Online advertising is almost 25 years old, yet our study found many B2B marketers are only taking their first steps in the digital advertising world. Almost two-thirds are struggling to target B2B audiences online, and 44% rate the quality of the audiences they buy as poor.
This report, published in association with BPA Worldwide, will show you:
- The biggest challenges marketers face when buying advertising and targeting B2B audiences
- Why B2B marketers are still taking an ‘old’ media approach to online advertising
- The reasons why marketers are yet to fully embrace digital advertising
- The biggest concerns around advertising online with regards to transparency and fraud
- Why there’s overwhelming demand for greater transparency and independent auditing of publishers and audiences
