Majority Of B2B Companies Bought Digital Display Programmatically Last Year | MediaPost
Kantar Media conducted an interesting study with Connectiv, the Business Information Association, in which 63% of B2B companies participating said that they’d bought digital display advertising programmatically in the last year. That’s compared to 73% for B2C companies.
The study, “B2B Programmatic Media Planning and Buying,” found that on average, digital media comprised 48% of B2B campaigns that respondents worked on over the past 12 months.
While respondents cited “audience” as the most important criteria used when evaluating programmatic buying opportunities for B2B digital display advertising, the study showed that programmatic audience targeting alone isn’t sufficient for B2B buyers.