You brief us
Share your campaign goals, audience, and the story to tell. We map the funnel from there.
Performance Editorial
Your paid media
Your paid media
has a ceiling.
We perform above it.
Your Meta budget competes against every other ecommerce brand targeting the same customer. Performance Editorial reaches the same user through editorial inventory - where you're bidding against content, not competitors. Lower CPCs, higher trust, full-funnel coverage.
+88%
Higher CTR vs. brand ads
−48%
Lower bounce rate vs. brand LP
+310%
ROAS vs. sale ads (Simba)
Brands we've worked with
The Trust Dimension
Three voices.
Three voices.
One result.
Trust isn't built by a single source. The brands that compound their growth activate all three dimensions at once.
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 PR.
The accountability of paid.
Traditional PR
Fame without a return
Coverage spikes around launches, then disappears. No media amplification, no performance data, no way to optimise. When the press cycle ends, so does the impact.
Performance Editorial
Editorial authority. Paid precision.
Third Opinion combines the trust of editorial whitelisting with the control of paid distribution, delivering the PR effect without the PR dependency. Always-on, full-funnel, and built to compound.
What It Is
The full-funnel format that paid media can't be.
Performance advertorials - long-form editorial articles written by our journalists, published on our independently-owned media properties, tracked end-to-end. Editorial trust. Brand control. Every metric measurable.
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 a Performance Advertorial looks like
Detrash
theunfilteredreport.com
↓
Simba Sleep
theunfilteredreport.com
↓
Flow Neuroscience
theunfilteredreport.com
↓
Soltech
theunfilteredreport.com
↓
Social Tip
theunfilteredreport.com
↓
The Problem
Every channel is getting harder. And none of them fix the real problem.
Meta CPMs rose 27% year-on-year in 2025. Creative fatigues in 14 days - driving teams to produce 50–70 new assets weekly just to hold efficiency. When you've maxed out your CRO and the landing page is already optimised, more spend won't move the needle. The answer is a format that reaches the same audiences through a different auction - one where you're bidding against publishers, not competitors.
| Brand Ads | Influencers | Digital PR | Third Opinion | |
|---|---|---|---|---|
| Editorial trust | – | Partial | ✓ | ✓ |
| Brand control | ✓ | Partial | – | ✓ |
| Performance tracking | ✓ | ✓ | – | ✓ |
| Compliant messaging | – | – | ✓ | ✓ |
| Full-funnel coverage | – | – | – | ✓ |
| Publisher whitelisting | – | Partial | – | ✓ |
Performance Editorial is the format that doesn't force the trade-off.
Who It's For
Six problems paid media can't solve. One format that can.
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.
Use Case 01
Complex propositions
When buyers aren't yet solution-aware, 30 seconds of feed inventory isn't enough room to educate. Advertorials create space for the full story - context, proof, narrative - before the sell.
Use Case 02
Regulated categories
Where ad restrictions limit what you can claim - health, wellness, finance - editorial is a compliant format for communicating the full picture. You control every word. No ad rejections, no watered-down messaging.
Use Case 03
Neglected upper funnel
Over-reliance on bottom-funnel conversion maxes out quickly. Advertorials are built for cold audiences - reaching them through editorial inventory at significantly lower CPMs.
Use Case 04
Creative at capacity
When your team is producing 50+ assets a week just to hold efficiency, you're on a treadmill. One advertorial drives traffic for months. No briefing cycles, no creative fatigue, no refresh pressure.
Use Case 05
Publisher whitelisting
Running paid ads through our publisher accounts - rather than your brand page - unlocks different inventory, lower auction competition, and editorial-level trust. Same targeting precision, a different identity in the feed.
Use Case 06
CRO ceiling
When conversion rate has plateaued, the answer isn't more A/B tests on your core site. Advertorials let you test entirely different post-click messages and angles in a separate environment - faster to ship, nothing to break, no dev queue.
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
It works. Here's what the numbers say.
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.
01 Your Brand
Familiarity & warmth
Brand statement, positioning & messaging
02 Creators
Relatability & peer trust
Peer perspective & personal recommendations
03 Third Opinion
Authority & credibility
Third-party editorial authority to validate your brand
Why It Works
A different format. 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. 75% of consumers trust editorial content versus 54% who trust social ads.
- Content Strategy
- Editorial Production
- Tech Setup & Pixel
- Creative Production
- Publisher Whitelisting
- Reporting & Optimisation
Campaigns go live in 4 weeks. We don't touch the media buy.
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
Our Network
Two established editorial properties.
Your advertorials are published on our independently-owned editorial sites - separate legal entities with genuine authority and engaged audiences.
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.
See what it looks like 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