Programmatic Advertising Gaining B2B Marketers' Support

Programmatic is gaining in popularity.

The majority of B2B marketers said they plan on investing more money in programmatic advertising in 2016, per a Dun & Bradstreet survey. Nearly two-thirds (65%) are set to spend more money on programmatic advertising in 2016. The survey also found that 78% of B2B marketers will spend up to 50% of their budgets on programmatic in 2016.

Of those B2B marketers surveyed, over half (54%) were already buying advertising programmatically.

As Real-Time Daily reported, Mediabrands’ Magna Global unit estimates that programmatic currently represents nearly two-thirds (62%) of the digital display advertising marketplace (online, social and mobile) and will grow to 82% by 2018.

A recent Reaching Full Potential report by AppNexus also projected that the programmatic market will more than double, growing by 111% over the next three years.

However, the AppNexus report found that there is still some confusion when it comes to programmatic advertising. Of those questioned, 44% did not understand, or had a small amount of knowledge, about how programmatic works.  

“Lack of understanding” was cited as the top challenge in using programmatic for 47% of survey respondents. 

The Dun & Bradstreet white paper for the survey states that it may be a few years before the B2B community fully embraces programmatic, but until then, they will experiment with it.


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