Programmatic Advertising Adds Value to B2B Marketing

The goal of business-to-business (B2B) advertisers is to run targeted marketing campaigns that help them reach decision makers at a minimum cost to convert. Programmatic advertising is an automated way of buying and selling digital ads by defining parameters such as price and network reach through real-time bidding (RTB). These parameters can be combined with behavioral or audience data on the same platform. Marketers buy media in response to real-time customer actions through algorithms, usually at lower costs than with traditional ad-buying methods. As a result, these algorithms allow advertisers to spend more time being creative and less time reading spreadsheets.

Programmatic advertising is increasing due to its inherent efficiencies in workflow and performance and it allows marketers to:

• Show a specific ad
• To one anonymous consumer
• In one context
• On one device

Compared with traditional programmatic trading, where agencies would buy blocks of inventory at fixed CPM rates, RTB now powers the buying, selling, and measuring of inventory on an impression by impression basis, in real-time, as each browser or agent loads the page.

eMarketer estimates U.S. advertisers will spend more than $3.36 billion on real-time bidding this year, up from just under $2 billion in 2012 and less than $1 billion in 2011.

 

 

Programmatic advertising enables businesses market effectively on different channels. Customer interactions are integrated into a single dashboard to develop the best engagement strategy. This increases advertising effectiveness by assigning a value to every impression and showing ads only to interested prospects with a high likelihood of conversion.

Because it is automated, programmatic buying helps marketers to:

Advertize in a cost-effective manner with lower budgets:

A report from BtoB Magazine highlighted several of the obstacles that B2B advertisers currently face, such as the lack of budget (59 percent) and the inability to reach the right target at the right time (39 percent). Most agree that moving beyond a “batch and blast” use of marketing automation in order to arrive at a more relevant, effective lead nurturing program requires one thing: data. In particular, it requires behavioral data. Fortunately, there is a solution—automated real-time bidding (RTB). RTB platforms improve cost efficiency by minimizing spend on poorly targeted impressions. RTB is also highly-relevant. Before purchasing impressions, advertisers pick and choose which customers they want to engage. Using these parameters means B2B advertisers' messages are delivered only to those people who are most likely to be interested in products or services; greatly reducing waste in budgets and improving the quality of leads.