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Majority of B2B marketers utilise programmatic advertising

July 6th 2018 By Hannah Shepherd

Digital advertising has enabled B2B marketers to reach new audiences, but the sheer scope of the online world could make this incredibly time-consuming.

To ease the purchasing of digital ads, and to improve targeting, programmatic advertising entered into the marketing scene a few years ago. But how many B2B marketers are making use of this tech? That’s exactly what a new report from Dun & Bradstreet and AdWeek BrandShare decided to investigate.

Programmatic makes waves in B2B

According to the survey, which questioned 164 B2B marketers in September and October 2017, almost two thirds (63%) currently buy or sell advertising programmatically. With less than a third (31%) stating that their organisation does not buy advertising in this way, it is clear that B2B marketers are being won over by the technology and its ability to purchase digital advertising.

Of those that have adopted programmatic advertising, the overwhelming majority (88%) are using it to purchase online display ads, while more than 6 in 10 (62%) revealed they buy mobile ads programmatically. This was followed by digital video (59%), social (51%), and native/content (50%).

B2B marketers have evidently been happy with the results their programmatic advertising has brought, as nearly two thirds (64%) plan to increase their spend in this area in 2018. Meanwhile, more than a quarter (29%) said they would spend the same as 2017, and just 6% plan to decrease their programmatic advertising budget.


While there might be a lot of benefits to programmatic advertising, it isn’t without its obstacles. The biggest challenges B2B marketers face when it comes to programmatic advertising are targeting the right audiences and measurement and metrics, both cited by around a third (31%) of respondents, MarketingProfs reported.

The other issues surrounding programmatic advertising include: a lack of knowledge (26%); aligning with sales activities (24%); viewability (23%); attribution (21%); lack of data transparency (18%); brand safety (17%); bot traffic and click fraud (both 16%); ad blocking (15%); and lack of premium inventory and a lack of cost transparency (both 13%).

Despite the challenges they face, it is clear that B2B marketers have a growing understanding of the importance data and technology can play in ad buying and targeting audiences. This has led to many now turning to data to help drive their integrated marketing campaigns, with nearly 80% saying they either use or want to use solutions that integrate ad tech and martech.

But marketing is more than simply implementing the latest methods. You need to make sure that your marketing mix is made up of strategies that will truly resonate with your prospects. If you’d like help ensuring optimum effectives with your B2B campaigns, speak to Chapman Consulting today.

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