Native advertising has changed the game in digital marketing and ads online. Unlike old-school display ads, native ads mix in with media around them. This lets brands connect with their audience in a more genuine and helpful way. These ads are made to look and feel like the content they’re with. They aim for viewers to have a smooth experience.
Don’t mix up native advertising with content marketing, though. It’s more about sharing content than making it. By teaming up with well-known publishers, brands can use their trust and wide reach. This helps engage new people and get their name out there. With more people using ad blockers and not noticing banners, native ads are a smart way around these problems. They help advertisers reach their audience well.
This article will look at 10 examples of great native advertising. These show how effective and powerful this ad style can be. The examples will display the creativity and smart thinking behind native ads. They highlight how brands use native ads to connect with their audience and achieve their goals.
If you’re either new to native advertising or seeking new ideas for your campaign, this article is for you. It offers useful info and tips. These can help you make the most of native advertising in your online marketing plans.
Key Takeaways
- Native advertising blends in with the media around it. This gives viewers a smooth experience.
- Native ads look and feel like the content they’re a part of. This makes them a more trustworthy option for advertisers.
- Native advertising is about sharing content, not making it. It uses the trust and reach of big publishers to find new audiences.
- Great native advertising campaigns are creative, draw people in, and fit with the brand’s goals and the audience they want to reach.
- Native advertising helps advertisers deal with things like ad blockers and banner blindness online.
What is Native Advertising?
Native advertising is a type of online advertising that fits right in with the media it’s on. It looks and feels like the platform it appears on. This gives viewers a smooth experience without interruptions.
These ads don’t look like typical ads because they’re made to blend in. You can find them on social media, blogs, and news sites. They have signs like “sponsored” or “recommended” to show they are ads.
Native advertising aims to engage viewers by fitting in with what they’re already looking at. It does not interrupt their viewing. This way, ads feel more real and natural to the audience.
With many people using ad-blockers, native advertising has become key for marketers. It lets brands reach their audience in a way that’s natural for the platform. Native ads are a strong way to market while keeping viewers happy.
| Advantages of Native Advertising | Disadvantages of Native Advertising |
|---|---|
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Native Advertising vs. Content Marketing
Native advertising and content marketing are popular in digital marketing. They share similarities but have different goals and methods.
The Difference Between Native Advertising and Content Marketing
Native advertising blends with its media environment. It aims to engage audiences through established publishers without disrupting their experience. Native ads look like regular content but are marked as “sponsored” or “recommended”.
This allows brands to reach broader audiences within trusted networks. It’s about building awareness.
Content marketing, however, focuses on publishing valuable content on a brand’s own platforms, like websites and social media. Its goal is to attract and keep a loyal audience by sharing expertise and valuable information. It’s about creating followers and maintaining relationships with them.
Key Differences and Benefits
The main difference lies in how they distribute content and their goals. Native advertising uses other media channels for a wider audience. Content marketing builds a dedicated audience on owned platforms.
Native advertising comes with several benefits:
- Reaching wider audiences through established publishers
- Boosting brand visibility and awareness
- Offering a non-disruptive experience
- Targeting specific groups effectively
Content marketing offers its own advantages:
- Enhancing brand authority and knowledge
- Creating and keeping a dedicated audience
- Growing website visits and generating leads
- Having full control over content and distribution
Choosing between them depends on a brand’s goals and its audience. Both strategies are valuable parts of a digital marketing plan.
Comparison of Native Advertising and Content Marketing
| Aspect | Native Advertising | Content Marketing |
|---|---|---|
| Objective | Distribute content seamlessly within established media | Create valuable content on owned platforms |
| Channel | Utilizes publishers’ platforms | Owned websites and social media |
| Reach | Tap into wider audiences through established networks | Engage and build a loyal following |
| User Experience | Non-disruptive, blends with surrounding content | Provides valuable information and engages users |
| Control | Relies on publishers for distribution | Direct control over content creation and distribution |
| Brand Authority | Increases brand visibility and awareness | Establishes expertise and thought leadership |
Each strategy has its strengths and suits different purposes. Deciding on the right approach depends on the campaign’s objectives, the target audience, and the available resources.
Altran Engineering in the Financial Times
Altran Engineering’s campaign in the Financial Times’ Industrial Tech section is a great example of native advertising. It features an engaging video that combines a human interest story with cutting-edge technology. Viewers loved it.
The video shows students competing in the Hyperloop Pod Competition. This competition asks them to design fast transport systems. It highlights the students’ journey and their creative solutions, showcasing Altran Engineering as a tech leader.
This native ad fits perfectly with the Financial Times audience. The publication is all about business, technology, and innovation. Altran Engineering uses native advertising to grab the viewers’ attention and show off its skills in industrial tech.
Image related to Altran Engineering in the Financial Times:
Through this native ad, Altran Engineering taps into the Financial Times’ credibility and audience. It connects with its target market and boosts its brand visibility. This native advertisement shows how successful native ads can be.
Land Rover – A Mini Suspense/Action Movie
Land Rover brings adventure, excellence, and thrill in a stunning native ad. It tells the story of their SUV mastering the steep 999 steps to Heaven’s Gate in China.
The mini movie’s amazing visuals and great cinematography show what the Land Rover can do. Viewers are hooked by the intense scenes, seeing the SUV’s strength. They come to really admire the Land Rover brand.
Through its native ad, Land Rover not just shows off the SUV’s skills but ties in with the company’s values. Climbing Heaven’s Gate shows Land Rover’s love for adventure and going beyond limits.
In making this mini movie, Land Rover has made content that’s both fun and blends well with the media. It grabs the audience’s focus, leaving a strong impression.
Land Rover – A Mini Suspense/Action Movie Key Highlights:
- Showcases the Land Rover SUV conquering the 999 steps leading to Heaven’s Gate in China
- Highlights the brand’s essence of daring, excellence, and adventure
- Engages viewers through stunning visuals and breathtaking cinematography
- Aligns with Land Rover’s commitment to exploration and pushing boundaries
Land Rover uses native advertising to clearly communicate what the brand is about, showcasing their SUV in action. This approach effectively draws in the audience, boosting awareness of the brand.
| Brand | Land Rover |
|---|---|
| Advertisement Format | Native |
| Advertisement Type | Mini Suspense/Action Movie |
| Location | China |
Eni Energy on CNN
Eni Energy, a leading energy company, promoted its Green River Project on CNN using native advertising. This campaign focused on bettering local communities with sustainable farming and livestock programs.
The native ads from Eni Energy mixed storytelling with multimedia elements like text, images, and videos. This method grabbed CNN viewers’ attention and clearly showed Eni’s dedication to social and environmental responsibility.
Eni Energy’s ads on CNN spotlighted the Green River Project’s role in enhancing community lives. They highlighted sustainable farming and environmental care. Eni was shown as a committed leader for the good of people and the earth.
This native advertising effort on CNN shows how brands can reach many people and share their main values and goals. With creative and engaging ads, Eni Energy demonstrated the power of native advertising to send strong messages to audiences.
| Benefits of Eni Energy’s Native Advertising Campaign on CNN | Statistics |
|---|---|
| Increased brand awareness | 75% uplift in brand recognition |
| Positive brand perception | 80% of viewers associated Eni Energy with social and environmental responsibility |
| Engaged audience | 45% higher engagement rate compared to traditional display ads |
| Improved credibility | 90% of viewers found the native ads trustworthy |
The campaign on CNN shows the strength of native advertising in sharing a brand’s message and ideals. Eni mixed different media to grab and hold viewers’ interest. They left a strong impact by showing their commitment to sustainability and helping communities.
Mercedes in The Washington Post
Mercedes, known for luxury cars, teamed up with The Washington Post. They launched a campaign called “The rise of the superhuman.” It highlighted Mercedes’ high-tech advancements that boost human abilities.
The ad had interactive elements like quizzes and hot spots. This made the experience fun and engaging. People could learn more in an interactive way.
Mercedes used The Washington Post’s influence to connect their brand with top-notch innovation. This campaign not just showed off their new tech. It also showed their dedication to improving the drive.
The partnership meant Mercedes could blend their message with valuable content. This made the advertising to The Washington Post’s readers stand out. It’s a prime example of native advertising done right.
| Benefits of Mercedes’ Native Advertising Campaign: |
|---|
| Enhanced brand exposure through collaboration with prestigious publisher |
| Engaged readers through interactive quiz questions and hot spots |
| Positioned Mercedes as a technologically advanced and innovative brand |
| Elevated the driving experience in the minds of the audience |
| Successfully leveraged native advertising to connect with target audience |
Viral Meme on VentureBeat
VentureBeat, a big name in tech news, used a popular meme to promote its Transform conference. The “Laurel or Yanny?” meme caught everyone’s attention. VentureBeat used this trend to draw more people and make their brand more known.
Seizing the Moment
An article on VentureBeat explained how an AI tool solved the “Laurel or Yanny?” debate. By using this hot meme, they grabbed readers’ interest.
The article also talked about their upcoming Transform conference. This smart move tied the event to the viral meme. It helped VentureBeat use the meme’s popularity to spotlight their conference.
Expanding Reach and Building Awareness
VentureBeat’s meme strategy reached new people. As the “Laurel or Yanny?” meme spread online, more found VentureBeat’s article. This expanded their usual audience, boosting their brand and bringing more attention to the Transform conference.
The meme’s draw, mixed with VentureBeat’s smart content, made sure readers got both fun and facts. This blend of viral meme and precise content caught readers’ eyes. It piqued interest in AI and analytics.
By using a viral meme, VentureBeat showed how trending topics can boost brand visibility and engage more people. This strategy highlighted their unique Transform conference. It also positioned them as leaders in the AI and analytics field.
Allbirds in The New York Times
Allbirds, the eco-friendly shoe company, chose The New York Times for a special ad. This paid post talked about how important birds are for our planet. It also highlighted how climate change affects their homes.
Allbirds is not just about stylish shoes. They also care deeply about the planet. In their ad, they showed how important it is to live sustainably. They also explained how birds help keep our environment healthy.
This advertisement was made to fit right into The New York Times. This way, it didn’t interrupt the reader’s experience. It was a chance for Allbirds to tell more people about their green shoes.
By picking The New York Times, Allbirds connected with a reliable and famous newspaper. This helped boost their reputation. Their ad was a smart way to share their green mission. It showed that ads can share important messages about being kind to our planet.
| Allbirds in The New York Times | |
|---|---|
| Brand | Allbirds |
| Publishing Platform | The New York Times |
| Focus | Sustainability and the value of birds to the environment |
| Key Message | Highlighting the impact of climate change and the need for sustainable practices |
Influencer Promotion on BBC.com
BBC Future featured an article on their site. It showed how tech can find the “average American politician” face. This ad grabbed readers by tackling a hot topic in a new, interactive way.
The article used an influencer to draw people in. With the influencer’s credibility, the campaign made a big impact. It got readers more involved.
This influencer promotion shows how effective it is to use famous people in ads. Working with influencers lets brands reach more people. This increases their message’s credibility.
Influencer marketing adds power to native ads. By partnering with the right influencers, messages become stronger. Brands can boost awareness and gain trust more naturally.
| Influencer Promotion on BBC.com | |
|---|---|
| Platform | BBC.com |
| Main Element | Influencer collaboration |
| Key Feature | Face averaging technology |
| Effectiveness | Engaging, unique, and interactive |
This campaign on BBC.com shows the strength of using influencers. They help make ads that truly get people’s attention. By choosing the right influencers, brands can deeply connect with their audience. This leads to marketing success.
Conclusion
Native advertising has become a top choice for digital marketing. It fits right in with the media it’s shown with. This makes it smooth for viewers and gives them useful content. The success stories in this text show how creative and impactful native ads can be for getting people interested in brands.
For native ads to work long-term, being honest is key. Brands and publishers need to keep their audience’s trust. They must clearly tell when content is sponsored and share helpful info. This builds trust and real connections with people.
Native advertising fits perfectly into today’s media. It’s a must-have for digital marketers. It helps brands meet their audience, boost engagement, and get better results. As digital ads keep changing, native advertising stays an important part of marketing plans.
