Digital Marketing · Service
Native advertising, used correctly
A top-of-funnel channel with a bad reputation it mostly earned.
At a glance
What it is
“Bought as a direct-response channel, it fails honestly at a job it was never suited to.”
A principal, Kaelo Digital Marketing
What’s included
Four areas of scopeMatched to the mindset
The user is browsing. The offer has to be a piece of content that earns the next step, not a conversion event.
Supply quality management
Native supply varies enormously in quality. Placement exclusions and site-level blocklisting are most of the operational work and most of the difference in results.
Measured on assisted outcomes
Judging native on last-click will always condemn it. It should be measured on its contribution to a considered journey, which requires the measurement layer to exist first.
Creative that is honest about being an advertisement
Headlines that overpromise get clicks and destroy the downstream metrics. The restrained version performs worse on click-through and better on everything after it.
How the work runs
Fit assessment
Whether you have content worth distributing at all.
Supply setup
Exclusions, blocklists, and a review cadence for them.
Read it properly
Assisted contribution, not last-click.
When to come to us
- 01 You have genuinely useful content and need cold audiences to find it.
- 02 Your buying cycle is long enough that top-of-funnel investment makes sense.
- 03 Your measurement can attribute assisted contribution.
What we do not do
- Buying native as a direct-response channel.
- Running it without supply exclusions — the default placement set is poor.
- Clickbait headlines. They work on the click and destroy everything after it.
Related reading
The channels most agencies never learn, and when they are the right answer. →
The highest-trust placements available, and the least measurable. →
A smaller, older, more corporate audience — and less competition for it. →
Common questions
