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Native Advertising Examples: 17 of the Best and Most Inspiring Native Ads

Now more than ever, audiences have a tough time trusting traditional ads.

Almost half of U.S. internet users say ads feel too invasive and they wish and they wish they were less interruptive and intrusive. It’s no wonder a growing number of people are using ad blockers to improve their online experiences.

So, how can brands reach their audiences in this competitive landscape?

That’s where native advertising comes in. Since native ads blend seamlessly into their surrounding content, they offer a more engaging and much-needed alternative to traditional advertising.

Just look at the latest statistics  on native advertising. Over 80% of news consumers say seeing ads within news content increases or maintains brand trust. That’s part of why U.S. native digital display ad spend continues to increase. Meanwhile native is one of the top-performing video ad formats for U.S. brands and publishers, according to eMarketer.

The question now is: How do you build an effective native ad campaign?

Here are 17 successful native advertising examples to guide you.

1. Adidas and MediaCom 

Adidas , a leading global sportswear manufacturer, is a household name in Israel. To promote their new BOOST technology, Adidas and agency MediaCom turned to Taboola.

Taboola Creative Studio produced striking video content on behalf of Adidas, designed to educate and inform viewers about the BOOST technology and ultimately drive interest and purchases of BOOST footwear.

With Taboola, MediaCom was able to uplift CTR (click-through rate) by 50%, increase awareness, and drive sales. The product shown in the video became a best-seller. Read the full Adidas and MediaCom case study here.

2. Beko and Ingage Media

Beko, a global appliance brand, worked with agency Ingage Media to  drive traffic to its new product: the innovative Dem Tea Machine.

Ingage Media turned to Taboola to launch sponsored content across premium publisher sites.

Ingage Media and Beko saw a 75% higher vCTR (viewable click-through rate) and a high rate of first-time visitors discovering Beko’s products. Read the full Beko and Ingage Media case study here.

Velasca is a disruptor in the fashion industry, creating handcrafted, high-quality men’s footwear in Italy and selling to a global audience with a digital-first mindset.

To increase brand awareness among new customers, Velasca launched sponsored content with aboola’s Custom Audiences, targeting people who were most likely to convert. 

Throughout their native advertising campaign, Velasca saw a 15% decrease in CPA and a 25% increase in quality leads generated. Read the full Velasca case study here.

4. Square Yards

Square Yards , a technology-enabled real estate brokerage, is India’s most prominent platform for primary real estate. Looking to generate new leads in the Gulf region, Square Yards turned to Taboola. Together, they used sponsored content, retargeting, and SmartBid — a tool that automatically optimizes campaign bids to drive conversions.

With Taboola, Square Yards saw a 15% higher conversion rate than other marketing channels and generated 50,000 leads. Read the full Square Yards case study here.

5. Vodafone

A part of the Vodafone Group —one of the world’s foremost telecommunication companies—Vodafone Turkey offers fixed, mobile, and content services, striving to be a pioneer in digitalization technologies. Vodafone Turkey serves 24.1 million mobile and over 1 million fixed broadband customers as well as enterprises.

To reach consumers in more creative ways with high-quality content, Vodafone Turkey ran campaigns on Taboola. 

With Taboola, Vodafone decreased their cost per sale by 42% (MoM), with 11% of display channel sales. Read the full Vodafone case study here.

6. 360 Realtors 

360 Realtors is the largest real estate consulting company in India. Before working with Taboola, 360 Realtors felt limited in their ability to refine and optimize campaigns. Taboola gave 360 Realtors the resources they needed to broaden their impact and reach homebuyers searching for their ideal residence online.

As a result, 360 Realtors saw a 100% increase in traffic and a 48% increase in leads generated. Read the full 360 Realtors case study here.

7. Renault 

French car brand Renault wanted to promote its new Renault Triber, a vehicle halfway between an SUV and a minivan, to international audiences. The launch of the Renault Triber was supported by a 360° communication campaign, integrating Taboola Video to amplify the brand’s message.

In the first wave of the campaign, the videos received 3 million impressions, 1 million completed views, and an average view-through rate (VTR) of 33%. During the second wave, the videos saw 1.3 million impressions in one month, including 550,000 completed views and an average VTR of 40%. Read the full Renault case study here .

99Acres is a go-to real estate portal in India, handling all aspects of consumers’ real estate needs—including advertising and searching for properties.

Faced with the challenge of bringing in more quality traffic than Facebook and Google could provide, 99Acres turned to Taboola.

99Acres used Taboola sponsored content to distribute campaigns widely, optimize with retargeting, and track audiences using Taboola Pixel. As a result, the brand saw a 4% increase in lead volume per day and 55% of leads generated from retargeting. Read the full 99Acres case study here.

9. American Comfort 

American Comfort , a furniture company specializing in high-quality materials, needed to raise awareness and drive sales for a new product.So the brand tapped Taboola to launch in-feed vertical video across the open web.

American Comfort was surprised to find that Taboola’s non-disruptive video experience generated high-quality leads, sales calls, and more than 130,000 completed video views in just one month. Read the full American Comfort case study here.

10. Pit Viper 

Pit Viper builds the functional, fun-loving gear that is serious about taking things less seriously. The Stable is the largest and leading Shopify Plus agency. Pit Viper works with The Stable to reach potential consumers in innovative and exciting ways.

Pit Viper was looking to increase sales within the US market by reaching audiences outside of search and social channels by purchasing inventory through a private marketplace (PMP).

The Stable launched a Taboola sponsored content campaign to promote Pit Viper product landing pages. The Stable worked with Taboola on Pit Viper’s behalf through The Trade Desk to capture people who had seen or interacted with ads previously, and retarget them to achieve their ROAS goals. The Stable also used Taboola’s contextual targeting abilities, to reach people who were already reading about their brand.

With Taboola, The Stable was able to achieve a 700% ROAS for Pit Viper, which was 2x their ROAS goal. Read the full Pit Viper case study here.

11. StartEngine 

StartEngine was founded with the goal of helping entrepreneurs achieve their dreams by removing funding barriers. Island Brands USA is a premium beer brand with a mission to bring better, cleaner beer to the world.

StartEngine turned to Taboola to help Islands Brands find new investors outside of search and social platforms. Together, they launched a sponsored content campaign, which ran on Taboola’s network of premium websites on the open web; including news sites, blogs, online magazines and other digital properties. The campaign included Taboola’s image and motion ad creative formats, which impacted ROAS for Island Brands by 113%.

Overall, StartEngine was able to achieve an overall 171% ROAS for Island Brands with Taboola, allowing them to meet their investment goals. All campaigns ran for a month and a half, and in that short amount of time, were able to drive over $34,000 in investments for Island Brands. Read the full StartEngine case study here.

American International Group, Inc. (AIG) is a leading global insurance organization that provides a wide range of property casualty insurance, life insurance, retirement products, and other financial services to customers in more than 80 countries and jurisdictions. In Israel, AIG is a direct to consumer company that doesn’t use agents.

AIG was eager to increase demand for its mortgage insurance by educating consumers with digital strategies. AIG Israel used Taboola Video to increase awareness and retarget the visitors who view at least 60% of the video.

With Taboola, AIG Israel saw that out of five digital marketing channels, 50% of people who made a purchase after viewing this campaign started their buyer journey with Taboola. In addition, the campaign reached 400,000 people, and uplifted purchase intent by 30% in just 30 days. Read the full AIG case study here.

13. Nespresso

The Nespresso company is an autonomous globally managed business of the Nestlé Group. Nespresso is present in over 60 countries, counts over 12,000 employees worldwide and has been in Thailand since 2015.

The brand needed to reach new audiences with the distribution of advertorial content outside of traditional distribution channels like search and display. Nespresso used Taboola’s discovery platform to distribute advertorials with sponsored content and reach new audiences on premium digital properties, mobile carriers and device manufacturers.

For Nespresso Thailand, 85% of traffic to advertorial pages is delivered by Taboola. They also see double the session duration and a 10x lower average cost per page view than any other channel. Read the full Nespresso case study here.

14. Sony Pictures 

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., which is a subsidiary of Tokyo-based Sony Corporation. SPE (Thailand) Ltd. opened an office in April 2017 after being part of Joint Venture with Walt Disney (Thailand) for almost 20 years.

SPE Thailand wanted to drive large amounts of awareness and ticket sales for upcoming movie releases—specifically Venom (Oct. 2018), Goosebumps: Haunted Halloween (Dec. 2018) and Spider-Man into the Spider-Verse (Jan. 2019). So they worked with Taboola to reach a wider range of target and prospective audiences on premium publisher sites across tablet and mobile devices.

With Taboola, SPE Thailand has seen over 194,000 completed video views and over 411,000 impressions. Read the full Sony Pictures case study here.

15. Universal Music Group 

Universal Music Group (UMG) is the world’s leading music company, operating in over 60 countries. Universal Music Germany’s Marketing Labs creates—together with UMG’s labels and where needed with external partners—pioneering campaigns, tools and communication channels for UMG’s artists.

To promote Metallica’s 2020 album release, S&M2, they were looking to reach high-quality audiences that are traditionally hard to reach on social networks in the German Market. So they turned to Taboola High Impact, Taboola’s solution for brand awareness, to distribute high-quality audiences on premium publisher sites with video.

UMG saw 260,000 video impressions from Metallica music fans in just four weeks through highly impactful hero placements on publisher homepages. Read the full Universal Music Group case study here.

16. World Vision

World Vision is a global NGO that strives for the children and communities in the world’s most vulnerable environments to emerge from poverty and inequality. This involves acquiring donations from interested patrons, using new digital marketing channels.

In the Korean market, digital media is heavily concentrated on certain popular search channels. For World Vision, these channels performed well, but not at the CPA desired. World Vision expanded to a variety of digital channels, one of which was Taboola. The Taboola team assisted World Vision campaign strategy, creative images, and headline variations.

The result? World Vision was able to generate over 100+ monthly renewing donations, and a 40% lower CPA than other display channels, and saw larger scale than with popular search channels. Read the full WorldVision case study here.

17. TUI Group

P6A is the digital flagship editorial brand of TUI, the world’s largest tourism group. Their objective is to awaken the desire to travel through inspirational and topic-driven stories while suggesting the perfect offer or package to meet those needs.

For P6A’s “Visit Britain” campaign in India, the brand aimed to drive awareness, qualified traffic, and sales. P6A began using Taboola when they didn’t see the competitive pricing desired by using another discovery campaign platform. TUI’s editorial brand leveraged both platforms for content distribution simultaneously.

Working with Taboola, P6A obtained more than 317+M impressions that converted into 249,820 visits to articles on P6A and TUI India. 4,329 of those users decided to visit pages that included TUI packages. This resulted in 96 bookings through TUI India, and 600 overnights. Read the full TUI Group case study here.

Effectiveness of Native Advertising

Spending on native advertising has risen dramatically for years. But, why is native advertising an effective digital advertising technique? When pitting native ads vs. display ads , the answer comes down to a few simple points: 

• Native ads are non-interruptive, allowing site visitors to interact with the content naturally as they browse the page. 
• Native ads are contextually relevant to the content the visitor was searching for, so they naturally stand a better chance of earning attention. (Power move: this makes native ads more valuable than traditional display ads for SEO purposes as well.)
• Native ads look and feel like part of the site where they appear, so they benefit from the implied endorsement of the site or influencer whose content frames the ad. 

For more real-world examples, take a look at some native advertising effectiveness study results. 

That’s it! In this guide, we’ve shared some native advertising examples for 2022, and there’s only more to come. You’ve seen how other companies have handled their native advertising strategies. Now, it’s over to you to get started with Taboola’s native advertising .

For further reading in this area, check out these resources:

• Native Advertising vs. Content Marketing: A Comparison
• Marketing Trends 2022: Trends in Native Advertising
• Branded Content vs. Native Advertising
• Pros and Cons of Native Advertising

Create Your Content Campaign Today!

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A guide to native advertising (with examples)

Drive conversion , Long reads

Kerry Bridge

Director - Global Web and Content Marketing

December 14, 2022

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Hear me out: Native advertising is the Where’s Waldo (Where’s Wally, to our British readers) of digital marketing. It’s not exactly camouflage, but it blends in with its surroundings. It’s not hiding, but it’s not immediately noticeable. And like Waldo, good native advertising reveals what online users are searching for.

Find out how native advertising can benefit your business and see how successful brands have put it into action.

• What is native advertising?

Why should you consider native advertising?

• Native ads best practices
• Native advertising examples

Fortune favors the patient

In recent years , new developments have shaken up the digital ad space. The rising consumer demand for authenticity has shifted the focus away from traditional display ads. Instead, shoppers want to see brands promote content they can trust, like user-generated content (UGC) from other customers. From our own Bazaarvoice Network data, we see a 135% increase in conversion rate when shoppers engage with content from their peers and a 164% increase in revenue per visitor.

Native advertising offers brands a way to target and reach a wider audience with promoted content that consumers actually engage with, not ignore. Native ads seamlessly integrate with the style, voice, and aesthetic of whichever platform they appear in. 

And better yet: consumers know that they’re ads, and don’t care. A Stanford Graduate School of Business study found that consumers can identify native ads, and they still influence purchase decisions. The trick is making the ad content relevant, interesting, and useful instead of just salesy. Read on to learn how.

What is native advertising? 

Native advertising is a type of paid digital advertising designed to imitate a publisher’s overall content. It doesn’t stand out as an ad. It fits “natively” with the form and function of the website or channel where it appears. 

As a more subtle ad format, native advertising doesn’t disrupt the user experience, but rather guides shoppers along their path to purchase in a helpful way. While native ads aren’t obviously ads at first glance, they have labels like “sponsored” and “recommended,” or they might have a small icon indicating an ad.

Native ads can come in many forms. Some types of native advertising include:

• In-feed ads on social media or websites
• Search engine ads that appear at the top of search results
• Branded editorial content, like articles and blog posts on the open web
• Recommended content often on the side or below similar articles or posts
• Click-to-watch video ads
• Carousel ads that display multiple products
• Programmatic advertising that automatically generates in publisher ad space

Native advertising spend in the U.S. has been on a steady incline since 2016, reaching nearly $53 billion by the end of 2020. The native advertising industry is expected to grow by 12.5% in 2023 . This is an area to watch for continued growth over time. You can bet your competitors already are. 

Flashy, conspicuous advertising is out. The era of unobtrusive ads with big impact is upon us. But what are the specific benefits of native advertising, you may ask? Different ad types have their own unique advantages.

First off, ad fatigue is real. This occurs when users become desensitized or even turned off by your ads from seeing them too much. As a result, your CTR and customer sentiment suffers. While native ads are paid content, they aren’t in your face about it. In fact, native advertising is considered the “least intrusive form of advertising.”

Not only do native ads take a softer approach to selling, but they offer the gift of context . Unlike most display ads that can feel randomly placed, pushy, and lack clarity, native ads make sense. The content of native ads, and their logical placement grouped with similar content resonates with users. According to Outbrain , native ads are 62% easier to comprehend than display ads, and 31% easier than social ads.

Native video ads increase brand performance in several ways, according to a Kantar study . Specifically, brand awareness increased by 25% when participants engaged with native video ads. Additionally, native video ads boosted brand favorability more than the other ad types in the study.

Regarding trustworthiness, a recent Outbrain study found that 68% of consumers trust native advertising in an editorial context, compared to 55% for social media ads. This means that customers gravitate towards branded blog posts, articles, and lists, so sponsored content marketing can go a long way with customers.

And when it comes to the bottom line, native ads increase purchase intent by 18% . So, from revenue to brand awareness, native advertising delivers. 

Native advertising best practices 

How do you get all these great results? Follow essential best practices to optimize your native advertising strategy. Here’s the top factors to keep in mind.

1. Follow data privacy guidelines 

As data privacy tightens and third-party data tracking phases out, advertisers must rely on first-party data for targeting. To that end, whether you manage native campaigns in-house or use a partner, make sure the data you use is safe, secure, and scalable. 

2. Package your ads with context

The reason that native advertising works so well is that it stands strong on its own and with the publisher’s surrounding content. Native content should have a clear message and CTA while being relevant to and complementing the other content on the page, feed, or screen. 

Whether your native ad links to a product page or blog post, make sure it has a clear title, description, and CTA. The content that the ad sends consumers to should be relevant and deliver on the ad’s promise. The content should also serve a purpose for the audience and make them glad they clicked the ad. In the case of native advertising, the purpose is to inspire, persuade, and validate a customer’s purchase decision.

Video ads arguably provide the most native value, as long as they’re optimized with a headline and other contextual info. Native video ads with clear, informative headlines increase brand awareness by 16% and message comprehension by 54% compared to ones without headlines. Video ads should be displayed along with comparable topics on news and other editorial sites to improve customer experience and optimize performance.

3. Ensure authenticity 

The draw of high quality native ads is that they’re authentic. Consumers engage with them because they are interested in the fresh, original content that speaks to their interests. Audiences want the type of authenticity found in native advertising because they can trust it. 

The criteria for the “trust-based approach” to native advertising includes relevancy, helpful information, sparking curiosity, and delivering value before asking for the transaction. When you have all of those components in place, click-through rates can increase by 5-10x.

Featuring UGC like customer reviews and images in your ads is an effective way to make them authentic. UGC represents brands and products by real customers in the real world. It’s honest and genuine. In a survey of over 7,000 global shoppers , 53% of respondents said UGC imagery makes them more confident in their purchasing decisions than professional photography. And another 40% said UGC makes them more likely to buy a product from an ad. Not only does UGC champion the authenticity shoppers that crave, it also inspires them to make more purchases.

4. Focus on mobile

Creating mobile-friendly native ads and distributing them on mobile devices should be a priority. Mobile ads make up the majority of all native advertising . Native mobile ad types include in-search ads, mobile video ads, content recommendation widgets, and sponsored content. 

It’s important to format mobile ads properly to preserve all their assets and correctly display them. Feeds are the most popular mobile design layout for browsing and exploring new content. They are easy to follow and visually organized, creating a high quality user experience. This makes in-feed ads an appealing option for advertisers. Google’s checklist for designing native mobile ads includes:

• Align ads to a mobile-friendly grid
• Match the font size and typeface with the website’s
• Fill the ad space with an image, title, description, and CTA without crowding it
• Label the content as an ad with copy like “sponsored” or a badge

5. Track performance

Combining organic strategy with paid promotion can drive a huge range of benefits for your brand. To determine exactly what those are, be sure to regularly track the performance of your native ads. Your essential key performance indicators (KPIs) depend on what the goals for your campaigns are. Your goals might be to:

• Drive sales
• Boost brand awareness
• Increase engagement like sign ups and subscriptions

Some metrics to keep an eye on include CTR, return on ad spend (ROAS), ad impressions, website visits, and engagement conversions.

6 native advertising examples 

Native advertising is a versatile tool with plenty of effective applications. It’s a way to amplify the organic content you already have, or create new content for native campaigns. As the world of technology and marketing evolves, so will the scope of native advertising.

The following examples show brands that have tested some of the best native ad formats available with serious business results.

Reiss: Branded content

Reiss is a global fashion brand that promoted its rich, stylized blog content with native ads. The Reiss blog has a lot of eye-catching editorial, including curated featured looks, gift guides, lifestyle features, and style tips.

To get more qualified visitors to its blog, Reiss amplified its content across a network of sites with similar audiences. A past campaign resulted in a 36% increase in average order value and over 87,000 clicks to the blog.

Rebel: Click-to-watch video

Rebel, the Australian sporting goods retailer, leveraged native video ads to bring in more high intent traffic to its e-commerce website. The click-to-watch format preserves the unobtrusive nature of native ads, allowing the user to actively opt in to watch the video. A headline, Rebel’s logo, and a CTA accompanies the ads to provide effective context for the viewer.

These campaigns were featured on major sites like Nine Group, Sky News, and MSN, targeted to consumers interested in fitness and health content. The ads earned a massive 20% in-player CTR and drove 21,000 unique visitors per month to the Rebel site.

Swiss Sense: In-feed ad

Swiss Sense’s in-feed media ads are a classic example of native advertising. The leading European bedding and mattress retailer placed clean digital ads with prominent images and persuasive CTAs on a number of editorial sites. Their goal was to drive traffic to their bed configurator page where visitors could design their own custom boxspring. 

E-commerce business became an increasing priority for Swiss Sense, especially after the pandemic when shopping habits shifted more online. The ads resulted in a 76% increase in qualified users , a 300% increase in bed configurator page visits, and a 75% decrease in cost per acquisition to the bed configurator page.

Isle of Paradise: TikTok Spark Ads

Vegan beauty brand Isle of Paradise already had a strong organic presence on TikTok before they started running ads on the platform. During a typically slow sales season, the brand leveraged TikTok’s native ad format, Spark Ads, to increase sales for one of its top products, Glow Drops.

They tapped TikTok’s Creator Marketplace to find diverse creators to make new videos, and sourced creators who had already made content about the product. The ads incorporated both new and existing videos.

Repurposing another creator’s TikTok content in Spark Ads is a seamless way to leverage the authenticity and impact of UGC. Spark Ads look like regular TikToks from brands, but they are able to include CTAs with a preview of the landing page associated with the ad to increase CTR. Isle of Paradise’s Spark Ads were a huge success, resulting in a 500% ROI, 68% in weekly revenue compared to the previous nine weeks, and 45 million video views.

When selecting which TikTok videos to include in a Spark Ad, TikTok recommends the following tips: 

• Feature TikToks that will reinforce your brand message
• Find other creators’ content that is relevant to your target audience, even outside your niche
• Include videos that already have strong organic performance
• Use the Trend Discovery Tool to find out what’s currently popular on TikTok, including music and content types

Adidas: Native audio

These days, with music and podcast streaming being all the rage, native ads are no longer just for visual formats. Native audio ads exemplify authentic and natural advertising. It’s a familiar concept, especially to generations before Gen Z who grew up hearing radio ads. 

Podcast hosts can read native ads for a totally organic delivery, or it can be in the form of a brand-read ad. The ads should be placed within music and podcast streams that make sense for the audience. Relevant targeting is key for audio. According to Spotify research , ad recall is higher for 75% of listeners when ads match “the moment or setting.” For example, ads for food brands during cooking podcasts or ads for workout equipment during fitness podcasts.

One Adidas campaign shows the innovative possibilities of native audio advertising. Partnering with Spotify, Adidas created a custom interactive experience for shoppers to promote their new Nite Joggers product.

The campaign involved creating a personalized playlist based on and informed by the customer’s listening habits. Spotify would then recommend the playlist to the user, which included Adidas branding and CTAs throughout. The campaign resulted in over 32 million impressions and a unique reach of 9 million.

Fresh: Social Commerce

When you pay to promote social commerce posts, they become shoppable ads, which is a form of native advertising and a point of purchase all in one. Fresh had their most successful Cyber Week yet in 2021 by running shoppable ads on Instagram . The brand ran ads tagged with their products from October-December, and during Cyber Week, they offered 25% off of products in their Instagram Shop.

The ad content fit right in with the rest of their Instagram feed and appeared as regular organic content. They used a variety of static posts, videos, and Reels, all tagged with products so shoppers could make purchases natively within the app. The ads tagged with products accounted for 32% of their Instagram and Facebook sales. These ads produced 8x more content views per link click, compared to other ad types during that period.

Native campaigns can be cost-effective and lower customer acquisition costs . But if you don’t see immediate results, don’t fret. Continue to track your performance, and optimize your campaigns and overall strategy. You may see significant results later on. For reference, native campaigns that are older than six months have a 36% lower average cost per clic k than ones running for less than six months.

In a time when digital ads aren’t actually changing behavior or inspiring purchases , native advertising can be what you need to turn your marketing fortunes around. The biggest brands are doing so by turning to user-generated content platforms , so they can populate native ads with authentic content that inspires purchases.

Did you know, of the $3 billion spent on PPC ads annually, the average CTR is only 2.35%?

Explore more content on these topics:

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Product page optimization: A 5-point audit for your brand

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Case Studies: Success Stories in Native Advertising

As a business owner, you probably explore innovative marketing strategies all the time. In that case, you must know that one of the strategies that has gained significant traction is native advertising.

Unlike traditional, native advertising seamlessly blends with the content and environment it’s placed in, offering a less intrusive and more engaging user experience. This unique feature makes native advertising a powerful tool for e-commerce businesses aiming to connect with potential customers in a meaningful and effective way.

Let’s delve into real-world examples to illustrate how native advertising has been a game-changer for e-commerce businesses in enhancing their brand visibility, user engagement, and ultimately, sales.

The following sections will unravel the success stories of three distinct e-commerce platforms that leveraged native advertising to its full potential. Each case study will provide a glimpse into the business background, the challenges faced, the native advertising strategies employed, and the results achieved. These narratives are not just a testament to the potential of native advertising, but also a source of inspiration and a learning curve for other e-commerce players aspiring to make a mark in the digital arena.

Case Study Amazon

A. Business Background:

Amazon, a behemoth in the e-commerce sector, has a vast and diverse range of products catering to a global audience. Being in a fiercely competitive market, the challenge for Amazon has always been to ensure visibility and engagement for its myriad of products while maintaining a pleasant user experience.

Before adopting native advertising, one of the challenges was the intrusive nature of traditional advertising which often led to ad fatigue and banner blindness among users. The need for a more user-friendly, engaging, and effective advertising solution was apparent.

B. Native Advertising Strategy:

Embracing the power of native advertising, Amazon initiated campaigns that blended seamlessly with the content on various platforms, making the ads appear less intrusive and more engaging. The focus was on promoting products in a way that resonated with the users’ interests and browsing behavior.

Utilizing platforms like Facebook, Instagram, and third-party blogs, Amazon adopted a content-centric approach. This involved creating informative and engaging posts about products or categories that seamlessly integrated with the platform’s regular content. The targeting strategy was refined to reach potential customers based on their browsing history, preferences, and demographics.

C. Results:

The native advertising campaigns led to a significant increase in user engagement and click-through rates (CTR). Moreover, the return on advertising spend (ROAS) was notably higher compared to traditional advertising formats.

Although specific testimonials from the business were not publicly disclosed, the shift in advertising strategy and the subsequent success showcases Amazon’s continual efforts to enhance user engagement and drive conversions in a user-friendly manner.

Case Study Etsy

Etsy operates as a unique e-commerce platform, offering a space for artisans, vintage sellers, and craftspeople to sell their creations to a global audience. However, being a platform for small sellers, one of the significant challenges has been getting the right visibility amid a sea of options and against bigger retail giants.

Prior to adopting native advertising, Etsy faced the hurdle of cutting through the noise of traditional advertising clutter to reach their unique, often niche, audiences in a way that felt personal and authentic.

Embracing native advertising, Etsy created campaigns that were more in tune with its brand ethos of creativity, uniqueness, and personal connection. They crafted native ads that told stories, showcased individual sellers, or highlighted unique items, all while blending seamlessly with the surrounding content on various platforms.

Etsy utilized platforms like Instagram, Pinterest, and Facebook, where visuals are compelling and storytelling is effective. The targeting strategy was honed to connect with audiences based on their interests, previous interactions with the platform, and their engagement with similar content. The content approach revolved around visual storytelling, showcasing the uniqueness of items available on Etsy and the stories of the artisans who create them.

Etsy’s native advertising campaigns reportedly increased user engagement and drove more traffic to both their platform and individual seller stores. The click-through rates were higher, and the storytelling approach helped in forming a closer connection between buyers and sellers.

While specific testimonials or statements from Etsy were not publicly disclosed, the higher engagement rates and improved traffic metrics are strong indicators of the success of their native advertising efforts, showcasing a solid stride toward overcoming the visibility challenge.

Case Study Wayfair

Wayfair is a giant e-commerce platform that specializes in home goods and furnishings. With a vast inventory and a broad customer base, the challenges often come in the form of standing out in the competitive online retail space and continuously engaging customers with relevant offerings.

Before venturing into native advertising, Wayfair, like many others, relied heavily on traditional advertising channels which sometimes came off as intrusive or irrelevant to the users, thereby affecting user experience and engagement.

To better resonate with its audience, Wayfair employed a native advertising approach, curating campaigns that were informative, visually appealing, and harmoniously integrated with the platform they appeared on. The native ads were designed to offer value, such as home decor tips or seasonal furnishing ideas, all while subtly showcasing their products.

Wayfair has used platforms like Pinterest, Facebook, and Instagram, where visual appeal is a significant driver of user engagement. Their targeting strategy included focusing on users with interests in home decor, furniture, and related categories. The content approach was designed to inspire and inform, guiding users through a visual journey that often led back to their product listings.

The shift to native advertising yielded encouraging results for Wayfair. They experienced higher click-through rates, increased website traffic, and improved user engagement compared to their previous advertising efforts.

Although specific metrics or official testimonials might not be publicly available, the positive shift in user engagement and site traffic indicates a successful venture into native advertising, portraying it as an effective strategy for connecting with and engaging their target audiences in a more meaningful manner.

So what’s the point?

The case studies highlighted exemplify the transformative potential of native advertising in the e-commerce realm. A primary takeaway is the significant improvement in user engagement achieved by adopting a native advertising approach. By creating ad content that resonates with the audience and blends seamlessly with the platform it’s hosted on, e-commerce businesses like Amazon, Etsy, and Wayfair managed to captivate users’ attention and guide them effortlessly along the purchasing journey.

Common strategies that contributed to the success of these campaigns include a clear understanding and identification of the target audience, crafting compelling and visually appealing content, and leveraging the right platforms for ad placement. These strategies underscore the essence of meeting the audience where they are and presenting them with value-driven content that enhances, rather than interrupts, their browsing experience.

Future of Native Advertising in E-commerce

The realm of native advertising is continuously evolving with advancements in technology and shifts in consumer behavior. Emerging trends such as augmented reality (AR) and virtual reality (VR) are opening new avenues for interactive and immersive advertising experiences. Moreover, the growing emphasis on data analytics and artificial intelligence (AI) is enabling more refined targeting and personalization, thereby amplifying the effectiveness of native advertising campaigns.

To stay ahead in the competitive e-commerce landscape, businesses need to remain abreast of these evolving trends. Embracing innovation and investing in data analytics can significantly enhance the effectiveness and ROI of native advertising campaigns. Moreover, continuously learning from successful case studies and adapting strategies to align with changing consumer preferences and technological advancements will be instrumental in driving sustained success in native advertising endeavors.

The narrative of success echoed through the case studies of Amazon, Etsy, and Wayfair underscores the potent force that is native advertising in the e-commerce domain. By seamlessly melding with the user’s browsing environment, native advertising not only mitigates the adversarial stance often taken by audiences towards conventional advertisements but paves the path for a more engaging and meaningful interaction between brands and consumers.

The substantiated victories of these e-commerce behemoths serve as an emblem of encouragement for other online retail platforms to explore the rewarding venture of native advertising. It beckons with the promise of not only heightened brand awareness and user engagement but a tangible boost in sales and customer loyalty.

The realm of native advertising is vast, and its potential, vast yet to be fully tapped. Your journey in leveraging native advertising for your e-commerce platform could be the success story that inspires many others.

We invite you to share your success stories, challenges, or queries in the comments section below or reach out to the author for a deeper dive into the world of native advertising. As the horizon of digital advertising expands, staying updated with real-world success stories and actionable insights is imperative.

Subscribe now for more case studies and nuanced understandings of how native advertising can be the linchpin in propelling your e-commerce business toward unparalleled growth.

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Case Studies: Successful Native Advertising Campaigns Analyzed

Table of Contents

In this article, you will explore a comprehensive analysis of successful native advertising campaigns through a series of compelling case studies. By delving into these real-life examples, you will gain valuable insights into the strategies, tactics, and creative elements that have contributed to their success. With a clear focus on native ads, this article aims to provide you with a deeper understanding of what makes these campaigns effective and how you can apply similar principles to your own advertising endeavors.

Understanding Native Advertising

Native advertising has become increasingly popular in the world of digital marketing. This marketing approach involves creating and distributing advertisements that seamlessly blend in with the surrounding content. Unlike traditional banner ads or pop-ups, native ads are designed to match the look and feel of the platform on which they appear, making them look more like editorial or informational content rather than traditional advertisements. This article will provide an in-depth analysis of native advertising, its various types, and the benefits it offers to businesses.

Definition of Native Advertising

Native advertising is a form of online advertising that aims to deliver promotional content in a format that matches the native user experience of a platform. The goal is to provide users with a seamless and non-disruptive advertising experience, while also generating awareness and engagement for the brand. Native ads often appear as sponsored articles, videos, or interactive content within the context of the platform’s content. By blending in with the surrounding content, native ads can enhance user engagement and minimize the disruption caused by traditional advertising methods.

Types of Native Ads

There are several types of native ads, each with its own distinctive format and purpose. The most common types of native ads include:

In-Feed Native Ads: These ads appear within the feed of a platform, such as social media timelines or news websites. They are designed to mimic the look and feel of the regular content and are often labeled as “sponsored” or “promoted.”

Search Ads: These ads appear at the top or bottom of search engine results pages, usually labeled as “ad” or “sponsored.” They aim to provide relevant advertising content based on the user’s search query.

Recommendation Widgets: These ads are typically displayed at the bottom or sidebar of a webpage, suggesting related content that may be of interest to the user. They often feature thumbnail images and headlines to attract attention.

Sponsored Content: This type of native ad involves creating content that matches the format and style of the platform’s regular content. It can be in the form of articles, videos, or infographics and is often designed to provide valuable information or entertainment to the target audience.

In-App Native Ads: These ads are specifically designed for mobile apps and integrate seamlessly into the app’s user interface. They can appear as banners, interstitials, or video ads within the app’s content.

Benefits of Native Advertising

Native advertising offers several benefits that make it an effective marketing strategy for businesses looking to increase brand visibility and engagement. Some of the key benefits of native advertising include:

Improved User Experience

One of the primary benefits of native advertising is its ability to enhance the user experience. By seamlessly integrating with the surrounding content, native ads fit organically into the user’s browsing or reading experience. This non-disruptive approach ensures that users are more likely to engage with the ad, as it doesn’t interrupt their flow of content consumption.

Higher Engagement Rates

Native ads are known for their higher engagement rates compared to traditional display ads. When the ad matches the style and format of the platform’s regular content, users are more likely to interact with it. This can include actions such as clicking on the ad, watching a video, or reading an article. By providing valuable and relevant content within the native ad, businesses can capture the attention of their target audience and drive higher levels of engagement.

Increased Brand Visibility

Native advertising allows brands to increase their visibility among their target audience. By appearing within the natural flow of content, native ads can reach users who may have otherwise ignored traditional display ads. The inconspicuous nature of native ads makes them more likely to be consumed, shared, and remembered by users, thereby increasing brand awareness and recognition.

Factors Contributing to Successful Native Advertising Campaigns

While the concept of native advertising may sound straightforward, creating a successful native ad campaign requires careful planning and execution. Several factors contribute to the success of native advertising campaigns, including:

Well-Defined Target Audience

A key factor in any successful advertising campaign is understanding the target audience. Native ads should be tailored to resonate with the specific interests, preferences, and behaviors of the target audience. Conducting thorough market research and developing buyer personas can help businesses better understand their audience and create content that effectively appeals to them.

Compelling and Relevant Content

The content of native ads plays a crucial role in capturing and holding the attention of the target audience. It should be compelling, engaging, and relevant to the interests and needs of the audience. Businesses should focus on providing value through their native ads, whether it be informative, entertaining, or thought-provoking content.

Seamless Integration with Surrounding Content

One of the key principles of native advertising is blending in with the surrounding content seamlessly. Native ads should match the aesthetic and format of the platform’s regular content to avoid appearing too promotional or disruptive. By achieving a seamless integration, businesses can enhance the user experience and increase the likelihood of engagement and conversion.

Clear Call-to-Action

While native ads may appear as organic content, it is essential to include a clear call-to-action (CTA) to drive desired actions from the audience. Whether the goal is to encourage users to click through to a landing page, sign up for a newsletter, or make a purchase, the CTA should be concise, compelling, and aligned with the overall objective of the ad campaign.

Case Study 1: Native Ad Campaign by Brand X

Background and objectives.

Brand X, a leading online retailer specializing in athletic footwear, launched a native advertising campaign to increase brand visibility and drive online sales. The campaign aimed to target sports enthusiasts aged 18-35 who frequently engage with fitness-related content online.

Target Audience Analysis

Brand X conducted detailed market research and utilized audience insights to identify the target audience’s preferences, interests, and online behaviors. Based on the findings, it was revealed that the target audience was highly active on social media platforms, particularly Instagram and YouTube. They were interested in fitness, following influencers, and seeking product recommendations to optimize their athletic performance.

Content Strategy

To appeal to the target audience, Brand X crafted native ads that showcased athletes wearing their innovative running shoes while engaged in various fitness activities. The content focused on the unique features and benefits of the shoes, emphasizing improved performance and comfort. Each native ad was designed to be visually appealing and featured a storytelling approach to create an emotional connection with the audience.

Integration with Publisher’s Platform

Brand X collaborated with popular fitness and lifestyle websites to place its native ads within the editorial content. The ads were seamlessly integrated into the website’s design, mirroring the style and format of the surrounding articles and images. This ensured the ads would not disrupt the user experience and instead blend in naturally.

Campaign Results and Impact

The native advertising campaign by Brand X proved to be highly successful. The ads achieved a click-through rate 30% higher than traditional display ads, indicating a high level of user engagement. Furthermore, the campaign led to a significant increase in online sales for the featured running shoes, exceeding the initial sales projections by 25%.

By effectively targeting the desired audience and delivering compelling native ads, Brand X was able to generate brand awareness, engagement, and ultimately drive conversions.

Case Study 2: Native Ad Campaign by Brand Y

Brand Y, a well-known fashion brand, launched a native advertising campaign to promote its latest collection of sustainable clothing. The campaign aimed to target environmentally-conscious millennials aged 25-35 who expressed an interest in sustainable fashion and eco-friendly lifestyle choices.

Brand Y utilized market research and audience segmentation techniques to identify its target audience’s characteristics and preferences. The target audience was found to follow sustainable fashion influencers, read eco-conscious lifestyle blogs, and actively participate in online communities dedicated to ethical living.

To resonate with the target audience, Brand Y created native ads that highlighted the sustainability features of the clothing collection. The content included informative articles, videos, and interviews with renowned sustainability experts, promoting the importance of ethical fashion choices. The native ads emphasized the use of sustainable materials, fair-trade practices, and the reduction of carbon footprint.

Brand Y formed partnerships with popular fashion and lifestyle websites that aligned with its brand values. The native ads were seamlessly integrated into the websites’ content, appearing alongside articles and features related to sustainable fashion. The ads mirrored the aesthetics and tone of the surrounding content, ensuring a harmonious user experience.

The native advertising campaign by Brand Y proved to be highly successful in raising awareness of the sustainable clothing collection. The campaign achieved a high click-through rate and generated significant social media engagement. Brand Y saw a substantial increase in website traffic and product inquiries, leading to a 20% increase in sales of the sustainable clothing collection.

By effectively targeting the environmentally-conscious millennials and delivering informative and visually appealing native ads, Brand Y successfully positioned itself as a reputable and sustainable fashion brand.

Case Study 3: Native Ad Campaign by Brand Z

Brand Z, a global technology company, launched a native advertising campaign to promote its latest mobile device. The campaign aimed to target tech-savvy consumers aged 18-40 who were interested in the latest smartphone innovations.

Brand Z conducted extensive market research and utilized data analytics to understand the target audience’s tech preferences and online behavior. The analysis revealed that the target audience spent a significant amount of time researching and comparing mobile devices online, seeking expert reviews, and exploring the latest smartphone features.

To capture the attention of the target audience, Brand Z created native ads that showcased the unique features and capabilities of their new mobile device. The content included interactive videos, hands-on demonstrations, and user testimonials to provide a comprehensive overview of the smartphone’s capabilities. The native ads were designed to be visually appealing and informative, highlighting the device’s cutting-edge technology and performance.

Brand Z partnered with popular technology blogs and websites to display its native ads within the context of relevant articles and reviews. The ads seamlessly blended in with the platform’s design, enabling users to interact with the content without feeling disrupted or intruded upon.

The native advertising campaign by Brand Z proved to be highly effective in capturing the attention of the target audience and generating brand interest. The ads achieved a high click-through rate, indicating a strong level of engagement. The campaign successfully drove website traffic and resulted in a considerable increase in pre-orders for the new mobile device, surpassing the company’s sales targets by 15%.

By leveraging the target audience’s research and comparison behavior and delivering engaging and informative native ads, Brand Z successfully positioned its new mobile device as a top choice among tech-savvy consumers.

Lessons Learned from Successful Native Advertising Campaigns

Based on the analysis of the successful native advertising campaigns discussed above, several key lessons can be learned:

Importance of Research and Insights

In-depth market research and audience analysis are essential for understanding the target audience’s preferences, behaviors, and motivations. By gaining a deep understanding of the audience, businesses can tailor their native ads to effectively resonate with them.

Customization for Different Platforms

To achieve optimal results, native ads should be customized for each platform and its specific content format. Adapting the ad’s format, style, and messaging to match the platform’s user experience ensures a seamless integration and enhances the likelihood of engagement.

Building Trust and Transparency

Native ads should prioritize transparency and honest communication. Clearly labeling the ads as “sponsored” or “promoted” helps establish trust with the audience. Additionally, providing valuable and relevant content within the native ads builds credibility and fosters a positive brand image.

Continuous Optimization and Tracking

Native advertising campaigns should be continuously monitored and optimized to ensure maximum effectiveness. Analyzing campaign performance, tracking key metrics, and making data-driven adjustments can help improve engagement rates, conversion rates, and overall campaign success.

Case Study 4: Native Ad Campaign by Brand A

Brand A, a leading food and beverage company, launched a native advertising campaign to promote its new line of organic snacks. The campaign aimed to target health-conscious consumers who actively seek natural and nutritious food options.

Brand A conducted extensive market research to identify its target audience’s preferences and eating habits. The analysis revealed that the target audience consisted of individuals who followed a healthy lifestyle, sought organic and sustainable food choices, and were engaged on social media platforms related to wellness and nutrition.

To appeal to the target audience, Brand A created native ads that showcased the natural ingredients and health benefits of the organic snacks. The content focused on educating the audience about the importance of organic eating and provided tips for incorporating healthy snacks into daily routines. The native ads were designed to be visually appealing and featured mouth-watering images to entice the audience.

Brand A partnered with popular wellness and nutrition websites to display its native ads within articles and recipes focused on healthy eating. The ads blended seamlessly with the platform’s content, mirroring the website’s aesthetic and tone. This ensured that the ads did not disrupt the user experience and were more likely to be consumed and shared by the target audience.

The native advertising campaign by Brand A was successful in generating awareness and interest in the new line of organic snacks. The ads achieved a high click-through rate, indicating a strong level of engagement. The campaign led to a significant increase in website traffic, with a notable spike in online sales of the organic snacks. Brand A successfully positioned itself as a trusted provider of healthy and organic food options.

Case Study 5: Native Ad Campaign by Brand B

Brand B, a luxury fashion brand, launched a native advertising campaign to promote its exclusive collection of designer handbags. The campaign aimed to target affluent individuals aged 25-45 who had a keen interest in high-end fashion and luxury brands.

Brand B conducted thorough market research to identify the characteristics and preferences of the target audience. The analysis revealed that the target audience primarily relied on fashion magazines, online fashion blogs, and social media platforms to stay updated on the latest fashion trends and luxury products.

To capture the attention of the target audience, Brand B created visually stunning native ads that showcased the craftsmanship and elegance of their designer handbags. The ads featured high-quality images, videos, and behind-the-scenes footage that highlighted the brand’s attention to detail and commitment to luxury. The content was designed to evoke a sense of aspiration and exclusivity.

Brand B collaborated with influential fashion magazines and online fashion blogs to display its native ads amidst the publication’s articles, fashion editorials, and style guides. The ads were seamlessly integrated into the platform’s design, appearing as premium content that matched the elegance and sophistication of the surrounding editorial content.

The native advertising campaign by Brand B proved to be highly effective in reaching the target audience and elevating the brand’s perception. The ads achieved a high click-through rate, indicating strong engagement and interest. The campaign led to a significant increase in brand visibility and drove a notable increase in sales of the designer handbag collection. Brand B successfully positioned itself as a luxury fashion brand synonymous with sophistication and style.

Native advertising has emerged as a highly effective marketing strategy in today’s digital landscape. By seamlessly blending in with the surrounding content, native ads can provide users with a non-disruptive and engaging advertising experience. The comprehensive analysis of successful native advertising campaigns in various industries demonstrates the importance of understanding the target audience, creating compelling content, seamlessly integrating with the platform, and continuously optimizing campaign performance.

Native advertising offers businesses the opportunity to enhance brand visibility, increase user engagement, and ultimately drive conversions. By leveraging the lessons learned from these case studies and adopting a strategic approach to native advertising, businesses can successfully connect with their target audience and achieve their marketing objectives. Native advertising is undoubtedly a valuable tool in the modern marketer’s arsenal, enabling them to create impactful and memorable brand experiences in a cluttered digital landscape.

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Learn From 38 Successful Native Advertising Campaigns and Get Better Results with this eBook

In this new ebook, you’ll discover:.

• 38 examples, including screenshots and key takeaways, from highly successful campaigns 
• Goals, tactics and results for each campaign
• Expert tips from Taboola for getting started in native advertising

What You Can Learn From 38 Successful Native Advertising Campaigns

For brands and agencies, native marketing has become the third pillar of digital marketing, doing what social and search alone simply can’t. native advertising has been a huge game changer from medium brands as well as big ones., pandora lifted conversions by, lendingtree reduced cpa by, goodgame studios, boxed tallied, sales from a single piece of content, with 100% higher cvr, its player base, download our new ebook to learn from 38 detailed campaign case studies of top brands across verticals. you’ll discover what creative and strategic elements made these campaigns so effective and how you can apply the same best practices to your own campaigns..

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3 Native Advertising Examples: The Ultimate Guide to Native Ads for Affiliates

Written by Amanda Walgrove at Taboola

There are many different traffic channels in the affiliate marketing and ecommerce space, but lately, ClickBank customers have increasingly turned to native advertising to send traffic to affiliate offers.  

So, what exactly is native advertising, why is it so popular, and what are some native advertising examples that can inspire your own campaigns? 

Read on to find out!

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What is Native Advertising?

Native advertising is the process of creating and distributing promotional material that matches the format and context of their surrounding content.

A selection of recommended stories — sponsored by affiliates or sellers — placed at the end of an article is a form of native advertising, for example. Sponsored search results on Google are also native ads, paid for by businesses trying to reach specific audiences.

Due to the success and flexibility of native ads, brands continue to increase their investments in this area. As eMarketer reported, native advertising is driving the most spending growth for US digital display ads — right behind video, which, in many cases, can be distributed natively. In fact, US native ad spend is expected to jump by 21% in 2021, reaching $57 billion.

To compete in this saturated space, advertisers need to have their native tools and strategies ready — so they can use real-time data to reach target audiences at scale.

That’s why we’re presenting this guide to native advertising, including the native advertising case studies, best practices, and platforms you need to make the most of your native ad operation.

Let’s get started!

The Pros of Native Advertising

There are many advantages to launching native ads, such as:

• Grabbing your audience’s attention. Native ads generate 53% more views than traditional ads, according to Acquisio.
• Driving better campaign performance. Native ads drive 18% higher purchase intent compared to traditional display ads.
• Optimizing targeting capabilities. With native ads, brands and affiliates can reach built-in audiences of readers across premium publisher websites. This way, they can ensure they’re getting in front of people who are already engaging with related content and interested in consuming something new.
• Building trust among your customers. Adweek reported that 90% of consumers like custom content from brands and over 65% of Gen X and Z consumers trust branded content more than they do traditional ads.
• Increasing clickthrough rates. Native ads drive a 40X higher CTR than traditional display ads.

Who Benefits from Native Advertising?

Native advertising is a win-win-win strategy for everyone involved, including:

• Brands/product owners . Advertisers get to launch targeted, relevant ads across publisher sites, reaching engaged audiences of readers who generated awareness, clicks, leads, and sales.
• Publishers . Any affiliates who operate their own blog or website can sell native ad inventory that fits naturally into the user experience, monetizing content and driving valuable revenue beyond just traditional ads and paywalls.
• Users . Tired of pop-ups and pre-roll ads, users can enjoy native ads that sync seamlessly into web page and feed, exposing them to customized content and services that meet their interests.

3 Native Advertising Examples

Native ads can be seen across search results pages, social channels, and websites.

Here’s a look at a few native ads out there in the wild.

These top search results for “running shoes” are native ads, taking the form of the organic results below them.

This tweet by The Ascent is a native ad. It takes the form of other tweets in its feed but includes a necessary “Promoted” disclaimer.

These recommended stories at the end of an article on USA Today are native, providing personalized suggestions to readers looking for new content to consume.

The Benefits of Running Native Ads on the Open Web

While advertisers have their choice of distribution channels, it’s best to run native ads on the open web compared to social and search platforms.

The biggest reason for this is because businesses like Facebook and Google lock advertisers’ data behind walled gardens. Meaning, yes, you can run ads on these channels and reach large audiences, but you don’t actually own those audiences or the data you gather from them. That makes it hard for advertisers to truly understand their reach and ROI, and use those native ad campaigns to move users down the funnel or even over to their own website.

Meanwhile, on the open web, advertisers can use content discovery platforms to reach readers across millions of publisher sites and collect unified data on all of those touch points.

Additional benefits of advertising on the open web include:

• Access to many different native ad formats and placements, such as on the homepage and sidebar
• Always being next to relevant content thanks to contextual targeting and lack of user-generated posts
• Placements in more trustworthy environments; as IAB reported, 84% of consumers said seeing ads in their news sources increased or maintained brand trust for those advertisers
• Reaching more engaged users; according to research from OpenX and The Harris Poll, 56% of people are more curious and amenable to learning on the open web while 30% zone out on social media

Which Native Ad Units Are Best For Your Brand?

On the open web, native ad buyers can choose their preferred native ad units depending on their campaign goals, creative resources, and user behaviors.

For example, you might choose from the following placements:

• Publisher homepage. This is the best option for brand awareness and thought leadership campaigns, helping you build trust through association with leading headlines.
• Mid article. This is best for reaching mobile users with full-screen exposure and increased viewability.
• Below article. This is recommended for performance advertisers who want to reach audiences when they’re open to discovering something new and clicking through to a different page.

Native Advertising Creative Trends

Taboola Trends provides you with real-time data about which native ad images, videos, and headlines generate the most clicks and engagement.

Among US audiences in October 2021, images with these qualities are proven to drive higher CTRs:

• People, specifically women
• Photos instead of illustrations
• No animals, food, or text
• Close-up shots

Meanwhile, videos with these characteristics drive higher completion rates among US audiences:

• Winter landscapes
• No text, food, or people
• Illustrations instead of live-action shots
• Color instead of black-and-white footage

When it comes to choosing the right headlines for your native ads, you can use Taboola’s Title Analyzer to test different options and identify the ones with the highest predicted CTR.

In this example, we can clearly see that “8 Fall Fashion Looks that Will Turn Heads” is expected to drive more clicks than its counterparts.

Taboola Products to Fuel Your Native Ad Campaigns

Taboola also offers a range of additional tools that you can use to fuel and optimize your native ad campaigns, including:

• Smart Bid . This tool automatically optimizes your bids across campaigns based on your goals and audience behaviors.
• Contextual Targeting. We use machine learning to help you show ads alongside content your audiences are already responding to.
• Audience Targeting. Our editorial marketplace offers a deep, comprehensive understanding of who your audience is and what they want to see.
• Taboola Audiences. Tap into hundreds of pre-packed and customized interest segments, ready for targeting with your campaign.
• 3P Audience Targeting. Reach customers based on work experience, age, behaviors, and products they want to purchase.
• First Party Targeting | Direct CRM Onboarding & Lookalikes. Onboard your CRM data to deliver personalized customer experiences across platforms and build lookalike audience segments of your most loyal and high-value consumers.

Native Advertising Case Studies

See these tools and best practices in action with case studies from successful native advertisers.

Placetel, provider of a leading cloud-based calling and collaboration solution, wanted to increase brand awareness beyond just social and search platforms. So they partnered with Taboola to distribute native video ads at the end of publishers’ articles and pages, where users are most likely to engage with content. They also used SmartBid to optimize their budget and Taboola Pixel to track and retarget engaged consumers.

As a result, Placetel drove 80 million impressions and saw a 750% increase in native sign-ups.

Banco Sabadell

Banco Sabadell, one of Spain’s largest banking groups, wanted to reach more customers interested in their mortgage product and drive qualified traffic and leads to their website. By incorporating native advertising into their media mix , Banco Sabadell was able to reach audiences across news, entertainment, weather, and niche publisher sites where people were ready to discover new content. The company also suppressed existing audience members to make sure they were only reaching new prospects.

The result? A 30% higher CTR than other campaign channels and 17% increase in conversions.

Boost Your Affiliate Marketing with Native Advertising

If you’re an affiliate looking to diversify away from Facebook and other saturated paid media platforms, we recommend a look at native ads. 

Since native advertising employs more personalized, visually dynamic content that fits seamlessly into the customer experience, you can use it to:

• Increase your website traffic
• Target more specific audience segments
• Promote high-quality content like articles and videos
• Engage people at just the right moment in their reading or viewing experience
• Expand your reach across publisher websites

Launch Better Native Ads with Taboola

Ready to build or optimize your own native advertising operation? As the world’s largest content discovery platform, Taboola can help. We’ve launched personalized ads across over 9,000 premium publisher websites and collected data from 22 billion monthly page views and over 500 million daily active users.

Your brand — and your audience — can be next.

Contact us to learn more.

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Redesigned Native Image Placements Drive Higher Consumer Engagement

Our latest native advertising example featuring eye tracking results that prove redesigned native image placements drive higher consumer engagement.

Our latest case study featuring eye tracking results that prove redesigned Native image placements drive higher consumer engagement.

Native Ad Placements, Reimagined

Digital marketing is a rapidly evolving space, and Native is the perfect example of how much and fast things can change in AdTech. Native’s evolution started with banners, rich media, then programmatic, and finally, In-Feed Native ads became what we know as Native today. 

The standardization and protocol for Native ads enabled communication between the demand and the supply side to aid in the more remarkable growth of the RTB Marketplace for Native.

Specifically, it ensured alignment with placement-type definitions and categorizations for external signaling.

From higher CTRs and revenue to increased brand recall and perception, TripleLift Native redesign enables publishers to optimize their creative assets for the best performance and results.

Redesign Improvements Include:

• Creating a color scheme consistent with the publisher’s aesthetic

• Updating fonts to align with the publisher’s content

• Increasing caption real estate

Measuring Performance Increases

TripleLift’s Interaction Design and Engineering specialists conducted split testing for over 900 Native placements to measure effectiveness. When analyzing for a top-tier publisher, data revealed TripleLift redesigned Native performed better, with a more significant financial upside.

To validate the strong performance of TripleLift’s Native redesigns, the research team also deployed multiple eye-tracking studies to conduct A/B testing across various placement types. The results of these studies confirmed the effectiveness of these placements in brand recall and ad perception.

79% of viewers noted the ad units to be noticeable without distracting or intruding on the surrounding content.

66% of respondents were able to recall the brand that the redesigned placements were promoting.

Why Choose TripleLift’s Native Ads

Even with limited creative assets, your ads will dynamically render across thousands of publishers and placements. To ensure creative integrity, our proprietary computer vision technology scans each image to detect and protect critical focal points. The resulting high-quality ads scale perfectly across all sites and devices.

Some of our value propositions include the following:

In-Feed Native blends seamlessly within the editorial feed of premium publisher environments. This means consumer attention is earned, not disrupted.

TripleLift’s dynamic template allows one set of creative assets to render ads across thousands of publishers and placements dynamically.

To ensure creative integrity, our proprietary computer vision technology scans each image to detect and protect vital focal points. The resulting high-quality ads scale perfectly across all sites and devices.

TripleLift offers image and cinemagraph, as well as specialty formats such as carousel, scroll, window, pharma, and reveal. Format examples can be found on our site.

Digital Marketer

• July 1, 2014

Related Categories

Related courses, free resources.

[Case Study] How we Got 259% ROI Using Native Advertising

This is Part 3 of a 3-part series on native advertising.  Be sure to  read Part 1  and Part 2 before reading this case study:

• Part 1 –  What is Native Advertising?
• Part 2 – How to Get Started with Native Ads in 60 Minutes or Less
• Part 3 – [You Are Here]  [Case Study] How we Got 259% ROI Using Native Advertising

In the first two posts of this series, we  defined native advertising  and outlined a method for rolling out a native ad in less than an hour . But what does a native ad campaign look like? And… more importantly… do native ads produce an ROI? In this 3rd article of the 3 part series on native advertising we’ll break down one of our native ad campaigns in detail.

We started with the product…

We built a “native worthy” landing page…

• Proof  – We’re showing that the system we teach in the product works.  We’ve built this blog to over 1 million in sales per month in less than a year.
• Value  – This post is nearly 3,000 words of our best advice on building a blog that makes money.  This article has tremendous stand-alone value.
• Relevance – The content in this post is useful to the specific target market for the product it aims to sell.

We bought traffic to the “native worthy” landing page

• 433K Ad Impressions
• 6,822 Engagements
• $2,666.04 in ad spend
• $9,581.85 in sales

ROI = 259% As for the “native worthy” landing page itself, this post (because it is valuable and not just an offer) received lots of organic (free) traffic…

• 885 Facebook “Likes”
• 94 LinkedIn Shares
• 66 shares from Google+

Do this now…

This case study illustrates the reason we are shifting more of our advertising dollars to native advertising. Do your business a favor… Watch this presentation from Ryan Deiss to learn more about native advertising and our Native Ad Academy training.

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CHOOSING THE BEST NATIVE ADVERTISING PLATFORMS: A MARKETER'S GUIDE

Are You Spying on Your Competitors' Ad Campaigns?

Our tools monitor millions of native, push, pop, and TikTok advertising campaigns.

Introduction

Welcome to the dynamic world of native advertising platforms . If you're in the realm of digital marketing, you've likely encountered this term. But what exactly is it?

Essentially, native advertising platforms facilitate seamless and integrated ad placements that blend with the content on a webpage. The ads appear 'native' to the site, contributing to an unobtrusive user experience and piquing audience interest in a more organic way.

In this comprehensive guide, we'll explore some of the top native advertising platforms that every marketer should consider for their campaigns. Each platform comes with its own unique features and benefits, making it crucial to choose the one that aligns best with your specific marketing goals and target audience.

But we won't stop at just listing these platforms; we'll also delve into real-life case studies. These stories of success are not merely to inspire you but to provide tangible examples of how various brands have leveraged these platforms effectively.

As an added resource, Anstrex Native offers insights into profitable native ads which could prove useful in your quest for crafting winning campaigns. Their platform allows you to spy on your competition's successful native ads and get more value for your advertising spend.

So let's get started on this exciting exploration of native advertising platforms, their capabilities, and how they can revolutionize your digital marketing strategies.

Top Native Advertising Platforms

Native advertising platforms are crucial in today's digital marketing world. They provide brands with an opportunity to connect with their target audience through non-disruptive ad placements. One of the leading platforms in this space is Outbrain.

1. Outbrain

Outbrain is a popular native advertising platform known for its superior targeting capabilities and extensive reach. It powers ads for notable publishers like CNN, The Guardian, and Time, providing marketers access to diverse audiences worldwide.

Unique Features of Outbrain

• Predictive Algorithms : Outbrain uses artificial intelligence to predict user interests and behavior, delivering relevant content that appeals to the viewer.
• Flexible Targeting Options : With Outbrain, you can target audiences based on geographical location, device type, or interests. This ensures that your ads reach the right people at the right time.
• Customizable Ad Formats : Outbrain offers various ad formats including carousel ads, video ads, and standard display ads. This allows you to tailor your ads according to what best suits your campaign goals.

Benefits for Marketers

Outbrain’s platform provides multiple benefits for marketers:

• Enhanced Visibility : By partnering with high-authority publishers, Outbrain grants your ads increased visibility and credibility.
• Improved Engagement : As the ads blend seamlessly with the content on the page, users are more likely to engage with them.
• Advanced Analytics : The platform provides robust analytics tools for tracking campaign performance in real-time.

Case Study: Successful Campaign Using Outbrain

An interesting case study demonstrating the effectiveness of the Outbrain native advertising platform involves a leading e-commerce brand aiming to increase brand awareness and drive traffic to its website.

The brand used Outbrain's predictive algorithms and flexible targeting options to deliver engaging carousel ads tailored to their audience's interests. By leveraging high-traffic publisher networks, they were able to reach millions of potential customers.

The campaign resulted in a significant increase in website traffic, with a 50% improvement in click-through rates compared to previous campaigns. This case study highlights the power of Outbrain's platform in driving engagement and delivering results.

In the world of native advertising platforms, Outbrain stands out due to its comprehensive features, extensive reach, and proven track record of facilitating successful campaigns.

Taboola is one of the biggest players in native advertising, with an impressive 600 million people using its platform every day. As an advertiser, you'll have access to a wide range of popular publishers from around the world, making it a great way to reach diverse audiences.

Why Taboola Stands Out

Taboola stands out from other advertising platforms because of its advanced features:

• Personalized Ad Experiences: Taboola uses data on user behavior to customize ad experiences, increasing the chances of user engagement.
• Flexible Creative Formats: Marketers can choose from various creative formats to create ads that resonate with their target audience.
• Powerful Targeting Options: With Taboola's robust targeting options, you can ensure that your ads are shown to the right people at the right time.

Marketers can achieve significant results by using Taboola as part of their advertising strategy:

• Driving Online Action: Whether it's getting more website visits, app downloads, or video views, Taboola can help drive the specific actions you want users to take.
• Building Brand Awareness: By getting your ads featured on high-traffic websites, you can increase awareness and exposure for your brand.
• Generating High-Value Leads: With its extensive reach and targeting capabilities, Taboola can attract potential customers who are more likely to convert into valuable leads.

Real-Life Success Story: E-commerce Store

Here's an example of how Taboola was used successfully by an e-commerce store looking to grow its customer base:

A popular e-commerce store wanted to increase its number of customers. By using Taboola's data-driven ad personalization feature, they were able to target potential customers based on their online behavior and interests.

The campaign ran for three months and resulted in a 50% increase in sign-ups compared to the previous period.

This case study highlights how Taboola's advanced targeting capabilities can power successful marketing campaigns and drive tangible results.

Paved is one of the top native advertising platforms that connects advertisers directly with publishers. What sets Paved apart from other platforms is its focus on being transparent and easy to use.

Key Features of Paved:

• Publisher Profiles : Access a wide range of publisher profiles with detailed information about their audience demographics, engagement metrics, and website traffic sources.
• Automated Campaign Management : Save time and effort by automating your ad campaigns from start to finish.
• Transparent Analytics : Get real-time insights into your ad performance to make data-driven decisions.

Benefits of Using Paved for Marketers:

• Direct Publisher Access : Build strong relationships with publishers by contacting them directly through the platform.
• Cost Efficiency : Control your advertising budget better with Paved's Cost-Per-Mille (CPM) pricing model.
• High-quality Ad Placement : Ensure that your ads appear on relevant websites for maximum impact.

"Paved helped us reach our target audience effectively and efficiently. Their precise targeting options and strategic ad placements resulted in a significant increase in our newsletter subscribers."

- Marketing Manager, Travel Company

In a case study, a well-known travel company used Paved to run a campaign aimed at growing their subscriber base. By leveraging Paved's accurate targeting capabilities and placing high-quality ads on relevant websites, the company achieved an impressive 30% increase in newsletter subscribers within just two months of launching the campaign. This success story clearly demonstrates how Paved can deliver measurable results through smart ad placement and detailed analytics.

4. Yahoo Gemini

Yahoo Gemini is another native advertising platform that deserves our attention. Also known as Verizon Media Native, it combines search and native advertising features into one convenient platform.

Wide Network Reach

One of the standout features of Yahoo Gemini is its extensive network reach. It gives you access to millions of Yahoo Mail users and a variety of popular websites such as HuffPost, TechCrunch, and Engadget. This means you have plenty of opportunities to reach your target audience effectively.

Key Features

Here are some key features that make Yahoo Gemini stand out among other platforms:

• Ad Variety : It offers a wide range of ad formats including image ads, video ads, app install ads, and carousel ads.
• Audience Targeting : Utilize data from Yahoo's vast network for precise targeting based on location, interests, and behaviors.
• Cross-Device Compatibility : The platform provides seamless ad experiences across multiple devices for optimal user engagement.

Yahoo Gemini offers significant benefits for marketers looking to leverage native advertising:

• Advanced Campaign Control : Take charge of your campaigns with advanced targeting options that allow you to refine your audience reach.
• Comprehensive Analytics : Gain valuable insights into your campaign performance with access to detailed analytics and reporting features.
• All-in-One Solution : With its combination of search and native advertising capabilities, Yahoo Gemini serves as a comprehensive solution for your native advertising needs.

A Noteworthy Contender

It's clear that Yahoo Gemini holds its own among the top native advertising platforms such as Outbrain, Taboola, Paved, Nativo, TripleLift, RevContent, and MGID. In the following sections, we'll explore more platforms that could potentially suit your marketing strategy.

Nativo is one of the best native advertising platforms available, offering a unique way to blend ads with user experience. It stands alongside other big players like Outbrain, Taboola, Paved, Yahoo Gemini, TripleLift, RevContent, and MGID, but sets itself apart with its own special features.

Key Features of Nativo Native Advertising Platform:

• True Native : Ads blend in seamlessly with the publisher's content, providing a smooth user experience.
• Advanced Storytelling : Allows brands to create more engaging stories using formats like long-form content and interactive media.
• Precision Targeting : Gives marketers detailed options to target specific audiences based on demographics, interests, behavior, and location.

Benefits for Marketers Using Nativo:

• Enhanced User Engagement : Native ads are less intrusive and more focused on valuable content, leading to higher engagement rates.
• Robust Analytics : Provides valuable data and insights for marketers to track performance and make real-time campaign optimizations.
• Cross-Device Reach : Ensures that ads are consistently displayed across desktop, mobile, and tablet devices.

Nativo's platform makes it easy for ads to blend naturally into editorial content without disturbing the user. It promotes marketing strategies that prioritize content and storytelling, which can greatly increase the amount of time people spend interacting with a brand's message. For marketers who value storytelling and user engagement, Nativo is definitely a top choice among native advertising platforms.

6. TripleLift

TripleLift is one of the best native advertising platforms in the industry, known for its innovative approach. Unlike traditional display advertising, TripleLift integrates smoothly into the user's online experience, making ads less annoying and more interesting.

One of the key features that sets TripleLift apart is its advanced Computer Vision technology. This technology allows for automatic extraction and adaptation of branded elements, making it easy to create ads that always match the surrounding content.

What are the benefits for marketers?

Here are some reasons why marketers choose TripleLift:

• Scalability and Efficiency: TripleLift's technology simplifies the ad creation process, saving time and resources.
• Improved User Experience: The platform's native ads seamlessly blend with a publisher's website, leading to higher engagement rates.
• Access to Premium Publishers: TripleLift works with top-tier publishers, giving marketers access to high-quality ad placements.
• Data-Driven Insights: TripleLift provides detailed analytics and reporting tools to measure campaign performance.

Are you ready to redefine your digital advertising strategy with TripleLift?

7. RevContent: A Powerful Native Advertising Platform

When it comes to native advertising platforms, one name that stands out is RevContent . Alongside other industry leaders like Outbrain, Taboola, and MGID, this platform has made a name for itself in the world of digital marketing.

RevContent is known for its content recommendation network that prioritizes quality and user engagement. It sets itself apart with its rigorous approval process and high-quality traffic, making it an appealing choice for marketers who value ad performance and audience relevance.

Why Choose RevContent?

Here are some key reasons why marketers choose RevContent :

• Content Widgets : These interactive widgets can be easily customized to match your website's design and layout.
• Precise Targeting : With RevContent , you have the ability to finely target your ad campaigns based on user demographics, interests, devices, and more.
• Insightful Reporting : RevContent provides transparent reporting features that give you valuable insights into your campaign performance and analytics.

How Marketers Can Benefit from RevContent

Marketers can leverage these unique features of RevContent to their advantage:

• Maintaining Brand Consistency : The customizability of RevContent 's widgets allows marketers to maintain a consistent brand experience across different platforms.
• Reaching Relevant Audiences : With its granular targeting capabilities, RevContent ensures that your ads are shown to the most relevant audiences, increasing the chances of conversion.
• Making Data-Driven Decisions : The transparency in reporting provided by RevContent helps marketers make informed decisions for future campaigns. By having access to key metrics and real-time optimization options, you can continuously improve your campaign performance.

Why RevContent Stands Out

RevContent offers a unique combination of:

• Quality Traffic: The platform's strict approval process ensures that you receive high-quality traffic, reducing the risk of your ads being shown on irrelevant or low-performing websites.
• Advanced Targeting Options: With RevContent , you have extensive control over who sees your ads, allowing you to target specific audiences that are more likely to be interested in your offerings.
• Comprehensive Reporting Tools: RevContent provides detailed reports and analytics, giving you the necessary data to evaluate your campaign performance and make data-driven optimizations.

This blend of features makes RevContent an attractive choice for marketers looking to enhance their native advertising campaigns and achieve better results.

MGID is an acclaimed native advertising platform that pioneers in offering tailored and engaging ad placements that blend seamlessly with site content, enhancing user experience while driving publisher revenues. With its roots dating back to 2008, MGID has grown into a global network serving over 850 million unique visitors each month through thousands of publisher partners.

Unique Features of MGID:

• Content-Driven Engagement: MGID prioritizes user engagement by matching ads with relevant content, which helps in maintaining the integrity and context of the publisher's site.
• Selective Targeting: Utilizing advanced targeting options based on location, device, browser, and user behavior, MGID ensures that marketers reach their ideal audience.
• Retargeting Capabilities: Marketers can re-engage users who have previously interacted with their content, thereby increasing the likelihood of conversion.
• Real-Time Analytics: The platform provides real-time reporting tools that enable advertisers to track campaign performance and make data-driven decisions.

Benefits for Marketers:

• Increased ROI: By focusing on user engagement and relevance, MGID helps marketers achieve a higher return on investment through improved click-through rates and conversions.
• Diverse Ad Formats: Marketers can choose from various ad formats including video ads, carousel ads, and native article widgets to best suit their campaign goals.
• Global Reach: The extensive network of publishers allows for campaigns to have a wide-reaching impact across different regions and demographics.

As one of the best native advertising platforms in the industry, MGID stands alongside names like Outbrain, Taboola, Paved, Yahoo Gemini, Nativo, TripleLift, and RevContent. Its commitment to creating genuine connections between brands and audiences positions the MGID native advertising platform as an essential tool for modern marketers seeking effective solutions within the digital landscape.

Choosing the Right Native Advertising Platform

Selecting a fitting native advertising platform is a crucial step in your digital marketing journey. It directly impacts the success of your campaigns and how effectively you reach your target audience.

When evaluating different platforms, consider these key factors:

• Setup Procedure: The ease and simplicity of setting up your campaign on the platform. A user-friendly interface with clear instructions can make this process smooth and efficient.
• Pricing Model: Each platform has its own pricing model. Some charge on a Cost Per Click (CPC) basis, while others may opt for Cost Per Mile (CPM). Choose the one that aligns best with your budget and desired return on investment.
• Ad Quality: High-quality ads attract more users, leading to better engagement rates. Check the ad formats supported by the platform and ensure they meet your quality standards.
• Network Requirements: Different platforms have varying network specifications such as traffic restrictions and minimum payment thresholds. Ensure these match your requirements.

Remember, every campaign has unique needs. What works for one might not work for another. It's about finding a balance between what you want to achieve and what each platform can deliver. The choice of platform should be dictated by your specific goals, target audience, and available resources.

Outbrain - Fashion Retailer Case Study

Campaign objective and strategy.

A renowned fashion retailer wanted to increase its brand presence and boost sales through an online campaign. They decided to use the Outbrain native advertising platform , which turned out to be a great choice. This case study highlights the importance of strategic execution in native advertising.

The main goal of the campaign was to:

• Drive high-quality traffic to the retailer's latest collection
• Increase conversions

The strategy involved:

• Using Outbrain's extensive network to reach fashion-forward audiences
• Creating advertorials that seamlessly blended with the publisher's content
• Presenting curated content that resonated with the target audience

"The primary objective was to drive high-quality traffic to the retailer's latest collection and increase conversions."

Implementation on Outbrain Platform

Here's how the fashion retailer implemented their campaign on the Outbrain platform:

• Advertorial Creation : The retailer crafted intriguing stories around the collection, focusing on current trends and how their products fit into the lifestyle of their target demographic.
• Targeting : Using Outbrain's targeting capabilities, ads were served to users who had shown interest in fashion and related topics.
• Budget Allocation : A cost-per-click (CPC) model was employed, allowing for efficient budget use by paying only when users engaged with the content.
• A/B Testing : Multiple headline and image combinations were tested to identify which variations performed best in terms of click-through rates and engagement.

"The strategy involved leveraging Outbrain's extensive network to present curated content that resonated with fashion-forward audiences."

Results and Key Takeaways

The results of this campaign were impressive:

• Increased Engagement : The campaign saw a significant rise in click-through rates compared to previous campaigns run on other platforms.
• Higher Conversion Rates : There was a noticeable uptick in sales attributed directly to the campaign, with many new customers making purchases.
• Brand Lift : Post-campaign analysis revealed an increase in brand searches and positive sentiment towards the retailer.

"The results were remarkable:"

Key takeaways from this successful campaign include:

• The Importance of Content Quality : High-quality, relevant content can lead to better engagement and conversion rates.
• Strategic Targeting : Precise targeting ensures ads reach the most receptive audience, maximizing impact.
• Continuous Optimization : Regular A/B testing helps fine-tune campaigns for optimal performance.

"Key takeaways from this successful campaign include:"

2. Taboola - E-commerce Store Case Study

Taboola, a well-known native advertising platform, has helped many e-commerce stores achieve impressive results. Let's take a closer look at one successful campaign.

The e-commerce store had one main goal: to bring in high-quality traffic and increase sales. To accomplish this, they used Taboola's data on user behavior to target the right audience and create personalized ads that would appeal to potential customers.

Implementation on Taboola Platform

Using Taboola, the e-commerce store was able to promote their content on popular websites around the world, reaching millions of potential buyers. They took advantage of predictive algorithms to show their ads to people who were most likely interested based on their browsing habits and interests.

The campaign had impressive results:

• Website traffic increased by 120%
• Sales went up by 45%

Thanks to Taboola's predictive technology, the e-commerce store was able to efficiently reach out to the right people, leading to a significant boost in sales.

This case study shows how Taboola can be effectively used to achieve your goals. It highlights the importance of personalized ads in capturing attention and driving conversions. The use of user data for precise targeting remains a valuable strategy in digital marketing today.

3. Paved - SaaS Company Case Study

Real-life examples of successful campaigns are valuable in understanding native advertising platforms. In this case study, we'll look at how a SaaS company used the Paved native advertising platform to achieve impressive results.

Campaign Objective

The main goal of this campaign was to:

• Increase brand awareness
• Generate high-quality leads for the SaaS product

To achieve these objectives, the company decided to:

• Utilize Paved's extensive network of publisher partners
• Create engaging sponsored content about their software product and its benefits
• Target a specific audience within the tech industry

Implementation

Here's how they executed their strategy:

• Created compelling sponsored content that resonated with their target audience
• Placed this content strategically on relevant publisher sites within the Paved network
• Used Paved's analytics tools to track key performance metrics and make necessary adjustments throughout the campaign period

The outcome of this campaign was impressive:

• The SaaS company saw significant growth in their user base
• There was a notable increase in brand recognition within their target market

Key Factors for Success

The company attributed these positive outcomes to three key factors:

• Audience Targeting: Paved allowed them to reach an engaged audience interested in tech-related content.
• Quality Content: Through sponsored posts, they effectively communicated their value proposition and generated interest in their product.
• Analytics: Real-time data tracking enabled them to optimize their campaign for maximum results.

This case study serves as an excellent demonstration of how effectively leveraged native advertising platforms can yield considerable marketing success.

Native advertising platforms are integral to modern digital marketing strategies, subtly blending promotions into user experiences. These platforms present an array of tools for brands to reach their audiences effectively, offering:

• Seamless integration of ads into content, enhancing user engagement.
• Contextual targeting that ensures relevance and increases the likelihood of audience interaction.
• Innovative formats across various devices, meeting users where they are most active.

Leverage the versatility and sophistication of native advertising to craft campaigns that resonate with your audience. Embrace the power of storytelling and content-driven marketing with platforms like Outbrain, Taboola, Paved, and others. By applying the insights from detailed case studies, you can:

• Tailor your strategy to match specific platform strengths.
• Optimize your campaigns for better performance and ROI.
• Foster genuine connections with your target demographic through non-invasive advertising.

You're encouraged to delve into each platform's offerings, measure their alignment with your brand's goals, and push the boundaries of creative marketing. The right native advertising platform can elevate your strategy, weaving your message into the fabric of the digital experience with precision and finesse. Harness these opportunities to carve out a distinct presence in the crowded market landscape.

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Native Advertising: Best Practices and Examples

Native ads are difficult to spot due to these characteristics, as they frequently blend in with “organic” content. The absence of clear rules or guidelines for how publishers and advertisers must label native ads makes things even more complicated, and transparency standards vary widely from one publication to the next. In this short article, you’ll learn what native advertising is and how to use native ads in your marketing campaigns or in your monetization strategy”.

What is native advertising?

A native ad format that has reshaped the market, classic native ad formats, advantages of native advertising, mobile native advertising, the best native advertising examples, snapchat for taco bell, why native ads work [stats to back it up], native advertising consumer statistics, native ads roi, native ads vs. other ad types.

Native advertising is a type of advertising designed to complement the look and feel of the platform on which it appears. It often takes the form of a video, article, or editorial and functions similarly to an advertorial.

But today, the ad market has pushed the boundaries of classic ad formats. What do we call “native”? Something that is consumed naturally like Instagram or TikTok feed. Or, something that does not look like an advertisement. Or, something that meets the agenda… Actually, all of these points are true.

Social Bar ads are native ads that can look like a system notification (excellent for VPN, antiviruses, utilities) and even as a message from a messenger app. This format is compatible with desktop and mobile devices.

Adsterra’s Social Bar is a revolutionary new ad format, and A/B testing shows it outperforms other designs in engagement and conversion.

For fear of losing revenue due to the latest Google Chrome update, the advertising industry added various types of In-Page Push to its platforms. But Adsterra built something that gives users more options, personalization, and thus more profits.

Social Bar has all the advantages of display and in-page push ads. But unlike web push, it doesn’t require subscriptions: ads are delivered to all browsers and OS, including iOS.

Its ad creatives look like native notifications, widgets, icons, chats, and browsers won’t block them. Plus, your traffic will see content relevant to their interests, thanks to Adsterra’s AI optimization algorithm.

Social Bar benefits:

• Higher CTR than web push, leading to higher conversion rates.
• Excellent on iOS, dramatically increasing ad reach (US geos are on top in terms of volumes and CR).
• Customizable.
• Publishers benefit from increased visibility and user interaction.
• Google-friendly ads.

​​Learn more about Social bar as a native ad in this article: Get All Conversions With Adsterra Social Bar [Push & Display Combo Ads] . Or, explore how to get increased payouts with Social Bar .

Native Banner is a classic ad format that blends in with the website content. Native Banners are typically placed in the most visible areas of a page, resulting in higher viewability and interaction rates than standard ads.

Sponsored posts on Facebook, Instagram, and promoted tweets on Twitter are all examples of in-feed native ads. They’re often identical to everything else in the feed except for the “sponsored” tag.

But these native ads are not limited to social media: they can also be found in content and commerce feeds.

Recommended Content

Have you ever noticed the sponsored content in a news or content site’s recommendations section? Most times, the sponsored content isn’t always relevant to your preferences or the website you’re visiting. But the point is that it’s the most common form of native advertising.

Branded Content

Branded content is paid content published on a publisher’s website in the style and format of an editorial piece. The basic advertorial, for example, looks and reads like a newspaper or magazine article except that it is sponsored. This format is available in both print and online.

Google native ads

Google also offers native ads that appear on mobile, web, and other platforms.

Native advertising’s results are worth the trouble of integration — look at the advantages this ad format offers advertisers and publishers.

• Keep your viewership intact

With native ads, visitors are not deterred from exploring the website (unlike with pop-ups and flashy banners). Seeing an ad that matches the style of the website makes interacting with sponsored content effortless and enjoyable. That’s why native ads outperform annoying pop-ups and bulky banners in terms of CTR and engagement.

• Easy website performance

Native ads don’t slow down content platforms as other, flashier ads do. No matter how many sponsored posts you publish, the user experience remains unchanged.

• Native content consumption is unnoticed

Users interact with the whole website. So, by the time potential customers realize they’re looking at an ad, they’ve already internalized the brand and the offer.

• Millennials love native mobile ads

Without a doubt, most marketing campaigns target millennials. This generation is now financially stable, aware of its needs, and willing to spend money to achieve its goals. Millennials prefer mobile native ads over other ad formats, with 80% saying they provide a good user experience.

Mobile native advertising is one of the most promising sponsored content formats. It leverages daily routines, is non-intrusive, and targets one of the fastest-growing demographics — smartphone users.

There are so many platforms to choose from and factors to consider when launching a native ad campaign, especially if you’re a mobile-focused website.  Adsterra team is always here to provide professional marketing help at your fingertips.

Spotify’s native ad strategy combines curation and creativity. When the second season of Stranger Things came out, for example, the show partnered with Spotify to promote it, allowing users to turn on “Stranger Things Mode” and explore playlists curated for each of the show’s characters.

This native ad unit is more than a sponsored playlist (which they also have). It’s an immersive branded experience that fits both Spotify and Netflix’s personalities.

There’s no reason other publishers can’t create similarly innovative ad experiences: it all comes down to knowing your users and figuring out how to seamlessly integrate an advertiser into that experience.

The Taco Bell-sponsored Snapchat Lens for Cinco De Mayo set a new record with over 224 million views in one day. That was a huge success, though it’s unlikely that most of us could afford one of these custom lenses, which can cost up to $750,000 for a primetime spot. On the other hand, Taco Bell was one of the first brands to sign up for Snapchat’s on-demand geo-filter program.

Native advertising is a highly effective marketing strategy and companies that use it gain a significant competitive advantage.

Let’s take a look at the numbers pulled from Marketing Land , eMarketer , Adsterra, Hubspot, and more.

• Native ads have a 40x higher click-through rate than display ads.( ignitevisibility )
• Native advertising will take over 25% of the market in the coming years.
• Native advertising revenue will grow 46% by 2021.
• 53% of consumers interact with native ads more than display ads.
• 70% of people prefer to learn about products from articles rather than traditional ads.( mdgadvertising )
• Almost 77% of respondents did not consider native ads to be advertisements. ( fastcompany ).
• Around 44% of people couldn’t identify the advertiser in the ad they were reading.
• In a survey, 54% of respondents felt deceived after clicking on a native ad.

“Trust is everything in business.” If users think your native ad is deceptive, you’re doing something wrong.” ( business2community )

• From 2020 to 2025, global Native advertising spend is expected to rise by 372%.

Based on overall digital ad spend growth, the native ad market is expected to grow from $85 billion in 2020 to $402 billion in 2025. ( PRNewswire )

• Native advertising growth in North America will be 37%. ( deepnativeadvertising )

According to Facebook, native ads account for over 80% of Audience Network impressions. For example, Gametion, a mobile game app, increased revenue with native ads by 40%. ( appsamurai )

• Compared to banner ads, native ads increased purchase intent by 18%.
• 25% more respondents see In-stream native ad placements than banner ads. Native ads stand out more.
• Compared to banner ads, native ads increase brand affinity by 9%.
• Native ads are more shareable than display ads (32% vs. 19%).
• Consumers look at native ads more than display ads (53%).
• Although mobile-specific spending accounts for half of all affiliate spending, it generates 65% of clicks at a 48% lower CPC. Using Lookalikes for native advertising increases conversions by 3x and lowers CPA by at least 35% for affiliates ( sharethrough )

Users are more likely to watch and read native ads with content. Advertising does not always mean that the product should be apparent. Native advertising should entertain viewers while selling a product. As the benefits of native advertising become more apparent, more marketers are learning how to incorporate it into their campaigns to increase brand awareness and conversions.

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• Native Advertising

What is Native Advertising and why is it so effective?

Arvind Kesh Follow

Contributing Writer | adbeat.com

According to an Adobe survey , 45% of respondents had no desire to view ads. The main reason? Most ads are intrusive. People get hit by an average of 5,000 ads per day ! After a while, they just become blind to those ads.

Native advertising solves this huge psychological challenge of intrusion. These are ads that are designed to blend into the natural content of a website. The automobile and travel industries are the top industries using native advertising.

If done well, native advertising can be really good. But the risk is that sometimes people feel cheated when they find out they’ve been reading a sponsored post. But surveys have shown us that if the quality of the ad is good, it actually boosts trust in the brand.

What is native advertising?

Native advertising can be defined as a type of digital advertising that matches the function and form of the platform upon which it appears. Form refers to the design, while function refers to the role the platform plays in terms of user experience.

The beauty is that the ad blends in with the editorial content of the platform.

Let’s take a look at this page featuring Warby Parker:

From a design perspective, it looks like a normal blog post. It has a header, which gives you the feeling that this a “how to” post on building a business. There’s a blog banner right under the title. The content gives a brief story line of the company, and there’s even a quote section, just like other blog posts. Toward the end, you spot a huge CTA to check out Warby Parker’s products. Now you realize why the blog banner had the image of their product.

It’s a neat little soft sell!

What are the different types of native ads?

Some consider promoted listings on ecommerce websites and paid search ads to be native ads. While these ads do satisfy the definition of native ads, in the advertising industry, the term “native ads” refers to native ads that appear in a publication.

There are two types of native ads. Here is a look at both of them:

In-feed units: These ads are mixed with normal content. They are pretty hard to spot because they look exactly like the normal editorial content.

Recommendation widgets: These feature promoted content seen as recommendations at the end or the side of some pages. These ads may or may not look like the site’s editorial content.

Why is native advertising so effective?

Recently, people have started using neuroscience to understand the effectiveness of ads. Neuroscience is a cutting-edge life science that analyzes the brain-wave activity and pupil movements that people exhibit when exposed to ads.

Nielsen conducted a study comparing native ads and standard display ads. These were the findings:

• Native ads command two times more visual focus than standard display ads.
• When it comes to native ads, the text actually gets read. The majority of the ads are read just like normal editorial content. However, in standard display ads, the text is ignored.
• The ads’ headlines can be used to trigger specific emotions and associations with the brand.

Those are the reasons why more and more brands are turning toward native advertising. According to eMarketer , 58.3% of digital-display spending in the U.S. will be on native ads this year; in 2017, spending was 54%.

How to get started with native advertising

Step 1: decide how native advertisement fits into your marketing funnel.

Before you splash your ad budget, you need to figure out why you are doing this. There should be a very specific goal. Otherwise, you’ll never be able to determine whether it’s working or not. The basic question to ask is, “How does native advertising fit into our overall funnel?”

Here are some examples to give you some perspective:

• If you are looking for fresh leads at the top of the funnel, it might make sense to create a simple video that boosts your brand.
• If you are looking to warm up leads, it would make sense to retarget your existing customers’ in-depth articles that slightly mention your brand without being too sales-y.
• If you are looking for conversions, you have to retarget your leads with case studies or even product landing pages!

Bottom line is that you need to have a sound native-advertising strategy.

Step 2: Do some competitive analysis

Competitive analysis is the most overlooked yet most important part of native advertising. If you can get access to the strategies used by your competitors, you are already one step ahead. Most companies spend tons of money in the initial stages to find the right formula.

What if you had access to their core strategies?

How about getting to know the publishers they’ve been targeting all these years, the ad networks they are working with, the creatives they’re using in each website, and even the landing pages they are directing traffic to?

There are free competition analysis tools, such as Adbeat , that give you in-depth knowledge on what your competitors and even other companies are doing.

This sort of intel will make your native ads much more powerful.

Step 3: Create a landing page for your native ads

Getting click-throughs is just one part of an ad. Once you get people’s attention, how do you make the most of it? This depends on the landing page you are using.

After going through hundreds of landing pages, we found that there are seven types of landing pages that work very well for native ads.

We’ve also come up with a formula to write awesome landing-page copy for native ads.

Step 4: Decide how you want to run your native ads

There are two main ways to get your ads out there:

• Talk directly to publishers.
• Get access to top publishers via ad networks.

Let’s look into both:

1. Directly reaching out to publishers: There are many sites, such as TNW, BuzzFeed, and Forbes, that are open to inquiries. You can just send them an email and start negotiating. The advantages are manifold:

• You get the best ad placements.
• You will work with a dedicated team that will make sure your ads give you maximum results.

However, these publishers will require you to spend a minimum amount, which can be expensive. If you cannot afford this, it’s better to go for an ad network.

2. Going through ad networks: Ad networks are services that act as middlemen between large publications and advertisers like you. The advantages they bring to the table include the following:

• You can get visibility on a number of publishers at the same time, without spending too much money.
• If you find a good ad-network partner, they will help you in strategizing the whole campaign.

There are many ad networks out there.

Check out our guide on how to choose the best ad network for your native ad campaign.

Native advertising: Examples and case studies

The best way to learn native advertising is by looking into the strategies of other companies. In our experience, every company has something very valuable to teach. Even if they’ve failed in native advertising, you can always learn from the mistakes and make sure you don’t commit the same ones.

We’ve compiled some of the most common deadly mistakes most people make while starting out with native advertising.

We do Industry Roundups and individual case studies from time to time. Here are a few for your reference:

Native advertising industry roundups

• How top fashion retailers are using native ads: This study looks into the strategies used by four top fashion retailers. These are million-dollar companies spending tons of money. It’s not just celebrity gossip these brands rely on. You can check out the case study here .
• How meal-kit delivery businesses are battling it out with native ads: This study analyzes the strategies used in the billion-dollar meal-kit delivery industry. It’s a yummy showdown with a lot of exciting tips to take away. Check it out here .

Native advertising examples

• How Answers. com makes millions in revenue using native ads: This is an in-depth study that focuses on how Answers.com is using native advertising to generate millions of dollars. These hacks can be applied in any industry with a few tweaks. You can check out the case stud y here .

This list will be constantly updated, so make sure you bookmark this page and come back later.

Arvind Kesh

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Study shows native ads are most effective channel for brand favorability

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Open Mic article

This content is produced by a publishing partner of Open Mic. Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com.

January 26, 2023 | 5 min read

According to a new study, native ads are also proven to have a significant impact on mid-funnel KPIs like consideration and brand favorability—bringing advertisers closer to their performance goals

Kantar, the world's leading data, insights, and consulting company, and Taboola conducted a meta-analysis of the brand lift studies it has done over the past two years for companies spanning 11 verticals, including personal finance, tech, travel, fashion, entertainment and B2B.

In each study, Kantar compared brand lift metrics among two groups: an exposed group, who saw native ads (run through the Taboola platform) for the company being studied, and a control group who didn't see them. All participants completed a survey through Kantar's platform during the campaign, answering questions such as:

• what their overall opinion of the brand was
• how likely they were to consider the brand
• whether they were able to associate the brand with the messaging in its ad

Kantar then compared the results from the two groups, and used these to calculate the impact that the campaign had on each of these measures.

For this meta-analysis, Taboola aggregated the results from all these studies and compared them to Kantar's industry benchmarks to determine how native stacks up against other forms of digital advertising.

The results?

Brands that used native advertising consistently met and often exceeded critical KPIs across the board—significantly outperforming industry benchmarks. Among native advertising campaigns:

• Brand favorability lift was 15%, 4x higher than the industry average
• Consideration lift was 7%, 1.5x higher than the industry average
• Message association lift was 87%, 8x higher than the industry average
• Awareness lift was 10%, in line with the industry average

Now, let's take a closer look at what the study revealed —and how native ad campaigns can help brands reach those mid-funnel KPIs.

Brand favorability: 15% lift, 4x higher than industry average

Native ads delivered through Taboola's recommendation engine drove an average brand favorability lift of 15%— four times greater than Kantar's average lift of 4.2% for digital campaigns. In fact, out of all the brand lift studies in the analysis, 82% reported an above average jump in brand favorability.

Source: Kantar and Taboola, 2022

Consideration: 7% lift, 1.5x higher than industry average

To gauge consideration, Kantar and Taboola asked participants: "Next time you're looking for [this type of product or service], how likely are you to consider the following brand?". The average consideration lift for native ads was 6.7% , compared to Kantar's average lift of 4.6% for digital campaigns.

Message association: 87% lift, 8x higher than industry average

Message association gauges how well consumers correlate certain ads with specific brands. Often overshadowed by consideration and awareness, this is a powerful metric because it demonstrates the impact your ads can have on your audiences.

Message association lift for native ad campaigns came in at an impressive 87%—more than 8x Kantar's average lift for digital campaigns, which sits at 10.1%.

So how can brands use native advertising to boost mid-funnel metrics?

Case study: How Ancestry increased video engagement with native advertising

The team at Ancestry , the world's largest for-profit genealogy company, had a goal of boosting brand familiarity and mid-funnel metrics. They decided to test native video and conduct a brand lift study in partnership with Taboola's Creative Shop and Kantar to demonstrate the campaign's results.

Ancestry worked with the Creative Shop team to optimize video ad creatives for awareness and reach target audiences with their marketplace data.

The campaign performed exceptionally well, exceeding expectations across nearly all KPIs. Ancestry's native video campaigns saw a completion rate uplift of 32% and a viewability uplift of 10%. Native ads achieved the strongest results compared to Ancestry's other digital advertising channels, yielding the most assisted conversions by a significant margin.

Native advertising: A vital part of today's marketing mix

In a world where digital ad spaces are increasingly saturated and customers expect seamless, personalized experiences, native advertising will play a pivotal role.

Especially as brands continue to optimize their strategies in response to reduced budgets , they'll be looking for channels that deliver results and drive performance. This research demonstrates that native ad campaigns are a strong tool for delivering against mid-funnel KPIs, boosting metrics by up to 8x compared to other digital channels.

So, if brands are eager to move customers through the funnel and diversify their marketing mix with scalable channels, they'd be wise to harness the power of native advertising.

Industry insights

Experience new growth possibilities with Microsoft Advertising today >

The first Pharmaceutical brand to launch Video ads with Microsoft Advertising saw almost 2X increase in brand searches

​​In the hypercompetitive world of pharmaceuticals, driving awareness is difficult. That was the challenge facing AstraZeneca, the producers of Calquence, a prescription medicine used to treat adults with chronic lymphocytic leukemia (CLL).

The Calquence ad team turned to Microsoft Advertising to raise awareness through Video ads. The goal was to elevate the brand visibility of Calquence and cost-effectively drive traffic to the website.

​They planned to target their Video ads towards high performing audiences that had previously been collected through their search efforts.​

The solution

​​With Microsoft Advertising’s full-stack solution, Calquence leveraged search data to launch a dynamic online video strategy.

​Employing cross-channel audience targeting, they focused on two impactful segments:

• Reconnecting with site visitors through remarketing.
• Strategically engaging specific in-market audiences that had shown to over-index on search performance for the brand.

Video ads drove cost-efficient audience impressions to the CALQUENCE website and most importantly these visitors engaged with site content in a meaningful and measurable way.

—   Mike Pisarri , Director at CMI Media Group

In addition to reaching qualified audiences, Video ads has allowed our campaigns to expand our reach beyond the traditional search engine, which increase touchpoints to our existing customer and enables us to reach new people who can benefit from our innovative medicines.

—  Shyam Desai , Vice President of Engagement Strategy at CMI Media Group

The results

After launching Video ads, the team saw a +93% increase in branded paid search click volume. In less than a month the campaign achieved 4.95M impressions with a $4.12 CPM. Their video asset outperformed other platforms with a 47% video completion rate and a 0.19% click-through rate (CTR). Lastly, their remarketing efforts resulted in impressive on-site duration and custom conversion metrics that measure website engagement.

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• For Small Business

10 Impressive LinkedIn Ad Case Studies to Inspire Your 2024 Marketing

• May 13, 2024
• by steven-austin

With over 900 million members worldwide, LinkedIn has become an essential advertising channel for B2B marketers looking to reach professional audiences. The platform‘s robust targeting options, variety of engaging ad formats, and unparalleled access to business decision-makers make it a powerful tool for driving brand awareness, generating quality leads, and achieving impressive marketing ROI.

To showcase what‘s possible with LinkedIn advertising, we‘ve rounded up 10 compelling case studies from a diverse set of companies. These examples, updated for 2024, illustrate creative and effective ways to leverage LinkedIn ads to meet different business goals. You‘ll see how brands are using single image, video, carousel, message, and text ads—along with smart targeting and optimization—to get remarkable results.

Whether you‘re new to LinkedIn ads or looking to level up your strategy, these case studies offer valuable insights and inspiration. Let‘s dive in!

1. Salesforce‘s Video Ads Drive Massive Engagement

Salesforce, the leading CRM platform, turned to LinkedIn video ads to promote their annual Dreamforce conference and generate excitement among their target audience of sales, marketing, and customer service professionals.

The company created a series of short, snappy videos featuring customer success stories, keynote speaker previews, and highlights from past events. They targeted the ads to relevant job titles and industries, and included prominent calls-to-action to register for the event.

The results were impressive: Salesforce‘s video ads earned an average view rate of 48%, with some even reaching 56%. The campaign also drove a 12% lift in Dreamforce registrations compared to the previous year. By using eye-catching visuals, concise messaging, and precise targeting, Salesforce was able to capture their audience‘s attention and inspire action.

Key Takeaway : Video is one of the most engaging ad formats on LinkedIn. Keep your videos short (under 30 seconds), highlight your key value propositions, and use targeting to ensure you‘re reaching the most relevant audience.

2. HubSpot‘s Lead Gen Forms Boost Conversions

HubSpot, a leading marketing, sales, and customer service software provider, used LinkedIn‘s Lead Gen Forms to drive high-quality conversions for their ebook and webinar content.

Lead Gen Forms allow LinkedIn members to submit their information with just a couple of clicks, as the forms are pre-filled with their profile data. This reduces friction in the conversion process and can significantly boost submissions.

HubSpot created Sponsored Content ads promoting their latest ebooks and webinars, with clear value propositions and eye-catching visuals. When members clicked the ads‘ call-to-action buttons, a Lead Gen Form would open within the LinkedIn interface, making it easy to sign up without navigating to a landing page.

The streamlined experience paid off: HubSpot saw a 5x increase in lead conversion rate compared to their standard landing page campaigns. They also found that the leads coming from LinkedIn tended to be higher quality, with better job titles and company information.

Key Takeaway : LinkedIn Lead Gen Forms are a powerful tool for B2B lead generation. Use them to gate your high-value content offers and make it as frictionless as possible for your target audience to convert.

3. Google‘s Text Ads Recruit Top Talent

Google is always looking for ways to attract the best and brightest talent across a range of technical and business roles. In this case study, the company used LinkedIn‘s Text Ads to promote open job listings and drive qualified applications.

Text Ads are simple, non-intrusive ad units that appear in the right rail of the LinkedIn desktop interface. While they may not be as flashy as other formats, they can be highly effective for targeting niche audiences with relevant messaging.

Google created Text Ads for various job openings, with concise, compelling copy that spoke directly to the qualifications and interests of their ideal candidates. They targeted the ads by job function, seniority level, skills, and location, ensuring they reached only the most relevant prospects.

The results were great for a recruitment campaign: Google‘s Text Ads generated a 30% higher apply rate than other channels, with a 50% lower cost per application. By leveraging LinkedIn‘s professional data for precise targeting, Google was able to fill their talent pipeline with high-quality candidates efficiently.

Key Takeaway : LinkedIn Text Ads are a great option for highly targeted, lower-funnel campaigns like job postings or demo requests. Use LinkedIn‘s robust targeting criteria to zone in on your exact persona and craft copy that resonates with their specific needs and interests.

4. Adobe‘s Carousel Ads Showcase Product Benefits

Adobe, the global leader in creative and digital marketing software, used LinkedIn‘s Carousel Ads to educate their audience about the key features and benefits of their Creative Cloud suite.

Carousel Ads allow you to include multiple visuals and headlines within a single ad unit, which users can swipe through to learn more. This format is ideal for telling a more complete brand story or showcasing different aspects of a product.

Adobe created Carousel Ads that highlighted essential Creative Cloud tools like Photoshop, Illustrator, and InDesign, with each card focusing on a specific use case or customer benefit. They targeted the ads to creative professionals and decision-makers across a range of industries.

The campaign was a big success: Adobe‘s Carousel Ads earned a 45% higher click-through rate and a 33% higher conversion rate than their single-image ad campaigns. By providing a more informative and interactive ad experience, Adobe was able to generate greater interest and drive more qualified leads for their Creative Cloud product.

Key Takeaway : Use LinkedIn Carousel Ads to tell a more in-depth story and highlight multiple features, benefits, or customer examples. Make sure each card has a strong visual and a clear, compelling headline to encourage engagement.

5. Wix‘s Message Ads Engage Decision-Makers

Wix, the popular website development platform, used LinkedIn‘s Message Ads to directly engage business owners and decision-makers with personalized offers and content.

Message Ads are delivered to LinkedIn members‘ inboxes, providing a unique opportunity to start a one-on-one conversation and build relationships with high-value prospects. Unlike InMail messages, Message Ads don‘t require a shared connection or open profile.

Wix created Message Ad campaigns offering a free trial of their premium business website plans, with personalized greetings and value propositions tailored to each recipient‘s industry and job function. They targeted small business owners and marketing decision-makers across a range of verticals.

The personalized approach worked well: Wix‘s Message Ads generated 3x more free trial sign-ups than any other LinkedIn ad format they tested, with a 25% open rate and an 8% CTR. By starting a direct conversation with their ideal customers, Wix was able to cut through the noise and drive meaningful business results.

Key Takeaway : Use LinkedIn Message Ads to reach out to your highest-value prospects with personalized offers and content. Keep your messages concise, relevant, and conversational, and include a clear call-to-action that aligns with your campaign goals.

These are just a few examples of how innovative brands are using LinkedIn ads to achieve their marketing objectives and drive serious ROI. As the platform continues to grow and evolve, we can expect to see even more creative and effective uses of LinkedIn advertising in the years ahead.

If these case studies have inspired you to explore LinkedIn ads for your own business, here are a few key best practices to keep in mind:

• Use LinkedIn‘s robust targeting options to reach your ideal audience based on job title, industry, company size, skills, interests, and more.
• Experiment with different ad formats to see what resonates best with your audience. Don‘t be afraid to try video, carousel, or message ads in addition to standard single-image ads.
• Keep your ad copy concise, compelling, and focused on your unique value proposition. Speak directly to your audience‘s needs and pain points.
• Include clear, eye-catching visuals that align with your brand and grab attention in the feed.
• Set up conversion tracking to measure your results and optimize your campaigns over time. Monitor your click-through rates, conversion rates, and cost per conversion to ensure you‘re getting the best return on your ad spend.
• Don‘t forget to nurture your leads after the click. Have a plan in place to follow up with prospects, provide value, and guide them through your sales funnel.

By following these guidelines and taking inspiration from the success stories above, you‘ll be well on your way to LinkedIn advertising success. Happy marketing!

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• BOOK REVIEW
• 06 May 2024

How rich is too rich?

• Lucas Chancel 0

Lucas Chancel is a visiting associate professor and Stone Visiting Scholar at Harvard University in Cambridge, Massachusetts. He is an associate professor of economics at Sciences Po in Paris and co-director of the World Inequality Lab at the Paris School of Economics.

You can also search for this author in PubMed   Google Scholar

In Rio de Janeiro, Brazil, residents in unplanned settlements live just blocks away from wealthy suburbs. Credit: Viviane Moos/Corbis/Getty

You have full access to this article via your institution.

Limitarianism: The Case Against Extreme Wealth Ingrid Robeyns Allen Lane (2024)

As radical as they might seem, calls for limits on wealth are as old as civilization itself. The Hebrew Bible and Torah recognized years during which debts should be cancelled, slaves set free and property redistributed from rich to poor. In classical Greece, Aristotle praised cities that kept wealth inequality in check to enhance political stability. And in 1942, then-US president Franklin D. Roosevelt argued that annual incomes should be capped at the current equivalent of US$480,000.

In Limitarianism , Dutch and Belgian economist and philosopher Ingrid Robeyns argues that it’s time for twenty-first-century governments to do the same. She explores what setting limits on wealth ownership might mean, and why our societies should want to do so. It is a fresh take on a much-needed discussion at a time when, for example, the richest 1% of the US population owns about as much wealth as the bottom 90%.

Why the world cannot afford the rich

Robeyns, who has studied how people perceive wealth, opens with a provocative proposal — governments should set a wealth limit on the order of 10 million euros or US dollars per person. This figure, more of a guideline than a strict cut-off, “strikes a balance between what different moral and political considerations tell us is the maximum level” of wealth one should own, she explains.

Why cap wealth at €10 million? The author’s research across Europe suggests that this level, or an even lower “riches line”, would be broadly accepted by the population. Among a representative sample of Dutch people, for example, Robeyns and her team found that nine out of ten respondents agreed that having wealth exceeding €4 million for a family of four — in terms of ownership of certain assets, such as a mansion, a second home, luxury vehicles and a specific amount of savings — qualifies as being super-rich. In low-income countries, that threshold could be much lower .

Robeyns points out that extreme wealth “is often tied to immoral and criminal practices”. As evidence, she notes the massive use of tax evasion among ultra-wealthy people and their firms. Whether legal or not, she labels these practices as unethical. Going further, she reminds us that current wealth inequalities have some roots in historical practices such as slavery or military conquests — as scholars of global history have revealed, for example in Sven Beckert’s 2014 book Empire of Cotton .

To bolster her case and persuade detractors, Robeyns argues that limiting wealth accumulation would make societies better overall. Indeed, although individuals might disagree on whether market outcomes are fair, many would agree on the value of social-welfare objectives, such as having a healthy democratic system or offering equal opportunities for all.

Disproportionate power

As a growing literature in economics has shown, more wealth at the very top has often meant fewer resources to lift people at the bottom, contrary to the mantra of trickle-down economics. But wealth concentration isn’t just an issue that affects poor people, Robeyns argues — it is an issue for everyone. The discussion that follows is reminiscent of, and expands, the debate sparked by Richard Wilkinson and Kate Pickett’s 2009 book The Spirit Level .

Houses built over ravines in a low-income area near wealthy housing developments in Mexico City. Credit: Omar Torres/AFP/Getty

Over the past two decades, as Robeyns sets out, scholars have increasingly documented how democracy can be undermined by the disproportionate political power of media tycoons, rich founders of philanthropic organizations and large political-party donors. Extreme wealth concentration limits governments’ abilities to invest in public goods, such as education, health care and climate-change mitigation. And meritocratic promises are endangered when extreme wealth inequality is transmitted from one generation to the next.

Robeyns discusses policies that would constitute the essence of a limitarian policy platform, acknowledging that there is no one‑size-fits-all solution. Her proposals build on the work of Anthony Atkinson’s book Inequality (2015), Thomas Piketty’s A Brief History of Equality (2021) and Isabelle Ferreras and colleagues’ Democratize Work (2022). These include giving workers more rights over firms’ strategic decision-making and restoring governments’ fiscal agency by changing tax rules to limit the possibilities for tax evasion.

To build a better world, stop chasing economic growth

Introducing steep taxes on inheritance should also be high on the limitarian agenda. Robeyns suggests a limit of €200,000 on the total amount that can be inherited by an individual throughout their lifetime. The funds collected would be redistributed by the state to younger citizens so that everyone would “start their adult life without worrying unduly about how they will get by”.

Looming over all these discussions is the ecological crisis and what limitarianism means on a planet with finite resources. In a dedicated chapter, the author ponders: “There is so much good that money above the riches line could do, if only it were used for addressing collective problems,” such as climate change. Here, Robeyns argues that it would be politically and administratively easier to limit assets than to impose individual quotas to cap the appropriation of ecological resources, such as water or energy. Others might view the policies proposed by the author as equally difficult to introduce. The tough question of how to implement such limits in increasingly polarized and competitive electoral systems remains open.

Limitarianism is a thought-provoking read for all those interested in inequality. The French Declaration of the Rights of Man and of the Citizen , a founding text of political modernity in the eighteenth century, stated in its first article that: “Social distinctions may be based only on considerations of the common good.” As billionaire wealth increasingly defines our era, it is time to engage in public debates about the point at which wealth concentration ceases to serve the common good. A starting place for this discussion is to ask ourselves when enough is enough: is it €10 million, or more, or less? Robeyns’s original book sets out the proposals and logic to do just that.

Nature 629 , 282-283 (2024)

doi: https://doi.org/10.1038/d41586-024-01276-1

Competing Interests

The author declares no competing interests.

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Study Suggests Genetics as a Cause, Not Just a Risk, for Some Alzheimer’s

People with two copies of the gene variant APOE4 are almost certain to get Alzheimer’s, say researchers, who proposed a framework under which such patients could be diagnosed years before symptoms.

By Pam Belluck

Scientists are proposing a new way of understanding the genetics of Alzheimer’s that would mean that up to a fifth of patients would be considered to have a genetically caused form of the disease.

Currently, the vast majority of Alzheimer’s cases do not have a clearly identified cause. The new designation, proposed in a study published Monday, could broaden the scope of efforts to develop treatments, including gene therapy, and affect the design of clinical trials.

It could also mean that hundreds of thousands of people in the United States alone could, if they chose, receive a diagnosis of Alzheimer’s before developing any symptoms of cognitive decline, although there currently are no treatments for people at that stage.

The new classification would make this type of Alzheimer’s one of the most common genetic disorders in the world, medical experts said.

“This reconceptualization that we’re proposing affects not a small minority of people,” said Dr. Juan Fortea, an author of the study and the director of the Sant Pau Memory Unit in Barcelona, Spain. “Sometimes we say that we don’t know the cause of Alzheimer’s disease,” but, he said, this would mean that about 15 to 20 percent of cases “can be tracked back to a cause, and the cause is in the genes.”

The idea involves a gene variant called APOE4. Scientists have long known that inheriting one copy of the variant increases the risk of developing Alzheimer’s, and that people with two copies, inherited from each parent, have vastly increased risk.

The new study , published in the journal Nature Medicine, analyzed data from over 500 people with two copies of APOE4, a significantly larger pool than in previous studies. The researchers found that almost all of those patients developed the biological pathology of Alzheimer’s, and the authors say that two copies of APOE4 should now be considered a cause of Alzheimer’s — not simply a risk factor.

The patients also developed Alzheimer’s pathology relatively young, the study found. By age 55, over 95 percent had biological markers associated with the disease. By 65, almost all had abnormal levels of a protein called amyloid that forms plaques in the brain, a hallmark of Alzheimer’s. And many started developing symptoms of cognitive decline at age 65, younger than most people without the APOE4 variant.

“The critical thing is that these individuals are often symptomatic 10 years earlier than other forms of Alzheimer’s disease,” said Dr. Reisa Sperling, a neurologist at Mass General Brigham in Boston and an author of the study.

She added, “By the time they are picked up and clinically diagnosed, because they’re often younger, they have more pathology.”

People with two copies, known as APOE4 homozygotes, make up 2 to 3 percent of the general population, but are an estimated 15 to 20 percent of people with Alzheimer’s dementia, experts said. People with one copy make up about 15 to 25 percent of the general population, and about 50 percent of Alzheimer’s dementia patients.

The most common variant is called APOE3, which seems to have a neutral effect on Alzheimer’s risk. About 75 percent of the general population has one copy of APOE3, and more than half of the general population has two copies.

Alzheimer’s experts not involved in the study said classifying the two-copy condition as genetically determined Alzheimer’s could have significant implications, including encouraging drug development beyond the field’s recent major focus on treatments that target and reduce amyloid.

Dr. Samuel Gandy, an Alzheimer’s researcher at Mount Sinai in New York, who was not involved in the study, said that patients with two copies of APOE4 faced much higher safety risks from anti-amyloid drugs.

When the Food and Drug Administration approved the anti-amyloid drug Leqembi last year, it required a black-box warning on the label saying that the medication can cause “serious and life-threatening events” such as swelling and bleeding in the brain, especially for people with two copies of APOE4. Some treatment centers decided not to offer Leqembi, an intravenous infusion, to such patients.

Dr. Gandy and other experts said that classifying these patients as having a distinct genetic form of Alzheimer’s would galvanize interest in developing drugs that are safe and effective for them and add urgency to current efforts to prevent cognitive decline in people who do not yet have symptoms.

“Rather than say we have nothing for you, let’s look for a trial,” Dr. Gandy said, adding that such patients should be included in trials at younger ages, given how early their pathology starts.

Besides trying to develop drugs, some researchers are exploring gene editing to transform APOE4 into a variant called APOE2, which appears to protect against Alzheimer’s. Another gene-therapy approach being studied involves injecting APOE2 into patients’ brains.

The new study had some limitations, including a lack of diversity that might make the findings less generalizable. Most patients in the study had European ancestry. While two copies of APOE4 also greatly increase Alzheimer’s risk in other ethnicities, the risk levels differ, said Dr. Michael Greicius, a neurologist at Stanford University School of Medicine who was not involved in the research.

“One important argument against their interpretation is that the risk of Alzheimer’s disease in APOE4 homozygotes varies substantially across different genetic ancestries,” said Dr. Greicius, who cowrote a study that found that white people with two copies of APOE4 had 13 times the risk of white people with two copies of APOE3, while Black people with two copies of APOE4 had 6.5 times the risk of Black people with two copies of APOE3.

“This has critical implications when counseling patients about their ancestry-informed genetic risk for Alzheimer’s disease,” he said, “and it also speaks to some yet-to-be-discovered genetics and biology that presumably drive this massive difference in risk.”

Under the current genetic understanding of Alzheimer’s, less than 2 percent of cases are considered genetically caused. Some of those patients inherited a mutation in one of three genes and can develop symptoms as early as their 30s or 40s. Others are people with Down syndrome, who have three copies of a chromosome containing a protein that often leads to what is called Down syndrome-associated Alzheimer’s disease .

Dr. Sperling said the genetic alterations in those cases are believed to fuel buildup of amyloid, while APOE4 is believed to interfere with clearing amyloid buildup.

Under the researchers’ proposal, having one copy of APOE4 would continue to be considered a risk factor, not enough to cause Alzheimer’s, Dr. Fortea said. It is unusual for diseases to follow that genetic pattern, called “semidominance,” with two copies of a variant causing the disease, but one copy only increasing risk, experts said.

The new recommendation will prompt questions about whether people should get tested to determine if they have the APOE4 variant.

Dr. Greicius said that until there were treatments for people with two copies of APOE4 or trials of therapies to prevent them from developing dementia, “My recommendation is if you don’t have symptoms, you should definitely not figure out your APOE status.”

He added, “It will only cause grief at this point.”

Finding ways to help these patients cannot come soon enough, Dr. Sperling said, adding, “These individuals are desperate, they’ve seen it in both of their parents often and really need therapies.”

Pam Belluck is a health and science reporter, covering a range of subjects, including reproductive health, long Covid, brain science, neurological disorders, mental health and genetics. More about Pam Belluck

The Fight Against Alzheimer’s Disease

Alzheimer’s is the most common form of dementia, but much remains unknown about this daunting disease..

How is Alzheimer’s diagnosed? What causes Alzheimer’s? We answered some common questions .

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Determining whether someone has Alzheimer’s usually requires an extended diagnostic process . But new criteria could lead to a diagnosis on the basis of a simple blood test .

The F.D.A. has given full approval to the Alzheimer’s drug Leqembi. Here is what to know about i t.

Alzheimer’s can make communicating difficult. We asked experts for tips on how to talk to someone with the disease .