How Paid Content Distribution Works with Display Ads

If you’re looking to use paid media for better exposure for your content, you’re probably already aware of options like social media promotion, content discovery services like Outbrain or Taboola, or native advertising.

But you may not as aware of using display advertising to distribute your content.

Content advertising benefits by having the most expansive reach and targeting opportunities of any of the paid content scaling methods. Content ads are also more visually customizable, compared to social and native ads for instance. This method also doesn’t require a thriving social media presence.

Here are a few tips to using display to distribute your content.

Use Appropriately-Sized Content

Ads may not be huge, by they can hold more content than you think. The follow types of content are becoming more prevalent:

  • Videos
  • Articles
  • Social Feeds
  • Social Posts
  • RSS Feeds
  • Recipes

To make room for the content, many interactive navigation options are possible, such as slideshows, galleries, or even using images with hotspots.

Create a Content Teaser

Just like with a content discovery service like Outbrain, sometimes the purpose of paid content distribution is to let your audience know the content is out there. The ad delivers a teaser, headline and/or image—proof of the quality of the content—but still requires a clickthrough to reveal the whole article.

This strategy varies from a more banner-type approach in that it should showcase the content first in a branded unit.

Double-up with Co-branded Units

Publishers and brands can partner together for ads that blend premium content with a related brand sponsorship. These ads can appear both natively on the publisher site, as well as on external properties.

Co-branded unites solve the problem of acquiring the content for the brand, since they are able to license it. As the publisher also appears in the ad, these units allow both advertisers to leverage each other’s brand equity to validate the quality of the content.

Here’s an example of a Frosted Flakes ad that uses Martha Stewart content.

Best Practices

If you’re doing content advertising, make sure to use appropriate engagement metrics as your KPIs. Since you’re delivering the content directly in the ads, clickthrough rates may lower as engagement within the ad increases.

Another tip is to make sure your ads are safe-looking, and clearly interactive. Users may not want to click on an ad that is likely to take them off the page, but they will interact with something that clearly wont.

For more information on distributing content in display, check out our free eBook, The Essential Guide to Paid Media Publishing. This short book will take your through more in-depth strategy for publishing content into ads.