Native advertising: What is it and how it delivers 18% more engagement

Native advertising blends promotional content with a platform’s editorial environment, making ads feel like part of the regular user experience. In this article, we’ll cover the basics of native advertising, including its benefits and best practices. 

What is native advertising?

Native advertising is a form of paid media where the ad’s content, format, and placement are designed to match the platform’s editorial environment. This makes the ad feel like a natural part of the user experience.

Native advertising must disclose its paid nature, typically through labels like “Sponsored” or “Promoted.” This transparency is crucial in maintaining trust with users and differentiating native ads from organic content.

For example, a sponsored article on a news website would be considered native advertising. The article’s headline, image, and text would be similar to the site’s regular content, making it feel like any other article on the page.

While native ads can take many forms, they all share one key characteristic — they are designed to blend in. Native ads can appear on social media platforms, news websites, and even search engine results pages. They can take the form of articles, videos, infographics, or even interactive content.

And while they may look like regular content, they are always sponsored in some way. Native ads can be labeled as sponsored content, paid partnership, or something similar, but the exact wording varies by platform.

According to Statista analysis of 50 content-focused Alexa-ranked websites using display advertising, 58% were not yet using native advertising. Only 42% of the sampled sites had adopted some form of native or sponsored content ads.

Photo source: The New York Times paid post sponsored by Netflix 

How native advertising works

Native advertising works by creating content that matches the surrounding media. This content is then placed in contexts where it’s likely to be relevant and engaging.

For example, a brand might create a sponsored article about a topic related to its industry. That article would then be placed on a news site where it fits with the non-promotional content.

Native advertising can be automated or manual: 

• In a manual process, you would create the content and select the placements yourself
• With automated native buying, you can use algorithms to help with ad placement

Programmatic native uses AI to automate the complex parts of ad buying. It integrates with demand-side platforms to enable real-time ad bidding across multiple networks and publishers.

This means you can set up your native ad campaign and let the algorithms handle the placement and optimization. With a smart bid solution, you can define your goals and budget, and the system will automatically bid for your ads in real time to achieve those objectives.

Types of native advertising

Native advertising comes in various formats, each tailored to fit the user experience of specific platforms. From subtle in-feed placements to dynamic video integrations, these ad types are designed to blend seamlessly with editorial or user-generated content. Below is a breakdown of the most common native ad formats and how they function across digital environments.

In-feed ads

In-feed ads appear in social media or news feeds, integrated among regular content. Facebook ads labeled “Sponsored” or “In Partnership With” are in-feed ads. 

In-feed ads work by mimicking organic content, which helps them achieve higher engagement rates. But this also means they rely heavily on targeting the right audience and using relevant content.

Also called feed-integrated promotions, these ads can take the form of text, images, videos, or carousels. They can also be static or interactive.

Platforms like Facebook, Twitter, and Outbrain offer in-feed advertising options.

Photo source: Vevo on Facebook

Sponsored content

Sponsored content takes the form of editorial-style native ads. You might find them in publications, blogs, or websites. Sponsored content aims to inform or entertain readers while subtly promoting a brand.

Sponsored content can appear in various places, including publications, blogs, and websites. They can also take the form of articles, videos, or even podcasts.

Brands use native advertising in the form of sponsored content to build trust and connect with audiences. They often partner with platforms or publishers that align with their target audience.

Photo source: Modash

Recommendation widgets

Recommendation widgets are suggested content units that appear on platforms, often at the end of articles or in sidebars. They typically feature a headline like “You May Also Like” or “Recommended For You.”

These widgets aim to promote related content, driving engagement and discovery. They can also include sponsored or promoted content, allowing brands to pay for visibility.

Platforms like Outbrain and TripleLift provide options for placing recommendation widgets.

Photo source: Forbes Blog

Native video ads

Native video ads use video content to promote a brand, product, or service. They blend into platforms’ video feeds or content sections, appearing alongside regular videos.

Like other native formats, these ads aim to engage viewers without disrupting their experience. They can also include interactive elements like buttons or links.

Also called video-based natives, native video ads appear:

• In social media feeds — Facebook, Instagram, TikTok
• Within video-on-demand platforms — Hulu, YouTube
• Integrated into content platforms — news apps, streaming services

Native banner ads and formats

Native banner ads and formats place ads in locations typically reserved for banners. They aim to promote products or services while blending in with surrounding content.

These ads can take various forms, including text, images, or videos. They may also appear in hybrid formats that combine elements of display advertising and sponsored content.

Platforms like Google Discovery Ads, Taboola, and Outbrain offer options for native banner ads.

Photo source: The Scientist

Real-world case studies

Case studies of successful native advertising campaigns can help illustrate the format’s potential. Here are a few examples:

The New York Times x Netflix: Journalism with a streaming hook

When native advertising meets socially conscious storytelling, you get campaigns like The New York Times’ 2014 collaboration with Netflix. To promote the second season of Orange Is the New Black, the Times published a branded article titled “Women Inmates: Why the Male Model Doesn’t Work.” On the surface, it read like classic NYT investigative journalism — complete with stats, expert quotes, and audio interviews.

But it was sponsored by Netflix and designed to create deeper resonance with the themes of the show. Instead of product placement, it shed light on real issues facing women in prison, mirroring the series’ focus on female incarceration.

Why it worked:

• Platform-native authority, brand-aligned narrative. The article looked and felt like serious editorial. It built credibility by delivering real reporting while naturally connecting to the storylines of Orange Is the New Black.
• Subtle brand tie-in. Netflix wasn’t mentioned in every paragraph, it didn’t need to be. The thematic alignment between the content and the show handled the promotion implicitly.
• Values-driven engagement. By addressing systemic issues through a journalistic lens, the piece created an emotional and ethical bridge to the Netflix series.

Results: 

The campaign was hailed as a benchmark for native advertising. It helped elevate Netflix’s image as a platform for issue-based content and demonstrated the power of brand storytelling disguised as public interest journalism. It became a case study in branded content excellence across the media industry.

Photo source: The New York Times paid post sponsored by Netflix 

The Atlantic Re:think x Allbirds: Mission-driven marketing in editorial form

When native advertising meets sustainability storytelling, you get partnerships like Allbirds and The Atlantic’s creative studio, Re:think. In campaigns such as “Can Sustainable Shoes Save the World?”, Re:think explored the fashion industry’s environmental impact through rich editorial content, embedding Allbirds’ mission without making it an ad.

Rather than directly pushing product, the piece positioned Allbirds as part of a broader cultural and ecological conversation — ideal for The Atlantic’s intellectually driven audience.

Why it worked:

• Editorial integrity with brand purpose. The content matched The Atlantic’s voice and journalistic depth, allowing Allbirds to ride the wave of thoughtful, issue-based reporting.
• Brand as protagonist, not advertiser. Allbirds was featured as a changemaker in a larger story about climate, materials, and conscious consumption.
• Eco-aligned audience targeting. Readers who cared about sustainability were served content that educated, inspired and subtly converted.

Results:

While exact engagement numbers remain proprietary, the campaign earned attention within marketing circles for its values-based strategy. It helped cement Allbirds’ identity as a “do good” brand while avoiding traditional ad fatigue.

Photo source: The Atlantic Re:think

Spotify x BuzzFeed: Playlist curation as clickbait fun

When native advertising meets interactive content, you get Spotify’s playful collaboration with BuzzFeed. In one campaign, BuzzFeed published a quiz titled “Build Your Dream Day and We’ll Recommend a Spotify Playlist.” While it seemed like just another fun BuzzFeed activity, the result led users to custom-tailored Spotify playlists.

By tapping into user behavior, taking quizzes for entertainment, the campaign nudged audiences into discovering Spotify’s personalization features without pushing the product overtly.

Why it worked:

• Perfect platform fit. BuzzFeed quizzes are beloved for being bite-sized and sharable. This one slipped Spotify in as a natural outcome of the game-like experience.
• Soft CTA, strong utility. Rather than “Download Spotify,” the call to action was, “Here’s your vibe, press play.” It respected user flow while deepening brand interaction.
• Behavior-based personalization. Spotify used the quiz data to demonstrate its algorithm’s ability to match music to mood without a technical explanation.

Results:

The campaign drove traffic and conversions through pure engagement. It helped introduce Spotify’s dynamic personalization to new users in a low-friction, high-fun format. BuzzFeed’s viral mechanics amplified reach organically.

Photo source: Spotify 

Benefits of native advertising

Native advertising offers several benefits that help brands connect with their audiences more effectively. Here are some of the key advantages:

Higher engagement and CTR

Native ads achieve higher engagement and click-through rates than traditional display ads. Their seamless integration with the surrounding content leads to higher interaction rates.

Native ads also tend to have higher engagement metrics. For example, a Semrush study found that native ads had 18% more interactions than display ads.

These benchmarks show that native ads can drive more clicks and interactions than traditional ads. This can lead to better campaign performance and a higher return on investment.

Photo source: Sharethrough

Improved user experience and ad blocker resistance

Native ads improve user experience by providing non-intrusive placements that mimic organic content. They don’t disrupt the user’s journey or require them to navigate away from their current task.

As a result, users tend to have a better perception of these ads. Native ads also enjoy a higher level of resistance to ad blockers. While no format is completely blocker-proof, native ads come closer than most. Brands can use native formats to reach audiences who have otherwise opted to block ads.

Enhanced brand awareness and credibility

Native advertising enhances brand awareness and credibility by presenting ads in a way that feels authentic and trustworthy. When executed well, these ads build both visibility and reputation without feeling intrusive.

One of the core strengths of native advertising is its ability to let brands tell their stories in a more engaging format. Sponsored content, in-feed articles, and branded features give advertisers the opportunity to deliver real value while promoting their message. This balance fosters emotional connection between audiences and brands.

Research from HubSpot further highlights its effectiveness: native advertising generates a 15% higher brand favorability lift compared to traditional ads, a 10% lift in brand awareness, and a staggering 87% lift in message association — that’s eight times the industry average.

Together, these findings demonstrate that native advertising is a powerful driver of brand trust, recall, and long-term equity.

Photo source: GQ

Why you need an AI ad generator for native ad creation

Creating native ads that truly blend in while driving conversions can be time-consuming and creatively demanding. That’s where AI-powered tools step in. With the Zeely app, businesses can now generate platform-specific ad creatives that not only look native, but perform like it, too.

Zeely is an AI ad generator designed for automated ad creation across formats like static visuals, short videos, and multi-platform campaign assets. Whether you’re running in-feed ads on Facebook or native videos on TikTok, Zeely offers 100+ proven templates and 150+ ultrarealistic AI avatars that help you create high-converting ads with just a few taps.

Here’s how Zeely helps businesses scale native advertising:

• Save time with automated ad creation. Skip manual design and copywriting. Zeely builds your ad visuals, text, and videos in seconds
• Boost ROI with data-backed creatives. Zeely uses performance insights to generate ads that are optimized for clicks, engagement, and conversion
• Build high-converting native ads for every platform. Whether it’s Meta, Shopify, TikTok, or YouTube, your ads are tailored to match the platform’s native style
• Launch full campaigns, not just creatives. Zeely goes beyond design. It automates ad setup, targeting, and budgeting for scalable performance
• Seamless Meta and Shopify integration. Connect your storefront and let Zeely auto-generate product ads that match your catalog and customer journey
• User-friendly interface, no creative team needed. Anyone can generate sleek, brand-ready ads, no design or ad writing experience required

Native advertising thrives on relevance, speed, and subtlety and AI gives you all three. If you’re serious about scalable advertising, easy ad creation, and automated campaigns that work across platforms, Zeely is your must-have tool Ready to launch high-performing native ads with zero friction? Try Zeely and create your first AI-powered ad in minutes.

Conclusion

Native advertising offers a smarter, more engaging way for brands to connect with audiences by blending into content environments across social, search, and media platforms. It drives better engagement, higher trust, and stronger ROI than traditional ads.

But to scale native campaigns effectively, you need speed and precision. That’s where Zeely comes in. As an AI ad generator, Zeely makes it easy to create high-converting, platform-native ads, no design or ad experience required. If you want native ads that work harder and faster, Zeely is the tool to get you there.

High-converting USG video made easy

Trusted by 75,000+ customers

Get started