According to Dun and Bradstreet’s research, $22 Billion or more is what is expected to be spent on programmatic advertising in 2016, with it forecasted to increase to $27 billion the following year.
The research points out an interesting fact that B2B marketers aren’t going full steam and fully embracing programmatic, even though 65% of marketers responded to Dun and Bradstreet’s research are using programmatic ads.
B2B and programmatic don’t seem to be the best fit when it comes to targeting specific groups of individuals and across several different types of devices, as programmatic is not designed to effectively accomplish that type of targeting.
According to CMO of MediaMath, Joanna O’Connell, “B2B marketers inhabit the world of owned and earned media, like email and their web site….The reality is that the B2B sales cycle often involves many players — not just an executive, such as a media director — as key decision makers in marketing decisions and expenditures.”
The D&B report points out that Facebook leads the way when it comes to being the top choice for B2B paid targeting at 63% for social media, with LinkedIn being at 39% and Twitter at 36%.
