Native advertising has big fans in consumer online marketing, and business-to-business marketers are being urged to take the plunge. B2B strategists who resist embracing native ads after disappointing results from traditional banners and pop-ups should consider these statistics provided in a recent MarketingProfs article by Helen Grimshaw: 52% of people who click on native ads have purchase intent, compared with only 34% for banner ads; 70% want to learn about products through content rather than traditional advertising; and 75% of publishers already offer some type of native advertising. Just to be clear, native advertising is a form of paid media that seamlessly integrates with a site to add value to the user experience. So native ads work best, Grimshaw advises, if the B2B campaign masters two strategic elements: placement and relevancy. As an example of successful placement, Grimshaw cites Relendex, a secured peer-to-peer lending company, which created co-branded online pages with Property Week magazine, a commercial property publication with a large audience of lenders and borrowers. The partner pages used semantic ad targeting technology to serve up educational links to Relendex's site. Grimshaw's example of smart relevancy comes from Delta Airline's TechOps division, a full-service aviation maintenance, repair, and overhaul (MRO) company. TechOps got the word out that it offered MRO services for any airline, not just Delta, by placing native ads with Flightglobal, an online news and information provider for the aviation and aerospace industries. The campaign used semantic search technology to create links between Flightglobal's articles and Delta TechOps's related content. For more detail on results, read http://www.marketingprofs.com/opinions/2014/26145/why-b2b-marketers-need-to-embrace-native-advertising
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