If you read our recent post around the viewability vs ad blocking conundrum, you'll know that advertisers are turning to Native ad placements as a way to both circumnavigate adblocking / banner blindness, and more effectively engage audiences. Nowhere is this more true than in B2B, where brands have been delivering content-based / placed marketing messaging with increasingly impressive results. By definition B2B audiences tend to read longer form content if it provides them with unique information, lending advertisers a bigger opportunity for Native deployment.
It's not a magic bullet but Native is reaching a maturity that allows B2B advertisers more flexibility in their campaigns.
Native is all grown up. Sharethrough founder and CEO Dan Greenberg summed up the promise of native formats. “Native is a universal design principle that will apply to all monetization platforms now and forever.” Based on the numbers it’s clear that native has reached maturity. Advertisers have moved past the dabbling phase with native with brands executing substantial, ongoing campaigns rather than one-off native plays. But with this greater scale have come greater responsibilities. Brands aren’t just looking for metrics anymore, they want to see distribution plans and tangible indications that their investment is driving awareness or sales, at least when it comes to mature partners.