SERVICE
Native advertising
Native advertising is content published in a media outlet that follows that outlet’s own form. It works when it is genuinely worth reading, and fails when it tries to pass as something it is not.
First plan in two weeks · No long contracts
Native starts from the rule that an ad is labelled as an ad. That is not a constraint to work around but the condition the whole format rests on: readers recognise commercial content anyway, and leaving it unmarked costs trust without buying any reading time.
Once the label is in place, the real question is left. Is the piece worth reading to the end? If it is not, bought distribution produces page loads where the reader leaves after the first paragraph.
What we do
- A subject that interests the reader even without the brand
- A piece written in the outlet’s own voice, not as a product sheet
- Illustration and photography that hold the same standard as the outlet
- A clear marker that this is commercial content
- Distribution bought separately from the content, so both prices are visible
A working rule of thumb: name the brand once at the start, once at the end, and write something useful in between. Content that mentions the product in every paragraph is an ad that has to buy every one of its readers.
When native is worth it
Native pays off when the purchase needs explaining. An expensive commitment, a new product category, a service nobody knows to search for yet: a short ad cannot say enough, and a long form can.
It also pays off when the outlet’s own credibility is part of the message. The same text on your own site and on the pages of a publication people read is not the same text, and that difference is exactly what native buys.
What usually goes wrong
The most common mistake is buying the distribution first and writing the content afterwards in a hurry. Distribution is the fixed cost, content is the part that decides the result, and that order gets it backwards.
The second is measuring native by cost per click. Native’s job is to get the piece read, and a click only reports on the headline. We have not published a native case, so there is no reference on this page.
How we measure
- Reading time and how many reached the end of the piece
- Scroll depth, not page loads alone
- Journeys from the piece to your own site and what happened there
- Movement in branded search after publication
PACKAGES AND PRICING
Three ways to buy advertising
The fee covers planning, creative, day-to-day management and a report in euros. Media budget is paid to the channels directly and kept separate in the report.
Start
One or two channels that need to start producing measurably.
€1,900/mo
Includes
- Campaign structure, targeting and measurement set up
- 1–2 channels
- 4 creative variations a month from your material
- Weekly optimisation
- A monthly report in euros
Not included
Media budget, content shoots.
Book a callGrowth
Several channels and a steady rotation of creative so results do not fatigue.
€2,900/mo
Includes
- Everything in Start
- 3–4 channels
- 8 creative variations a month, including short-form cuts
- Landing page and form optimisation
- Monthly review and a live dashboard
Not included
Media budget, recommended €3,000–8,000 a month.
Book a callScale
All channels, our own production for ad creative, and continuous testing.
€4,900/mo
Includes
- Everything in Growth
- All channels, new ones tested
- 2 shoot days a month for ad content
- Conversion optimisation and A/B tests
- Weekly meeting and a quarterly plan
Not included
Media budget, typically €8,000 a month and up.
Book a call- Month to month, 30-day notice
- Ad accounts, sites and data stay yours
- Prices exclude VAT
One-off channel audit €1,900. Media budget separate, recommended at least €1,000 a month per channel.
PROCESS
How a native piece gets made
The content is written before the distribution is bought, because content is the part that decides the result.
A subject, not a product
We look for a subject that interests the reader even without the brand. If there is not one, native is the wrong format.
Writing and art
The piece is written in the outlet’s voice and illustrated to its standard. The brand is named once at the start and once at the end.
Labelling and approval
The commercial relationship is clearly marked, and the outlet reviews the piece against its own criteria before it runs.
Distribution and measurement
Distribution is bought separately so both prices stay visible. We measure reading time, not clicks.
WHAT WE TRACK
What the monthly report says
Reading time
how long was spent with the piece
Completion
how many reached the end
Referrals
journeys from the piece to your site
Brand search
the shift in demand after publication
WHEN WE DO NOT RECOMMEND THIS
Three situations where we say no
When there is no subject
If the piece becomes a product sheet set in the newsroom’s font, it will not earn its reading time. That money belongs in advertising instead.
When the goal is to hide the ad
The label is a condition, not an obstacle. We do not make content designed to be read as editorial without it.
When the measure is cost per click
Native’s job is to get the piece read. Judged on cost per click the format is wrong and the result looks bad for no reason.
FAQ
Frequently asked about native advertising
Does native advertising have to be labelled?+
Yes, and that is the format’s condition rather than its problem. Readers recognise commercial content anyway, and leaving it unmarked costs trust without buying reading time.
What does native cost?+
Packages: Start €1,900/mo, Growth €2,900/mo and Scale €4,900/mo. Two separate costs: producing the content and distributing it. We keep them apart in the report, because they are different things and only one of them responds to writing better.
Who writes the piece?+
We do, to the outlet’s guidelines, or the outlet’s own desk writes it from our material. Either works; what matters is that the voice is the outlet’s and not a brochure’s.
Do you have a native case study?+
No published case, so there is no reference on this page.
See also
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