Is Programmatic Advertising the Future of B2B Marketing?
Programmatic advertising innovation continues to reshape B2B marketing. The pandemic escalated digital transformation across industries and functions, and marketing and advertising were no exceptions. Marketers still work day in and day out to develop more compelling ways to engage moden B2B buyers. In the data-driven future, the answers they seek in better programmatic targeting come from intent data.
With worldwide lockdowns, the internet has become a primary mode of communication in both our business and private lives. With everyone grounded at home, glued to laptop and mobile, programmatic advertising seems to be the solution brands are looking for. Marketers have extensively used programmatic advertising during this time to:
- Target users
- Segment audience groups
- Pump up conversion rates
The digital landscape provides a space for a value exchange over content that is profitable for publishers, advertisers and also users. B2B marketers must walk the extra mile to create great experiences for users through high-value ad content.
Welcome first party data, goodbye cookies
With programmatic advertising, marketers are well positioned to create high-quality content that attracts prospects where they are in the purchase funnel. Displaying relevant contextual ads, analyzing advanced on-page entities and using quality intent data helps you target and retarget B2B buyers.
Though the concept of cookies was a “big bang” in the history of the web, it appears the time has come to phase it out. Third-party cookies have been the backbone of behavioral targeting, particularly for programmatic display advertising, for more than two decades now. Without persistent cookie data, B2B marketers will need new ways to deliver relevant content to potential buyers. And they know it’s going to be a real challenge.
Rising media trends: A new recipe for success
Prospects are everywhere; you just have to identify them. But how? Even though it may seem difficult and technical, you can reach the right audience at the right time with programmatic advertising. Even as new trends emerge, data keeps you in the game.
Marketers mine intent data and other insights to design audience-centric ad campaigns for multichannel marketing and remarketing, and localized hyper-targeting. Programmatic DOOH and CTV/OTT have gained exponential popularity in B2C in recent years, and they may eventually make their way into more B2B strategies.
High programmatic ad spends. High conversion rates
Savvy B2B marketers use intent signals to optimize programmatic advertising. With AI monitoring the programmatic pulse, you can
- Experiment with live ad campaigns
- Make adjustments in real time
- Assess campaign performance
The lion’s share of marketers now apply programmatic advertising to their pipeline goals and churn out positive business outcomes. According to an IAB Europe 2020 Attitudes to Programmatic survey report, display ad budget spend across programmatic channels has increased from 55% in 2019 to 77% in 2020.
The IAB survey also found that programmatic advertisers are using hybrid models. That is, marketers use some in-house programmatic buying coupled with agency expertise. More and more brands are turning to the expertise of advertising partners, as in-house programmatic strategies fell from 38% of advertisers in 2019 to 20% in 2020.
The Programmatic Road to Better Marketing ROI
If you’re keen to put your finger on the pulse of the digital marketing landscape, you’ll find no better formula than intent data and programmatic advertising. You can engage with in-market prospects, build profitable relationships and boost conversion rates with AI-enabled programmatic advertising. You might want to go through our other blogs and resources to better understand the big world of programmatic advertising for B2B marketing.