These days, you may have seen several native advertising examples, but it’s harder to spot them. Native advertising is where the lines between content and promotion blur, and marketing becomes an art form.
Native advertising continues to impress marketers as a perfect medium for branding, performance, and revenue optimization. Native ads spending budgets are on the rise with each passing year. Marketers now have a real opportunity to follow the examples of brands such as Netflix, Amazon, Mercedes, and KPMG, has monetized through native advertising and capitalized on the growing opportunity.
In an early forecast, the native advertising spend in the US jumped to 37% in 2021 and will reach $98.59 billion by the end of 2023. The majority of this spending will go toward running native ads on websites, social media platforms, and mobile devices due to increased usage of both.
And all that because of its potential to captivate audiences, foster brand loyalty, and provide valuable content in a cluttered digital world.
However, what exactly is native advertising? And how can publishers leverage it? To find out, let’s gain a 360-degree perspective on native advertising examples.
What Is Native Advertising?
Native advertising is a fusion of advertising and content, cleverly crafted to be compatible with the platform it occupies. Unlike conventional display ads that interrupt the user experience, native ads blend in with their surroundings, creating a less intrusive and more enticing appeal to consumers.
You’ll often encounter this advertising format within social media feeds, news articles, or recommended content sections, cleverly disguising itself as an integral part of the organic content experience.
Also Read: Native vs. Display: What Is the Difference?
Native Advertising Examples: 7 of the Best Ones for Publishers
Native advertising has skyrocketed in popularity owing to its remarkable capacity to captivate audiences seamlessly. Through the adoption of a native approach, brands can disseminate their messages in a manner that veers away from being intrusive advertising and leans more towards an invaluable content piece. Here are the seven best examples of native advertising for publishers.
Mercedes “The Rise of Superhuman Ad” in the Washington Post
Mercedes’s native advertising strategy mixes innovation and creativity. This native advertising campaign is an example of smooth, clean content designed to engage the user. The ad is an immersive brand experience called “The Rise of the Superhuman” that integrates the new Intelligent Drive system.
There’s no reason other publishers can’t create similar innovative ad experiences. This ad creates a connection between the car and the cutting-edge excellence that establishes Mercedes as a company about more than just crafting cars.
This strategy is successful because Mercedes never tries to sell their audience anything. Instead, they rely on promoting their brand on a popular and one of the leading American news sites. The link between the Mercedes ad and the Washington Post is natural, which makes it easy for the reader to connect.
KPMG Ad on Forbes
If you want a win-win situation, here’s the perfect native advertising example. A collaboration between KPMG and Forbes resulted in an interactive ad that benefits all businesses involved. KPMG’s ad campaign on Forbes is called “The Great Rewrite.” This native ad includes innovative content, videos, content recommendations about various sectors, and technologies that connect KPMG with the future of innovation.
This is a great example of a native campaign that, just like its title, is rewriting the rules of native in an ongoing, ever-growing, content-rich user experience. While this native ad doesn’t directly promote any KPMG services, it helps readers to form a positive association with the brand.
The best native ads examples are the kind that your audience knows they’re ads but are also so good that people interact with them anyway.
Visit Portugal Native Ad on Skyscanner
The website Skyscanner lets people research and book travel options for their trips, including flights, hotels, and car hire. The Visit Portugal native ad appears on the homepage of the Skyscanner website so that everyone searching for travel options can see this ad and might consider booking a trip to Portugal.
This native includes a beautiful image and information about the country, the best cities to visit, travel guidelines, and restrictions that are very important for travelers. This native ad had a strong click-through rate (CTR) and boosted engagement on the Visit Portugal landing pages.
This is exactly the type of ad the audience expects on a travel booking site Skyscanner, and the ad is definitely a logical choice for Visit Portugal. The ad promotes the travel options while being visually appealing and sticking to the overall feel of Skyscanner – simple, engaging, and appealing.
Netflix Narcos + WSJ Native Ad Example
A great example of native advertising is the ingenious strategy employed by Netflix to promote their immensely successful show, Narcos (Cocainenomics). Instead of the traditional approach, they joined forces with the Wall Street Journal to create an interactive portal.
This captivating portal is an educational hub, providing information about the real-life characters and situations that inspired the show.
And that’s not all! At the end of the portal, dedicated fans can put their knowledge to the test with the “test your knowledge” section, comparing their expertise to the infamous Pablo Escobar himself.
Native Ads on Google
Native advertising can take various forms beyond content posts. Much like Amazon, Google has introduced native ads as part of its advertising offerings. These ads are displayed above the organic search results and are indicated by a discreet “Ad” label, blending seamlessly with the search experience. Moreover, when users exhibit a shopping intent in their search queries, relevant ads are presented in a convenient carousel format, allowing for effortless scrolling and exploration.
Amazon The Best Example of Native Ads
Native ads on Amazon are similar to contextual ads on Google AdSense, as they show relevant ads based on the product page where ads are displayed. Once the ad codes are placed on your eCommerce site, it automatically scans the content of the page & displays products based on the keywords used within the site. For example, This super-subtle native ad from a Dell laptop on Amazon ticks all the boxes. It appears alongside a related product and doesn’t distract the user’s shopping experience. Amazon understands how to persuade customers to spend more. Smart move!
Squarespace Ad on Unsplash Homepage
Unsplash is well-known for its interesting and beautiful imagery, ranging from creative images to trending and business images. So online photo community ads with more intrusive experience would not be a good option. The non-obtrusive native ads this is the type of Unsplash users expect. That’s why they’ve integrated ads on their homepage almost unnoticeably, and you can see Squarespace’s logo and tagline on the Unsplash homepage. The ad experience is not intrusive at all. The ad placement is also handled correctly and does not appear excessive or wrongly placed on the homepage.
Finally, the ad looks elegant, resulting in a reader-friendly experience, and also drives a little more extra revenue opportunity for Unsplash and Squarespace every day.
What are the Types of Native Advertising?
Publishers would never fall short of options when it comes to the types and formats of native advertising.
The fusion of promotional content with the user’s browsing experience fosters heightened engagement, amplified click-through rates, and a more favorable perception of the brand.
In short, there are several types or formats that marketers can utilize to integrate promotional content into the user experience seamlessly. Here are some:
In-Feed Native Ads
Image Source: Google AdSense
These ads appear within a website or platform’s natural feed or content stream. They blend with the surrounding content- website content, article, social media feed, or video playlist. In-feed native ads often match the design and format of the platform, making them less disruptive and more engaging for the users. To succeed with your in-feed native ads, you must first define their appearance. And what metric will you use to determine whether or not your native advertising is successful? Here are two common examples of in-feed ads.
Endemic In-Feed Ads
These ads are presented in a story form and match the surrounding content on the website—the links to the ad within the site of the brands being promoted like any editorial story. The ad performance is measured based on the metrics such as interaction and brand uplift.
Linked In-Feed Ads
This promotional ad type has been sold with a guaranteed link placement to the site content or brand’s landing page. The CTR and conversion rate measure the ad performance.
Moreover, In-feed native ads offer a seamless user experience to your site visitors. They look like part of the website flow and match your site’s overall look and feel.
Paid Search Ads
Image Source: WSI
Native advertising also appears in search engine results pages (SERPs) as paid search ads. These ads appear at the top or bottom of the search results and resemble organic listings. They typically include a small “Ad” label to indicate their promotional nature.
Sponsored Ads
This type of native advertising involves creating high-quality, informative, and engaging content relevant to the target audience. It can take various forms, such as articles, videos, infographics, or podcasts. Sponsored content is clearly labeled as sponsored, but it also provides value to the audience while subtly promoting a brand or product.
Branded Ads
Branded content goes further by creating content that aligns closely with a brand’s values, messaging, and identity. It aims to tell a compelling story or convey a specific message while associating the brand with the content. Branded content often involves collaborations with publishers or advertisers to leverage their expertise and reach.
In-Ad Native
This type of native advertising refers to ads that match the form and function of the platform on which they are displayed.
For example, a native mobile app ad may mimic the app’s design and interactivity. In-ad native ads provide a seamless experience and blend seamlessly with the app or website’s interface.
Custom Native Ads
Image Source: MV3marketing
These are highly customized native ads created specifically for a platform or website. Custom native ads consider the platform’s unique design, format, and user experience to ensure perfect integration. Custom Ads has the element of easy customization that gives it an edge over the other formats. The ad allows for a smooth transition from content to ad that will produce the best visitor experience.
Benefits of Native Advertising for Publishers
Native advertising offers several benefits for publishers incorporating it into their content strategy.
Let’s have a look at some of the benefits:
It Improves User Experience
Native ads blend seamlessly with the surrounding content, creating a more cohesive and less intrusive user experience. Unlike traditional display ads, which can be visually disruptive, native ads follow a more natural and integrated approach. This approach leads to increased user engagement and satisfaction.
It Enhances Relevance and Context
These ads perfectly match the interests and preferences of the publisher’s audience. By integrating ads that align with the content already being consumed, publishers ensure that the ads are relevant and valuable to their users. This relevancy plays a crucial role in maintaining the trust and loyalty of the audience.
It Increases Engagement and Click-through Rates
Native ads have proven to surpass traditional display ads when it comes to engagement metrics. The smooth integration and contextual alignment of native ads make them more enticing to users, resulting in higher click-through rates and longer interaction duration. This heightened engagement positively impacts the publisher’s metrics and ad performance.
It Diversifies the Ad Inventory
Publishers have a fantastic opportunity to expand their ad inventory and cater to diverse advertiser needs through native advertising options. This flexibility opens doors to a broader range of potential advertisers, paving the way for establishing long-term partnerships and collaborations.
It Has the Potential for Sponsored Content Collaborations
Native advertising offers a gateway to forge partnerships for sponsored content endeavors. Publishers can collaborate with brands to craft sponsored articles, videos, and various content formats that deeply connect with their audience. These collaborations yield revenue and unlock prospects for imaginative storytelling and active audience participation.
It is Adaptable to Various Platforms
Native advertising offers immense flexibility and can seamlessly integrate into diverse platforms like websites, social media feeds, mobile apps, and beyond.
This remarkable adaptability empowers publishers to harness the potential of native ads across multiple channels, effectively connecting with their target audiences wherever they engage with content.
It Can Allow You to Earn an Additional Revenue Stream
Native advertising opens up avenues for publishers to enhance their revenue streams.
Through collaborations with advertisers and seamless integration of native ads within their content, publishers can capitalize on their platform, expanding their monetization possibilities beyond conventional display ads or subscriptions.
Google Ad Manager Native Ads – Setup and Implementation
Native Ads Best Practices for Effective Monetization
If you don’t follow the correct native advertising best practices, it can kill your business. We’ve compiled tips and best practices to help you evaluate your native ads’ performance and execute flawlessly. To learn how to use native ads for more clicks, you must first consider several crucial elements. Let’s take a look at some essential guidelines to bear in mind:
First, Understand Your Audience
To begin with, for native ads that truly connect with your target audience, it is essential to deeply comprehend their preferences, interests, and behavior. Acquiring this valuable insight will help you with ads that genuinely resonate with them. It is crucial to tailor your ads’ messaging, tone, and visuals to align seamlessly with their unique needs and preferences. As a publisher, you should use analytical tools to gather user data to determine your audience. You should know who your audience is and what kind of ads interest them. They should not feel they are wasting their time on your site or ads; you value them the most.
Publish Relevant and Valuable Content + Images
When an ad offers useful information, entertainment, or even a solution to their problem, users are more inclined to take notice. So, publishers should always focus on delivering value alongside your promotional message. The objective of native ads is to communicate with the end consumers through relevant and interesting content and images.
Your native ads must not only blend with the site’s content. The more seamlessly your ad blends in and becomes a natural part of the user experience, the greater the likelihood of grabbing users’ attention without causing disruptions to their browsing journey.
Incorporate top-notch images, videos, or graphics that instantly grab attention and elevate the overall appeal of native ads. It’s crucial to maintain consistency with your brand identity and ensure that the visuals seamlessly align with the accompanying content.
Striking the right balance between eye-catching visuals and brand coherence can help you create native ads that leave a lasting impact and generate more clicks.
For publishers that run ads in the US or your targeted audience/advertisers are US companies, we recommend that you familiarise yourself with the Federal Trade Commission (FTC) guidelines for native advertising.
Optimizing Native Ads for Better Performance
Optimize your native ads with automation tools that allow publishers to schedule changes and see the results in real-time. Consistently experiment and enhance the performance of your native ads through rigorous testing.
Take advantage of A/B testing by creating various iterations of headlines, visuals, CTAs, or content formats to determine the most effective elements that truly connect with your audience.
Keep a close eye on click-through rates, engagement metrics, and conversion data to fine-tune your strategies and approaches. In addition, publishers should try out different ad types to see which produces the most revenue.
Publishers can sell ad space based on CPM, but it is also good to consider CPA and CPC options. The most important factor publishers should pay close attention to is the ad layout to ensure you’re not tricking your audience into clicking ads.
It is also better to sell your native ads with display ads, exclusive promotions, and automation tools according to the advertiser’s needs. Remember not to underestimate the price and value of your native ad space.
Also See: How to Calculate CPM, CPC, CPA, CR, eCPM, eCPC, eCPA, and ROI.
Do Regular Performance Evaluation
Periodically assess the performance of native ads to gauge their effectiveness. Dive into crucial metrics like click-through rates, conversions, and engagement to pinpoint areas that could benefit from enhancements. Utilize this valuable data to fine-tune your native ads and guide your decision-making process with data-backed insights. One of the most important components of native advertising is platforms such as Taboola and Nativo. These can bring you clicks, a higher CPM rate, and revenue.
Top 7 Native Advertising Platforms (2023)
When it comes to native advertising platforms, the key distinction lies in their ability to serve native adverts. These platforms harness advanced advertising technology to seamlessly integrate ads that blend harmoniously with the content they accompany.
Now that we’ve clearly understood native advertising and the various types of native ads let’s get familiar with some of the leading native ad platforms out there.
- Taboola
- Nativo
- RevContent
- MGID
- Sharethrough
- Yahoo Gemini
- Outbrain
When searching for the right native ad platform, you should consider factors such as your advertising budget, web traffic, content you serve, and the pricing model of the native ad network. Ensure you meet traffic and budget requirements to access your desired features before signing up for an ad platform.
Best Native Ad Networks for Publishers in 2023 (Complete Details + Pricing + Features)
Run Native Ads for a Win-Win Situation
Native advertising is a game-changer in the advertising landscape, bringing forth many positive outcomes. Brands have the opportunity to establish authentic connections with their target audience, fostering trust and loyalty. Publishers reap the rewards of diversified revenue streams and heightened user satisfaction. Native advertising examples catalyzes creativity and innovation, propelling the industry forward while fostering economic growth through collaborative partnerships. With a commitment to transparency and ethical practices, native advertising paves the way for a future where marketing seamlessly integrates with the user experience, creating a win-win scenario for all stakeholders involved.
FAQs
What is the main difference between native and display advertising?
Native advertising blends in with the surrounding content, providing a more seamless and non-disruptive user experience, while display ads tend to be more visually distinct and interruptive.
What are the benefits of native advertising for publishers?
Native advertising provides publishers with an additional revenue stream, enhances user experience, increases engagement, and allows for collaborations on sponsored content.
What are some of the best native advertising examples to follow in 2023?
The best native ads examples to consider in 2023 are:
- Netflix+WSJ Ad
- Mercedes “Rise of Superhuman Ad” in the Washington Post
- KPMG Ad on Forbes
- Squarespace Ad on Unsplash Homepage
- Visit Portugal Native Ad on Skyscanner
Where can native advertising be used?
Native advertising can be used on various platforms, including websites, social media feeds, mobile apps, search engine results pages, and more.
