Native Advertising



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mmWritten by:2 July 2015

What is ‘native’?

Featured image: NZ Native Tieke (saddleback). Image credit: Tony Dunn

A new form of promotion emerged in the last five to ten years, called Native Advertising or sponsored content. It is a way for brands to sponsor the creation of an editorial section of a website, newspaper or magazine. The brand gets associated with the content theme of the section, the editor gets to retain editorial freedom over content and the publisher gets a new revenue stream.


Copyright: GoodSense

The tactic has some challenges – mainly around maintaining reader confidence in the impartiality of what they are reading. But the approach can be used as part of a content marketing strategy for brands to build positive associations.

Generally we’ll work with clients to develop content that is worthy of editorial coverage and build media relations credibility over time, as part of any PR strategy.  But sometimes sponsored content, or native advertising is appropriate, for example in this piece we co-created with Stuff for the Sustainable Business Council, the Climate Leaders’ Coalition and the Environmental Defence Society, as part of the promotion of the Climate Change and Business Conference 2022.

And back when sponsored content was young and sustainability relegated to supplements, we helped Energy Alternatives and Element (NZ Herald) with their Native advertising series on energy efficiency.

Element Native advertising July 2014

Element Native advertising July 2014

Meanwhile in the UK, Philips have a native relationship with the Guardian in which they sponsor editorial about the ‘circular economy’ – like this article that challenges the practice of planned obsolescence for consumer electronics. This positions Philips, as advocates of a smarter, cleaner electronics sector in the public mind and reinforces their own sustainability initiatives. You can see how the Guardian describes its types of content here.

Philips sponsored content

Philips sponsored content

If you are interested in knowing more or would like to talk more about PR, Native, Advertorial or Advertising just call Kath on 09 973 0960 or email Kath.

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