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Global CEO, DWA media
Whitney Powell (not pictured) Media DirectorDWA media
eMarketer’s Lauren T. Fisher spoke with Bob Ray, global CEO of media and marketing services firm DWA media, and Whitney Powell, the company’s media director, about how business-to-business (B2B) advertisers are leveraging the latest programmatic trends today, including the use of first-party data and programmatic for TV advertising.
eMarketer: Programmatic advertising has become table stakes for most companies today, though B2Bs have traditionally been slower to transition to it. I know DWA works with lots of B2B marketers. What trends are you seeing regarding B2Bs’ use of programmatic advertising today?
Bob Ray: Programmatic allows advertisers to be more conscious of not just a single decision-maker, but more importantly, the committee that so often in the B2B space influences the decision to buy a product.
Criteria that Influence US Ad/Marketing Professionals to Purchase from a Data Management Platform (DMP), Jan 2018 (index*)
Expected Change in US SMB Ad Spending, by Media/Format, Jan 2018 (% of respondents)
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
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