural next step.
Native advertising must be obviously identifiable as advertising under the CAP Code. We treat clear labelling as non-negotiable, both because it is required and because readers who feel misled do not become customers.
What’s included
Publisher and placement planning
Selection of publishers, sections and recommendation networks that reach your audience in a suitable context.
Content development
Articles, guides and stories written to be genuinely useful to the reader, with your offer presented honestly.
Headline and image testing
Several headline and image combinations tested in recommendation units to find what earns attention.
Labelling and compliance
Clear sponsored or advertising labels, and copy checked against the CAP Code before publication.
Landing and follow-up
A next step for interested readers, such as a guide, offer or enquiry form, with retargeting where appropriate.
AI AT WORK
Where AI does the work
AI DOES
- Drafts article outlines and headline options from your briefing and approved sources
- Analyses which headlines, images and placements keep readers on the page longest
- Flags recommendation placements that bring clicks but very short visits
YOUR SPECIALIST DECIDES
- A writer and your director shape the story, and every claim is checked by a person
- Labelling and compliance are confirmed by a person before anything is published
- Publisher choices and budget allocation are decided by your specialist
How we work
- 01Brief and mandateWe agree the audience, message, publishers, budget limits and how success will be judged.
- 02CreateWe write the content, prepare headline and image options and confirm labelling with each publisher.
- 03DistributeWe publish through chosen publishers and recommendation networks, starting with tests.
- 04RefineWe drop weak placements and headlines, extend what works and report monthly in plain English.
HOW WE MEASURE
How we measure it
Native content is judged on whether people read it and take a next step, not just whether they clicked a headline.
- Engaged time on the content
- Scroll depth and read-through rate
- Next-step actions, such as enquiries or downloads
- Cost per engaged reader
Is this right for you?
- Your offer needs explaining and does not fit in a short ad
- You have expertise or a story readers would find genuinely useful
- You want to reach audiences in trusted editorial environments
- You accept that sponsored content must be clearly labelled
An indication, not a quote.
Questions we are asked
What is native advertising?
Native advertising is paid content that matches the look and format of the environment it appears in, such as a sponsored article on a news site or a recommended story beneath an article. It gives advertisers room to explain and inform. In the UK it must be clearly identifiable as advertising, so readers always know when content has been paid for.
How must native advertising be labelled in the UK?
The CAP Code requires marketing communications to be obviously identifiable as such. In practice that means a clear label, such as ‘advertisement’ or ‘sponsored’, and design that does not mislead readers into thinking the content is independent editorial. Publishers also have their own labelling standards. We confirm the wording and placement with each publisher before anything goes live.
Is native advertising the same as content marketing?
They overlap. Content marketing usually means content you publish on your own channels, such as your website, newsletter or social accounts. Native advertising is paid distribution of content on other people’s platforms. A good native campaign often reuses or adapts content-marketing material, and sends interested readers back to your own site.