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*Michonne being native (blending and walking with Walkers) - The Walking Dead TV Series
Photo: Gene Page/AMC
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Source: 2,000+ respondents of the 2014 State of Native Ad Report
Source: 2,000+ respondents of the 2014 State of Native Ad Report
Source: 2,000+ respondents of the 2014 State of Native Ad Report
Source: marketoonist.com
1. “ORANGE IS THE NEW BLACK” on The New York Times by Netflix
A fictional series of women-in-prison, based on a memoir. A good example of how a native ad can look and feel like an organic piece of the publisher’s site.
well-chosen topics
well-chosen outlets
Icon by Arthur Shlain on The Noun Project
WHY IT WORKS
Paid post disclosure
CONTENT ANATOMY
Various content types (video, audio, infographics)
CONTENT ANATOMY
CONTENT ANATOMY
Cross linking to other articles recommended by Netflix
Call to Action
on Forbesby GAP International
A business article that never once mentioned the brand, other than to define the CEO title in the byline and to give a link to a longer whitepaper.
2. “THE SIX DEFINING TRAITS OF THE SUCCESSFUL 21st CENTURY ORGANIZATION”
WHY IT WORKS
The article read as if it’s part of any other section of the site.
Icon by Dmitriy Podluzny at The Noun Project
CONTENT ANATOMY
Utilising a feature named BrandVoice to display the brand profile
Focusing on a certain category
CONTENT ANATOMY
Cross linking to other articles from the same category
Consistent tone and manner
CONTENT ANATOMY
Clear proposition
Clear Call to Action
on Buzzfeedby HBO
3. “HOW WOULD YOU DIE IN GAME OF THRONES?”
A smart quiz that looks and works just like the publisher’s popular interactive feature.
WHY IT WORKS
Integration with the publisher’s well-known characteristic.
Icon is created by Max Miner and Yaroslav Samoilov on The Noun Project
CONTENT ANATOMY
Social media widget from the HBO’s Game of Thrones
Buzzfeed’s special feature for brand profile: Brand Publisher
CONTENT ANATOMY
Standardized format of Buzzfeed’s quiz
Cross linking to related topics
on Mashableby MasterCard
A number of data visualizations to paint a comprehensive picture of our personal connection to our phones by highlighting different facets of the story.
4. “MOBILE-MINDED”
Effective content format to change the brand perception from a credit card company into a tech company.
WHY IT WORKS
Icon by Nathan David Smith on The Noun Project
CONTENT ANATOMY
Insightful infographics
on SB Nationby Nike
Video series documenting six pro football athletes crashing football practice at their old high schools and dishing some much-needed advice.
5. “FIRST & LONG”
WHY IT WORKS
High level of interactivity due to the shorter “hype” clips designed to motivate any student athlete, where users can sign up for a “pep talk” from one of the six players.
Icon by Cédric Villain & Pedro Nakazato Andrade
CONTENT ANATOMY
Widescreen video with caption
CONTENT ANATOMY
Interactive feature where user can sign up for a “pep talk” from one of the six players
on Thrillistby General Electric, Jack Thread, and Android Homme
A 45th anniversary bash of the moon landing on Thrillist’s tech/gear site Supercompressor.
6. “THE LUNAR FOOTPRINT”
WHY IT WORKS
Thrillist strategically leverages native partnerships with GE, JackThreads, and Android Homme in order to tell its story.
Icon by Chance Smith on The Noun Project
CONTENT ANATOMY
Comprehensive landing page with consistent tone and manner
CONTENT ANATOMY
The combination of science and fashion, supported by infographics and social media widget
CONTENT ANATOMY
Cross linking to other articles (left) and sticky social media widget (right)
on Micby Cole Haan
7. “HISTORY BEGINS HERE”
Blog stories that garnered significant social engagement, with many pieces averaging thousands of social shares (most of them on Facebook).
WHY IT WORKS
The brand selflessly steps aside to let people share empowering stories for the next generation of science and tech innovators.
Icon by Till Teenck on The Noun Project
Various topics powered by the main keyword: “empowering”
CONTENT ANATOMY
CONTENT ANATOMY
Video as supporting content in every article
Cross linking to other articles
Copyblogger
WordStream
BarnRaisers
Outbrain
Mashable
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