70% of marketers to increase programmatic spend in 2017
Almost 70% of B2B marketers plan to increase their spending on programmatic advertising in 2017, according to a new Dun & Bradstreet report.
Of that figure, a considerable 22% indicated they will increase spend by more than 25%, while just 3% anticipated decreasing it.
The report follows several recent studies reinforcing the growing year-on-year adoption of programmatic: 65% of marketers are currently buying or selling advertising programmatically, an upturn from 54% last year.
However, the practice is not free from challenges: a huge 42% identify targeting as an obstacle, 34% said the same for measurement, while 29% owned up to having a lack of knowledge.
Facebook was found to be by far the most popular social media channel for paid targeting with an adoption rate of 63%, as opposed to LinkedIn’s 39% and Twitter’s 36%.
The rise of data-driven tactics is not limited to programmatic: over four in 10 marketers are using a data management platform (DMP) to analyse customer data.
According to research by Forrester, just 20% of programmatic spend will be invested in open ad exchanges (versus 65% today) by 2021.
Ashu Garg, general partner at Foundation Capital, commented: “In the last year to 18 months, there’s been a shift with B2B companies doing more programmatic media buying.
“[What’s behind this shift] is the ability to get much more precise targeting from niche segments and audiences across platforms, whether that be social, display or video platforms.
“I think in 2017 we will see a step change in the use of programmatic media buying by B2B companies.”
The world of programmatic remains one of mystery for many a B2B marketer – but it needn't be this way. As an increasing number of B2B brands tap into the potential that programmatic advertising has to offer, marketers need to ensure they know what it is, what it can do, how they can benefit, and what the pitfalls are. This comprehensive guide provides all this and more.