For the co-branded native ad product I developed for, the challenge was to develop an efficient-to-implement modular system that was flexible enough to accommodate the different kinds of content each brand had available.

Advertisers essentially “took over” a section of the website. We gathered relevant content both from its massive library of articles as well as that of the advertiser. As much as possible, we stuck to instructive or inspiring content.


  • The “product” is essentially the website’s targeted (do-it-yourselfers) and substantial traffic.
  • The site owns abundant content highly relevant to DIY advertisers.
  • These are max 3- to 6-month campaigns, so longtail strategies that content-based sites like ours generally rely on won’t work.
  • Advertisers with the most content (any combination of articles, photos, videos and/or community features), the least “salesy” content, and the best organized content had the best results.

Here are a few sample clippings:

Native Advertising: Co-branded Web Ad for Behr Paints

Native Advertising: Co-branded Web Ad for Dremel

Native Advertising: Co-branded Web Ad for Mitsubishi

Native Advertising: Co-branded Web Ad for Moen


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