Native ads are basically ads that don’t look like ads—or at least try not to. These advertisements blend into webpages, appearing as natural as possible. Since people often resist traditional ad formats like banners or display ads, native ads integrate seamlessly into the user experience, providing relevant information in a non-disruptive way.
What Do Native Ads Look Like?
Native ads resemble other articles or content on the webpage. Whether the goal is to boost brand awareness, increase traffic, or drive conversions, they take a more subtle approach instead of a hard sell. Look for labels like “Sponsored,” “Recommended by,” or small “Ad” icons to spot them.
What’s Good about Native Ads
Native ads don’t aim to fool viewers—people still recognize them as ads. However, because they don’t disrupt the user experience and are more relevant to viewers’ interests, they’re more likely to attract clicks and engagement. According to Outbrain, consumers pay 53% more attention to native ads than display ads, leading to an 18% increase in purchase intent.
Now, let’s look at some of the best native ad examples in 2024.
1. Lifesum
- Company type: App & Health
- Webpage type: News
- Ad title: The objective language makes it feel like you’re learning about a health trend or international innovation—something fresh and reliable from Sweden.
- Ad image: A joyful woman with open arms outdoors reinforces positivity and aligns with the lifestyle and wellness topic.
- Why does it work: This ad is great for online news pages because it feels like a piece of lifestyle news—something new to learn about. It fits into the reading flow, making it relevant and clickable.
2. Miracle Made
- Company type: Bedding
- Webpage type: News
- Ad title: The title uses authority (“Dermatologist Says”) and curiosity (“Here’s Why”) to grab attention, while the negative framing (“Do Not Buy”) creates a sense of urgency and encourages readers to find out more.
- Ad image: A relevant photo showcasing a close-up of clean, inviting bedding, which matches the topic. It makes readers think about comfort and how clean your sheets are.
- Why does it work: This ad captures the seamless browsing experience on a news page by combining authority, curiosity, and a theme of new discoveries.
3. Blinkist
- Company type: App & e-learning
- Webpage type: News
- Ad title: It grabs attention by mentioning an important public figure (Co-Founder of Google) and teases value with five book recommendations.
- Ad image: The image of Andrew Ng adds credibility and recognition, appealing to readers who are interested in tech and business.
- Why does it work: The content feels approachable and helpful. It combines a trusted expert, his insight, and book recommendations—targeting the right audience who would want to gain more knowledge in tech and personal growth.
4. Home & Texture
- Company type: Home & interior design
- Webpage type: News
- Ad title: The title hooks you right away—who wouldn’t want to sneak a peek at Elon Musk’s $50,000 tiny house? It’s an unusual and intriguing topic.
- Ad image:
- Why does it work: This ad combines a celebrity everyone knows with an unexpected article topic, similar to what you would find in entertainment news. This appeals to readers into celebrity, lifestyle, and design.
5. Rebel
- Company type: Sports & fitness
- Webpage type: News
- Ad title: It’s seasonally relevant, emphasizing the holiday spirit and emotional value of gifting. It connects with audiences by suggesting a thoughtful gift idea.
- Ad video: A video of a cozy, vivid Christmas setting invites people to click and watch. It depicts a festive, heartwarming moment that is ideal for family-oriented audiences.
- Why does it work: This ad leverages seasonal timing, emotional appeal, and an actionable idea (gift of sport) that would resonate with readers looking for gift ideas.
6. Hello Inside
- Company type: Health & wellness
- Webpage type: News
- Ad title: A common quote format often seen on news websites, making it blend seamlessly with editorial content.
- Ad image: The image of a smiling, healthy woman suggests success and wellness. It visually reinforces the headline as it is a personal, trustworthy testimonial.
- Why does it work: This ad nails it by looking like a personal success story in online news. The quote and “free guide” attract attention, and the image seals the deal.
7. Ark Invest
- Company type: Investment management
- Webpage type: Finance & business
- Ad title: The title is straight to the point and appealing to readers of the website, MarketWatch. It’s clear and investment-focused.
- Ad image: An image of a robotic arm that looks futuristic and innovative, attracting tech-focused investors.
- Why does it work: It connects with the webpage audience—tech-savvy investors—by merging a timely trend with a simplified investment strategy. It taps into the hype around AI while offering a simple way to get in.
8. Sharesight
- Company type: Investment tool
- Webpage type: Finance & business
- Ad title: The title directly addresses the needs of investors on the MarketWatch by promising an all-in-one solution for tracking stocks, ETFs, and dividends.
- Ad image: The dashboard looks clean and professional, showing how easy it is to use on phone or computer.
- Why does it work: It’s simple, relatable, and not in-your-face. The modest visuals and clear message make it feel helpful rather than pushy, good for connecting with investors instead of disturbing their reading experience.
9. Homage
- Company type: Home care service
- Webpage type: News
- Ad title: It mimics the style of a social news headline, blending naturally with editorial content.
- Ad image: The photo feels real and heartwarming—a senior and a caregiver smiling together. It looks like a positive and authentic photograph rather than a staged ad.
- Why does it work: This ad resembles a social news piece, making it feel like part of the content. The relatable image and trend-focused title make it engaging and trustworthy for readers interested in elder care solutions.
10. Marley Spoon
- Company type: Meal kit service
- Webpage type: Lifestyle media
- Ad title: This title works so well because it feels like a local news story. “People in Piscataway” makes it sound personal, relevant, and community-focused.
- Ad image: It looks like a visual featured in a lifestyle or food section, reinforcing the feeling of a lifestyle news story about a popular trend.
- Why does it work: It mimics the format of a local interest article. The combination of a community-specific title and relatable, inviting visuals makes it feel more like editorial content than an ad.
11. Motley Fool
- Company type: Investing advice company
- Webpage type: Lifestyle media
- Ad title: The title is intriguing—it’s bold, mysterious, and makes you want to know what’s “worth 23 Nvidias.” It draws in a finance-savvy audience, making it feel like a market tip.
- Ad image: The image of Nvidia’s logo in a natural setting is subtle and editorial. It looks like an accompanying visual for a news article rather than an obvious ad, enhancing its native appeal.
- Why does it work: It blends seamlessly with news content. The combination of a curiosity-driven title and a familiar, respected brand image captures attention.
12. All Nippon Airways
- Company type: Airlines
- Webpage type: Lifestyle media
- Ad title: It offers practical value (“quick check-in & baggage-free travel”) while blending seamlessly with Timeout’s travel-related content.
- Ad image: The picture feels warm and relatable, showing a parent and child in a modern airport. It’s about making travel easy and stress-free, which clicks with family travelers.
- Why does it work: Fitting into the lifestyle and travel content of the webpage, this ad seems like a travel tip. It catches the attention of readers looking for smooth experiences.
13. Secret Scope
- Company type: Security camera
- Webpage type: News
- Ad title: The title seems more like a tip or advice than a hard sell, which blends in the editorial content. It talks about solving a common issue in a way that feels natural and helpful.
- Ad image: The image of the product is modest and informative, showing the product in action without flashy branding.
- Why does it work: The straightforward title and non-intrusive visuals make it blend naturally into the user’s browsing experience, increasing the likelihood of engagement.
Key Takeaways from Native Ad Examples
- Blend with content: Native ads work best when they mimic the style and tone of the platform’s editorial content.
- Focus on value: Provide helpful, entertaining, or educational content rather than hard selling.
- Appropriate visuals: Use appealing, non-promotional images that align with the message.
- Curiosity-driven headlines: Craft intriguing, objective titles that spark interest and encourage clicks.
In short, native ads blend seamlessly with content, engaging audiences without disrupting their experience. Effective native ads drive engagement, brand awareness, and conversions, helping businesses get noticed on popular platforms and websites.
FAQs
What’s the difference between native ads and display ads?
Native ads don’t look like typical ads. The goal of native ads is to integrate seamlessly with the platform’s content, offering a non-disruptive, engaging experience. Display ads are standalone banners or images designed to stand out but can feel intrusive. Native ads focus on content, storytelling, and value, while display ads emphasize direct visibility and call to action.
Which industries benefit most from native advertising?
Native ads work well for media, e-commerce, finance, health, travel, and tech industries. Successful apps and SaaS companies also use them to boost user acquisition and engagement, blending educational or problem-solving content into blogs, social media, or publisher platforms.
How much should I budget for native advertising campaigns?
Native ad costs vary based on platform and reach. On content discovery networks like Outbrain or Taboola, expect to spend $0.20-$1.00 per click. This can be a good start for small businesses with a $500–$1,500 monthly budget, and with $2,000-5,000, you might gather some meaningful data. Tailoring your budget to campaign goals (e.g., brand awareness vs. lead generation) is essential.
What are common native advertising mistakes to avoid?
Don't oversell or use clickbait headlines that cause disappointment and damage trust. Avoid generic stock photos that look inauthentic Don't just reuse the same content across different platforms without customizing them. Don’t make ads too promotional, as this reduces click rates and engagement.
