Native advertising has developed into an effective channel for reaching your audience with relevant and engaging content. By buying labelled editorial space on news sites, native advertising becomes an effective tool for quickly reaching a large audience and building awareness of your company.
When done right, readers perceive native advertising as at least as relevant as the journalistic material on the platform.
At Tale, our editors have extensive experience from some of Sweden's most comprehensive native advertising campaigns. Tale's David Landes also sits on the international jury for the Native Advertising Institute.
Native advertising is paid editorial space on a media site – an advert, simply put – but designed to look like news material. The aim is to offer readers communication or advertising that is relevant and adds value, unlike flashing banners and takeover formats that interrupt their media consumption.
Native adverts blend into the editorial environment, with a design and content that closely resemble the platform's journalistic content. That is why it is important that all native advertising is clearly labelled as advertising.
The number of media sites and platforms offering editorial advertising has grown, and the providers are now more professional. Native advertising done right means publishing your own content on one or more news sites that your target audience uses. It builds awareness of your company and of the issues you choose to highlight. It makes it possible to reach people in a news environment with articles and video reports from angles that editorial teams choose not to cover or do not have time to follow.
Native advertising is not primarily aimed at driving traffic to your own channels, although that is also an opportunity. Most native formats keep the reader within the editorial environment of the media site, even while they read a native article. That makes native advertising more a tool for building awareness of products, services or social issues than for bringing more visitors to your site.
Native advertising is also easy to measure and follow up. On media sites with large traffic volumes, you as an advertiser quickly get a sense of how your content is perceived and which kinds of stories readers find most relevant.
What we have in common at Tale is our background as journalists. Journalistic tools are often unbeatable for getting stories out, including in commercial contexts. We also have a good understanding of the media landscape and relationships with several providers of native advertising.
At Tale, we are a team of 18 with expertise in strategy, PR, content production and digital advertising. We have grown every year since we started in 2017, and with 18 per cent growth in 2025, we are one of the fastest-growing agencies in the industry. We are part of the Diplomat Group, which gives us access to some of the industry's best consultants in public affairs, financial communication and issue management.
Would you like to discuss a collaboration? Get in touch with our CEO Maria Lundqvist at +46 70-374 09 22 or maria.lundqvist@talecontent.se.
