Monetize with NTENT B2B Publishers

B2B Content Marketing Solutions
B2B CONTENT MARKETING SOLUTIONS
FOR B2B PARTNERS

CHALLENGES FACING PUBLISHING IN 2016
www.ntent.com | @withntent | 877.861.22302
Monetization
of mobile
Brand-safe, relevant
ad experience
Ad Blocking Share of
attention
Declining
Desktop Traffic

MAXIMIZE YOUR ROI, MONETIZE WITH NTENT
Native advertising spend $5.7 billion in 2016, expected to reach $53.4 billion in 2020
50% of NTENT publishers had advertisers with an
average CTR greater than industry average
73% of B2B marketers report a positive impact on marketing
ROI when incorporating video into their campaigns
90% of NTENT publishers saw an
increase in mobile clicks on native ads
21% of B2B consumers engaged for more
than 30 seconds via the NTENT video player

THE SOLUTION: NTENT’S B2B NATIVE ADVERTISING PROGRAM
Delivering Native Content and Video on B2B Websites
NTENT powers relevant native search and video
experiences across a targeted range of B2B sites with our
proprietary search technology.
Direct Relationships with B2B Publishers
NTENT works directly with the publisher and their
advertisers to customize the NTENT platform and native ad
delivery for maximum engagement with the target
audience.
Exclusive B2B Inventory
NTENT gives advertisers access to exclusive B2B
inventory controlled by us (no networks) – quality,
viewable, optimized.
Boost Quality Traffic
NTENT enables marketers to access an engaged and
qualified audience through native and video ads at exactly
the right time.

THE NTENT B2B ADVERTISING EDGE
• creates a seamless user experience for your
audience
• offers your advertisers an effective and
simple-to-deploy form of contextual advertising
– simple monetization models, no bidding,
keyword management, flat subscription model
• proven to be effective in market
messaging, while focusing on user experience
and retention
• helps keep users engaged70% of people would rather
learn about products through
content than traditional ads

WHAT OUR PARTNERS ARE SAYING…
NTENT has been one of our most important partners over the past decade. Their technology
has enabled our clients to get the right message to the right people in our industry at the
right time. It is an excellent tool which has proven valuable to our advertisers and has
helped our efforts in renewing their programs with us each year.”
Brad Berger
President & Publisher
SupplyChainBrain
Keller Publishing
NTENT is a terrific partner. We have trusted them to work directly with our customers
and they have done it professionally and with great respect for our brand. The service
they provide is simply the best online marketing tool available. A valuable asset to our
business.”
Orlando Llerandi
Publisher
Design Retail
Emerald Expositions
The NTENT content targeting program provides our customers with consistent measurable
return which works very well within the existing digital portfolio we offer to the market. Whether
it be supporting our sales teams with initial pitches or handling customer service workload I
have found the team at NTENT to be professional and great to work with!”
Cameron Marshall
National Advertising Mgr.
Building | Building Design
UBM Built Environment
The NTENT team is an invaluable partner for our business development organization. Not
only is their semantic/contextual advertising product suite a necessary and
important product to sell, the support, execution and delivery of the product is
stellar. Furthermore, NTENT management and engineering has actively engaged in making
the products more seamlessly integrated into our sites, and deliver class leading
performance in the contextual space. I highly recommend partnering with NTENT in
order to grow and modernize digital advertising offerings.”
Jonathan Christison
Director, Commercial
Business Development
Cell Press
Elsevier Life Science
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THE POWER OF PARTNERING WITH NTENT
• Customizable Ad Widgets
• No upfront cost, revenue share model
• Intelligent, Relevant Placements
• Compliments Existing Inventory
• Maintain Editorial Safety
• Campaign Fully Managed
• Sales and marketing support throughout

www.ntent.com I @withntent I 877.861.2230
search that understands you

BRAND AWARENESS INCREASED USING SEMANTIC TECHNOLOGY
STRATEGY
RESULTS
CHALLENGE Sino Biological, a leading global biological solution specialist, founded in 2007 in
Beijing, P. R. China needed a cost effective way to increase their brand awareness
and exposure in the niche field of pharmaceuticals and biotech; as well as within the
academic community.
Identify the best placement for Sino Biological’s services and products. Cell.com (Cell
Press) was chosen, as it is a much respected site in the biomedical research
community reaching a highly relevant and engaged audience.
With NTENT’s Native Ads; real-time parallels were drawn between structured and
unstructured data, allowing us to deliver the most relevant content and ads from Sino
Biological based on users’ intent and interest in related articles on Cell.com.
Using NTENT Native ads on Cell.com, Sino Biological saw an increase in traffic to
their targeted product information on their website in under six months. Attaining their
goal of driving brand awareness and qualified traffic to their site.
Happy with their result, Sino Biological has already embarked on their 2016 strategy
to grow this audience retention on Cell.com.
Campaign results over 6 months (March thru December 2015):
• Over 12M branded impressions of Sino Biological Content were delivered
• Their ads have generated well over 7000 qualified visits from Cell.com to their site
• 0.06% CTR attained
• Traffic by device: 84% Desktop | 11% mobile | 5% tablet
Our company started at the beginning of the year
with a partnership with NTENT, and it has proven
to have been a very successful collaboration. We
provided our key URLs and images of our
products to NTENT, which they used to create ads
that ran on Cell.com. Our products have received
increased exposure compared with other channels
where we have posted ads—more effectively and
affordably. We will continue our partnership and
campaign with them next year.

RELEVANT, RELATED CONTENT DRIVES ENGAGEMENT
STRATEGY
RESULTS
CHALLENGE Delta TechOps, a division of Delta Airlines, is a full service aviation maintenance,
repair and overhaul (MRO) company that is faced with the challenge of expanding
their market segment by positioning themselves not as an exclusive maintenance
service for Delta Air Lines, but for any airline looking for MRO services. To help create
this distinction, they deployed a dedicated site, Delta TechOps, to showcase their
solutions and educate their market, but were looking for ways to gain additional reach
and touch a more relevant, engaged audience.
Flightglobal.com is the leading online news and information provider for the aviation
and aerospace industries and is the perfect placement to elevate the solutions that
TechOps has to offer the MRO marketplace. But how are all the connections between
FG’s content and TechOps solutions discovered?
Through a partnership with NTENT, using their semantic search technology and
page-level intelligence, relationships were discovered between structured and
unstructured data in real-time and in doing so we were able to target the most relevant
content and ads from Delta TechOps to the users’ intent and interest in related articles
on FlightGlobal.com. These ad placements featured an image and engaging text to
increase click-throughs, driving visitors to interesting industry-specific content and
multiple lead capture opportunities throughout the Delta TechOps website.
Campaign results over 12 months:
• 12+ million features on Delta TechOps content
• 5,400 visits to Delta TechOps marketing content from Flightglobal.com users
Expanding on market perceptions is never an easy
task, but with Flightglobal’s Marketplace
Recommendations we were able to get the
exposure we needed to raise awareness for all the
levels of services we provide.
Flightglobal, along with the NTENT team, provided
excellent support during the launch of the
campaign, as well as with ongoing optimizations.
Tim Boldt Marketing, MRO Services

RELEVANT AD PLACEMENTS DRIVE AWARENESS
STRATEGY
RESULTS
CHALLENGE Asta Development, a leading international developer of project, portfolio and
resource management software, was looking for a cost effective way to expand their
online marketing efforts to establish a stronger web presence and raise the profile of
their brand in the eyes of the influencers and decision makers in the construction
industry. Fortunately, the perfect vehicle to accomplish their goals was available via a
partnership with Building.co.uk, the leading brand in the construction industry, and
B2B Ads with NTENT, a semantic ad matching and related content platform powered
by NTENT.
Driving qualified traffic to an immersive Related Company Resources (RCR) program
with Asta Development’s web content and marketing collateral was the first step. This
co-branded web presence is where visitors of Building.co.uk would engage with
Asta’s marketing content in a familiar setting and was pivotal to the success of the
campaign. The NTENT team went to work creating engaging ads, using text and
images. These ads would be featured alongside relevant articles as “related company
resources” driving visitors to compelling lead capture opportunities throughout
Building.co.uk website. NTENT’s semantic ad matching technology was deployed to
dynamically make all of the connections between the relevant Building.co.uk articles
and the Asta content; encouraging qualified visitors to take advantage of web demos,
webinars and free trials. Additionally, Asta’s content was Search Engine Optimized,
delivering increased exposure and additional reach.
• 900,000 branded impressions of Asta Development Content were delivered
• 5,000+ qualified visits from Building.co.uk users
• 8.7 % lift in unique visitors driven by SEO improvements
• RCR program in the top 3 referrers month-over-month
We know that a key part of our target
market visits Building.co.uk regularly so
having a strong presence on the site gives
us regular exposure to influencers and
decision makers and we can track clearly
the numbers of impressions and views.
The support we receive is excellent and
very responsive so when we have a new
message to get out we can get it on the
site as soon as it is available.

THE POWER OF INDUSTRY LEADING CONTENT
STRATEGY
RESULTS
CHALLENGE Master Bond Inc., a leading adhesive manufacturer, was looking for opportunities to
expand their digital footprint and for new, creative ways to promote their products
online. Being an industry leader for over 35 years, they had a large repository of field
tested best practices and white papers surrounding their products, but knew their
technical content could do more to reach and educate potential clients and get the
visibility their product line deserves.
NASA Tech Briefs, a premier online destination where engineers and managers
gather to learn more about the solutions to deploy on their next big project, is the ideal
place for Master Bond to feature their products in a trusted educational environment.
Using Marketing with NTENT, a related content and semantic technology platform,
Master Bond can "custom publish" their most relevant product information within the
NASA Tech Briefs website. Then NTENT’s semantic technology goes to work
scanning the articles to discover where Master Bonds technical and product content
would be relevant, then dynamically places “Technology Leaders” adjacent to the
relevant articles.
There is also a tremendous SEO benefit as Master Bonds content is hosted by
NTENT; creating an additional online property that has been designed and optimized
to rank organically on all of the major search engines.
• 401,827 branded impressions of Master Bond content
• 15,321 qualified visits from Tech Briefs users
• Relevance and targeting brought an incredible 16.1% CTR from hosted content to
corporate website
• SEO impact was huge, as many search terms such as “electrical insulating glue” or
“high heat adhesive” Rank #1 in Google!

Monetize with NTENT B2B Publishers

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Monetize with NTENT B2B Publishers