Commentary

Programatic Media Buying

Based on the results of a survey of B2B marketers and their agencies conducted by Adweek BrandShare on behalf of Dun & Bradstreet in September and October 2017, programmatic media buying has become the standard for B2B marketers. 63% of B2B marketers indicated they currently buy or sell advertising programmatically, essentially flat from a year ago. All 164 respondents were involved in B2B marketing and had a job title of manager or above. All respondents were located in the U.S. 

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Additionaly, the study reports these findings regarding B2B marketers:

B2B Programmatic Spending Will Grow Significantly In 2018 

  • Almost two-thirds of B2B marketers said they plan to increase their spending on programmatic, with 18% planning to increase it by more than 25%. Still, the vast majority will be spending less than half of their media budgets programmatically. 

Brand Safety And Viewability Are Top Of Mind 

  • B2B marketers are increasingly concerned about the reliability of their programmatic buys. Nearly two-thirds agree that they are concerned with brand safety. 

Data-Driven Marketing Remains An Opportunity 

  • There’s a clear consensus among B2B marketers about the importance of data-driven marketing, but they are behind their B2C peers in terms of applying advanced tactics like data onboarding, personalization or predictive data. 

B2B Needs Closer Alignment Of Marketing And Sales 

  • The integration of marketing and sales platforms was seen as a top obstacle to succeeding in data-driven marketing by 37% of B2B marketers. 

 

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