B2B Marketers to Invest More in Programmatic Advertising in 2018

Programmatic advertising has become a more prominent tactic for B2B marketers, but how much are they willing to invest in it in 2018?

To learn more about B2B marketers’ dedication to programmatic media, AdweekBrandshare and Dun & Bradstreet recently teamed up to conduct the “B2B Advertising and Marketing Outlook: Programmatic Takes Hold” report. According to the data, 63 percent of B2B marketers now indicate that they buy or sell advertising programmatically.

In addition, about two-thirds of respondents intend to increase their spending on programmatic advertising in 2018. Eighteen percent will increase it by more than 25 percent.

“Spending on programmatic continues to grow because it’s the most efficient way to buy media,” says Dun & Bradstreet’s SVP of Audience Solutions, Anudit Vikram. “Programmatic can be managed by a pretty lean team with minimal effort. And because it’s all about the data, which is getting better, it’s much easier to execute at scale.”

The Growing Investment in Programmatic Advertising

Previous research from Dun & Bradstreet indicated that B2B marketers had already been interested in utilizing more programmatic advertising dating back as far as 2016.

According to the “Tipping Point for B2B Programmatic Advertising” report from Dun and Bradstreet, published in 2016, approximately 70 percent of B2B marketers said they intended to increase their spend on programmatic advertising in 2017. Nearly 22 percent stated that they were going to do so by more than 25 percent.

“As programmatic buying becomes more common, B2B organizations will need to increase their in-house capabilities, bringing in marketers with more experience in buying and managing data-driven campaigns,” wrote the authors of the report.