18 Native Advertising Examples From Around the World (2026)

Native advertising is paid media that takes the form and function of the environment it appears in. It reads like the article, sounds like the podcast, scrolls like the feed. That is the difference from a display banner, which sits next to content and competes with it for attention.

Native is not the same as undisclosed. Every major market requires the ad to be identifiable as an ad, and the rules on how you label it vary more than most global plans account for. We cover those rules by market further down.

The examples below fall into five formats:

This is the format most people picture when they hear "native": a brand working with a publisher's content studio to produce something the publisher's audience would choose to read or watch anyway.

To promote Orange Is the New Black, Netflix funded "Women Inmates: Why the Male Model Doesn't Work," a long-form reported piece on women's incarceration produced by the Times' branded content studio. It is still the reference point for the category because it proved that paid content could meet a publisher's own editorial bar. Digiday called it the native ad that won over skeptics.

Around the Paris Air Show, GE Aviation partnered with BuzzFeed on native content aimed at a business audience. The lesson has aged well: a B2B manufacturer can reach decision makers through a consumer publisher if the content is built for how that audience actually reads.

A Gold winner at the 2025 Native Advertising Awards, Accenture's thought leadership program with Fortune's studio achieved 92.9% average scroll depth. For a consulting firm selling to the C-suite, readers reaching the end of the piece is the metric that matters.

Amazon Ads used Insider's content studio to explain its advertising offer to marketers, and the program delivered a 23-point lift in awareness, another 2025 Native Advertising Awards Gold.

Brand USA, the country's destination marketing organization, worked with BBC StoryWorks on a series tying American film locations to travel. The program won Best Branded Content Program (B2C) at the 2025 Digiday Media Awards. It is a clean example of a US advertiser using a British publisher to reach audiences in neither country.

A public health campaign run through Schibsted, Norway's largest publishing group, reached 62% trust among readers against a 37% benchmark. Government advertisers have a trust problem that native, done in a trusted editorial environment, is well placed to solve.

Dacia's native program on Seznam, the Czech Republic's leading homegrown web portal, drove a 123% increase in brand searches. In markets where a local portal outranks the global platforms, that portal is where native budget should go first.

The fastest-growing native inventory sits inside shopping environments. IAB and PwC put US commerce media revenue at $63.4 billion in 2025. The best examples place the product at the exact moment of decision without breaking the experience.

Tesco's premium range sponsored shoppable recipes inside Feast, the Guardian's cooking app, so readers could move from recipe to basket. The partnership produced a 15.5% sales uplift. Publisher content plus a transaction layer is where branded content and retail media meet.

Japanese accessories brand Kaedear used Amazon's sponsored placements, which match the look of organic product listings, to double its sales year on year. For a full view of the platforms offering this kind of inventory by market, see our guide to the top retail media networks and their core ad types.

In-feed ads are native by design: they take the shape of the posts around them. That also makes them easy to scroll past. A 2025 eye-tracking study in Frontiers in Psychology found sponsored Instagram posts received 25% fewer fixations than organic posts, so creative has to earn its place in the feed.

BMW was one of the first three advertisers on WeChat Moments when the format launched on 25 January 2015. The ad reached 46 million users in 17 hours, drew 7 million responses and added 200,000 followers. In China, the dominant platforms are the native environment, and the rules of engagement are set by Tencent, not by Western ad formats.

Spark Ads let a brand boost an existing organic or creator post as paid media, so it keeps its original handle, sound and engagement. Thai brand Caseharden used the format to achieve a 100% uplift in sales. The value of a boosted creator post over a produced ad is one reason we weigh organic and paid social together rather than as separate plans.

Airbnb partnered with National Geographic on its coverage of the 2017 total solar eclipse. The campaign generated 126 million social impressions and more than 3.5 million YouTube live views, National Geographic's highest ever. A brand attached to a genuine cultural event gets distribution the event has already earned.

US podcast advertising reached $2.9 billion in 2025. Audio native works because listeners opt in for long stretches, often 30 to 60 minutes at a time, and host-read or branded shows sit inside that attention rather than interrupting it.

Produced with T Brand Studio, L'Oréal Groupe's branded show reached number 95 on Chartable's global top 100, delivered more than 45 million impressions at a 2.56% click-through rate, and set out to shift how consumers see the beauty industry. It won Best Branded Podcast at the 2025 Digiday Content Marketing Awards.

eBay commissioned a branded podcast about starting and running a small business, squarely aimed at the sellers eBay wants on its platform. Season one reached number one among business podcasts on iTunes, and eBay renewed it for a second season.

Chilly's podcast partnership with &C lifted brand metrics by 23.2% and grew market share from 17.4% to 20.2%, a rare native case with share movement attached, and another 2025 Native Advertising Awards Gold.

Native video runs across two very different environments: streaming platforms, where product integration sits inside the programming, and content recommendation networks, which place sponsored video and articles across thousands of publisher sites. The latter consolidated in 2025 when Outbrain completed its acquisition of Teads and later took the Teads name.

For the launch of Good Girl Blush, Carolina Herrera and its agency Starcom worked with MBC Media Solutions to integrate the fragrance into content on Shahid, MBC's streaming platform. The campaign lifted awareness by 52% and sales by 39%. In the Gulf, regional streaming platforms carry audiences that global platforms do not reach as well, which makes local partners the natural home for native video.

Kia distributed native video through Taboola's publisher network across the US and South Korea, and US unaided awareness rose by 171%. Separate research by Kantar for Taboola found that adding native video to a campaign lifted awareness by 26%.

Brookfield is one of the world's largest alternative asset managers, but its private equity business had far less visibility among institutional allocators than its scale deserved. Our brief was to lift consideration among the people who actually allocate capital: investment committees, CIOs, LP decision makers and mid-cap PE leadership.

Criterion Global mapped placements to the language of the asset class itself (carve-outs, take-privates, industrial transformation) and placed Brookfield inside the coverage allocators were already reading rather than next to it. The plan combined a sponsorship of the Capital Allocators podcast, a Forbes Wealth Management and Investing custom unit, Bloomberg Markets placements and first-to-market 100% share-of-voice takeovers of the Industrials and Private Equity sections on CNBC.com, all filtered through bot verification and attention scoring.

The full story is in the Brookfield Private Equity case study, and more on how we approach this audience is on our financial services marketing page.

This is where multi-market native plans most often go wrong. A label that satisfies one regulator can fail in the next market, and in some markets the advertiser, not the publisher or creator, carries the liability. Labels also do real work for the brand: a University of Georgia study (2015) found only 7% to 17% of readers recognized native content as advertising, and that "advertising" or "sponsored content" labels were seven times more recognizable than "presented by."

Disclosure is only half of the risk. The other half is where the ad lands, which is why native plans should share the same brand safety controls as the rest of the buy.

The pattern across the strongest examples above is that none of them were adapted from another market. Each was built for a specific platform and audience, then labelled to local rules. Four principles follow from that:

Click-through rate is the wrong primary metric for most native. The examples above report scroll depth, completion rate, trust, awareness, search lift, market share and sales, because those are what native actually moves. Be wary of anyone quoting a current native-versus-display click-through ratio: the most widely repeated figures, including the claim that consumers look at native ads 53% more often than banners, come from an IPG Media Lab and Sharethrough study published in 2013.

A practical measurement stack for native:

Budget follows from the objective. Native now competes for the same dollars as social, which IAB and PwC put at $117.7 billion in US revenue in 2025, and creator advertising, which the IAB projects will grow from $37 billion to $44 billion in 2026. The Criterion Global Budget Blueprint℠ sets native allocations by market against the outcome each one has to deliver, and our paid media agency team buys it with the same accountability as every other channel.

Netflix's 2014 feature on women's prisons in The New York Times, produced by the paper's branded content studio, is the most cited example. Current examples include L'Oréal's branded podcast with the Times, Tesco's shoppable recipes in the Guardian's Feast app and sponsored product listings on Amazon.

Look for a label such as "Ad," "Advertisement feature," "Sponsored," "Paid partnership," 广告 or 広告, usually near the headline or account name. Research shows many readers miss these labels, which is why regulators in the UK and Japan now specify how prominent they must be.

Yes, in every major market, provided it is clearly disclosed. The FTC in the US, the ASA in the UK, EU consumer law and regulators in China, Japan, Australia and Brazil all require native ads to be identifiable as advertising.

It depends on the format. In-feed and content recommendation native is usually bought programmatically on a cost-per-thousand or cost-per-click basis, while publisher studio programs and branded podcasts are typically priced as packages that include production and guaranteed distribution.

Display ads sit alongside content in standard formats such as banners. Native ads take the form of the content itself. For the full range of standard formats, see our overview of the types of display ads.

The best native advertising examples share one trait: they were built for the market and the platform they ran in. If you are planning native across more than one market, start with the local environment, label to local rules, and measure what native actually moves.