Native Advertising Examples – In other words, native advertisements is paid content. Articles, infographics, videos, you name it — if a material producer can create it, corporations can buy it and publishing platforms can promote it.
1. ‘Woman Moving to Require Quick Break After Filling Out Name, Address on Tax Types,’ The Onion
One of the funniest satirical sites on the web, The Onion also has a strong grasp on native advertisements, as exemplified by this especially well-known example.
This example is, admittedly, somewhat murky in regards to the definition of native advertisements above. Firstly, The Onion made this content particularly for its client (in this case, H&R Block), rather than Block simply publishing its content on the site. However, the material itself and its placement still classify it as native advertisements, rather than “conventional” sponsored articles, at least in my own book.
If this content was published in 2012, it had been framed by several conventional vertical and horizontal banner advertisements for H&R Block. Even if people did not click on these banners (which they’re unlikely to, even as you’re 475 times more likely to survive a plane crash than simply click on a banner ad, based on Solve Media), the consequence has been significantly increased brand awareness.
Although the content of the post isn’t about H&R Block specifically, it does tackle the typically bland, dry issue of taxes in a fun, relatable and thoroughly entertaining manner, creating a positive association with the advertiser. This native ad even poked fun at the box which marks the page as sponsored content by adding an endorsement from The Onion’s fictitious “writer emeritus” T. Herman Zweibel.
Although the banners served as calls to actions, the most important purpose of the campaign was to additional increase H&R Block’s brand awareness — a goal that this native advertising example accomplished.
2.This infographic highlighting UPS’s inventions in its own supply chain management operations is just another superb example of native advertising. It is not the prettiest infographic you will ever see, but it gets the work done.
Why is this infographic such a great case of native advertisements is that its virtually indistinguishable from Fast Company’s average content. Notice the small grey “Advertisement” label at the top? It is definitely easy to miss. The infographic’s use of UPS’ brown and yellow color scheme further reinforces the material’s newest messaging in a subtle way, and also the infographic succeeds in advertising UPS’ services in the tried-and-trusted “problem/solution” format.
3. 10 Quotes Every Grad Needs to Read,’ BuzzFeed
Alongside Upworthy, BuzzFeed is the most successful viral hit mill on the internet. Can it be any wonder that the site would eventually open up its enviable readership to patrons with deep pockets?
As you can see previously, articles made to the Community section of BuzzFeed have ” not been vetted or endorsed by BuzzFeed’s editorial team,” meaning HarperCollins (and Mini, and Pepsi, along with the other manufacturers which publish content at BuzzFeed) have simply paid for the privilege of receiving their brand facing BuzzFeed’s audience. Apart from the notable HarperCollins emblem above the societal share buttons, there is little to set this apart from BuzzFeed’s ordinary content.
Timeliness factors into the success of the native advertising example. Firstly, the article was printed in late June, coinciding well with graduation season. Second, the foundation of this post was teacher David McCullough, Jr.’s famous “You Are Not Special” commencement speech, that went viral.
The article adheres strictly to BuzzFeed’s popular animated .GIF/listicle post format, making it easily readable, and the headline is crafted for BuzzFeed’s viewers, as you would expect. There’s very little obvious connection between the customer (a significant publishing house) into the content, aside from the implied relationship between college graduates and novels, so the ad comes off as a “soft sell,” which is easier for viewers to gut than solid merchandise placement.
4. ‘If You Accept Your Employer’s Pension Buyout Offer?’ , Forbes
Forbes has published articles like this for years, but as the publication has transitioned from a full-time employees to a contributor-led model, it’s hardly surprising that Forbes has begun to publish native advertisements by financial institutions like this one from Fidelity Investments.
This is an especially excellent example of native advertisements, as while the article is definitely branded and contains an exclamation angle, the article itself contains some actual substance. It outlines the pros and cons of the monthly payment and lump sum pension buyout options, backed up by hard numbers about inflation rates and the way accepting a pension buyout offer can affect your tax status.
Yes, it is blatantly branded material, and Fidelity makes no secret of its providers, but this post really comprises more financial advice and insight than many typical Forbes finance and business content. Clients should most undoubtedly stay aware of Fidelity’s agenda when reading, but overall, this native ad offers real value to the reader, does this in a way that Forbes’ audience could expect, and contrasts with the publication’s editorial and stylistic guidelines. A fantastic example.
5.Vanity Fair has a long tradition of publishing seamlessly trendy lifestyle journalism, which makes it an ideal vehicle (pardon the pun) for native advertisements.
This native ad combines written and video content to go behind the scenes of a movie about English race car driver Sir Malcolm Campbell, “The Fastest Man on Earth.” Campbell was the first guy to break the 300mph land speed record way back in 1935, and he remains a lasting sign of dream — the ideal gentleman to market top-shelf liquor. Hennessy partnered with creative agency Droga5 to produce the video, which coincided with the beverage maker’s “Never Stop, Never Settle” campaign.
Why It Works
In addition to drawing on a subtle yet striking contrast between Campbell’s spirit of adventure and Hennessy’s “Wild Rabbit” effort (“a metaphor for one’s inner drive to succeed”, according to the article), the bit is really interesting. The content’s inevitable product positioning is managed well, and it doesn’t feel gratuitous or tenuously positioned alongside the topic matter. Finally, the piece is as trendy as a routine Vanity Fair attribute, which results in an engaging experience for the reader.