Native advertising can transform how your brand reaches audiences—by blending promotional content seamlessly into the user’s normal content experience. Unlike traditional banner ads or pop-ups, which often disrupt the user experience, native ads are designed to integrate naturally into content—making them more engaging and less intrusive.
Below, you’ll find 10 powerful native advertising examples from different industries, along with tactical tips and ready-to-use next steps. Whether you’re a startup or an established brand, these best practices will help you create native ads that engage, educate, and convert.
Native advertising blends so well with its platform that it doesn’t feel like an ad. However, this strength can also be a challenge—when ads are too seamlessly integrated, they may blur the line between content and sponsorship, leading to concerns about transparency. Ensuring that audiences clearly understand when content is sponsored is critical for maintaining trust.
What Is Native Advertising and Why It Matters
Native advertising integrates promotional content into the form or function of its platform—making your brand message feel like a natural part of the publication or social feed. Why does this matter?
How Native Ad Design Enhances User Experience
One of the biggest advantages of native advertising over traditional ads is its impact on user experience. Unlike pop-ups, auto-playing videos, or flashing banners, native ads match the surrounding content’s style and function, making them feel like part of the experience rather than an interruption.
Key Differences Between Native Ads & Traditional Ads
Native ads and traditional ads differ significantly in placement, user engagement, intrusiveness, and ad-blocking impact. Here’s how they compare:
Placement
- Native Ads: Seamlessly integrated into content, appearing within articles, social feeds, or recommendation widgets.
- Traditional Ads: Placed outside the main content area, such as banners, pop-ups, and sidebars, often feeling disconnected from the user experience.
User Engagement
- Native Ads: Higher engagement rates due to relevance; they match the platform’s look and feel, making them more appealing.
- Traditional Ads: Often ignored or skipped as users develop “banner blindness” and instinctively scroll past them.
Intrusiveness
- Native Ads: Low intrusiveness—designed to blend naturally into the platform without disrupting the user experience.
- Traditional Ads: High intrusiveness—interrupt content with auto-playing videos, pop-ups, or overlays, often frustrating users.
Ad-Blocking Impact
- Native Ads: Less affected by ad blockers since they appear as part of organic content.
- Traditional Ads: More vulnerable to ad blockers, significantly reducing their visibility and effectiveness.
By blending into content rather than disrupting it, native ads create a more engaging and user-friendly experience, making them a preferred choice for modern advertisers.
Why This Matters
Key Components of a Successful Native Ad
When these four components align, your ad is set up for success.
10 Real Native Advertising Examples to Learn From
Below are 10 standout native advertising examples, each featuring a different format, industry, and approach. While these campaigns showcase the potential of native advertising, it’s worth noting that not all native ads are received positively. In some cases, lack of transparency or overly aggressive messaging can lead to audience skepticism.
This list is not ranked in any particular order—instead, it showcases a variety of successful campaigns to highlight different strategies. Pay attention to why each worked and how you can replicate the best ideas.
1
Netflix“Women Inmates: Why the Male Model Doesn’t Work”
Description
Netflix teamed up with The New York Times to produce a journalistic-style article exploring how prisons designed for men fail female inmates. Rather than directly pitching Orange Is the New Black, it used a deep dive into real-world data and inmate interviews to contextualize the show’s themes. Rich multimedia elements (videos, graphs, interviews) made this piece feel like a standard NYT feature.
Industry
Entertainment/Streaming
Platform & Format
The New York Times; Long-form interactive article
Why It Worked
Lesson for You: Create content that stands on its own as valuable or insightful journalism, even if your brand is subtly behind it. Quality over direct promotion can foster deeper engagement.
2
Purina (Friskies)“Dear Kitten”
Description
Purina partnered with BuzzFeed to produce the viral “Dear Kitten” video series. The videos feature an older cat “mentoring” a young kitten on life with humans—complete with quirky, humorous narration. Posted on BuzzFeed and YouTube, these videos focus on entertainment first, with Friskies cat food as a soft-sell cameo.
Industry
Pet Care/Food
Platform & Format
BuzzFeed; Sponsored videos & listicles
Why It Worked
Lesson for You: Adapt the brand voice to fit the platform’s culture. If your partner site is known for humor, deliver humor—and let your product naturally integrate into the story.
3
Mercedes-Benz“The Rise of the Superhuman”
Description
Mercedes-Benz sponsored an interactive quiz and editorial piece that examined how humans push boundaries through technology and innovation. Readers took a quiz on “superhuman” traits and read short articles about emerging tech that improves human ability—subtly tying back to Mercedes’ forward-thinking brand.
Industry
Automotive
Platform & Format
The Washington Post; Interactive quiz and article
Why It Worked
Lesson for You: Consider adding an interactive element (quiz, poll, or mini-game) to pull readers deeper into your story—and your brand’s narrative.
4
DHL“The Race to Save Big Cats”
Description
DHL and National Geographic collaborated on a branded series about conservation efforts to protect big cats. The storytelling followed real wildlife experts and used DHL’s logistics services to illustrate how supplies, animals, and teams are transported safely around the globe.
Industry
Logistics/Transportation
Platform & Format
National Geographic; Docu-style video & digital feature
Why It Worked
Lesson for You: Partner with a publisher or platform that already covers topics related to your brand’s strengths or values. Authentic cause-based stories can humanize even the most corporate services.
5
IKEA“A-Zzz of Better Sleep”
Description
IKEA sponsored an A–Z feature on The Telegraph covering sleep-related tips, from ideal lighting to bedtime routines. Readers found practical, science-backed advice, with IKEA bedroom products subtly featured as part of potential solutions.
Industry
Retail/Furniture
Platform & Format
The Telegraph (UK); Interactive lifestyle article
Why It Worked
Lesson for You: When you address common consumer challenges, your brand solutions become naturally relevant—and readers appreciate actionable advice more than a pushy pitch.
6
Salesforce“Ecopreneurs”
Description
Salesforce partnered with Fortune to highlight an ocean cleanup initiative in Hawaii, showcasing the tech and logistics needed to tackle plastic waste. The piece framed Salesforce as a champion of technology-for-good, featuring employees and local experts combating marine pollution.
Industry
B2B Technology
Platform & Format
Fortune Brand Studio; Short documentary video and article
Why It Worked
Lesson for You: Feature real-world impact and a human story. If your brand supports an important cause, let that cause take center stage, so audiences connect your brand with positive change.
7
Taco BellSnapchat “Cinco de Mayo” Lens
Description
On Cinco de Mayo, Taco Bell created a sponsored Snapchat lens that turned users’ faces into a giant taco shell. It was a one-day takeover event, leading to fun, user-generated selfies and videos that effectively promoted the brand to friends.
Industry
Fast Food/QSR
Platform & Format
Snapchat; AR face lens
Why It Worked
Lesson for You: Lean into platform-specific features that encourage user participation. AR lenses or TikTok challenges can quickly generate viral buzz when executed creatively and authentically.
8
General Electric (GE)“The Message” Podcast
Description
GE produced a fictional sci-fi podcast series called “The Message,” following a team decoding mysterious alien signals. Subtle references to GE’s sound-based tech powered the plot, but the focus was on the intriguing story rather than overt marketing.
Industry
Industrial/Technology
Platform & Format
Podcast (Panoply network)
Why It Worked
Lesson for You: Dare to entertain. If your industry can align with storytelling, consider podcasts, docuseries, or other narrative-driven approaches that captivate your audience.
9
General Mills“Regenerative Agriculture”
Description
General Mills sponsored an in-depth, data-rich feature about regenerative agriculture and the importance of soil health. The piece offered interactive graphics and case studies, with only light references to General Mills’ commitment to sustainable sourcing.
Industry
Food/CPG
Platform & Format
The Guardian (Guardian Labs); Interactive educational article
Why It Worked
Lesson for You: Provide a genuinely informative deep dive into a topic related to your brand’s mission. Clear disclosure plus quality content can strengthen brand reputation among engaged audiences.
10
AllbirdsSustainability Feature
Description
Allbirds partnered with The New York Times for a feature on environmentally friendly materials in footwear. This piece used graphics, images, and short videos to illustrate how sustainable products compare to conventional shoes—and how consumers can reduce their carbon footprint.
Industry
Fashion/Retail
Platform & Format
The New York Times “Paid Post”; Immersive multimedia
Why It Worked
Lesson for You: Visually compelling, immersive content can elevate your brand message. If you have a strong brand mission (like sustainability), make it the thread that ties the story together.
Pro Tips for Creating Your Own Native Ads
1
Define Clear Goals
Are you driving brand awareness, lead generation, or direct conversions? Your creative approach will differ based on the goal.2
Choose the Right Publisher or PlatformAlign your brand’s message with a publisher’s audience. If your brand is playful, consider BuzzFeed or TikTok. If you need B2B credibility, look to Fortune or The Wall Street Journal.
3
Invest in Quality ContentHigh production value (videos, interactive graphics, well-researched articles) sets you apart.
4
Use Data & StorytellingBlend factual insights (stats, charts) with emotional narratives. This resonates across most audiences, from business leaders to casual consumers.
5
Be TransparentReaders can sense a hidden agenda. Make sure the ad is clearly labeled as sponsored, and present your brand authentically.
6
Optimize for MobileA large portion of native ad engagement happens on smartphones—ensure quick load times and mobile-friendly layouts.
Turn customer feedback into your biggest asset!
Join Shapo now to showcase real reviews and watch your trust and sales grow!
How to Craft Your Own High-Performing Native Ads
Crafting an effective native ad isn’t just about blending in—it’s about engaging, educating, or entertaining while ensuring your brand message resonates. Here’s how to build a campaign that delivers real results.
7
Start with a Clear Objective
Every great native ad campaign begins with a specific goal. Ask yourself:
Pro Tip: Define one clear metric of success (e.g., dwell time, conversion rate, video completion rate) so you can measure impact effectively.
8
Choose the Right Platform for Your Audience
A native ad is only effective if it reaches the right people in the right context. The best platform depends on your industry and audience behavior.
Pro Tip: If you want credibility, partner with a trusted publisher (NYT, The Guardian, WaPo). If you want virality, leverage social-first platforms (Snapchat, TikTok, YouTube).
9
Make It Valuable, Not Just Promotional
People engage with native ads that offer something useful. Ensure your content educates, entertains, or inspires—not just sells.
Examples of value-driven content:
10
Align With the Publisher’s Style & Format
Native ads that feel like part of the platform perform best. Study the tone, structure, and content style of your chosen publisher before creating the ad.
🔹 Example: BuzzFeed articles are listicles + humor, while The New York Times is long-form + investigative journalism.
Key takeaway: Mirror the publisher’s format so your ad feels native to the experience.
11
Prioritize Transparency & Trust
Today’s consumers value honesty. Always disclose sponsorships clearly (e.g., “Paid Partnership” or “Sponsored Content”).
🔹 Why it matters: Studies show 54% of users will engage with sponsored content IF they know it’s transparently labeled (Source: Outbrain).
Best practice: Use clear disclosures but let the content shine so it doesn’t feel like a hard sell.
Turning Insights into Action: Next Steps
Now that you understand how to craft effective native ads, here’s how to apply these lessons to your brand.
Step 1: Brainstorm Your First (or Next) Native Ad Concept
Exercise: Write down 3 potential topics that align with your brand’s mission & audience interest.
Step 2: Draft a Content Plan & Execution Strategy
Example: If you’re a sustainable fashion brand, partner with The Guardian for an educational feature on eco-friendly fabrics.
Step 3: Partner with the Right Publisher or Platform
Pro Tip: Test smaller niche platforms before scaling to major publishers.
Step 4: Launch & Monitor Performance
Once your native ad is live, track engagement metrics like:
Pro Tip: Set up A/B tests—tweaking headlines, visuals, or CTAs to optimize performance.
Step 5: Iterate & Improve Future Campaigns
Native advertising is a long game. Use campaign insights to fine-tune future efforts:
Final Takeaway: The Future of Native Advertising Is Storytelling
As these 10 examples have shown, native advertising isn’t just about selling—it’s about engaging.
The best native ads:
What’s Next? Apply These Insights Now
Native advertising is one of the most effective ways to reach and resonate with your audience—if done right.
However, maintaining audience trust is just as important as engagement. The most successful brands prioritize both transparency and value, ensuring that their native ads not only drive clicks but also strengthen credibility in the long run. The FTC’s official guidelines stress the importance of clear disclosures to ensure audiences can distinguish ads from organic content. Read the FTC’s full guidance here.
Now, it’s your turn to build a campaign that captures attention, drives engagement, and delivers real value.
💡 Your brand has a story. Tell it well—and watch your audience engage.
