B2B Advertisers Express Doubts About Programmatic - eMarketer
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B2B Advertisers Express Doubts About Programmatic

More evidence of a gap with B2C advertisers

November 24, 2016 | B2B | Media Buying

Nearly half of B2B marketers say they plan to invest a quarter or less of their ad spending budgets on programmatic ad buying, according to a September survey by Dun & Bradstreet. The survey points up a variety of concerns that B2Bs have when it comes to programmatic.

Percent of Ad Spending that US B2B Marketers Expect to Be Earmarked for Programmatic in 2017 (% of respondents)

Among the 221 executives surveyed, 48% said they expect to allocate 25% or less ad spending to programmatic buying in 2017.

While programmatic advertising is based on the goal of providing targeted messaging at scale, some B2B advertisers may have such narrow targets that machine-driven buying is not necessarily seen as a useful tool.

According to the same study, more than two-fifths said that it’s a challenge to use programmatic to target the right audiences. More than one-third cited measurement challenges, such as measuring ROI.

Programmatic Advertising Challenges Faced by Their Company According to US B2B Marketers, Sep 2016 (% of respondents)

Still, data suggests that B2B marketers are increasing their programmatic digital display advertising buying, if not at a rapid clip. Kantar Media and Connectiv found that nearly 80% of these marketers said they planned to purchase at least some portion of their 2016 digital display ad budget programmatically, a 2% increase over respondents who said this in 2015.

Programmatic has had a much bigger buy-in on the B2C side. The Kantar study revealed that more than half of respondents said they purchased programmatic digital display for consumer campaigns “always” or “often,” while only 32% of respondents said the same about purchasing programmatic for B2B.

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