Case StudyNative AdvertisingContextual TargetingPublishingDigital Advertising

Immediate Media Achieves 5.3% CTR With Nativo's Key Value Targeting

Immediate Media Aug 29, 2025

Frequently Asked Questions

What is Key Value Targeting (KVT)?

Key Value Targeting is a contextual targeting method that serves ads based on specific values or attributes (such as search queries or page context) identified on a page. In this case, Nativo used KVT to serve native display ads relevant to recipe searches on BBC Good Food.

How did Immediate Media use Nativo's solution?

Immediate Media used Nativo's creative tools and Key Value Targeting to build a native direct sales strategy that served highly specific native display ads to users entering certain onsite search queries, improving contextual relevance and user experience.

What were the results of the campaign?

A high-profile campaign for a leading candy manufacturer achieved a 5.3% CTR — approximately 100x the average overall display ad CTR — and the solution is being rolled out to 30+ Immediate Media digital brands.

Which publisher and vertical did this case target?

The solution was implemented on BBC Good Food, the UK’s top food brand and home cooking site, focusing on recipe content and related searches.

Can other publishers replicate these results?

While results vary by publisher, vertical, and campaign creative, the case demonstrates that highly specific contextual targeting (like Key Value Targeting) combined with native creative can significantly improve engagement and CTR when applied to relevant content and audiences.

AI-Generated Summary70-80% of original length

Original Article

Immediate Media Achieves 5.3% CTR With Nativo's Key Value Targeting

OAL

In late 2018, Immediate Media, a special interest content and platform company engaging over 26 million passionate consumers each month, was searching for a trusted partner to grow their burgeoning native advertising proposition in the EMEA market. Their ideal solution featured highly specific contextual targeting to assist in scaling direct sales efforts.

STRATEGY

Immediate Media partnered with Nativo in early 2019 to create a native direct sales strategy for recipes on BBC Good Food, the UK’s #1 food brand and home cooking site. Leveraging Nativo’s creative tools and key value targeting capabilities, Immediate Media developed an offering that served specific native display ads as users entered certain search queries onsite, creating highly specialized contextual targeting that placed the right content, in front of the right people, at the right time, for a seamless user experience.

“LEVERAGING NATIVO’S KEY VALUE TARGETING CAPABILITIES ALLOWED US TO SCALE OUR DIRECT SALES EFFORTS, CREATING ADDITIONAL MONETIZATION OPPORTUNITIES WHILE MAINTAINING THE OVERALL USER EXPERIENCE.”

— IMMEDIATE MEDIA

RESULTS

With the help of Nativo’s direct sales tools, Immediate Media secured a high-profile campaign with a leading candy manufacturer that achieved a 5.3% CTR, 100x higher than the average overall display ad CTR. Immediate Media has had a monumental response across the market and is currently rolling the solution out to 30+ of their digital brands with plans to ensure native advertising is a significant part of their product portfolio in 2020.