(4-5 min to read)

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What is Native Advertising?

Native Advertising is an advertising format that aims to aesthetically match the editorial environment in which it’s served, being designed in a manner in which they are less visually abrasive than standard display banners. Content-wise they can cover real world stories which breed curiosity and interest in the reader. Having caught the eye of the reader with the teaser, the landing page then elaborates on the topic. Note that it’s good practice to keep the reader within the existing editorial context with the landing page being embedded on the publisher’s site, without leading the reader directly to commercial content.

Why should I use Native Advertising?

Native Advertising is an alternative way of marketing your business as opposed to traditional display banners. As the actual advertiser is not clearly stated in the teaser, it proves to be a more subtle form of branding, conceptually – the aim is to maintain an editorial theme throughout the user experience. A fact that helps native content produce a positive branding effect alongside increased trust in the content itself.

What’s needed to get started?

The setup itself is quite simple, with only a few elements needed to get started (i.e you don’t need to be a graphic designer). In our experience, it’s best to test with a mix of messages to glean what performs optimally from your KPIs. 2-3 image and text snippets are a solid starting point for a good allround campaign. Visually, the images can be from your own site or stock aggregators, the text snippets can be written by yourselves or external content agencies, you can also ask us at Passendo to facilitate their creation. 

The message, visuals and landing page are key

Solid content fuels engagement (clicks), remember that the clicks you receive should be relevant to your organisation, clickbait and the like are a no go if you aim to convey a serious proposition, it will only increase the bource rates on the landing page. 

You can actually filter poorly performing clicks by creating an honest teaser text to the native creative, as you’re paying per click, the creative text of the native teaser acts as the first “filter” – hence the optimal content mix is one which is honest but also captures the reader’s interest.

For example, if your aim is to bolster the number of subscribers to your newsletters, then aim to include said message in the creative text, with that you can already remove any prospective poor performing clicks. With Passendo you have the space for 60 characters for the headline and upto 100 for the main text – it’s usually most efficient to formulate a concise message to the reader.

As a rule. Passendo uses 3 images in four different formats, formats vary depending on the market – read more on our specs here. If the client supplies images of a quadratic nature, Passendo’s platform is able to automatically crop the image to the needed format (as long as the image doesn’t surpass 250kb).

The landing page is key, if it proves to misinform, it will just create more bounces. The spark of interest created by the teaser needs to be converted into a deeper understanding on the landing page, this is where editorial landing pages come into their own. Look to include videos, infographics and fact boxes to augment the reader’s experience.

Should the landing page leads to an internal or third party environment? A key question to ask yourself, note that several larger publisher’s offer commercial digital real estate for you as an advertiser. With editorial landing pages themselves create a higher degree of trust for the user, this can be a way to create higher engagement. 

Native Widget

When you run a native campaign with Passendo, you’ll be required to supply three images and three texts (one text equals title and main text), image and text are automatically merged in our native widget. This tool syncs the commercial content to the editorial context – this includes elements such as fonts, background colours, margins and formats in the prospective newsletter/site. For example; if a campaign with three images, three texts, four formats and 50 different fonts across a range of media – the campaign has a theoretical 1,800 different permutations – all of which are built automatically. 

Campaign Optimisation

There are several methods to optimise your campaigns, Passendo has built an optimisation algorithm which delivers the campaign to the top performing spaces. Passendo also has a campaign manager who each day keeps an eye on all live campaigns and how they’re performing against KPI’s. Poorly performing media are cut from campaign, whilst high performing ones receive more traffic – hence the campaign only delivers to environments which actually realise the clients KPI’s.


When a native campaign goes live, it becomes possible to track conversions, conversions being an action which you define in relation to your campaign. This can be a sales based conversion, newsletter signups, downloaded whitepapers, time spent on the landing page itself or low bounce rates. Generally for native’s, time spent and bounce rates are usually key metrics for the creation of new leads for the sales funnel. The landing page’s core purpose is to retain these leads, build interest in the product and over time move the lead further down the sales funnel. 

Native Network

At Passendo, our network is key – this is grounded in that we only work with reputable larger publisher’s (which usually take the form of larger media organisation’s) which carry a certain gold standard. When it comes to brand Safety, an aspect which remains key to Publisher’s, is also something we aid you the advertiser to maintain whilst using our technology.

We’re also proud to have developed a technology platform that facilitates publishers and advertisers meet in a marketplace for newsletters (and websites). 

How do I get started with Natives at Passendo?

With just a few steps you can be up and running with us – contact our Head of Business Development, Sanne Sønderskov Jensen (ss@passendo.com) on +45 2728 5936 or Nordic Business Development Manager, Mathias Tauber (mt@passendo.com) on +45 2681 4221 to get started. There’s a few points to consider; am I targeting only newsletters, websites or both? If a campaign is published across both formats, we’ll optimise across formats as well.

We look forward to chatting with you about how we can together, create better results through native advertising!