What is native advertising?

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Native advertising, also known as "invisible advertising," refers to a form of advertising in which PR copy and ads are seamlessly embedded into editorial content. Unlike traditional advertising formats such as banner ads or display ads, which are often perceived as intrusive, native ads adapt to the look and feel of the platform on which they appear. This type of advertising is less intrusive and offers higher user acceptance. It serves to capture the attention of target audiences without compromising the user experience.

Invisible advertising: How native advertising works
Native advertising works by seamlessly integrating into the editorial context. By nepal phone number data adapting to the design and tone of the print media, website, or online platform, the ad blends seamlessly with the content users are already consuming. This increases the likelihood that the ads will be noticed at all and yet perceived as less disruptive.

Native ads can appear in various formats, such as in-feed ads, search results, or as advertorials in articles. This form of advertising takes advantage of the fact that users prefer relevant and useful content, especially in the B2B sector.

Analysis of successful native advertising campaigns
Successful native advertising campaigns are characterized by high relevance and well-designed content, such as the campaign by Berner Kraftwerke (BKW). BKW is committed to greater sustainability in snow sports.


Through innovative solutions and concrete measures, such as reducing the ecological footprint of winter sports events, which are also relevant for the B2B sector, BKW has raised awareness of sustainable practices in winter sports. This campaign demonstrates how environmental awareness and sports sponsorship can be effectively combined.

The main aim of EDEKA's diversity campaign was to highlight the importance of biodiversity and sustainable agricultural methods.