Modern online marketing is all about blending in so you can stand out. They may sound like mutually exclusive terms but oddly, they’re not.
Google demonstrates this point nicely with their recently released +Post Ads. These adds look like the normal, social media update we’re using to seeing across sites such as Google+ and Facebook.
The fact that the highlighted box is showing up on a non-social media site makes it noticeable in a good way. It’s non-threatening because we recognize it as a friendly form of conversation. The icons in the upper right clearly state that it’s an ad, but it doesn’t feel like one. So we click and it get even less “ad” like.