Do you know that customers don\u2019t hate ads? They hate low-quality, disruptive sales pitches. But if they see a clever ad campaign that offers real value or entertains, they don\u2019t care whether it\u2019s a paid campaign or not \u2013 they just interact with it.\r\n\r\nWhen taking the stage a decade ago, native advertising revolutionized the advertising industry. Non-intrusive branded messages that fit seamlessly into editorial content helped advertisers combat banner blindness and increase click-through rates significantly.\u00a0\r\n\r\nSince then, native advertising approaches have changed a lot \u2013 now, advertisers and publishers are able to trade ad space programmatically, native ads are being served on social media, and, what\u2019s most important, native ads should be clearly labeled for ethical reasons, according to the FTC guidelines published in 2015.\u00a0\r\n\r\nThe evolution of native advertising has contributed to the growing popularity of this advertising method. Before the Coronavirus outbreak, US advertisers were predicted to spend almost $53 billion on native advertising in 2020, which accounted for two-thirds of display budgets. This alone tells a lot about the effectiveness of this approach.\r\n\r\nWhile helping advertisers boost their revenues, native ads also support quality journalism. Publishers not only monetize their websites by serving native ads but also increase their online visibility by distributing their own content through native ad networks.\r\n\r\nIf you also want to enjoy the benefits of this advertising approach, we offer you to get some inspiration by checking out the best examples of native ads on today\u2019s web.\r\nNative ads or branded content?\r\nBefore we move on to native advertising examples, we need to define what we refer to as native ads.\u00a0\r\n\r\nNative advertising formats include social media in-feed ads, content recommendations on news websites, promoted listings on e-commerce sites, and\u2026 right, branded content. There are different ways to distribute every single native ad format. But whether we talk about an Outbrain ad campaign or a branded content campaign, if we check the definition of native advertising, we\u2019ll see both are native.\u00a0\r\n\r\nTherefore, along with showcasing typical content recommendations, we\u2019ll highlight quite a few amazing examples of branded content.\r\nUSAA\r\nThe first campaign we\u2019ll talk about is the one run by USAA, a financial services company.\u00a0\r\n\r\nWhat distinguishes many of the great native advertising campaigns is their focus on storytelling. When clicking on a post with the \u2018paid content\u2019 label, you expect to see at least one mention of a sponsor\u2019s product or service blended in the content in the most imperceptible manner. However, in modern marketing, you shouldn\u2019t necessarily be \u2018salesy\u2019 to communicate your brand messaging.\u00a0\r\n\r\nThis paid campaign is listed among other editorial articles on HuffPost. Although it\u2019s clearly marked as a paid post, it resembles the form and function of other HuffPost\u2019s publications and doesn\u2019t disturb user experience.\r\n\r\n\r\n\r\n \r\n\r\nWhat\u2019s the aim of this campaign? The main goal here is to build brand awareness and strengthen customer loyalty. USAA is known for providing insurance, banking, and investment services to the military community. Telling the story of a woman helping unemployed military spouses get hired, USAA shows their commitment to problems of the community and boosts their brand trust.\r\nBabbel\r\nThis great campaign by Babbel illustrates how native ad campaigns should be and can be built. Unlike the previous example, Babbel\u2019s ad is distributed across thousands of publishers\u2019 websites with the help of content distribution networks, such as Outbrain and Taboola.\u00a0\r\n\r\nYou can find similar ads within content recommendation widgets displayed below or next to articles on publishers\u2019 websites.\u00a0\r\n\r\nA catchy headline is an integral part of a successful advertising campaign. When it comes to promoting a learning app, what else can you promise if not to deliver results fast? Some programs assure you\u2019ll be speaking new languages in a few months, some say they can teach you in a month, but Babbel claims their app gets users speaking languages in only 3 weeks.\u00a0\r\n\r\nSo, we already have an extremely appealing title that catches readers\u2019 attention. What\u2019s the next important thing for an effective campaign? It\u2019s a landing page users come to after clicking on an ad. Babbel\u2019s landing page exceeds the expectations. Instead of empty words on their professional level and experience, you\u2019re offered to check out their 3-week challenge that proves the point.\u00a0\r\n\r\nWhat\u2019s the idea behind this challenge? There are 3 short videos that showcase how 15 non-expert learners were mastering Spanish basics week by week, spending about half an hour per day with the app.\r\n\r\nThe content addresses concerns of the most skeptical learners and encourages them to test the app themselves. For those who are ready to take action immediately, the landing page has enough conversion elements that attract their attention. The rest of the visitors will remember this campaign and recall it when they decide to learn a new language.\r\nRefinitiv\r\nRefinitiv is a global provider of financial market data and risk solutions. In their native ad campaign on Financial Times, Refinitiv shares their insights into the financial impact of the Coronavirus pandemic over China\u2019s financial markets.\r\n\r\n\r\n\r\nIn the post, the company shares its expertise and establishes itself as a trusted source in market navigation during a crisis. A reader is offered to visit the company website to get more curated COVID-19 insights, watch their webinars, and eventually, become a customer.\u00a0\r\n\r\nGiven the fact the post is published on Financial Times, the audience seeing it and interacting with it is highly relevant to Refinitiv\u2019s offerings. Compared to the campaign run by USAA, this one is more straightforward and might work well for lead generation purposes.\r\nThe AIC\r\nThe next native ad is displayed within Dianomi\u2019s content recommendation widget on MarketWatch. Dianomi is a native advertising platform for distributing finance, corporate, and technology-related content. Their widgets are served only on websites for stock markets, economy, and business news.\r\n\r\n\r\n\r\n \r\n\r\nThe campaign run by the AIC, Association of Investment Companies, doesn\u2019t differ much from the above-listed ones. Its target audience is clearly defined by the specificity of websites it\u2019s served on and by the campaign content itself. As a result, the company must be getting highly qualified campaign clickers and leads coming from this post to their website.\r\nDeloitte\r\nBeing a leading global provider of audit and assurance, consulting, financial advisory, and related services, Deloitte understands the importance of maintaining their online presence and delivering meaningful content.\r\n\r\nDeloitte is known for its well-crafted content marketing campaigns that always hit the target. As the company works with a large number of industries, creating useful content for every individual audience is a key part of their marketing strategy.\r\n\r\nTo position itself as a trusted expert, Deloitte keeps publishing educational content, hosts podcasts, and produces insightful studies.\r\n\r\n\r\n\r\n \r\n\r\nDeloitte has a solid content distribution strategy. Developing a wide variety of content formats, Deloitte\u2019s marketers take time to distribute this content across multiple channels. What\u2019s most important, they know who their target audiences in every segment are.\u00a0\r\n\r\nThe paid campaign we found on Forbes promotes one of the company\u2019s recent surveys. The topic appeals to business leaders, which means the right choice of the publisher \u2013 the campaign content is aimed at Forbes target audience. After going through a summary of the research results, a reader is offered to view full findings on Deloitte\u2019s website. This is how Deloitte distributes its top-funnel content to attract audiences and convert them into customers later.\r\nWhat\u2019s a successful native ad campaign?\r\nBased on the examples you\u2019ve just seen, it can be concluded that a successful native advertising campaign must include the following components:\r\n\r\n \tA catchy headline. Mind that while being engaging, a native ad title should be related to what you promise on the landing page. Without it, you\u2019ll be wasting money on clicks that deliver nothing but high bounce rates.\r\n \tA relevant topic. Even if a campaign is aimed at distributing top-funnel content, it\u2019s crucial that it\u2019s relevant to your target audience. Promoted content should appeal to them and build a positive image for your brand.\r\n \tTargeting. An advertiser should understand who they are targeting and where they can reach these people.\r\n \tCredibility. Due to its form, native advertising can be extremely effective for building brand trust and boosting loyalty. Using native ads to distribute credible and timely content, you\u2019ll position yourself as an expert and gain customer trust.