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B2B Programmatic Comes of Age

Trends and Benchmarks From the 3rd Annual Adweek BrandShare Study

If you asked a B2B marketer how much they invested in programmatic advertising back in 2014, you’d likely get a blank stare in return. Today, if you’re not spending a significant portion of your media budget on programmatic, you’re likely in the minority. According to the results of the latest Adweek BrandShare study conducted for Dun & Bradstreet, 63% of B2B marketers currently buy advertising programmatically and almost two-thirds said they plan to increase their spending on programmatic in 2018.

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Today’s B2B marketer no longer questions whether programmatic technology is the right way to purchase digital advertising. Instead, they have a clear understanding of the roles programmatic and data have in their marketing strategies.

Not only are B2B marketers combining programmatic and data to drive their ad buying and audience targeting, they’re also turning to data to drive their integrated marketing campaigns.
Michael Goldberg
 

“Spending on programmatic continues to grow because it’s the most efficient way to buy media,” says Dun & Bradstreet’s SVP, Audience Solutions, Anudit Vikram. “Programmatic can be managed by a pretty lean team with minimal effort. And because it’s all about the data, which is getting better, it’s much easier to execute at scale.”

 

Not only are B2B marketers combining programmatic and data to drive their ad buying and audience targeting, they’re also turning to data to drive their integrated marketing campaigns. In fact, almost 80 percent of respondents said they either use or want to use a solution that integrates ad tech and mar tech.

And while there’s a clear consensus among B2B marketers about the importance of data-driven marketing, a lack of expertise remains a top challenge for B2B marketers when it comes to fully leveraging the data. Just 40% of marketers said they are using a data management platform (DMP) to organize and analyze customer data.

“Data is ultimately the key to success in executing programmatic campaigns,” explains Vikram. “In the B2B realm, it becomes even more important because your target is not necessarily an individual person, but [rather it’s] a prospect associated with an account or organization that is really of interest to you. Having a data asset that can help you target at both the individual persona as well as at the account level is critical.”

The 2018 B2B Advertising & Marketing Outlook examines how B2B marketers are adopting programmatic, their use of other data-driven marketing tactics, and the challenges they face in bringing greater alignment between marketing and sales. Check out the full report to see how you measure up against your B2B counterparts.

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