10 Native Advertising Examples People Actually Noticed
- The Rise of Native Advertising
- The New York Times and Netflix
- Buzzfeed and Purina
- The Atlantic and IBM
- Forbes and Fidelity
- The Guardian and Unilever
- Mashable and Qualcomm
- Twitter and Adidas
- Instagram and Nike
- The Wall Street Journal and Hewlett-Packard
- New Yorker and Marriott Hotels
The Rise of Native Advertising
Native advertising has revolutionized how brands engage with their audience. By blending seamlessly with a platform’s content, native ads provide a non-disruptive experience while maintaining effectiveness. This article explores ten prime examples of native advertising that grabbed attention.
The New York Times and Netflix
In a collaborative effort, Netflix partnered with The New York Times to promote its show “Orange is the New Black.” The Times published an article discussing the plight of women in prison, an issue resonant with the show’s theme. This native ad excelled because it delivered genuine value to the reader while subtly promoting the Netflix series.
Buzzfeed and Purina
Buzzfeed, known for its relatable and shareable content, teamed up with Purina to create “Dear Kitten,” a video series that became an internet sensation. The videos, which featured an older cat advising a kitten on life, subtly incorporated Purina products. The content entertained while naturally integrating the brand.
The Atlantic and IBM
The Atlantic produced a native ad for IBM focusing on the future of technology. The long-form article was both informative and compelling, discussing evolving tech trends and placing IBM as a thought leader in the industry. The native ad’s success stemmed from its depth and relevance to The Atlantic’s readership.
Forbes and Fidelity
Forbes and Fidelity partnered to produce content under the Forbes BrandVoice program. Fidelity’s financial advice pieces were insightful and practical, engaging Forbes’ audience effectively. The native ads blended so well with the site’s regular content that readers often didn’t realize they were consuming branded material.
The Guardian and Unilever
The Guardian’s “Climate Change Campaign” sponsored by Unilever highlighted the brand’s commitment to sustainability. The campaign included articles and multimedia content focusing on environmental issues. This native ad worked because it aligned with The Guardian’s values, enhancing credibility and reader trust.
Mashable and Qualcomm
Mashable and Qualcomm collaborated on a tech-focused native ad. The content showcased Qualcomm’s advancements in mobile technology through engaging articles and videos. This campaign was successful as it provided value to Mashable’s tech-savvy audience while promoting Qualcomm’s innovations.
Twitter and Adidas
Adidas leveraged Twitter’s platform to launch the “#HereToCreate” campaign. The campaign used promoted tweets and videos featuring athletes using Adidas gear in creative ways. The native ads were particularly effective due to Twitter’s real-time engagement capabilities, capturing the audience’s attention immediately.
Instagram and Nike
Nike’s “Dream Crazy” campaign on Instagram featured powerful visuals and inspirational messages from athletes. By utilizing Instagram’s visual appeal and storytelling potential, Nike created compelling native ads that resonated deeply with the audience. The integration was seamless, making the content appear organic.
The Wall Street Journal and Hewlett-Packard
Hewlett-Packard’s native ad in The Wall Street Journal focused on the “Reinvent Obsolescence” campaign. The ad explored how HP’s technology was helping businesses become more efficient. By providing in-depth and relevant content, the campaign effectively targeted The Wall Street Journal’s professional readership.
New Yorker and Marriott Hotels
The partnership between New Yorker and Marriott Hotels resulted in a native ad campaign highlighting travel stories. The content was engaging, featuring well-written articles about exotic destinations and travel experiences, subtly promoting Marriott properties. This campaign was notable for its seamless integration with New Yorker’s editorial style.
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