B2B Marketers Get More Comfortable with Programmatic - eMarketer

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B2B Marketers Get More Comfortable with Programmatic

Spending on the format grows as marketers focus on audience and inventory quality

June 13, 2016

Consumer brands aren’t the only advertisers spending more on programmatic these days. Marketers in the B2B sector are also investigating programmatic ad buying as a way to boost their media buying efficiency and improve targeting.

Percent of 2015 vs. 2016 Digital Display Ad Budget Purchased Programmatically According to US B2B Media Buyers/Planners (% of respondents)

According to Kantar Media and Connectiv, 79% of US B2B marketers expected to purchase at least some portion of their 2016 digital display ad budget programmatically, a 2% increase over respondents who said the same in 2015. What’s more, the percentage of respondents planning to spend 45% or more of their budget on programmatic digital display increased from 27% to 33% of respondents over the same time period.

Despite the gains, it’s clear that B2B spending on programmatic has not caught up to spending on the format among marketers in the consumer sector. When considering the frequency of programmatic buying on B2B vs. consumer campaigns, more than 50% 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.

Frequency with Which US B2B Media Buyers/Planners Buy B2C vs. B2B Digital Display Advertising Programmatically, March 2016 (% of respondents)

When considering the criteria B2B marketers used to evaluate programmatic buying opportunities, audience and inventory quality are key factors. According to Kantar and Connectiv, 95% of B2B marketers said audience was an “extremely important” or “very important” evaluation criteria, while 88% said the same about inventory quality.

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