You brief us
Share your campaign goals, audience, and the story to tell. We map the funnel from there.
Performance Editorial
Unlock another level of growth
Unlock another level of growth
with Performance Editorial.
- Greater trust
- Higher engagement
- Better ROI
A new paid channel built on the one thing brand ads and creator content can't deliver: third-party editorial credibility. Scalable, measurable, and radically different from anything else in your media plan.
Ad
Ad
Ad
Ad
Article
Article
Article
Brands we've worked with
The Trust Dimension
Trust: the forgotten
Trust: the forgotten
pillar of performance.
Trust is key for high-growth DTC brands - and yet most paid media budget goes against building familiarity (through brand ads) or relatability (through creator ads), whilst ignoring credibility (through third-party editorial). That's because there's never been a scalable and accountable way to deliver editorial that converts. Until now.
01
Your Brand
Familiarity
Brand statement, positioning & messaging
02
Creator
Relatability
Peer perspective & personal recommendations
03
Third Opinion
Credibility
Third-party editorial authority to validate your brand
Result =
Stronger trust
→
Higher engagement
→
Better performance
The credibility of editorial.
The scalable accountability of paid.
Traditional PR
Unpredictable by design
Traditional PR is unpredictable. You never know if it will land, what it will say, or what it will deliver. Coverage spikes around launches, then disappears - with no performance data and no way to optimise.
Performance Editorial
Editorial authority. Paid control.
Third Opinion delivers the authority of editorial with the control of paid. Every word on brief, every metric measurable, every pound optimised - always-on, full-funnel, and built to compound.
What It Is
A different auction.
A different auction.
A different result.
On Meta, every ecommerce brand targeting your customer competes in the same auction. Performance advertorials reach the same users through native editorial inventory - bidding against publishers, not your category competitors. Same audience, different auction, dramatically lower CPMs.
Published on our independently-owned editorial properties
The Unfiltered Report
theunfilteredreport.comLifestyle, wellness and consumer health. Long-form editorial trusted by readers seeking honest, independent guidance.
The Daily Active
thedailyactive.comHealth, fitness and active lifestyle. Editorial for an engaged audience actively seeking improvement.
What a Performance Advertorial looks like
Detrash
theunfilteredreport.com
↓
Simba Sleep
theunfilteredreport.com
↓
Flow Neuroscience
theunfilteredreport.com
↓
Soltech
theunfilteredreport.com
↓
Social Tip
theunfilteredreport.com
↓
How it Works
Editorial trust. Brand control.
Editorial trust. Brand control.
Every metric measurable.
We create long-form editorial articles written by our journalists and published on our independently-owned media properties. We give you a range of native ads that drive to the content and help you track performance end-to-end.
We build it
Our journalists write the advertorials, produce native ad creative, and publish across our editorial properties.
You run media to it
Your team or agency drives paid traffic to the advertorial. We handle reporting and optimisation.
What we provide
A fully managed channel.
A fully managed channel.
Zero heavy lifting on your side.
01
Content Strategy
Angles, narratives and editorial calendar mapped to your funnel and audience.
02
Editorial Production
Long-form advertorials written by in-house journalists - fact-checked and on-brand.
03
Tech Setup & Pixel
Meta, GA4 and conversion pixels installed and verified for end-to-end attribution.
04
Creative Production
Native-feel ad creative in every format - driving traffic to the advertorial.
05
Publisher Whitelisting
Campaigns served through our publisher accounts for native editorial trust.
06
Reporting & Optimisation
Weekly performance reviews with clear recommendations to scale what's working.
Campaigns go live in 4 weeks. We don't touch the media buy.
The Comparison
The format that has it all.
| Brand Ads | Influencers | Digital PR | Third Opinion | |
|---|---|---|---|---|
| Editorial trust | – | Partial | ✓ | ✓ |
| Brand control | ✓ | Partial | – | ✓ |
| Performance tracking | ✓ | ✓ | – | ✓ |
| Compliant messaging | – | – | ✓ | ✓ |
| Full-funnel coverage | Partial | – | – | ✓ |
| Publisher whitelisting | – | Partial | – | ✓ |
Who It's For
Who is it for?
Performance Editorial works where standard paid media hits a ceiling - complex categories, regulated messaging, creative exhaustion, or a landing page that's already as optimised as it'll go.
Painpoint 01
Neglecting the upper funnel
Campaigns maxing out because you've over-relied on bottom-funnel conversion? Our performance advertorial model is the perfect upper-funnel storytelling vehicle - delivering 25% lower CPMs, half the bounce rate and 154% higher checkout rates vs. comparable ad sets.
Painpoint 02
Over-reliance on Meta
Terrified you've got all your eggs in the Meta basket but can't unlock other channels at the same efficiency? Advertorials open a genuinely new growth stream - double the CTR of traditional brand ads and up to 3× ROAS.
Painpoint 03
Over-reliance on a handful of creatives
Worried that the vast majority of your Meta budget is riding on 3-4 creatives that could fatigue any moment? One advertorial drives traffic for months - an uncorrelated, compounding asset that doesn't burn out.
Painpoint 04
Restrictive regulation
Struggling to communicate your full benefits due to platform restrictions or ad rejections? Advertorials let you tell the full story in a trust-building format - with 88% higher CTR, 79% longer time on page and 48% lower bounce vs. brand LPs.
Painpoint 05
Complex product or story
Struggling to convey the full value of your product in the limited attention of a social feed? Advertorials stop the scroll and tell the full story - with 88% higher CTR, 79% longer time on page and 48% lower bounce vs. brand LPs.
Painpoint 06
Unpredictable influencers & PR
Frustrated by creators who miss the brief or PR coverage that never seems to land? Advertorials combine the credibility of editorial with the control of in-house content - stand-out results, every word on brief, up to 3× ROAS vs. regular brand ads.
Health & Wellness
Ad restrictions tighten. Buyers want proof. Long-form editorial delivers credible framing backed by your evidence - in a format that platforms can't reject.
Skincare & Beauty
Claims are scrutinised and creative fatigues fast. Editorial creates a compliant, evergreen space to tell the ingredient story that converts across a high-consideration category.
Consumer Tech & Gadgets
High price-points mean longer consideration cycles. A well-constructed advertorial positions your product in the research moment - before the purchase decision is made.
Household Products
Quality is hard to signal in 30 seconds. Long-form editorial gives readers the proof and comparison they need to feel confident - before they reach the product page.
Results
The results speak for themselves.
Real campaigns, real results. These aren't benchmarks or projections - they are actuals from live campaigns.
+88%
Higher CTR vs. brand ads
Advertorial quality traffic significantly outperforms brand ad benchmarks across all campaign types.
+79%
Longer session duration vs. brand landing page
Audiences engage significantly longer on advertorial pages - signalling higher intent and deeper consideration.
−48%
Lower bounce rate vs. brand landing page
Higher-intent traffic arrives at the brand site, reducing wasted spend and improving downstream conversion.
−42%
Lower CPCs vs. comparable mid and upper funnel campaigns
Performance advertorials access a fundamentally less competitive auction than standard paid social.
+310%
ROAS vs. sale ads in the same audience
Simba Black Friday campaign. +187% incremental ROAS when advertorial was layered into the funnel.
Case Studies
Health & Wellness
Consumer Products - Sleep
Brands we've worked with.
Health & Wellness
The challenge
Rising Meta CPMs and creative fatigue were compressing margins. Cold audiences were increasingly hard to reach efficiently - awareness-stage spend wasn't converting at pace.
What we didLong-form performance advertorials published across The Unfiltered Report and The Daily Active. Native ad creative drove paid traffic to editorial pages - reaching the same Meta audiences through a different inventory layer.
Results
+88%
higher CTR vs. brand ads
+79%
longer session duration vs. brand LP
−48%
lower bounce rate vs. brand LP
−42%
lower CPCs vs. comparable upper funnel
Consumer Products - Sleep
The challenge
Black Friday. Every competitor saturating the same audiences with discount messaging. Sale creative was driving volume but ROAS was under pressure as efficiency compressed.
What we didWe layered a performance advertorial into the funnel - running in parallel with their sale creative against the same audiences. Editorial built consideration before the commercial message landed.
Results
+310%
ROAS vs. sale ads in same audience
+187%
incremental ROAS improvement
See how it works for your brand.
We'll show you a live example, walk you through the numbers, and tell you honestly whether the format is right for your category.
Campaigns go live in 4 weeks. We handle everything except the media buy.
Get in touch