Is native advertising just another form of content marketing? Or is it more akin to paid ads? In truth, many people aren't sure how to define native ads. Out of more than 2,000 survey respondents, roughly half didn't know what it was (1). Just 3 percent described themselves as very knowledgeable. B2B marketers in particular should be caught up on what native ads are and what they can do for their businesses.
When print publishing still ruled the world, many companies would run advertorials – essentially, branded content that provides consumers with relevant information. Now, online native ads appear much like standard content marketing, including blog posts and videos, but there's often a disclaimer labeling it as sponsored content. At the same time, effective native ads will have a clear call to action that leads readers to a brand's landing page or external site.
With respect to B2B marketing, native ads need to be relevant to buyers, but they also should be easy to find (2). It's important to consider which online trade publications or industry news sites B2B clients frequently reference. Then, provide actionable and useful content to effectively reach them and exert influence. Considering 52 percent of readers who click on native ads have a demonstrated intent to purchase, it's critical to send the right message.