In today’s digital age, advertising has undergone a major evolution with businesses constantly seeking innovative techniques to capture the attention of their audiences.
One method that has become incredibly popular in recent times is Native Advertising.
This marketing strategy, where the advertisement follows the natural form and function of the user experience, has been adopted by some of the world’s leading brands and digital platforms to foster deeper connections with consumers.
The year 2023 has particularly been a goldmine for delightful native advertising executions.
What Is Native Advertising?
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Unlike traditional advertisements that are often distinct and separate, native ads blend in seamlessly with the content, design, and interface of a platform.
This makes them less intrusive, more engaging, and more likely to be consumed by the audience.
They can come in the form of sponsored content, in-feed ads, or as part of a web page or social media feed, among others. The key to their effectiveness lies in their subtlety and integration into the user’s chosen environment.
1. Netflix and The New York Times
One of the most compelling examples of native advertising in 2023 comes from streaming giant Netflix, which collaborated with The New York Times to create a sponsored article for their popular show “Orange is the New Black”. Here’s how Netflix’s marketing strategy stood out.
This innovative approach saw Netflix making use of the broad readership of the Times and reinforces the concept that content marketing can both entertain and inform.
The sponsored article titled “Women Inmates: Why the Male Model Doesn’t Work” examined the issues faced by women in prison, a theme directly related to the Netflix series, thereby subtly linking real-world issues with the fictional narrative of the show.
This piece of content did not just plug the series but provided a deep dive into a topical issue, blurring the line between sponsored content and organic editorials, the hallmark of excellent native advertising.
2. Airbnb and the Hearst Corporation
In an ingenious move, Airbnb partnered with the Hearst Corporation in 2023 to produce a magazine dedicated to travel experiences. The initiative was aimed at delivering content that not only inspired people to travel but subtly also promoted the offerings of Airbnb.
The magazine, creatively named “Airbnbmag”, delivered high-quality articles and tips about unique travel destinations, hidden tourist gems, and local experiences that one could enjoy using Airbnb as their travel partner.
Rather than explicitly mentioning and promoting Airbnb services, the magazine highlighted authentic stories from hosts and travelers, thereby embedding the brand seamlessly into engaging content. This presented Airbnb in good light and influenced more people to consider using their platform for their next vacation.
Through this initiative, Airbnb and Hearst demonstrated how effective native advertising can be in not just advertising a product or service, but also in building a connection with consumers and fan base on a specific sales channel, done in a non-intrusive and organic manner.
3. Buzzfeed and Whisper
In 2023, Buzzfeed took native advertising to another level with its collaboration with Whisper, an app where users anonymously share secrets and confessions. Buzzfeed took advantage of the app’s unique user-generated content to create engaging and relatable articles, ads, and quizzes.
Its native advertising initiatives came in the form of fun quizzes that are based on the topics and themes trending on Whisper.
For instance, a popular quiz might have been turned into a Buzzfeed post, like “13 Roommate Secrets That Will Make You Want To Live Alone”
This provided a seamless crossover between the two platforms, attracting Whisper users to Buzzfeed and vice-versa. This approach highlighted Buzzfeed’s ability to create interactive and fun content while subtly promoting its partners, which is a fine example of clever and effective native advertising.
4. Volvo and The Atlantic
If we’re talking innovative native advertising strategies in 2023, we can’t leave out Volvo’s campaign in partnership with The Atlantic. The Swedish auto-manufacturer, known for its commitment to safety, teamed up with The Atlantic to create a native ad content piece titled “Designing for the Future”
This sponsored article featured new developments and futuristic insights into vehicle safety technology, with a major focus on Volvo’s contributions to the field.
The content seems right out of The Atlantic’s newsroom with an in-depth, journalistic style. It wasn’t positioned as an advertisement for Volvo, even though it offered insight into Volvo’s dedication to safety and innovation.
This native advertising approach by Volvo was both informative and promotional. By tackling this subject matter, Volvo reinforced their brand identity of being safety innovators, without resorting to explicit, traditional advertising methods.
This advertising campaign perfectly encapsulates the essence of native advertising where the emphasis is on creating quality content that adds value for users, while subtly promoting the brand and its values.
To Sum It Up…
Native advertising, when done correctly, not only seamlessly delivers promotional content to consumers but also enriches their experience of a brand. It’s about using content to build trust and connection in ways that traditional advertising can’t.
So whether you’re a marketer looking inspiration or a consumer seeking to understand the media landscape for DIY marketing, acknowledging the subtle power of native advertising is critical.
In a world where everyone fights for viewer attention, native advertising offers a subtle, non-disruptive, and highly effective approach to getting a brand’s message across.
If you’re looking for a strategic advertising partner that can help you build an effective, holistic paid strategy, connect with us today!
