12 Need to Know Facts about Native Advertising for B2B Marketers

By: Kristin Kovacich –

Native advertising refers to a form of advertising that provides value by integrating relevant paid media both in-stream and with the look and feel of the surrounding editorial content. Native advertising is a hot topic right now and many in the industry are trying to wrap their heads around what it is and what it can (and should) do.

Here are some stats you should know when making a decision about native advertising:

  • The average banner click through rate decreased from 2% in 2000 to .2% in 2012. 
  • Native ads are viewed 53% more than banner ads, the purchase intent is 53% higher and they generate 82% more brand lift.
  • In a study by Sharethrough and the IPG Media Lab, participants were 25% more likely to look at a native ad than they were at a banner.
  • In that same study, subjects looked at native ads 53% more frequently, checking them out 4.1 times per session on average, versus 2.7% for banners.
  • Consumers looked at original editorial content and native ads for a similar amount of time – 1.0 seconds (native) versus 1.2 second (content).
  • 70% of agency executives say that user experience is most important in native advertising.
  • Native ads represented just 5%-to-10% of Facebook’s impressions in 2013, but accounted for more than 60% of the company’s revenue.
  • 75% of publishers offer online native advertising.
  • Roughly 65% of both ad agencies and marketers plan to invest in native advertising, for an estimated total of $4.3 billion, in 2014.
  •  79% of B2B marketers state the goal of content marketing and native advertising is to raise brand awareness.
  • The most important characteristics of valuable B2B content are the breadth and depth of the information (47%), ease of access, understanding and readability (44%) and originality of thinking and ideas (39%).
  • The biggest B2B content turn offs include too many requirements for download (cited by 50%) and blatantly self-promotional content (43%).