How Can Native Advertising Benefit Both Advertisers and Publishers?

Calling All Publishers! Advertising and publishing can have a mutually beneficial relationship in an ideal environment.

Sign: How Can Native Advertising Benefit Both Advertisers and Publishers?

While advertising can provide a publisher with a consistent revenue source, the publisher’s audience can provide high-quality traffic that allows the advertising message to reach a larger audience.

This is valid if you have a high-quality ad experience. However, in-your-face advertisement that is thrust in the face of the audience can also detract from a publisher’s content experience. People prefer to access the content they enjoy without the ad experience interfering with their content experience, if ad blocker use patterns are any indication.

Native advertising is the ideal option for advertisers who want to incorporate the maximum amount of marketing messages into a content experience without negatively impacting it, benefiting both advertisers and publishers

1-Native blends with the publisher experience

A successful native ad is visually appealing enough to stand out in the stream of content that the viewer is scrolling through, but it is also cleverly crafted to pique the consumer’s interest in the advertiser’s message without being obtrusive.

2- Native ads generate much higher click-through rates than other formats

For publishers, it means that their users can enjoy the material without their commercial interests interfering.

3- Smarter way to market content

A native ad with content that is highly relevant to the publisher’s piece of content will actually increase the likelihood of the viewer clicking on the ad, improving the publisher’s ad revenue opportunities.

4- Greater credibility

Native ads are always labelled clearly as paid or sponsored content, so that audiences understand their exact nature, giving them the choice to interact with the ad. A successful native advertising platform, on the other hand, runs algorithms that only display ads in context to what the user is viewing. This protects the publisher’s reputation, while enabling the advertisers to profit from native ad results: such as higher CTR, greater purchase intent, greater brand recall.

5- Greater control over content

A native ad’s primary characteristic is that it must blend in with its host environment. This means that in order to monetize, publishers do not have to compromise their values. Although this can encourage marketers to use their imaginations to capture user interest, it also leads to stronger storylines and storytelling, which leads to more traction with potential customers.

Native Advertising satisfies the ambitions and needs of both publishers and advertisers without jeopardizing any party’s standards. This not only maintains a balance between their business interests, but also provides an uninterrupted content experience for the end user.

In other words, it’s a win-win situation for digital marketers.

How can a small business with no digital experience get started?

Now that digital has replaced physical, how can a small business with no digital experience get started?

Women running a small business in the digital era

With everyone racing to the top of the digital mountain you’ve got to stand out across media to be seen. Brand awareness gets maximum results!

No matter what your budget is, digital marketing is accessible for businesses of all shapes and sizes.

Have you recently started a business? Or maybe you have a small business that you’re trying to get off the ground and running.
Here are …tips to get you off the ground and running.

1-Optimize your content for search engines

The visitors you need are the ones actively searching for the services you offer online. It is easy to convert these visitors because they are highly targeted.
What are the first steps to get started with SEO?

Keyword research-> this will allow you to improve your search engine visibility.
You will find the words your future customers are using on search engines through keyword analysis. You may use a tool such as @Semrush to start your keyword search to help. It’s easier to target long-tail keywords as a new enterprise (three or more words).

These long-tail keywords have three big advantages:

  • They have clear intent.
  • They have low competition (and therefore it’s easier to get those top spots).
  • They account for a large portion of searches.
  • Half of all search queries are long-tail keywords.

If your keyword/user intent strategy isn’t targeting these terms, you’re missing about half of your audience and half of your potential leads.

2-If you run a local business, optimize your business for local search.

  • Upload your business details to the local listings
  • Collect reviews from your customers

Once you’re ready to start with paid advertising your up and running SEO will mean quicker results as you target the best keywords that match your business.

3-A Blog that’s up to date!

Content is what is going to guide your potential customers. Customers read before they buy. The average person consumes 11.4 pieces of content before making a purchasing decision, according to Forrester.

Top tips:

  • Create posts that solve problems for your audience
  • Guest blog on other industry websites to reach a wider audience
  • Generate inbound links that lead back to your own website as this will boost your website’s SEO.

To keep up to date with what to publish consistently. To help, you can create an editorial calendar so that you can publish new content consistently on your blog.


What are the benefits of updating your blog regularly?

It helps you rank for more keywords which means more leads.
HubSpot found that companies that published 16 blog posts monthly got 4.5 times more leads than those with zero to four posts.


4-Personalised emails

Top tips:

  • Personalised subject lines are 26% more likely to be opened.
  • Invest in a provider of email services that support automatic emails. This way, based on their preferences, you can send emails to your subscribers and make sure that your emails are always customised, automatically.

Now, you need to send personalized emails to your subscribers to get them to open your emails and click-through to your website.

5-Invest in native and contextual advertising.

-> Content distribution to a relevant audience

  • Repurpose content to connect with your audience.
  • Use visuals like images and videos as they attract higher engagement.
  • Share relevant industry content with users who are already interested.
  • When you consider that consumers look at native ads 53 percent more frequently than other ads then you know you need to take it seriously.

With the right strategy, the right mindset, you’ll be much better equipped to stand out and generate real results from digital platforms.

What 3 questions do you need to ask to make sure your content is target audience ready?

target audience on colorful post it

Here are 3 questions you need to ask yourself if you want to produce the right content and develop a good relationship with your target audience:

  1. Who is my ideal customer?
  2. What is the who, what, where, when and why of my audience?
  3. What are the interests, preferences, demographics and geography of my audience?

Top tips to get content marketing right!

  • Figure out who your target audience is and where your audience is most likely to be spending time online. Is it parenting blogs? Lifestyle websites? Instagram?
  • What do you want your target audience to do? Maybe it’s to visit your website, sign up to a newsletter or get a special offer.
  • What kind of content does your brand need? It could be a mixture of videos, photos of product shots, blog posts, shorter posts to go on Instagram with surprising facts about something to do with your brand or maybe a video interview!

Don’t get left behind. Think about creating a native ad strategy to distribute your content where it matters!

How can contextual advertising help your business? Yes, even a small one!

There are 2 things we could really help you with right now, they are:

  1. Creating ads that integrate naturally an represent what your company and brand is all about.
  2. Cutting out the clutter!

Are you feeling scared?

Is anyone else feeling that with resources diminishing, budgets shrinking and Brexit looming, we might feel worried or even, let’s just say it out loud, scared! How can you give your company (you don’t have to be a multinational!) a boost without breaking the bank?
Contextual advertising can offer an alternative that is easy and affordable to start with, while providing a high-quality level of relevance. Let’s see why.

How often have you clicked on a page and a product ad pops up advertising something that doesn’t interest you in the slightest? Vertis Media creates contextual ads for organisations that want to go straight to the heart of the matter. Unlike other contextual ads, ours are created to match the original environment.

As a company we feel passionate about addressing a growing issue for advertisers and publishers alike: engaging with targeted users without interrupting and overloading them with irrelevant ads while generating sustainable revenue.

Vertis has delivered more than 150 brand campaigns for leading international clients such as GSK, Coca-Cola, P&G, Vodafone, Nissan, IBM among others. How do we do this?

Contextual insight

Vertis Media uses AI to provide brands with contextual insight that target audiences more effectively. No personal data involved- perfect for the future cookie-free environment the advertising world is prepping for!

The changing algorithms used by the AI system optimise real time solutions that lead to campaigns with a difference. Vertis Media maximises ROI and is on top of the mutating complexities of advertising. A platform for simplicity, profit and versatility

Native ads

Vertis Media’s real-time native proprietary technology automatically renders ads so they natively match the style and user experience of any publisher’s site. Everything from the font used to the way a text changes when a consumer mouses over it, the ad will behave just like any other content on that particular site.

The ad is also served as part of the framework of the site itself, which means if the publisher makes any stylistic changes to the layout of the page, the ad will automatically update and seamlessly match the look and feel of the site.

We can help you deliver engaging experiences so contact us to find out how.

What’s your advertising strategy for 2021?

3 questions you can ask yourself right now:

  1. What do you want to achieve? Do you want to increase your sales, generate more brand awareness or maybe you need to generate leads?
  2. Who is your audience?
  3. What kind of interesting, relevant content is going to get you where you need to be?

Step 1: Goal setting

Building an advertising strategy starts with being clear about which goals need to be set. What are you looking to achieve through your ad campaigns?

Goal examples:

  1. Generating leads
  2. Increasing sales
  3. New subscribers for a newsletter or website
  4. Increasing website traffic
  5. Raising brand visibility

The important thing here is not to be vague about what your goals is. Make your native ad campaign goals specific. Do you want more people to subscribe to your website? Have a figure in mind and make sure you set a deadline to work towards reaching that goal.

Step 2: Decide who your Target Audience is

Define the audience you want to reach. Contextual and native ads are actually able to direct content to people who have yet to hear about your brand but who would be happy to read information involving it.

The great thing about these types of ads is that you can target ads by age, gender, interests, location, device usage and more. This makes certain that the right people are being targeted with the right content, on the right devices, in the right places, at the right time.

Step 3: Build great content

Content is at the heart of any native advertising strategy. Our number one tip is that you need to think like a reader and not like an advertiser. What does your target audience want to see?

Aiming for informative content is always a winner!
Content to consider includes:

  1. Useful content to educate and inform people, and help them get to know your brand
  2. Informative content aimed at generating leads for particular products or services
  3. Content to drive sales

Start off by following these 3 starting points and you’re set for a successful and effective native advertising strategy for improving brand awareness, attracting leads and making sales. Get started with Vertis Media’s contextual and native advertising.

Strengthening your Brand in a Time of Crisis

Is it time to think about what type of content is likely gain consumer trust?


One of the many consequences of the Pandemic in consumer spending has been the increased awareness customers have on how best to spend their money. People everywhere are becoming more switched on when it comes to how best to spend their money.

Let’s be honest, it’s just not the best time for people to splash out or try new things. They will for sure go for brands they trust and that provide the continuity that the outside world cannot right now.

This makes brand values and how money is spent more relevant than ever and that must be the focus for marketers that want to engender trust and survive in a new market.

Why is it important to know what your ideal customer looks like?

The lockdown has meant spending more time in front of computers with increased online activities which includes, of course, online purchases. Of course online shopping was already a thing but from being a mix of both face to face and online, stats show that 90% of consumers admit to avoiding physical shops as much as possible and this change has consequently meant how consumers interact with brands has also changed.

Engagement with the increased digital communication on behalf on brands has increased notably but understanding what your ideal customer looks like and needs is important, now more than ever.

How can you create interesting content that inspires loyalty?

So, what helps build this picture of your brand’s ideal consumer? How can you give your customer, the customer who will invest and remain loyal to your brand, a face?

In this increased pandemic digitalized scenario, tracking what customers are really interested in has become possible through a type of advertising that sits within relevant content accessed by those customers. In addition to being relevant it is also content that, because it seeks not to disrupt the flow of the general context, tends to engage on an emotional level with your shopper creating engagement and a longer lasting impression.

In short, this is content aligned with that customer’s personality engendering success as a consequence. Both liked and trusted, your brand is now situated in prime position to achieve the best results. How? Through engaging content.

This Reuter’s survey states that 75% of consumers admit that if the content is interesting to them, it is guaranteed they will somehow interact with it.

Taking Ikea as an example, with whom we work with all year round on the Italian market, you can see how their brand message adapted to these turbulent times through native advertising.

Following changes in their communication, ecommerce went up by 60%. Why was that? Is it just because people are on their laptops, tablets and smart phones more? Perhaps. But crucially, native advertising makes sure the right eyeballs are seeing the right content.

Think of the office worker who has been asked to work from home: they’ll most likely do some research on how to improve their home office – or perhaps how to assemble one from scratch. They search for an article detailing this… and there is Ikea. Offering solutions to a problem the person is researching, within the very article that the person is reading. Not a generic banner ad at the top of an irrelevant website, but targeted to the very people who need to see it at the very time they are searching for it. The right place at the right time.

Speed was of the essence for these campaigns at the start of lockdown and the great thing is here that you can repurpose content you already have, and can you imagine…Ikea has tons of it…Ikea’s messaging resonated with people because it still reflected its values: adapting to what your situation is and making the best of it, promoting a type of space that can allow a sense of togetherness even through difficult times.

Do you think your brand is worth it try a type of advertising which can get you the results that will carry you through these difficult times? I’d love to hear from you on how you plan to boost your brand for 2021!

Mad//Anywhere 2020…What a blast!

A massive thank you to all at MAD FEST LONDON for putting together such an amazing and powerful event last week. The Vertis team was delighted to sponsor the two-day conference that brought together the brands and people leading change across marketing, advertising and tech.

Check out Allie’s 5-minute talk, From Victims to Victory: How a Crisis Can Make Marketing Matter More Than Ever, on being brand ready in challenging times and how to ensure future growth through contextual advertising.

Here are 3 tips on how to emerge stronger and start 2021 with a bang!

  1. Create authentic content. Respond to customer needs by creating and re-purposing authentic content. Reach your consumers with relevant, engaging and timely content and ads on the platforms that most align with your brand values.
  2. Not sure what your brand values are? No problem! Go back to the drawing board and really get to the bottom of what the brand stands for and work onwards and upwards from there.
  3. Be flexible. Given the historical moment we are currently experiencing, flexibility is everything. Be ready to adapt extremely quickly in order to react to the changes that are occurring, sometimes on a daily basis.

Want to succeed in Native Advertising? Ask yourself these 5 questions

strategies for native advertising

1) Are you aligned with the native user’s mindset?

Users of native advertising are a little bit different: when they click they are after new content or exploring a website because they’re ready to discover something new. That’s why, successful content in native advertising often explores new concepts, entertains, or is informative.

2) Are you using enough pictures and videos?

These are the only type of content that look like they have a future in native.
Consumers are becoming increasingly visual and native ads have the ability to cater to that perfectly.

3) Are you segmenting your audience?

This allows the ads to go to the right place and at the right time! It qualifies consumers according to what they are actually interested in. Know your audience and optimise the results that data gives you. That way when you narrow down the focus you are pinpointing the right segments.

4) Have you aligned your headline and keywords…

…To the content in the ad? In this way you are sure fit in seamlessly with the context you are placed in. Like everything advertising- and content-related, performance will depend on your content and your audience.

5) How are you targeting?

Geo-location is the way forward. Local is key when it comes to certain types of business where geographical relevance is everything when it comes to the success of an advert.

10 Facts and Trends about Contextual Advertising

In contextual advertising the ads themselves occur based on the identity of the user and the content displayed and…it’s on the up, as users want the least level of interruption during their time browsing.

Read on if you are interested in know our top 10 facts and trends about contextual advertising.

10 Facts and Trends about Contextual Advertising

1.Advances in Matching up relevant data to customers- AI in advertising
The algorithms used are under constant development in order to improve how accurately ads match the user’s preferences. These past few years have seen a huge leap in targeted advertising, where the message is made to “adapt” to the viewer. The quest for advertisers, for a long time now, has been to make sure that the information they are putting out there is really relevant. Artificial intelligence is a way of doing this: it gets rid of the detective work in targeted advertising. With the ability to dip into a pool of relevant information regarding its users, advertisers can make sure that “useless” information, that can go against a brand’s positioning, gets stopped in its tracks. This means two very important things for Vertis Media‘s dedication to storytelling: relevance and cost effectiveness.

2.Content continues to reign
When engaging with a brand, users have come to expect a wealth of information on more fronts: videos, social media posts, blogs and other types of authentic content. Everyone has caught on to this “trend” which means that in order to stand out, content has had to be more and more interesting.
AI can contribute to building a better content strategy. By “improving” the target audiences, businesses can more effectively narrow down the focus of their stories, blog posts, videos and other content pieces to engage their users more effectively.

3.GDPR
The “right to be forgotten” that GDPR now implies means that businesses can no longer collect information about people without their consent. Explicit consent. Personalised data is essentially the heart of a targeted ad campaign, so what to do?
The correct answer is contextual advertising! How? By finding out the characteristics of a target audience based on the web pages visited. General data about the interests of visitors to that page provides the context needed of how to make information attractive to those users.

4.Video, video & more video
Video is becoming the most important advertising channel and this is set to rise in the future. And what better way to involve audiences than to enable them to participate in creating those videos. The creativity of recent generations could take brands far by getting them on board with the creative process of sharing information.

5.Smart TVs
As consumers are moving away from linear TV and toward a type of smart TV viewing, advertisers will also, aligning themselves with the new on demand viewing experiences.

6.“Voice”
2019 is likely to see brands that will allow for organic use of the devices, with ads that direct consumers to specific products or services. To reach audiences, brands are using new and innovative ways to get the message across.

7.Personalisation & Contextual Advertising
Ways are being found to ensure the messages displayed to the users are “tailormade”. Ads in the future will also be able to gather the info necessary to provide the user with options that are relevant through personalisation.

8.“Billboard targeting” & Contextual Advertising
Businesses are planning to give their billboards “eyes” that can scan peoples’ faces who are passing by. The software will be able to pick up on the number of people who go past and the length of time they looked at it. For the past few years, Google has been testing programmatic ad technology, normally in use for the web, for billboards. Google’s access to extensive information on mobile location data means it can target digital billboards in ways that competitors like Facebook can’t.

9.Customer participation & Contextual Advertising
User generated media will be used through audience participation. Companies will aim to gain more information from their users in order to involve them. In this way, consumers will be interested in those messages that are more relevant to them.

10.Mobile Augmented Reality (AR)
Mobile AR saw a leap from 100 million to 250 million users. A BRP report showed that 48% of consumers were more likely to buy products from retailers that were also providers of AR experiences.

What is native advertising and how effective it is?

Native advertising: the non-intrusive way of connecting with your ideal audience.

What is Native Advertising? To explain what Native Advertising is let’s start off with a couple of contrasting examples: imagine that you are browsing the web, having a look at some of the websites you normally like to view and suddenly coming out at you are advertising banners left, right, and centre!

Adult book computer

So, you change websites and start to read a really great blog post and once you’re done the site itself provides a link to related content made by a different brand. Which one do you prefer? The last example? Welcome to native advertising! The non-intrusive way of connecting with your ideal audience.

Native Advertising- how do you recognise it?

  • Content advertising seamlessly integrates online advertising into webpages by using relevant content as support.
  • Native advertising’s success is directly proportional to the utility and relevance of its content. It should “blend in” with the rest of the articles that are there. Content like this, increases the likelihood that your readers will recognise and remember your brand.
  • In order to engage, offer content tells the story of where your customer can journey to next. It’s all about gaining their attention with valuable information that is so valuable they will want to share it.

Take a look at this example of a native advertising campaign we developed.

Why is Native Advertising great?
Unlike other more traditional formats such as banners or pop-ups which are disruptive, native advertising has the potential to attract more attention from the readers. Why? Because native advertising retains the look and feel of the digital content to promote a certain content or product. Since it contains information which is useful and productive to the users, it is more likely to be shared on social media, enabling the information to reach as many potential clients as possible.

As Marco Piscitelli, co-founder of Vertis Media states: “Native Advertising offers top quality information to the users, which means we are all winners: the targeted audiences and the advertisers”.