- Published in Financial News
With the rise of data-driven marketing and campaign automation, programmatic advertising has become more prevalent among savvy marketers. It has moved from being a novelty to a mature industry standard. Recent research found that 63% of B2B marketers said they are buying or selling advertising programmatically. While that number is comparable year-over-year, spend among those using programmatic continues to rise, with 61% of marketers saying they will increase spending in the coming year.
AdRoll Account-Based Marketing (ABM) is a personalized digital marketing solution designed to help marketers target key personas at their named accounts, create highly personalized ads and show their impact by connecting two marketing tech platforms: CRM and programmatic advertising.
Research from Adweek and Dun & Bradstreet shows that roughly 70% of B2B marketers plan on increasing their programmatic spending in 2017. This infographic from Dun & Bradstreet highlights four quick steps to formulating a B2B campaign program that leverages programmatic ad buying to better engage audience segments and maximize messaging.
Digital marketing solutions provider MultiView has released VisitorView, a data analytics solution for B2B companies that was previously only available to MultiView programmatic advertising customers. The solution is designed to show what companies make up a company’s traffic and activity to help them refine marketing strategies and tactics, as well as guide sales to interested prospects.
MultiView’s Persona Targeting solution is designed to enable B2B companies to place digital display ads in front of a highly defined target audience during the early stages of the buying journey. With this form of programmatic advertising, customized creative and messaging assets can be delivered across the web to those matching the ideal customer profile.
After seeing success with its programmatic efforts for sponsored content, LinkedIn announced that it is preparing to offer advertisers the option to buy display ads for desktop devices. This new offering will enable marketers to purchase display ads programmatically through an Open Auction or through LinkedIn Private Auctions, giving users the tools required to better target their ideal prospects through the social network.