Although almost everyone has seen a native ad, not everyone knows what they are or how best to use them. Native advertising is rapidly growing in the B2B space. MediaRadar saw 50% growth in native advertising from 2018 to 2019 – more than mobile, video, and display. When it comes to manufacturing marketers, 34% of marketers are already using native advertising to promote their content (Manufacturing Content
Marketing 2020 – Benchmarks, Budgets and Trends
).

While native advertising is gaining ground, questions remain for many industrial marketers.

WHAT IS NATIVE ADVERTISING?
Native advertising is simply paid advertising that matches the look, feel, and function of the media format in which they appear. Unlike traditional display advertising, these ads are designed to be non-disruptive. The consumer will be exposed to the advertising content seamlessly during the user experience, and in some cases will consume the content without realizing right away that it’s paid promotion.

While it is most common to see native advertising on web properties as an alternative to display ads, if you start to look at the content you consume, you’ll see native advertising in magazines, social media, and even television.

Native advertising is designed not to replace display advertising efforts, but to complement them. Display advertising remains an important component of your strategy, especially when it comes to brand awareness and intent to purchase.

HOW DO I KNOW IF NATIVE ADVERTISING WOULD BE A GOOD FIT FOR MY MARKETING PLANS?
If you’re considering adding native advertising to your arsenal of marketing tools, it’s important to consider a few things first. Native advertising is a good fit for those who are looking to build their thought leadership and brand awareness positions.

Many industrial marketers are investing time and resources into content marketing. If you already have whitepapers, videos, or other educational content to promote, native advertising can help you generate additional exposure for your content. Because native advertising blends in seamlessly with the look and feel of the page, you’ll want to promote your content on a website that is relevant to your audience.

If you currently run display ads, native advertising may also be a good fit for your marketing mix, as the objectives are often similar.

HOW CAN I GET THE MOST OUT OF NATIVE ADVERTISING?
Once you’ve determined that native advertising is a good addition to your marketing plan, here’s how to make the most of your campaign.

• A successful campaign always starts with a clear definition of your goals. In this case, you’ll want to outline a comprehensive content strategy. It should include a thoughtful mix of useful information in addition to promotional tactics.

• The content you’re promoting in your native advertising should be hosted on your website ungated. The focus of native advertising is primarily to drive traffic to your content. Allowing your audience access to the content will diminish your bounce rate and increase time on site, as well as time spent consuming your content.

• Understand how you are measuring your campaign’s performance, and how that relates to your campaign goals. Impressions and click-through rate should be your primary measurements.

• Invest in a robust A/B testing strategy. Regularly check on your campaign
performance and choose several variables to test. This could include headline, imagery, and changes to the content landing page.

• Pay close attention to the content. Your headline will be one of the first things readers notice about your ad, so take care to craft one that is relevant rather than promotional. It should introduce your reader to the text so that they immediately understand what the content is about. Use high-quality photos that match the look and feel of your brand. Images should be simple and easy to understand.

• If you’re just getting started with native advertising, be sure to lean on your media partners for guidance and support. Because the best native advertising aligns with the editorial content of the host site, they should be an integral part of your campaign. For example, IEEE GlobalSpec’s Native Advertising program includes ad creation – you provide the content assets, and they do the rest.

Native advertising is quickly finding a place in the B2B industrial marketer’s toolkit. Now’s the time to explore this advertising channel further, and how it can fit into your marketing goals and objectives.

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