Creative Formats
Part of Native advertising strategy for publishers and brands
Choosing a native format for a reader's information need
Match native ad formats to what readers need to learn, from an in-feed prompt to an article, card sequence or video.
Choose a native format by asking what the reader needs to understand before taking the next step. A short in-feed item can introduce an answer; a sponsored article can work through a question; cards can show distinct options; video can demonstrate a process.
Start with the reader’s question
Write the question as someone might ask it outside a campaign brief. For example: “What should I compare before choosing a home battery?” That is an illustrative question, not a product claim.
List what a useful answer needs to cover. Choose the simplest asset that can present it clearly.
| Reader needs to… | Format to consider | Main check |
|---|---|---|
| Notice a relevant answer while browsing | In-feed item leading to a useful page | Does the headline describe the destination accurately? |
| Work through several considerations | Sponsored article or guide | Can the reader find the answer without first passing through a sales pitch? |
| Compare distinct items | Card sequence or carousel, where offered | Does each card communicate its point clearly? |
| See how something works | Video with captions or accompanying text | Can the point be understood without relying on sound? |
These are choices to assess, not performance findings. Confirm the supplier’s actual units and creative requirements.
For example, Outbrain describes its carousel as a single ad using up to 10 images to showcase products, with customised calls to action. Outbrain’s outstream video is available through its Zemanta buying route.
Give each format a clear job
An in-feed item has little room. It should set an accurate expectation for the destination and make its commercial nature clear. If the question needs a longer answer, send readers to a page that provides one.
A sponsored article suits a question with several considerations and a conclusion the reader can use. Put qualifications beside the claims they limit.
The ACCC can require businesses to back up claims about their products or services, and may investigate and take compliance or enforcement action if a business misleads consumers. An article-like format does not change that.
Use cards when the items are genuinely separate, such as stages or product types. Avoid splitting one essential qualification across multiple cards.
Use video when seeing motion adds meaning, and provide a way to understand the point without hearing or watching it.
ACCC enforcement actions on misleading advertising
- RegulatorAustralian Competition and Consumer Commission (ACCC)
- Action authorityCan require businesses to back up claims and take compliance or enforcement action
Check the path before approving the format
Review the proposed item where it would appear, then follow it to the destination on a phone. Can readers recognise the sponsorship? Does the destination answer what the item promised? Is the next action reasonable for someone at this stage of interest?
If the answer is missing or the path is awkward, change the content or format before expanding distribution. Reporting may later show which version brought useful visits, but it cannot make an irrelevant answer useful.
