Rethinking awareness: Why native advertising leads in 2025

Let’s face it: getting your brand noticed today is tougher than ever. Audiences are bombarded with ads, attention spans are shrinking, and trust in traditional banners is at an all-time low. That’s why marketers are turning to native advertising, not just for clicks, but to build real, lasting brand awareness at the top of the funnel.

The brand awareness challenge

In 2025, native advertising is projected to reach approximately £21.9 billion, up from around £4.8 billion in 2020 and for good reason. Consumers view native ads 53% more often than banner ads and spend 25% more time engaging with them. Why? Because native ads don’t interrupt; they blend seamlessly with editorial content, making your brand part of the story, not just another pop-up to ignore.

But it’s not just about being seen. It’s about being remembered. Well-crafted native campaigns achieve three times more brand awareness than traditional ads, and 81% of users report a positive view of brands that use native advertising thoughtfully.

Why building awareness matters

Brand awareness is the foundation of every successful marketing strategy. Top-of-funnel marketing often gets overlooked in performance-obsessed strategies but it’s where the journey begins. If people don’t know you exist, they can’t consider you let alone become loyal customers. And in a world full of noise, cutting through with meaningful content is more important than ever.

The power of long-form content

Here’s where things get interesting: long-form native content is a secret weapon for brand marketers. While short-form ads might grab a fleeting glance, long-form content gives you the space to tell your story, showcase your values, and build trust. Brands using long-form native articles see a 30% higher conversion rate and a 42% increase in time-on-page metrics compared to short-form pieces.

Why does this work? Because long-form content lets you:

• Educate and inform: Dive deep into your brand’s mission, products, and expertise.

• Entertain and inspire: Use storytelling to create an emotional connection.

• Build credibility: Offer insights and value, positioning your brand as a thought leader.

When you provide genuine value, readers are more likely to remember your brand and return for more, laying the groundwork for future consideration and loyalty.

Precision targeting: Right message, right audience

Native advertising isn’t just about reach; it’s about relevance. Today’s platforms allow you to geo-target down to the postcode level, ensuring your message lands with the right people, in the right place, at the right time. Imagine launching a campaign that speaks directly to consumers in Manchester, London, or even a specific neighbourhood, tailoring your creative to local interests, events, or offers.

This laser-focused approach doesn’t just boost engagement; it maximises your media spend and drives higher brand recall. In fact, 60% of users say they’re more likely to consider a product after seeing a geo-targeted native ad.

Even better? With the shift away from third-party cookies, native’s reliance on contextual targeting and first-party data makes it a future-ready choice. It aligns with user privacy expectations while still delivering relevance and performance.

Optimisation and measurement

One of the biggest advantages of branded content is the ability to optimise in real time. With advanced analytics, you can track everything from headline engagement to scroll depth and social shares. A/B testing lets you refine your headlines, images, and calls to action for maximum impact. The result? Campaigns that get smarter (and more effective) with every click.

Brand building that lasts

If you want your brand to be remembered—not just seen—native advertising is your top-of-funnel superpower. It’s immersive, measurable, and built for how people consume content today.

When paired with long-form storytelling, trusted editorial environments, and smart targeting, native delivers brand awareness that doesn’t fade with the scroll. In 2025 and beyond, success won’t belong to the brands who shout the loudest, it’ll belong to the ones who earn attention, build trust, and tell stories worth remembering.