Do I need to sell online and have a store to benefit from Bench Commerce & Retail Media?

Not at all. Whether you operate purely online, have a physical store, or stock your products at major retailers, we can design a strategy tailored to your business configuration and needs.

Can you help me get stocked at Coles or Woolworths?

While our focus is on media and advertising, we can connect you with trusted partners who specialize in navigating the retailer stocking process for Coles and Woolworths.

Is it expensive? What’s the minimum investment?

To fully benefit from Bench Commerce & Retail Media, a reasonable budget is recommended to achieve impactful results and gather meaningful data for optimisation. Contact us, and we’ll guide you through the best investment strategy for your brand.

Blend in to stand out. Engage and educate with native ads

Influence purchase behaviours through ads that integrate seamlessly into webpage content

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What is Native advertising?

Native ads is a form of paid advertising in which the ads match the look, feel, function and format of the environment it appears in. This means they “natively” integrate with the content of the page, unlike more traditional ads. Native advertising has been growing in popularity as some consumers become more resistant to more intrusive forms of advertising such as display ads.

How to use Native Advertising in a media campaign?

Native advertising can be a powerful tool for enhancing engagement within your target audience. While some consumers interact with display and banner ads, others avoid them. Native ads, with their seamless integration into content, often succeed in reaching these more ad-averse individuals, leading to achieving an average click-through rate four times higher than traditional display ads.

As online content consumption becomes a cornerstone of daily life, native advertising has grown rapidly, becoming a key component of many multi-channel campaigns. It’s particularly effective for:

Educating potential customers about a new product or service, especially when differentiating it from competitors.
Highlighting innovations in a niche or emerging industry your product is pioneering.

Native advertising thrives on its ability to match the form and function of the content it appears alongside. By providing value through seamless integration, these ads are more likely to capture attention, build trust, and foster action from your audience.

Incorporating native ads into your media campaigns ensures you can connect with your audience in a way that feels authentic and relevant.

In-feed Native ads

These are some of the most common native ads encountered daily. Found within social media feeds or high-traffic websites, they blend seamlessly with organic content.

Social Media Platforms: These ads mimic the platform’s organic posts, making them less disruptive and more engaging.
High-Traffic Websites: Many publishers offer native ad placements within their articles, promoted content sections, or search results. For example, native ads may appear as top search results on platforms like Google, enhancing your visibility for specific queries.

In-ad Native ads

This format combines the best of native and display advertising. It uses native elements—such as images, logos, and headlines—within standard display placements.

The abundance of display inventory allows for greater reach while retaining the higher engagement of native ad formats.

Content Recommendation Widget

Often placed at the bottom of articles, these widgets suggest content related to what the user has just read.

This format is a cost-effective way to attract engaged traffic to your website. By aligning your ad content with the user’s current interests, you can drive better-qualified traffic and improve engagement metrics. In addition, the targeting of such ads is done based on the users known interests, previously read content, subscriptions or login data of a specific publisher, allowing for very precise targeting within a contextually relevant content.

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Case study

Dixon Advisory records 182% conversion uplift

Dixon Advisory, Australia’s leading boutique financial advisory firm, reached high net worth individuals through Native and Social channels.

Through well-crafted thought leadership content about self-managed super fund (SMSF), they positioned themselves as thought leaders on the topic and recorded a record spike in leads

I’m a bit confused. Wouldn’t Search and Social Media advertising count as Native advertising?

That’s a great question, and it can indeed be a little confusing! Search and Social Media ads are designed to blend seamlessly into their environments, which aligns with the concept of Native advertising. However, the term “Native advertising” typically refers to a broader ecosystem of content-driven ads across open-web publishers. In contrast, Search and Social Media advertising exist within their own closed ecosystems, functioning as distinct subsets.
If Native advertising blends so seamlessly into its environment, how can you tell what’s an ad and what isn’t?

While Native ads are designed to integrate naturally with their surroundings, transparency is key to ensure consumers are not misled. Publishers are required to disclose these ads clearly, using labels like “Promoted Posts,” “Sponsored Listings,” or “Sponsored Content” to distinguish them from organic content.
What kind of publishers allow Native advertising on their websites?

More than you might expect! It’s estimated that three out of four websites across the open web offer some form of Native advertising. Prominent examples include MSN, The Daily Telegraph, Sydney Morning Herald, and The Age (to name a few), all of which host Native ad inventory. Brand Safety tools to gauge context and sentiment and protect your brand are available and recommended for Native advertising.
Is targeting for Native advertising all about context, or are there other options?

Context is certainly a key element of Native advertising, but it’s not the only approach. In addition to contextual relevance, Native advertising also leverages audience targeting based on demographics, interests, behaviors, and locations. Retargeting strategies are also available within Native advertising, allowing you to re-engage your audience in a compelling and timely manner. Finally, Native advertising typically uses a CPC (cost-per-click) model, meaning you only pay when someone clicks on your ad. This approach maximises reach, relevance, engagement, and cost efficiency.
Should I replace Display advertising with Native advertising?

Native advertising offers many benefits, such as a cost-efficient CPC model, higher engagement rates, and a seamless user experience. However, it’s not about choosing one over the other—it’s about leveraging both effectively.

Display advertising has unique advantages too, including visually captivating designs that boost brand awareness and recognition. Some display ad formats are interactive, engaging audiences even without immediate click-throughs, which reinforces brand recall and reputation.

A well-rounded media strategy often combines these channels to complement each other rather than compete. If you’re unsure about the best approach for your business, contact us today for a free consultation!
Is Sponsored Content considered Native Advertising?

Sponsored Content is a type of Native advertising, but it comes with its own unique characteristics. Unlike other Native ads, the advertiser usually isn’t responsible for creating the content. Instead, the publisher is paid to produce it, ensuring the tone and style align with their publication. This collaboration must be mutually beneficial, maintaining the integrity of the publisher while promoting the brand effectively.

Sponsored Content typically requires direct interaction with specific publishers, unlike broader Native ad campaigns that can run across the open web. Examples include influencer campaigns or branded articles such as Buzzfeed’s “9 Tips for Dog Parents Who Have to Go Back to Work,” sponsored by Kabo Fresh Dog Food.
Is Native advertising just about informing my audience about my product?

Not at all! While Native advertising excels at engaging (or re-engaging) audiences through content, making it a powerful tool for sharing information and educating your audience, its potential goes far beyond that. Native ads can play a significant role throughout the customer journey, from generating leads to influencing purchase decisions—especially when integrated into a well-rounded, multi-channel strategy. Contact us today for a free consultation.
What is the difference between Native advertising and Content marketing?

While both involve content distribution, they approach it differently. Content Marketing focuses on engaging a brand’s existing audience through owned channels like newsletters, social media pages, and blogs. On the other hand, Native Advertising uses targeted ads and sponsored content to reach new, relevant audiences. It’s designed to introduce potential customers to a brand and its products by seamlessly integrating with the platforms they already use.

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Blend in to stand out. Engage and educate with native ads

What is Native advertising?

How to use Native Advertising in a media campaign?