Agencies outperform B2B brands when it comes to programmatic execution, according to a study by Dun & Bradstreet.
The 2019 Data-Driven Marketing and Advertising Outlook found the top challenges for both agencies and brands were targeting, measurement and metrics, as well as lack of skills in programmatic.
Almost half (49%) of brands struggled with targeting, compared with 32% of agencies. Approximately 10% more brands found lack or in-house programmatic skills an issue, in comparison with agencies.
Agencies further ahead in data-driven tactics.
Some 58% of agencies said they’re currently doing real-time campaign optimisation, compared to 39% of brands. Agencies were also found to do more cross-device targeting and predictive analytics than brands.
Anudit Vikram, SVP of audience solutions for Dun & Bradstreet, said: “Whether you are a brand or an agency, efficiency in executing campaigns is intimately dependent on understanding and activating data and generating actionable insights to power your marketing strategies.”
Programmatic spend is set to increase
The report also found the spend on programmatic ad buying was growing, and a dependence on data was continuing.
Despite little alteration in the number of programmatic users, 61% said they plan to increase programmatic spend in the next 12 months. Of these respondents, a fifth stated they plan to increase the spend by more than a quarter.
The research surveyed 237 B2B marketers from both client-side brands and agencies.
