It’s Time to (Santa) Suit Up…Already
by Isabel Greenfield
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The world of advertising can be complicated—and for a B2B marketer even more so. One of the ways that B2B brands can effectively reach their audiences is through programmatic advertising. But what is B2B programmatic advertising and how does it work?
Every advertising process involves a buyer and a seller. And in the case of B2B digital advertising, those two respective parties are the advertiser seeking to serve their ads to specific audiences, and a publisher with the digital ad space to display those ads.
B2B Programmatic advertising is a method of serving ads to professional audiences through an automated ad space buying process.
Rather than involving human deals between advertisers and publishers, programmatic advertising for B2B replaces the glacial pace of human interaction with the speed of technology. Instead, through the use of algorithms and technology, B2B programmatic turns the process of buying and selling ads into a software process that takes place in milliseconds.
So now that you know a little more about this world, you may be wondering “Why is B2B programmatic advertising important, and is it effective?”
Ultimately the reason why programmatic has made such an impact on the world of advertising, for B2B and B2C brands alike, is that it is extremely efficient. The old ways of advertising, which involved deals between humans that kept the speed of buying and selling inventory at a slow pace, are a thing of the past.
With B2B media buying, this whole process takes place through the work of algorithms, speeding up the process to match the digital environment. This makes B2B programmatic advertising both one of the easiest and, for some brands, the most effective ways to serve ads to interested audiences.
However, there is a caveat here—the lack of transparency involved in programmatic for B2B has made some premium publishers wary of low-quality advertising ending up on their sites. That’s why some publishers choose to work with private marketplaces or programmatic direct.
Now that you know a little more about B2B programmatic advertising, it’s time to put that knowledge to use. There are a few ways that your brand can get started with running programmatic ads.
The first step is determining the goals of your campaign. Are you interested in driving more leads with a B2B retargeting campaign, or will a brand awareness campaign through prospecting be more impactful in the long run? By determining a strategy that works for your needs, it will be easier to determine which DSPs will serve your needs the best.
There are a number of platforms that sell programmatic display ads. Here are a few of the top contenders:
How much a B2B advertiser spends on programmatic advertising is ultimately up to them. Some ad inventory will be more expensive than others, and the more specific advertisers get about their audiences, the higher the cost. Programmatic advertising for B2B, like B2C, is traded on a CPM (cost per 1,000) basis, so advertisers will have to make decisions ahead of time to determine what amount will lead to the greatest return on their spend.
So now you know all about the world of B2B programmatic advertising. But you may be wondering how to get started with MNTN Performance TV. Our platform works with SSPs (just like a DSP) to help your brand streamline the process of serving ads to B2B audiences.
There are a number of benefits to working with MNTN Performance TV. Let’s explore a few of the top reasons that B2B brands might want to utilize our CTV platform.
Ultimately, programmatic advertising for B2B has changed the game for advertisers looking to serve their ads to other businesses and professionals quickly for both demand generation and lead generation initiatives alike. And by working with a company like MNTN, your B2B brand can effectively reach those audiences within the premium environment of the television screen, all while ensuring transparency into the effectiveness of your campaigns.
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