Why B2B Programmatic Advertising is Important

Before we dive into why it’s important, let’s start with the question; What is programmatic advertising for B2B? 

To explain B2B programmatic advertising in its simplest terms, it’s the automated buying and selling of digital advertising space.

As to why that’s so important, that has to do with its benefits like efficiency, targeting, better ROI, and scalability. Below, we’ll explore these benefits and why your business should partner with a qualified agency to run their programmatic advertising as an essential part of their marketing strategy.

Let’s dive into the question; What is programmatic advertising for B2B?

Diving deeper, you can explain B2B programmatic advertising like an auction. Except this one is automated, where ad spaces on various platforms are up for grabs. Advertisers bid in real-time based on specific criteria like the target audience, context of the platform, and current user data. The highest bidder wins and their ad gets displayed. Easy peasy.

Some of the key services B2B programmatic advertising vendors might offer include: 

  • Automation: No more manual negotiations or placements. B2B DSPs handle the buying and selling of ad impressions in real-time.
  • Data-driven targeting: Precisely target specific businesses and decision-makers using relevant data.
  • Real-time bidding: Bid for ad impressions instantly, ensuring your ads reach the most relevant users at the most efficient price.
  • Multi-channel reach and scale: Advertise across various platforms like websites and mobile apps.
  • Real-time optimization: Continuously monitor and adjust campaigns based on performance metrics for better results.

Let’s look at the data used for targeted programmatic ads B2B

  • Firmographics: Target companies based on size, industry, location, financial stability, and other company-specific attributes.
  • Technographics: Reach companies based on the software and technology they use, indicating their digital needs and preferences.
  • Intent data: Target companies actively researching solutions or expressing buying signals related to your offerings.
  • Behavioral data: Target users based on their online behavior, such as website visits, content engagement, and past interactions with your brand.

It’s a lot to take in, which is why finding the right agency specializing in programmatic advertising is key. Before we jump into that, let’s explore what programmatic advertising statistics for B2B look like.

The nitty gritty on Programmatic advertising statistics B2B

The B2B advertising landscape is witnessing a major shift towards programmatic buying. That is to say, this is not a fad or a passing trend. This is a major marketing staple that is proven to give high ROI when implemented properly. 

Look no further than these statistics from eMarketer and Statista:

  • Global programmatic ad spend is expected to reach $200 billion by 2023, with B2B accounting for a significant portion.
  • The B2B programmatic advertising market is projected to grow at a compound annual growth rate (CAGR) of 13.8% between 2022 and 2027.
  • Mobile programmatic ad spend in the B2B sector is growing even faster, with a projected CAGR of 18.7% during the same period.

Programmatic display benchmarks for B2B advertising

Programmatic display benchmarks for B2B advertising are crucial for optimizing performance and maximizing ROI. Hitting, or exceeding, benchmarks shows the incredible potential for reaching your target audience and driving results. 

How to find the right B2B programmatic advertising vendors for you

If you’re still asking yourself why use programmatic ads B2B, you may not have yet found the right agency to partner with. Put simply, the right agency won’t have you asking why use programmatic ads in B2B, but rather what data are you collecting and how are you continuously optimizing to improve your ROI. 

At BOL, we believe that B2B programmatic advertising vendors should constantly be in communication with you about what is and isn’t working. That way, you can react in real time to what will best resonate with your target audience. 

That’s precisely what we do, and why we know we could help your business grow with a thought-out, strategic B2B programmatic advertising campaign.

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