Programmatic Adtech for B2B Marketers
But now, programmatic adtech is evolving and its becoming increasingly relevant for B2B marketers and advertisers too. We explore some important aspects of the changing B2B-programmatic equation.
Programmatic is the best way to reach the maximum number of people at the best possible cost – but that also means low quality of reach and poor engagement. B2B advertisers didn’t think it made sense to them. Justifiably so.
Kevin Cunningham, CEO, President and Co-founder of predictive acquisitions firm MRP says that “programmatic hasn’t always provided B2B with the depth and direct conversions they need to drive ROI”. B2B Marketing needs time, higher levels of engagement, more technical marketing material and of course, a campaign that simultaneously connects with multiple decision makers.
But things change. The recent B2B Advertising & Marketing Report 2018 by Adage and Dunn & Bradstreet showed that programmatic for B2B is on the rise, with 63% of B2B marketers (on a sample of 164 B2B advertisers) indicating they currently buy or sell advertising programmatically and 64% of B2B firms that buy advertising programmatically plan to spend more in 2018 than they have in 2017.
So, what’s changed for B2B programmatic advertising? Here are a few reasons why B2B advertisers are increasingly investing in Programmatic Adtech
Advancements in data management, predictive analytics and machine learning are changing the game for B2B marketers wanting to scale their display efforts without compromising on the inherent need for quality targeting and engagement.
More B2B buyers are seeking a B2C buying experience and display is an important piece of the media mix when trying to deliver that ‘holistic’ brand experience during the buying journey
Programmatic is evolving to become more data-driven. Lack of data has been a pet peeve of B2B marketers but with DMPs and DSPs, that is changing. Data-driven programmatic essentially means better ability to segment and target than was possible earlier. The entire data-solutions ecosystems have evolved rapidly in the last few years, with DMPs and third-party data vendors providing increasingly sophisticated targeting and segmenting options by fully leveraging the marketers' first-party data for programmatic. For example, AppNexus’ data marketplace helps data companies bucket sell their data, which ultimately helps marketers identify and prioritize targeting accounts and align resources based on tiers.
Programmatic is evolving to offer a wider mix of media options: from display to native, video and mobile advertising - programmatic today enable the buying and selling of all these formats. In fact, as per the B2B Advertising & Marketing Report 2018, nearly half of the respondents were using programmatic to purchase native advertising, video and sponsored content (as against display). These are more appropriate channels for the content-focused marketing style that B2B marketing needs.
Publishers are responding with increased transparency, wider offerings (native, video and mobile for example, instead of just display) and better ability to track ROI
Advancements in attribution and predictive analytics have led to better account as well as individual level reporting capabilities as well as targeting based on intent. It has helped build a stronger business case for B2B marketers.
Read More at http://bit.ly/2HAhONv
MarTech Advisor is the world's leading source for marketing technology news, research, product comparisons & expert views.
156 2nd St,
San Francisco CA 94105
This release was published on openPR.
Permanent link to this press release:
Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.
You can edit or delete your press release Programmatic Adtech for B2B Marketers here
News-ID: 1017525 • Views: 1249
More Releases from MarTechAdvisor
A Quick Guide to Social Media Marketing Tools for SMBs
MarTechadvisor has published a new Buyers Guide on Social Media Marketing Tools titled “A Quick Guide to Social Media Marketing Tools for SMBs”. The guide will help to choose best-fit SMM tool. Download a Free Copy of the Guide at http://bit.ly/2jEBDbi An updated GreenZone, few additional features evaluated and here comes the refreshed Buyer's Guide no SMB can afford to miss! In this third-year edition of MarTech Advisor's Buyer’s Guide to Social Media
5 Secrets of High Performing Key Account Managers: It’s All About People!
MarTechAdvisor has recently published a new Buyers Guide “5 SECRETS OF HIGH PERFORMING KEY ACCOUNT MANAGERS: ITS ALL ABOUT PEOPLE!”, the guide is available for free download at http://bit.ly/2jqQUwc The nature of matrix enterprises - large global behemoths with multiple people across multiple geographies, functions and lines of business (LOBs) - is that several people are involved in a single high-value purchase decision. The best Key Account Managers know that KAM is
MarTech On A Mission: Aidbox - an Email Signature Tool that Helps you Support a …
Aidbox is a free and easy tool that allows everyone with an email address to support causes they care about. It turns an email signature into a tool for raising awareness and funds for charity. Paste it into your signature once, and your email will start supporting a cause that you care about. The idea behind Aidbox, as written by Daniel Lundh, CEO: “I have always been driven to find business solutions
Top Marketing Automation Tools every Entry-level Marketer Should Know About
Marketing Automation Tools allow you to effectively streamline marketing processes, automate repetitive and tedious tasks as well as manage complexity. Kevin Joyce, CMO & VP Strategy Services for The Pedowitz Group - Choosing the right marketing automation solution 3 Things to Consider when Investing in Marketing Automation - by Kevin Joyce, CMO & VP Strategy Services at The Pedowitz Group · Determine what are the
More Releases for B2B
Automotive Email List - B2B Capricorn
Build Connections With Overhauled Contacts Of Clients Prepared out of an extensive set of customer characteristics, Automotive Email Lists offered by B2B Capricorn has never failed to stand tall to client's expectations. Since our inception we have been offering Automotive Industries Email List Database and as a result of which today we hold a firm experience in determining which Automotive Dealers Email Lists can double an open rate. Moreover, we don't provide
Data Scrubbingservice - B2B Leo
With the advancement of technology, superior and premium Data Cleansing Software has starting making through in business marketing to ensure refined Data Scrubbing Services. Data Cleansing is required to enrich the quality of database at regular intervals, this is because only if you have quality database, you can gain maximum ROI from all your marketing ventures. We at B2B Leo take advantage of Data Matching Software to measure, repair, cleanse and
Insurance Email List - B2B Capricorn
Targeting potent prospects from the insurance industry will be a smooth and easy task with Insurance Email Lists provided by B2B Capricorn. Irrespective of your interest of focus, our Insurance Service Providers Email Lists comprises contact information of business professionals from C-level till middle management level. Each and every Insurance Mailing List provided by us are verified and opt-in by our data experts to ensure clients profit with enhanced conversion
B2B Scorpion - B2B Email Lists Brokers
B2B Email Lists Brokers - Buy Email Lists from the top USA Lists Broker - B2B Scorpion at an affordable price & boost business dealings instantly. Launched in 2010 with its headquarter in New York City, United States; B2B Scorpion holds it position among the top list brokers in North America. With our exceptional data solutions and lead generation services, we create the perfect forum for each of our client to
‘Timing’ Crucial for B2B Success
White Paper reveals ‘timing’ to be the key element in new business generation Changes in buyer behaviour and the evolvement of the Internet mean businesses must adapt their sales and marketing strategies to be timed more effectively if they are to win new customers – according B2B lead generation specialist Profunnel, which has created a dedicated White Paper on the issue. With the progression of the Internet, buyers are able to research
Funding assured – B2B business launched
plista has successfully closed a second round of financing and launches its B2B business for personalization- and targeting-services Berlin, August 20th 2009: Agitating times for the Berlin-based startup plista GmbH (www.plista.com). Despite the sluggish economic environment, plista was able to secure yet another round of financing from the High-Tech Gründerfonds (www.high-tech-gruenderfonds.de) as well as DuMont Venture (www.dumontventure.de) who, together with the existing investors, Draper Investment Company and the Business Angel