Native Ads in B2B Advertising and Marketing; A Few Best Practices

Native Ads are more likely to be the future of B2B advertising…

In recent years, we have seen native ads as an upcoming trend in the digital marketing industry. From 2020 to 2021, the expenditure on native advertisement doubled. Now that we are in 2022, the statistics seem to  favor native ads. 

Native Advertisement – the basics

Native advertising is a type of paid media where the advert matches the feel, appearance, and function of the ad platform. These advertisements fit seamlessly into the screen to enhance the user experience. 

These ads are different from the other ads as they do not interfere with or interrupt the consumer’s online experience. Instead, they appear on the top or bottom of the webpage while blending into the background.

Modern consumers seem to love native advertising as they are not very disturbing when reading/browsing content. 

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Here are some interesting statistics to substantiate the importance of native ads. 

• From January to May 2020, roughly 790 advertisers spent $4.1mm in B2B direct native advertising. During the same period in 2021, we found 1.1K advertisers spending $6.6mm in the same advertising space. We hope to see a rise in 2022 as well. 

• In the year 2021, 83% of the native advertisers were new to the space. 

• Consumers look at native ads 53% more often than banner ads. 

Native ads can be a game-changer for you, here are some of the strategies to use native ads to engage with your consumers more: 

1. Choose the right platform for the ad. 
2. Match the environment, as in, the context, content, and creativity of your native ad must naturally line up with the publishing website and social media channels. 
3. Work on creating the right content and do not try to trick your consumers. It is okay to show your consumers that your content is an ad. Be true with the content you publish. 

A few top tools that are helping B2B marketers produce quality native ads: 

• Taboola

It is a big name in the advertising space, and it is also one of the largest platforms to deliver online content globally. With more than 1 billion unique visitors per month, it helps to publish content on some of the world’s leading websites like NBC and more. 

The platform is also known to offer great prices for pay-per-click ads. 

• Triplelift

Triplelift has been gaining attention from big publishers in the recent months. With convenience and transparency being the top priorities of the platform, it further encourages marketers and advertisers to learn more about ad network details and results. 

• Redirect.com

With the help of Redirect.com, users can sell and buy traffic through a systematic process of real-time bids, which includes email advertising, display ads, pop-ups, and more. The platform enables geo-targeting allowing users to monetize international traffic. For instance, for an offer for users in Spain, traffic from other users will be redirected automatically.

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• NativeAds

As the name suggests, it is an active native advertising network offering several tools to create native ads. 

The platform can integrate itself with other advertising platforms like AdSense, allowing you to increase the scope of campaigns. It has an easy ad approval system for more visibility and quality assurance. 

• Nativo

With its unique features, Nativo is one of the most useful native advertising platforms in the market. 

The primary advantage of this platform is that it is designed to fit into the individual needs of the marketer. The tool focuses on simplifying the ad process. The team is always focused on the quality of the ad and works with reputed publishers. One of the key features of the tool is that it has several choices for display and devices. 

• AdVault

If you are looking for a native advertising platform with a huge database, this is it. After publishing 11,403,371 ads on 13 different content networks, in 19 countries, no marketer can miss this one. If you sign up to the platform for the first time, you are going to get some exciting offers and goodies as well. 

• AdNow

Last on our list is AdNow, which is the fastest-growing network for native advertising. With more than 160,000 partners in 114 countries, AdNow offers exciting features such as easy native formats, the possibility of payment by PPC, pre-approved content, and a weekly pay model. 

The business-to-business landscape is gravitating towards native ads. Marketers who have already adopted the trend are enjoying the results. Native ads are popular due to their unique ability to resonate with your audience in a mild and effective way. 

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