Pride of place: why niche publishers have a leg up when it comes to native advertising

  • Native advertising
  • August 25, 2014
  • Ben Young
Pride of place: why niche publishers have a leg up when it comes to native advertising

Niche publishers have sold their audiences based on the premise that their readers are valuable. The problem has been that this was eroded by extended audiences, interest and behavioural targeting. Brands would simply buy the audience off a network for rock bottom prices.

Native ads allows niche publishers to sell integrated campaigns, rather than selling rapidly commoditised space. Customising content using the knowledge of your audience that sits on your platform is absolutely the best intersection of both brands objectives and your audience. The value proposition is clear.

Native executions reinforce to brands the exclusivity of your home on the internet.

People visit daily to gain something from your site. That’s what brands get access to.

A great example of this is Uncrate, a personal favourite of mine. Their site and app curates products and services that have interesting stories, such as the Hot Tug. They will feature as native in-stream ads that appeal to their audience.

Here's a live example for Soma Water on Uncrate:


This clicks through straight to the Soma site with an offer of $10 off. Now I do think in this a use case they need to better disclose that this is an ad, but I do like the execution. You'll note the one on the right is also an ad for boxers. As a user this isn't the first I've seen, many have been featured and more often than not it's a positive experience.

Brands are buying access to their audience and in a way that makes sense for the end user.

This is why the industry is pumped. There is a way forward for niche publishers to get the internet dream: of building a tight knit community of passionate readers.

  • Ben Young is co-founder and chief executive of Young & Shand and is currently in New York leading the charge with its native ad measurement technology Nudge.
  • This story was originally published on LinkedIn. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Molenberg's famous jingle is back in new campaign

  • Advertising
  • August 16, 2018
  • StopPress Team
Molenberg's famous jingle is back in new campaign

Ask any New Zealander about Molenberg, and they're sure to recite the jingle – and Molenberg knows to how to revitalise a good thing.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit