Ad always find its way to get a piece of our attention. Now that includes our regularly-consumed content.

2. *Michonne being native (blending and walking with Walkers) - The Walking Dead TV Series
Photo: Gene Page/AMC

3. CopybloggerSharethrough

5. Source: 2,000+ respondents of the 2014 State of Native Ad Report

6. Source: 2,000+ respondents of the 2014 State of Native Ad Report

7. Source: 2,000+ respondents of
the 2014 State of Native Ad Report

8. Source: marketoonist.com

10. 1. “ORANGE IS THE NEW BLACK”
on
The New York
Timesby Netflix
A fictional series of
women-in-prison,
based on a memoir.
A good example of
how a native ad can
look and feel like an
organic piece of the
publisher’s site.

11. well-chosen topics
well-chosen outlets
Icon by Arthur Shlain on The Noun Project
WHY IT WORKS

12. Paid post disclosure
CONTENT ANATOMY

13. Various content types (video, audio, infographics)
CONTENT ANATOMY

14. CONTENT ANATOMY
Cross linking to other articles recommended by Netflix
Call to Action

15. on
Forbesby GAP International
A business article that
never once mentioned
the brand, other than
to define the CEO title
in the byline and to
give a link to a longer
whitepaper.
2. “THE SIX DEFINING TRAITS OF THE
SUCCESSFUL 21st CENTURY ORGANIZATION”

16. WHY IT WORKS
The article read as if it’s part of
any other section of the site.
Icon by Dmitriy Podluzny at The Noun Project

17. CONTENT ANATOMY
Utilising a feature
named BrandVoice
to display the
brand profile
Focusing on a certain category

18. CONTENT ANATOMY
Cross linking
to other articles
from the same
category
Consistent
tone and
manner

19. CONTENT ANATOMY
Clear proposition
Clear Call to Action

20. on Buzzfeedby HBO
3. “HOW WOULD YOU DIE IN
GAME OF THRONES?”
A smart quiz that looks
and works just like
the publisher’s popular
interactive feature.

21. WHY IT WORKS
Integration with the publisher’s
well-known characteristic.
Icon is created by Max Miner and Yaroslav Samoilov on The Noun Project

22. CONTENT ANATOMY
Social media
widget from
the HBO’s
Game of
Thrones
Buzzfeed’s special feature for brand profile: Brand Publisher

23. CONTENT ANATOMY
Standardized format of Buzzfeed’s quiz
Cross linking
to related topics

24. on
Mashableby MasterCard
A number of data visualizations to paint a comprehensive picture of our
personal connection to our phones by highlighting different facets of the story.
4. “MOBILE-MINDED”

25. Effective content format to change
the brand perception from a credit card
company into a tech company.
WHY IT WORKS
Icon by Nathan David Smith on The Noun Project

26. CONTENT ANATOMY
Insightful
infographics

27. on
SB Nationby Nike
Video series documenting six pro football athletes crashing football practice
at their old high schools and dishing some much-needed advice.
5. “FIRST & LONG”

28. WHY IT WORKS
High level of interactivity due to
the shorter “hype” clips designed to
motivate any student athlete,
where users can sign up for a “pep
talk” from one of the six players.
Icon by Cédric Villain & Pedro Nakazato Andrade

29. CONTENT ANATOMY
Widescreen video with caption

30. CONTENT ANATOMY
Interactive feature where user can sign up for a “pep talk”
from one of the six players

31. on
Thrillistby General Electric, Jack Thread, and Android Homme
A 45th anniversary bash of the moon landing
on Thrillist’s tech/gear site Supercompressor.
6. “THE LUNAR FOOTPRINT”

32. WHY IT WORKS
Thrillist strategically leverages
native partnerships with GE,
JackThreads, and Android
Homme in order to tell its story.
Icon by Chance Smith on The Noun Project

33. CONTENT ANATOMY
Comprehensive landing page with consistent tone and manner

34. CONTENT ANATOMY
The combination of science and fashion,
supported by infographics and social media widget

35. CONTENT ANATOMY
Cross linking to other articles (left) and
sticky social media widget (right)

36. on Micby Cole Haan
7. “HISTORY BEGINS HERE”
Blog stories that garnered significant social engagement, with many
pieces averaging thousands of social shares (most of them on Facebook).

37. WHY IT WORKS
The brand selflessly steps aside to let
people share empowering stories for
the next generation of science and
tech innovators.
Icon by Till Teenck on The Noun Project

38. Various topics powered
by the main keyword:
“empowering”
CONTENT ANATOMY

39. CONTENT ANATOMY
Video as supporting content
in every article
Cross linking
to other articles

40. Copyblogger
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BarnRaisers
Outbrain
Mashable

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