3 Types of Content for Building a Full-Funnel Native Advertising Strategy

No matter where your audience is in the funnel, content performance hinges on format, value, and timing

On the Open Web, the winning formula for native advertising content looks very different compared to search or social ads. That’s because user mindsets vary significantly across platforms.

On the Open Web, users are often casually browsing, looking for entertainment, and open to discovering something new.
In contrast, users on search engines or social platforms typically have more defined goals—like looking up specific information, shopping for products, or checking in on friends.

So how can marketers use native ads to guide users through the entire funnel?

Here’s a tried-and-true strategy to help brands build a complete native advertising funnel on the Open Web—one that attracts new audiences and drives conversions.

Video is one of the most effective tools for reaching top-of-funnel (TOFU) prospects. It helps you connect with people who are likely interested in your brand and sets the stage for downstream marketing.

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Top of Funnel (TOFU): Video Content

If you haven’t started leveraging video marketing yet, chances are you’re already behind the curve—especially if your target audience is mobile-first.

According to the latest research from eMarketer:

• 44% of brands are investing in mobile video to boost brand awareness

• 34% are using it to better reach their target audience

And for good reason—video is one of the most effective ways to grow your audience and attract TOFU leads who are interested in your brand.

On the Open Web, pairing native ads with video is an ideal TOFU strategy. Users on these platforms are often in discovery mode and more willing to engage with unfamiliar brands. Video, with its compelling format, helps spark that initial connection.

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Creating the Perfect Marketing Video

To craft a video that truly grabs attention, make sure it checks these boxes:

Keep it short and impactful

According to eMarketer, 63.7% of marketers say short-form video delivers high value, especially as consumer attention spans continue to shrink. A concise and engaging video is more likely to be watched to completion—and remembered.

Go big on screen size

The larger the screen, the more immersive the experience—and the stronger the emotional connection. This translates to a more persuasive, positive impression. Think of the difference between watching a film in a theater versus on a smartphone—the bigger the screen, the deeper the focus. The same goes for online video ads.

Include a clear call to action (CTA)

Want viewers to take the next step? Tell them exactly what to do! Use clickable banners or embed clear verbal or visual CTAs within the video to guide your audience toward the desired action.

By applying these video best practices, you’ll build a strong top-of-funnel foundation that supports more targeted and conversion-focused efforts down the line.

Setting Up Your Campaigns

So, you’ve created a great video—but your goal isn’t just awareness. Here’s how to set up your campaign to gather the data you need for precise retargeting:

• Use pixel tracking – Want to identify high-potential leads? Track users who watched most or all of your video to ensure your ad budget targets those genuinely interested in your brand.

• Audience segmentation strategy – Start with a broad audience to collect interaction data, then narrow down your targeting based on engagement metrics to optimize future performance.

• Retargeting qualified viewers – Those who watched your video can be retargeted in demand generation campaigns. Just make sure your ad platform is GDPR-compliant to respect user data privacy.

With the right video ad strategy, you’ll build a strong TOFU layer that sets the stage for deeper targeting and conversions.

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Middle of Funnel (MOFU): Articles & Gated Content

If a user has watched your video, they now have a basic awareness of your brand. If they watched the whole thing, they’re likely open to engaging with more in-depth content.

According to eMarketer:

• 53.2% of marketers find blog posts to be high-value content

• 38.7% value white papers and eBooks

That makes blog articles, white papers, and eBooks perfect for retargeting campaigns aimed at users identified via pixel tracking.

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Choosing the Right Content Format

To drive results, your content should be:

1. Easy to read and highly relevant

Avoid overly niche or complex thought leadership pieces. Instead, make it clear at a glance why your content matters—and why it’s worth clicking, downloading, or subscribing.

2. A deeper dive into your video topic

If someone watched your video to the end, they’ve shown interest. Now’s your chance to follow up with more detailed content on the same subject, making your retargeting much more effective.

If you can provide value-packed, relevant, and timely information, users are more likely to share their email address—giving you access to high-quality leads you can nurture further.

Boosting Clicks and Conversions for Articles & Gated Content

Compared to video, articles and gated content may not naturally draw as much attention on the Open Web. Here’s how to give them a competitive edge:

• Keep headlines under 35–40 characters, clear and to the point

• Use vibrant, clean visuals, ideally featuring people in dynamic, engaging settings

• Place your CTA buttons one-third down the page—and again at the bottom

• Add gamification or personalization to form-fills to boost completion rates

By now, your brand has had two key moments to earn trust—

First through video, then through valuable written content.

If your content delivered real value, users are more likely to opt-in with their email—giving you the chance to continue building that relationship and promote your products or services.

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Bottom of Funnel (BOFU): Case Studies & Product Landing Pages

After several interactions, you’ve likely built a strong relationship with a segment of users who trust your brand—enough to share their email addresses.

Now it’s time to use that first-party data to market your products and services directly. Help them get to know your offerings even better.

Case studies are a great place to start—eMarketer found that 62.1% of marketers consider them among the most valuable content types, just behind videos and blog posts.
You can also drive traffic directly to product landing pages to highlight solutions clearly and efficiently.

If your native advertising strategy is working, you should now have a large pool of users eager to learn more—or ready to convert.

Choosing the Right Content Format

To drive optimal conversions, your content should:

• Solve the same problems featured in your videos and articles – This ensures content relevancy and keeps the narrative consistent, boosting clicks and conversions.

• Include testimonials from previous customers – Social proof builds trust and gives buyers confidence before making a purchase decision.

• Offer a simple, personalized experience – Shorten the path to conversion. Whether it’s filling out a form, signing up for a trial, or making a purchase—make it quick and easy. Personalized experiences can significantly increase conversion rates.

If your native strategy has done its job, you’ll now see users actively seeking more info—or even becoming customers.