Native

What native is

Ads that take the form of their surroundings: a recommended article below a news story, a sponsored post in a feed, or an advertorial in a trade publication. Because the format does not interrupt, attention is higher than with display.

What we work on

• Recommendation networks — placement below articles on news sites
• Advertorials — your own article in a relevant trade publication
• In-feed — within a platform's stream
• Labelling — recognisable as advertising, as the rules require

Guarding the line

Native works because it does not interrupt, but it must never mislead. The Dutch Advertising Code (Nederlandse Reclame Code) requires commercial content to be recognisable as such. We keep our labelling well on the safe side: audiences see through it anyway, and then concealment does more harm than good.

Where it goes wrong

An advertorial that reads like a brochure does not get read to the end. What works is a story worth reading in its own right, in which your brand appears because it naturally belongs there.

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