New B2B Ad Formats — and How Brands are Utilizing Them
B2B brands are increasingly shifting from print to digital advertising, leveraging growing formats like native ads, events, podcasts, and out-of-home media by employing targeted, clear messaging, personalized content, goal-oriented event strategies, and multi-channel approaches to effectively engage audiences and measure ROI.
B2B brands are gradually shifting to digital advertising, creating opportunities for new ad formats if publishers are willing to adapt. While B2B advertising spend remained flat in 2018 compared to the previous year, this was due to a shift from print to digital formats rather than stagnation. The key question is: which new or proven B2B ad formats are effective for both publishers and brands?
Previously, four types of B2B advertising were highlighted as important to watch:
- Native advertising, as it dominates online spend.
- Events, as they become a major channel for B2B.
- Podcasts, as audio ads grow with the medium.
- Out of Home (OOH), as it expands the reach for B2B messaging.
These formats are expected to remain crucial elements of the marketing mix into the future. Here’s how brands can make the most of each:
Native: Clear and Consistent Messaging for a Connection
Native advertising experienced rapid growth in 2018, increasing by more than 50 percent year-over-year. To capitalize on this trend:
- Use the right publications to reach your target audience, ensuring relevance.
- Work with publications that can make personalized recommendations to readers.
- Employ clear and consistent messaging in native ads.
- Focus on creating helpful or informative content.
- Maintain an authoritative voice.
- Be transparent about the purpose and presentation of information.
- Create engaging content with images, quotes, and questions.
- Include a compelling call to action linking back to your brand’s resources.
Events: Tie It to the Bigger Picture
Event marketing remains a popular and personal form of advertising. Recent data shows that 24 percent of organizations spend over half their budget on events, and more companies are organizing multiple events each year.
To maximize event marketing:
- Identify one major goal for the event (brand awareness, lead generation, upselling, etc.).
- Set realistic and specific goals, and determine metrics to measure ROI.
- Connect the event to your broader portfolio, especially digital assets, to widen opportunities.
Events allow brands to create lasting impressions by enabling direct interaction with potential buyers.
Podcasts: Build Trust With Your Audience
Over a quarter of Americans listen to podcasts monthly, with many being educated and affluent—an ideal B2B audience. Brands can leverage this by:
- Carefully selecting podcasts that fit their niche. Larger podcasts offer broader reach but are more expensive; smaller ones provide targeted audiences.
- Making ads as organic as possible. Ideally, have the brand mentioned naturally within the podcast content or have the host personalize the ad script.
- Integrating podcast ads with the rest of the marketing mix.
A case study from Ahrefs, a B2B SaaS platform, highlights the importance of targeting and organic integration in podcast advertising.
OOH: Creative Stands Out
Outdoor advertising (OOH) is often seen as traditional, but it offers B2B brands a new way to reach their audience. With buyers and executives exposed to targeted ads online, OOH provides a fresh channel for engagement.
Key strategies for OOH:
- Study influential OOH campaigns to understand what works.
- Incorporate creative innovation and consider digital elements in OOH campaigns.
- Pay attention to design fundamentals like font, colors, and size for standout billboards.
OOH is distinct from content- and people-focused tactics, but creativity and integration with other channels are essential for success.
Check back for more insights on B2B events, podcast ads, native advertising, and more.
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