B2B marketers face a common challenge: how to effectively reach their target individuals and companies amidst the overwhelming sea of online advertising options. While display retargeting has long been a go-to strategy for businesses, there is a prevailing misconception that programmatic advertising merely revolves around this format.
However, programmatic advertising is a multifaceted and comprehensive solution that extends far beyond display retargeting alone. By embracing the full spectrum of ad formats, including display, native, video, audio, and connected TV, B2B marketers can unlock a new level of precision, reach, and engagement with their target audience.
In this article, we will delve into the world of programmatic advertising, debunking common misconceptions and highlighting its potential as an exceptional tool for B2B marketers. So, let us embark on a journey to discover the vast possibilities that programmatic advertising offers and unleash the true potential of your B2B advertising campaigns.
B2B: USING A MULTI-CHANNEL STRATEGY
Before diving into all the ways that you can utilize programmatic for B2B purposes, it’s important to understand the basics of the landscape and all of the ways you can be delivering your message.
- DISPLAY: Lift the performance of other channels and serve highly interactive HTML5 creatives.
- NATIVE: Offer interesting, educational and entertaining stories in familiar environments.
- VIDEO: Serve pre-roll, mid-roll and post-roll video across sites your audience is visiting. Ideal for brand building.
- CONNECTED TV: Reach your audience at home with data-driven targeting and analytics. Retarget viewers with incremental messaging.
- AUDIO/PODCASTS: Speak to quality audiences in screen-free moments when you know they’re listening.
- IN-APP: Reach an engaged audience in apps they utilize daily or show non-intrusive ads during gameplay.
The world of programmatic advertising offers this array of ad formats that B2B marketers can leverage to expand their horizons and reach new heights. From display ads to native and video ads, each format presents unique opportunities to captivate audiences and deliver tailored messages. By utilizing these diverse ad formats, B2B marketers can break free from conventional approaches and unlock the potential for greater engagement, brand awareness, and ultimately, business growth. So, it’s time to embrace the power of programmatic advertising and embark on a journey to explore new possibilities in reaching and connecting with your target audience.