Dive Brief:
- New research from Dun & Bradstreet finds programmatic advertising is increasingly important to B2B marketers.
- Fifty-four percent of respondents reported buying programmatic ads and 65% said they intend to increase the programmatic budget in 2016.
- A recent AppNexus report, Reaching Full Potential, also found the overall programmatic market will grow by 111% over the next three years.
Dive Insight:
Programmatic Advertising & the B2B Marketer, a new report from Dun & Bradstreet uncovered four key findings, including that 78% of B2B marketers will spend up to 50% of their budgets on programmatic in 2016, and 66% believe programmatic is just as valuable for them as it is for B2C marketers.
Even given these numbers, programmatic is still not a go-to channel for B2B marketers. From the report, “Programmatic advertising, or audience-based purchasing of media inventory, has been one of the hottest topics in digital marketing over the past few years. While B2C marketers have embraced this method, B2B marketers have been slower to adopt it. In fact, almost half of responders (47%) claim to not know or are unsure of what programmatic media buying even is.”
The report concluded that B2B marketers understand the promise of programmatic as part of advertising strategies, but it might be a few years before B2B marketers really “dive directly into the programmatic pool.”
Another recent study found that 44% of respondents did not have working knowledge of how programmatic works, and a mere 15% said they associated "trust" with programmatic. This lack of trust is due to transparency issues and ad fraud problems with programmatic ad buying. That being said, there are tools available to reluctant marketers to better understand the platform.
