10 Native Advertising Examples People Actually Enjoyed Reading

您已经听过一百万次，本地广告是最身临其境的广告经验之一。但是，本地广告到底是什么，为什么会引起品牌，代理商和出版商的轰动？

Native ads developed as a concept over 10 years ago and have a unique ability to evolve with media as it changes. They have since overtaken display ads as the most popular form of digital advertising.

本地广告是将编辑专业知识用于广告商和品牌工作的机会。与横幅或传统的展示广告相比，它提供了一个更具信任和有价值的渠道，可以吸引读者。

In this article, we’ll cover why they’ve continued to grow in popularity and effectiveness and how you can incorporate them into your marketing strategy next quarter.

一个小图标也是一个指标，通常是一个小的“ s”，如果您单击它，则表示内容是付费广告。Google搜索结果通常以出现在顶部或侧边栏中的列表形式的本机广告。本地广告的性质是，它不会像广告那样刺穿拇指酸痛。因此，这些标志通常比传统广告更微妙。

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本地广告vs。Content Marketing

本地广告的目的是将观众与给定内容和媒体融合在一起，不要破坏观众的经验。本地广告通过第三方与知名受众吸引新受众。这是分发内容而不是内容本身的方法。这听起来可能类似于内容营销，但目标有所不同。

Content marketing is content that lives on your platforms, such as your website or social media pages. The purpose of this content is to build a following, grow a reader base, establish yourself as an industry expert, build trust with your audience, demonstrate credibility, increase engagement, improve sales, or all of the above.

1. Altran Engineering in the Financial Times

This native advertisement combines some of the best elements of digital advertising: video, a human interest story, and classy hi-tech with an Elon Musk connection.

Produced by the Altran engineering company, and published in the Industrial Tech section of the Financial Times, the above video, "Hyperloop: designing the future of transport?" tells the story of a group of students from the Technical University in Valencia, Spain who are competing in the 2018 Hyperloop Pod Competition run by Musk's SpaceX company.

这个本地视频广告具有明显的人类组成部分 - 在激烈竞争中为他们提供支持的学生和奥尔特兰员工。这带来了其未来派的方面，这是设计最快的运输舱，这将改变运输的未来。它是新闻报道的，不是作为Altran或SpaceraybetappX竞赛的促销或广告（尽管实际上是在促进两者）。

What Stood Out

This video has a high production value, making it a high-quality native video ad. The compelling narrative it provides also strongly pulls viewers in and gives them a story they want to engage with.

2. Land Rover — A Mini Suspense/Action Movie

Land Rover uses diverse outstanding content marketing campaigns to promote its vehicles. These native content strategies are in full form in Land Rover'sDragon Challenge video， 如上所示。它是醒目的，光滑的和悬念的。这是本地运动可以而且应该做的一切。

This nail-biting ad shows the world's first attempt to scale the stairs leading to the Heaven's Gate landmark in China — by vehicle. A specially fitted Range Rover SUV successfully drove up the 999 steps to Heaven's Gate, at a frightening angle of 45 degrees.

What Stood Out

This native campaign perfectly captures the brand essence of Land Rover — daring, excellence, adventure, and ultimately, success. Promoted via social Land Rover's networks, it's much more than an ad. It's a record-breaking event and a story of its own.

3. CNN上的Eni Energy

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Here's anexample of graphic, luscious storytelling，由石油和能源企业集团Eni推广，成熟绿色景观。它着重于尼日尔三角洲的绿河项目，尼日尔三角洲是一项针对农业和牲畜的开发计划，以改善当地社区的生计。该活动通过CNN.com上的本地广告推广，并链接到Green River Project。这是本地内容的真正令人印象深刻的例子。

The site is designed as a story, divided into three sections: Past, Present, and Future. The content is a mix of just about everything — text, imagery, audio, video, personal stories, animations, and illustrations. The complete look and feel is reflective of an environmental agency, rather than an oil company.

What Stood Out

In this native campaign, Eni succeeds in distancing itself from the criticisms faced by energy conglomerates. They also manage to create a brand image as a 21st-century social and environmental force for good, and a beacon of corporate responsibility.

4. Mercedes in The Washington Post

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This native campaign by Mercedes is an example of smooth, clean content designed to pique interest and engage the user. The campaign is called "超人的崛起，" and it focuses on various technologies that are turning people into "superhumans," such as robotic exoskeleton suits, virtual reality in medical settings, and the Mercedes Benz E-class series that integrates the new Intelligent Drive system.

The native content above is highly interactive, featuring quiz questions and hot spots the user can click to get more information. But one of the best things about this campaign is how it effortlessly creates a connection between Mercedes and the "superhuman." It's reminiscent of one of the oldest native examples, the"Penalty of Leadership" ad by Cadillac, which enhanced the Cadillac image as a prestigious leader. That simple print ad, published in 1915, is credited with reviving the Cadillac brand and boosting flagging sales that plagued the company at the time.

What Stood Out

The major draw of this native ad is the powerful connection it creates between the car and the concept of cutting-edge excellence. It establishes Mercedes as a company that is about more than just crafting cars.

5. Viral Meme on VentureBeat

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Nothing beats a viral meme in terms of sheer stickiness, and it's a great way to promote brand awareness. Recently, during the famous "月桂树还是Yanny？" dispute, we saw VentureBeat take advantage of the meme in native content to promote the upcoming Transform conference on artificial intelligence and analytics. How? By using an artificial intelligence (AI) device to settle the dilemma of Laurel versus Yanny, once and for all.

VentureBeat promoted anarticlethat briefly describes how AI was used to determine whether the stated name was Laurel or Yanny. The native article discusses some of the problems that arose, and how the engineers had to adjust the algorithms to get an accurate result.

What Stood Out

Using a viral meme is a smart move because it capitalizes on a large audience that already exists. It’s attention-grabbing and exposes you to a wider pool of viewers.

6. Allbirds in The New York Times

《纽约时报》的特殊文章着重于创造体验，而不仅仅是一个故事。这是当地广告发挥作用的绝佳机会。这个付费职位，The View From Above: Why Our Future May Depend On the Fate of Birds，由鞋公司Allbirds在线放置，并赞助。raybet电子竞技这个示例是在平台新闻源上作为馈送/及时广告的。raybetapp

The article is about how valuable birds are to our environment and the ways climate change is putting them at risk. Allbirds as a company has a major focus on sustainability, and, obviously, has “birds” in its name. The post’s beautiful animated graphics and soundtrack of bird sounds create an awesome experience for viewers that also promotes the company.

What Stood Out

The format of native advertising is at its best when the media can align with the brand. Allbirds being able to create an experience about sustainability promotes not just their product but also their priorities as a company.

7. Influencer Promotion on BBC.com

BBC Future is one of the BBC's "storytelling" channels, which connects brands to audiences via sponsored stories. An interesting example isthis BBC article, which purports to show the face of the "average American politician."

In fact, this is achieved by using technology to perform "face averaging," creating composite images of all American politicians to derive the average face.

This technology can lead to all kinds of research and suppositions about what the average politician represents, including gender, race, republican, and democrat — all hot topics in a highly politicized time period.

本文以呼吁行动（CTA）结尾，以了解有关Face Afering Face Vife openCV的详细说明，该教程是一种开源计算机视觉软件OpenCV。雷竞技苹果下载官方版该链接导致网站拥有的网站不是大型公司或软件巨头，而是由个人企业家，程序员和博客作者拥有的：雷竞技苹果下载官方版萨蒂亚·马利克（Satya Mallik）.

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What Stood Out

In this example, we love how native advertising is accessible to small businesses and influencers, affording powerful promotion opportunities on premium websites like the BBC.

8. Colored Corn on Business Insider

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One of the best native tactics is creating a story. And if the story is visual and colorful, well, that's a huge help. Takethis exampleof native content promoted on Business Insider.

The example above looks and feels just like a regular Business Insider article. It's about Glass Gem Corn, a multi-colored corn variety that became a public sensation in 2012. It's the story of one man and his search for his Native American roots that led him to develop the colored corn. And in true Business Insider fashion, the story of the rainbow corn is retold in amazing, bold, eye-catching visuals.

The article contains links to buy the seeds online from Native/SEARCH, a not-for-profit conservation company that now owns the product. So what's in effect a product sales page is presented as a remarkable, colorful news story.

这篇文章最有趣的是Business Insider发表的免责声明：“本文最初是在2013年发表的，并且由于故事是永恒的而更新了。”它只是显示出来：本地推广的常绿内容确实是一个长期的成功故事。

What Stood Out

制作一个有趣，有趣且促销的故事是格式化本地广告的好方法。这也具有与病毒故事有关的好处，使其更加有效。

9. kpmg在福布斯上

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Forbes' BrandVoice is a platform for native advertising and sponsored content. Many brands have their own BrandVoice channels, such as Mitsubishi Heavy Industries, SAP, Deloitte, and even the government of Japan.

KPMG has taken its native content on Forbes to the next level, with a campaign called "The Great Rewrite."

大,应该大胆的(就像本地广告be), The Great Rewrite focuses on different industries and how they are being "rewritten" in a post-innovation age. The campaign look and feel is grand and ultra-modern, yet easy to navigate.

What Stood Out

该本地广告将毕马威（KPMG）与创新的未来联系起来，同时不断添加有关各个部门的新“章节”。每章都包含内容，包括视频，特色文章和内容建议。这是一个本地活动的一个很好的例子，就像其标题一样，它是在正在进行的，不断增长的内容丰富的用户体验中重写本地规则。

10. Orbit Gum on CollegeHumor

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Videos make great native ads because the entertainment value makes it easy to blend into traditional media.“Dating Footnotes” presented by Orbitwas released ahead of Valentine’s Day on the popular YouTube comedy channel CollegeHumor. It’s short, funny, and capitalized on the holiday of the time.

Orbit has a history of fun, memorable commercials, so a native ad like this fits perfectly into their branding. This native ad also blended well into the humor of the channel where it’s posted and was able to promote Orbit Gum’s products without feeling like a regular commercial.

What Stood Out

Humor and creativity go a long way when it comes to advertising. This, plus the real-world application of a product, like gum on a first date, makes for a memorable and effective native ad.

Native Ads Have Great Potential

These days, many native ads that we see online are truly spectacular. Some are eye-catching, others are original, and yet others offer inspiration for new ways to promote compelling content and capture mindshare.

The nine examples give a taste as to how native advertising is constantly advancing, pushing the boundaries of content and design to create new, unexpected online brand experiences.

Editor's note: This post was originally published in June 2018 and has been updated for comprehensiveness.