How to run effective advertising on online news platforms

1. What is advertising on online news websites?

Advertising on online news websites refers to the practice of brands leveraging digital news publishers to deliver messages, promote products, services, or build brand presence among readers.

Unlike traditional print newspapers, online news platforms harness the power of digital technology and massive daily traffic to enable fast, precise reach to target audiences. Reputable news outlets in Vietnam such as VnExpress, Vietnamnet, Dantri, Thanh Nien… attract millions of visits every day, making them an ideal environment for executing digital advertising campaigns.

A key advantage of advertising on news websites today is the application of data analytics powered by Artificial Intelligence (AI). This enables publishers to better understand reader behavior and preferences, allowing ads to be delivered in the right context, with higher personalization, stronger engagement, and increased brand trust. Overall, this channel combines credibility with performance—helping brands enhance brand awareness, drive quality traffic, and reach target customers in a more organic and trustworthy way compared to many other online advertising channels.

>>> Explore Contextual Intelligence — an AI-powered technology that analyzes article context for precise ad targeting.

2. Common advertising formats on online news websites

Advertising on online news platforms comes in various formats, each suitable for different marketing objectives:

2.1. Banner Advertising

Formats: Static images (JPG/PNG) or animated formats (GIF/HTML5).

Common placements: Homepage masthead/super banner, in-article (in-read), sidebar, footer, flyer, interscroller, or full-page placements.

When should you use banner ads?

• Rapid brand awareness (Awareness Burst): ideal for product launches, seasonal promotions, or events that require broad exposure in a short time frame (prioritizing masthead, homepage takeover, or sticky banners).

• Short-term traffic generation: driving users to landing pages or promotion pages (in-article or near-content placements help increase visibility).

• Not recommended for products or services that require lengthy explanations or complex processes. In such cases, advertorials, PR articles, or long-form video content are more suitable. Banner ads are also less ideal when budgets are very limited, as many publishers sell banners under fixed CPD packages with relatively high costs.

2.2. Text Link Advertising

Formats: Anchor text links or short text boxes with links directing to a website or landing page.

Common placements: End of articles, within content, recommendation boxes, or related content lists.

In practice, this format is becoming less common due to declining demand. Many major news publishers have reduced or eliminated text links in favor of higher-value display formats or PR articles combined with backlinks.

When should you use text link ads?

• When budget is limited: text links are typically more cost-efficient than banners or PR placements.

• SEO and traffic support: particularly effective when publishers allow dofollow backlinks, helping improve organic traffic and search rankings.

• Long-term presence: suitable for maintaining continuous exposure at a lower cost, without heavy reliance on visual design.

• Not recommended when strong visual impact or immediate attention is required (e.g., major launches or promotions), as text links are less eye-catching than banners or video.

2.3. PR Articles (Advertorial / Public Relations)

Format: In-depth articles published on online news sites or digital magazines, combining informative content with subtle brand promotion. These articles often focus on analysis, solutions, or knowledge sharing, while naturally integrating products or services.

Common placements: Relevant category pages, featured content boxes, or even homepage placements.

Overall, this is considered one of the most sustainable advertising formats. It supports off-site SEO through backlinks while enhancing credibility thanks to the authority of premium publishers. However, costs are typically higher and require high-quality, well-researched content that avoids overly promotional language.

When should you use PR articles?

• When building brand image and credibility: especially during phases that require trust-building and reputation reinforcement.

• For long-term SEO and branding: backlinks from authoritative news websites help improve search rankings and generate stable organic traffic.

• Not ideal for immediate conversions (quick sales or aggressive promotions), as PR effectiveness focuses more on trust and brand perception than instant clicks or impressions.

2.4. Video Advertising (Online TVC)

Format: Short video ads (typically 6–30 seconds) displayed when users access online news sites. Videos may autoplay or appear within embedded players alongside editorial content.

Common placements: Pre-roll, mid-roll, or post-roll within publisher videos; in-read or in-stream placements; or embedded between article sections. This format has become a core offering on news websites due to its strong emotional storytelling and attention-grabbing ability. However, excessive frequency or non-skippable formats may negatively impact user experience.

When should you use video ads?

• When strong visual and audio impact is needed: ideal for product launches, feature introductions, or major events.

• To build emotional connection and brand awareness: particularly effective for FMCG, fashion, beauty, and automotive industries.

• When concise messaging and fast recall are required: short videos are easier to consume and remember than static banners or text.

• Not recommended for limited budgets due to higher production and placement costs compared to banner or text ads.

2.5. In-read Ads in Categories or Sponsored Content Boxes

Format: Brand presence integrated as a sponsor of specific content categories (e.g., Finance, Lifestyle, Sports, Technology) or displayed within prominently designed sponsored content boxes.

Common placements: Embedded directly within the reading flow (in-read), fixed category sections, sponsored boxes, or breakpage placements.

When should you use in-read / breakpage / sponsored box ads?

• When aiming for native-like exposure: appearing naturally within editorial reading flow makes brand messages more acceptable and engaging.

• When aligning with content users genuinely care about: strengthens brand association and memorability.

• When leveraging publisher credibility: especially effective for trust-sensitive industries such as finance, insurance, healthcare, and education.

2.6. Popup or Sticky Footer Ads

Format: Ads displayed as popups (overlay windows when users access a page) or sticky banners fixed at the top or bottom of the screen during scrolling. Content usually includes static banners, animated creatives, or short videos with clear CTAs.

Common placements: Popups appear immediately upon page load, while sticky ads remain fixed at the screen edge, ensuring constant visibility.

In practice, these formats deliver very high viewability as they are hard to ignore visually. However, popups may feel intrusive if they block content, and overly dense sticky ads can reduce reading experience.

When should you use popup or sticky ads?

• When you need to maximize visibility: suitable for short-term promotions, product launches, or strong CTA campaigns (sign-ups, app downloads, event registrations).

• When ensuring continuous brand presence throughout user scrolling behavior.

• When targeting mobile readers: sticky footers are especially effective on smaller screens.

Not recommended if user experience or long-term brand trust is the top priority, as excessive or repetitive popups/sticky ads may be perceived as intrusive.

2.7. Interactive Advertising (Interactive Ads: Flash Cards or Spinners)

Format: Ads that allow users to actively interact rather than passively view content. Common formats include flash cards (users flip to view additional content) or spinners (lucky wheels, mini-games).

Common placements: Integrated within in-read content, sponsored boxes, or as standalone interactive modules on news pages.

In practice, interactive ads are highly valued for boosting engagement, increasing time on site, and creating positive brand experiences. However, they require stronger technical support from publishers and greater creative investment, resulting in higher costs.

When should you use interactive ads?

• When aiming to increase engagement and brand experience rather than one-way exposure.

• When collecting user insights or first-party data through quizzes, games, polls, or spins.

• When targeting younger audiences seeking new experiences: suitable for F&B, fashion, beauty, technology, and entertainment sectors.

Not recommended if the primary goal is simple impression or reach, or when budget is limited, as interactive ads require higher creative and execution costs.

3. Advertising execution methods

To run ads on online news websites, businesses can choose from the following channels:

3.1. Google Display Network (GDN)

This method allows ads to appear across multiple news websites that are part of Google AdSense.

• Pros: flexible, easy to use, and supports behavioral targeting.

• Cons: limited control over specific publishers and placements; fill rate and ad delivery depend entirely on Google, with potential budget waste if ads appear on low-quality or fraudulent sites.

3.2. Advertising via Ad Networks

Major ad networks in Vietnam include:

• Admicro (VCCorp): strong coverage across Cafef, Cafebiz, GenK, Kenh14…, with high reach in finance, youth, and technology segments.

• Adtima (VNG): focuses on Zing News, Zalo, Zing MP3…, suitable for youth-oriented, music, and entertainment audiences.

• SmartAds (formerly Eclick, under FPT Online): a key partner of VnExpress, Dantri, Vietnamnet…, enabling brands to reach high-quality, trustworthy readership.

>>> Create a SmartAds account here to experience setting up advertising campaigns on online news websites.

Advantages:

• Better inventory control: brands can select specific publishers, categories, and even placements (prime banners, in-read, popups…), instead of relying on random distribution like GDN.

• High fill rate on key publishers: thanks to exclusive or close partnerships with major news outlets such as VnExpress, Dantri, and Zing News.

• Higher credibility & brand safety: ads appear on vetted, reputable news sites, enhancing brand trust and transparency.

• Diverse ad formats supported: from banners, native ads, in-read, video to PR articles—serving multiple marketing objectives.

Disadvantages:

• Less flexible pricing: many ad networks require minimum spend or package-based contracts, making them less suitable for small-scale testing.

• More complex execution and approval processes: campaigns often require sales coordination, contracts, advance booking, and multi-layer approvals, unlike the self-serve nature of GDN.

3.3. Direct Booking with News Publishers

Brands work directly with editorial or advertising departments of news publishers to book placements such as fixed full-page banners, PR articles, or category sponsorships. This traditional approach remains popular among large brands.

Advantages:

• Access to premium and exclusive placements: homepage banners, top category placements, sticky ads, popups, or exclusive category sponsorships.

• Strong branding impact: direct association with authoritative news content enhances trust and credibility.

Disadvantages:

• Limited budget flexibility: often requires minimum spend or CPD-based packages, making it unsuitable for small tests.

>>> Beyond CPD, explore other popular online advertising pricing models here.

• Limited slot availability: premium placements and hot categories require early booking and sell out quickly.

• No automated optimization like GDN: limited behavioral targeting and no real-time bidding; performance depends heavily on content quality and publisher reputation.

• Higher costs: especially for homepage banners, autoplay TVCs, or exclusive sponsorships.

4. Key steps to run advertising on online news websites

Step 1: Define Objectives and Budget

• Objectives: brand awareness, traffic generation, or sales growth.

• Budget: allocate spend across formats (banner, PR, GDN, etc.).

Step 2: Select Suitable News Websites

Brands should consider audience profiles and reading behavior to ensure messages appear in the right context, to the right users. For example:

• VnExpress, Dantri, Vietnamnet…: attract middle- to high-income audiences interested in finance, education, real estate, and business—ideal for trust-building and premium branding.

• Kenh14, Zing News, Soha…: appeal to younger audiences and students who favor entertainment and trends—well-suited for F&B, fashion, technology, or viral campaigns.

Step 3: Design Advertising Content

Content directly determines whether users stop, remember, or act on your message. Advertising creatives should balance aesthetics – messaging – reading experience.

• Display ads (banners, video, sticky): clear visuals, concise messaging, 1–2 key messages, and strong CTAs to drive immediate action.

• PR/Advertorials: SEO-optimized (keywords, headings, backlinks) and storytelling-driven to retain readers, build emotion, and foster trust.

• Cross-device optimization: ensure visuals, text, and CTAs display effectively on both desktop and mobile, as most news consumption now occurs on mobile devices.

>>> Learn how to design effective banner ads with under 20% text coverage.

Step 4: Choose Ad Placements

Placement directly affects visibility and click-through rates. Brands should balance prominence, user experience, and budget.

• Top placements (masthead, top banner): high visibility and CTR, but higher cost and competition.

• In-content placements (in-read, native ads): blend naturally into reading flow, increasing engagement and organic interaction.

• Near-article placements (footer, sidebar, recommendation boxes): reach users after content consumption—ideal for CTA or remarketing.

Step 5: Monitor and Measure Performance

Key metrics include impressions, CTR, CPC, website traffic, and conversions. Combine Google Analytics with ad network dashboards for continuous performance tracking.

5. Checklist for advertising on online news websites

To ensure campaign effectiveness and maintain brand credibility, consider the following:

• Transparency & legal compliance: advertising content must be clear and non-misleading, especially in sensitive industries such as finance, healthcare, and real estate.

• Accessible language: avoid overly technical jargon that may confuse readers and reduce communication effectiveness.

• User experience first: avoid excessive intrusive formats (e.g., too many popups); balance visibility with user acceptance.

• Use a mix of formats: combine banners, PR, native ads, and video to increase touchpoints and create a cohesive brand journey.

• Continuous optimization: monitor CTR, time on site, and conversions to adjust placements, creatives, and budgets promptly.

Conclusion

Advertising on online news websites is a powerful channel for enhancing brand credibility and reaching the right audience. The key is not only how to run ads, but how to continuously measure and optimize performance—ensuring every marketing dollar delivers maximum value.