B2B marketing professionals are moving past traditional strategies and exploring the possibility of using advertisements that automatically target audiences. Marketing Dive reported total programmatic advertising spending will reach $2 billion this year, a 212 percent increase over last year (1).
To keep up with the changing dynamic, B2B marketers are expected to increase their programmatic marketing budgets with an emphasis on video ads. According to a Google and Millward Brown digital study, 70 percent of B2B buyers utilize videos while researching companies (2). Companies that don't offer video options are not providing potential business partners with the educational materials the modern market requires.
Ad Exchanger stated modern technology and regulations have made programmatic marketing more effective than ever (3). Mobile devices are ubiquitous, and by employing marketing tools displayable on smartphones and tablets, marketers can directly address the millennial audience. To create video, a company must identify its target audience and provide them with engaging content. Mobile marketing material must be designed.
The Interactive Advertising Bureau assists B2B marketers by creating standards of control and transparency. It protects against fraud and provides premium inventory and guaranteed pricing for members of the community. B2B marketers need to find a marketing partner familiar with IAB rules and regulations.