Branded Content (Publishers)
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      Branded Content Overview

      A quick guide to setting up branded content creatives, including how to add multiple thumbnails and headlines for maximum impact.

      What Is a Branded Content Ad?

      A branded content ad is a native-style advertisement that blends seamlessly with editorial content. It’s designed to inform, engage, and drive action while maintaining the look and feel of the host platform.

      Unlike traditional display ads, branded content is often article-style, featuring a headline, thumbnail image, and a click-through to a long-form branded experience or partner page.

      At Nova we are flexible with design and can set up a Branded Content unit with any design required by the publisher team. We also have years of data that help us build recommendations on which designs perform best which we leverage to boost performance.

      Why Optimization Matters?

      With so much competition for attention, the headline and thumbnail are your best chance to grab a user’s interest. That’s why the Nova platform includes real-time A/B testing of these two elements.

      By testing headline and thumbnail combinations, we can:

      • Improve Performance (CTR) by over 50%

      • Improve content quality

      • Drive better overall user experience

      📈 Our partners have seen 50%+ performance uplift by using Nova’s built-in optimization features.

      How It Works in Nova? 

      1. Upload multiple headline and thumbnail combinations during ad setup.

      2. Nova’s platform will auto-rotate and test combinations in real-time via the same ad tag.

      3. The system tracks performance (clicks and CTR).

      4. Nova's AI then automatically prioritizes the best-performing combination.

      Multiple headlines and thumbnail combinations setup in Nova UI. 

       

      Preview: Nova automatically prioritizes the best-performing combination

       

      Best Practices 

      • Provide at least 3 headlines and 3 thumbnails

      • Ideally aim for a minimum of 4–6 optimization variants

      • Refresh creative periodically to avoid fatigue

      • Monitor and remove underperforming creatives or variants

      Headline Tips: Make It Click-Worthy

      • Topical headlines perform best (e.g., seasonal themes, trending moments)

      • Avoid jargon or outdated terms (e.g., HARPs, CDs)

      • Keep it editorial, not salesy

      • Use structures like:

        • “How to…”

        • “X Reasons Why…”

        • “Best of…”

      • Try to hit 90–99 characters / 15–16 words

      • Mix emotional, uncommon, and common words

      • Use a headline analyzer to boost quality

      Thumbnail Tips: Make It Insta-Worthy

      • Avoid obvious stock images

      • Focus on a single subject with centralized framing

      • Use people-based imagery, ideally with one clear face

      • Aim for images that feel authentic and native, not staged