Digital MarketingService
Native advertising, used correctly
A channel for reaching new audiences, with a poor reputation that comes mostly from misuse.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.
At a glance
What it is
Bought as a direct-response channel, native advertising fails at a job it was never designed to do.
A principal, Kaelo Global digital marketing
Native advertising has a poor reputation among people who have tried it once, and the reason is almost always that it was bought as a direct-response channel. Taboola and Outbrain place content in front of people who are browsing, and those people are rarely ready to buy. Used to bring a new audience to something genuinely worth reading, native advertising works well. Used to drive demo bookings, it tends to produce expensive traffic that leaves quickly, and a mistaken conclusion that the channel does not work.
Native advertising on Taboola and Outbrain needs three things to succeed. You need content that deserves attention, careful control over the websites where your advertisements appear, and measurement that recognises the part native plays earlier in a long buying journey. We put those in place before spending at any scale.
It suits businesses with long buying cycles and useful guides, reports or articles to share, such as a logistics company explaining customs changes or a consultancy publishing practical research.
What's included
Six areas of scopeMatched to a browsing mindset
People who see native advertisements are browsing. The offer has to be a piece of content that earns the next step, instead of an immediate request to buy or book.
Managing placement quality
The quality of native placements varies enormously. Excluding poor placements and blocking weak websites makes up most of the day-to-day work, and most of the difference in results.
Measured on assisted results
Judged on last-click results, native advertising will always look weak. It should be measured on its contribution to a longer buying journey, which needs good measurement in place first.
Honest headlines
Headlines that overpromise get clicks and damage everything that follows. A more restrained headline attracts fewer clicks and does better on every measure after the click.
Content worth promoting
Help deciding which of your existing articles, guides or reports are strong enough to promote, and what to improve before spending money on them.
Retargeting engaged readers
Following up with people who read your content properly, through search, email sign-ups or social retargeting, so their interest can turn into enquiries over time.
How the work runs
Fit assessment
Checking whether you have content worth distributing at all.
Placement setup
Exclusions and blocklists set up at the start, with a regular schedule for reviewing them.
Reading results properly
Results judged on their contribution to enquiries and sales over time, instead of on last-click numbers alone.
Content review
A regular look at which pieces hold readers' attention, so the budget moves towards the content that works.
When to come to us
- 01You have genuinely useful content and need new audiences to find it.
- 02Your buying cycle is long enough for early-stage investment to make sense.
- 03Your measurement can show how native advertising contributes to later results.
- 04Your articles perform well with the readers who find them, and you want more of the right people to see them.
What we do not do
- Buying native advertising as a direct-response channel.
- Running it without placement exclusions, because the default set of placements is poor.
- Clickbait headlines. They win the click and damage everything that follows.
Related reading
The less familiar advertising channels, and when they are the right choice.
Some of the most trusted placements available, and among the hardest to measure.
A smaller, more corporate search audience, with less competition for it.
Common questions
