Native advertising for B2B: strategies, success stories, and tools for success
Learn about the rise of native advertising, its benefits, case studies, and the tools driving its success.
Native advertising is changing the way B2B businesses communicate with their audiences. This is a form of advertising whereby paid media (promotional content) is seamlessly integrated into the format and flow of the platform it appears on, making it feel like a natural part of the user experience.
For example, a software company might sponsor a thought leadership article on a business news site, blending valuable insights with subtle mentions of their product as a solution. This makes the ads feel more authentic and engaging, delivering higher value for brands and audiences alike.
The native advertising market is thriving. In 2023, it reached an estimated value of US$ 59.20 billion and is projected to grow at a compound annual growth rate (CAGR) of 6.7%, potentially surpassing USD 545.09 billion by 2030. The sector has proven its effectiveness: native ads are 53% better at capturing attention and are easier for users to understand compared to traditional display ads.
Why advertisers are opting for B2B native advertising
With its growing adoption in B2B marketing, native advertising has become a critical tool for building trust and driving conversions. Here are some key considerations why advertisers are choosing native advertising over other methods:
- Enhanced user engagement
Native ads integrate seamlessly into user experiences, making the content feel natural and appealing. This design helps capture the attention of busy decision-makers in a non-intrusive way.
- Improved brand perception
Offering relevant and valuable content through native ads fosters trust and credibility, creating long-term brand loyalty among professional audiences.
- Higher click-through rates (CTR)
Native ads outperform traditional display ads by blending into their surroundings, leading to higher CTRs and more active audience interactions.
- Better targeting capabilities
With advanced targeting features, native advertising ensures the right content reaches the right audience based on behaviors and preferences, optimizing impact and relevance.
- Increased conversion rates
The subtle, value-driven approach of native ads translates to higher conversion rates, guiding prospects smoothly through the sales funnel.
Native advertising success stories
Native advertising has become significant for brands looking to engage audiences with meaningful, non-intrusive content. From technology leaders to lifestyle brands, businesses across industries are leveraging this strategy to drive traffic, build awareness, and connect with their target markets in innovative ways.
- Cognizant
Cognizant partnered with Forbes to promote their Returnship Program through a BrandVoice campaign, effectively reaching women reentering the workforce. By leveraging Forbesā BrandVoice platform and featuring content from Rebecca Schmitt, Cognizantās Chief People Officer, the campaign successfully engaged a niche audience while addressing a relevant and important issue.
- IBM
IBM collaborated with The Atlantic for a campaign, āBlood, Sweat and Data,ā demonstrating its expertise in sports innovation. Focused on the intersection of technology, innovation, and sports, the campaign targeted executives in the athletics industry.
- ServiceNow
ServiceNow utilized native ads to present its services subtly, improving audience engagement with a non-disruptive approach. The ad closely resembled a regular article, allowing it to blend seamlessly with the surrounding content, ensuring a non-intrusive user experience.
- Reiss
Reiss drove website traffic and enhanced brand awareness by promoting lifestyle and fashion content. Their curated blog content featured lifestyle tips and style guides to attract fashion-conscious consumers.
- Rebel
Rebel leveraged native video ads to drive intent-driven traffic, offering users the option to engage actively with their content. It used click-to-watch native video ads to drive high-intent traffic to its e-commerce site.
Tools to further amplify your native advertising
To maximize the impact of native advertising, leveraging the right tools is essential for reaching and engaging target audiences effectively. Platforms like Taboola, Outbrain, and LinkedIn Sponsored Content offer powerful solutions to help B2B advertisers deliver tailored, high-performing campaigns.
1. Taboola
A leading content discovery platform, Taboola helps B2B advertisers promote native ads across high-traffic publishers, reaching millions of targeted users. Its AI-driven recommendations ensure relevant content placement, boosting engagement.
2. Outbrain
Outbrain specializes in promoting native ads through engaging formats. It provides detailed analytics to optimize campaigns, making it a favorite among advertisers looking to maximize ROI.
3. LinkedIn Sponsored Content
LinkedInās platform is ideal for B2B native advertising. With precise audience targeting, LinkedIn Sponsored Content helps businesses reach decision-makers and professionals with tailored, relevant content.
This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.
