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B2B Blog

Diving into B2B Advertising: An Overview

Diving into B2B Advertising: An Overview

Interactive Content: Breathing Life into B2B Advertising

Hey there! In a world where there’s so much content flying around, you can’t just throw some well-written stuff out there and hope it sticks. Nah, you gotta step up the game and get interactive – turn that one-way street into a two-way chat. That’s where interactive content swoops in like a superhero, grabbing the attention of those big-shot decision-makers and getting them involved instead of them just sitting back and watching.

Think about quizzes, polls, and those cool interactive infographics. They’re not only gonna make your content pop but also spill the beans on what your audience really digs. It’s not just about skimming the surface – these tools set up a sweet talk between you and your audience. Your message? It’s gonna hit home way harder.

Totally, right?

Breathing Life into B2B Advertising

More information on our website: https://advanttechnology.com/

Dynamic Banners: The Future of Responsive B2B Advertising

Whoa, hold up! In our crazy digital world that’s changing every second, dynamic banners are like the rockstars of B2B advertising. These aren’t your grandpa’s static banners – no way. These banners are smart cookies that change their looks on the fly, depending on what’s happening right now. Imagine showing off a product that someone was just checking out, talking to folks in their language, and updating prices as we speak. These banners aren’t just pretty pictures; they’re like your online buddies, making sure they show you the stuff you’re actually interested in.

At Advant Technology, we’re totally vibing with dynamic banners. We think they’re where the cool ideas and tech smarts meet, making B2B advertising not just smoother but also way more exciting for all those people tuning in.

Hooking Audiences with Interactive Content: B2B Advertising’s Cool New Trend

Picture this: B2B audiences today are looking for more than just plain info – they want experiences. It’s not enough for them to read or watch; they want to get their hands moving, their screens swiping, and their voices heard. And the marketing world is totally on board, bringing in interactive webinars and even cool augmented reality demos for products.

But what’s really turning heads is the digital out-of-home campaigns. Companies like Advant Technology are leading the pack here. They’re making ads that you don’t just look at; you can actually play with them. The idea is pretty smart: every interaction becomes a chance to start a conversation. Imagine ads that change based on what you like, or ones that take you to a virtual meeting room. This interactive content thing is quickly becoming the gold standard in B2B advertising, and it’s changing the game.

B2B Advertising's Cool New Trend

Unleashing the Power of AI and Machine Learning in B2B Advertising

Here comes the cool stuff: Artificial Intelligence (AI) and Machine Learning. They’re like the superheroes shaking up B2B advertising. These tech wonders are like data wizards, helping advertisers understand, predict, and react to what users are doing right now.

And guess what? AI isn’t just about crunching numbers. It’s like a personalization guru. Imagine a potential client checking out your website. Instead of seeing a generic homepage, they get content customized just for them. It’s like the site knows their past actions, likes, and even their mood – thanks to mood analysis. This high-level personal touch, thanks to AI, turns passive visitors into excited potential customers.

Changing the Game with AI in B2B Advertising

AI’s impact is huge as it takes over the advertising world. Remember those programmatic campaigns you heard about? They’re the real deal now. They make sure ads hit the right people at the perfect time on the best platforms. Plus, in the world of B2B, data is everywhere, and it can get kinda overwhelming. But that’s where Machine Learning steps in. It spots patterns, gives you smart ideas, and keeps making your campaigns better.

Changing the Game with AI in B2B AdvertisingAdvant Technology is right in the middle of this AI revolution. They’re using AI’s superpowers to totally shake up how B2B advertising works.

To wrap it up, the B2B advertising scene is changing super fast. Stuff like interactive content and AI aren’t just making things cooler; they’re changing the whole game. As we go through this new adventure, one thing is crystal clear: tech and creativity are the compasses guiding B2B advertisers to victory. We’re stoked about what’s coming next and dedicated to pushing the limits of what we can do.

In conclusion, the B2B advertising landscape is evolving at a breakneck pace. Interactive content and AI are not just enhancing the user experience but redefining it. As we navigate this brave new world, one thing remains clear: innovation, driven by technology and creativity, will be the lighthouse guiding B2B advertisers to success. We’re excited about the journey ahead and are committed to pushing the boundaries of what’s possible.

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B2B Blog

Inspiring B2B Advertising Ideas: Rethinking Your Strategy

Inspiring B2B Advertising Ideas: Rethinking Your Strategy

The digital realm is always on the move, and as it evolves, so does the world of B2B advertising. As brands navigate this dynamic landscape, adapting becomes the name of the game. Over at Advant Technology, we pride ourselves on staying ahead of the curve, crafting fresh, innovative strategies for our clients. With a track record of running campaigns worth more than $20 million in spend, we’ve gathered a treasure trove of insights. Ready to explore some game-changing B2B advertising tactics? Let’s jump in.

How B2B buyers are changing in the face of the digital ecosystem

B2B buyers these days aren’t just waiting around. They’re taking the reins, using tools like Google Search, LinkedIn, Reddit, and Quora to actively research and find the best solutions that resonate with their needs. With a world of options just a click away, their journey has become both intricate and empowered.

Acoustic

Screenshot of a LinkedIn Ad from a B2B Brand

With the ongoing changes, brands like yours really should consider a programmatic way of buying media. It’s a more cost-effective approach, and let’s face it, in the B2B scene, everyone wants more leads and sales.

Creating Your B2B Brand’s Story

So, in this world of constant digital content, why should anyone notice your brand? Your unique brand story makes all the difference. Here at Advant Technology, we’re all about making stories that stick. We keep things clear, flexible, and honest so that your brand’s story isn’t just catchy but genuine.

Pinterest

Image: A captivating brand storytelling visual by Pinterest.

You know, today’s B2B customers want more than just services. They want experiences, connections, and relatable stories. Having an engaging story isn’t a “nice-to-have”; it’s an absolute must.

B2B Podcasts – Get tuned in

The power of podcasts cannot be understated. Their unique blend of storytelling and expertise makes them an ideal medium for B2B brands. Imagine sharing your brand’s innovations, values, and expertise through a series of engaging podcasts. Insert Image: Screenshot from a popular podcast platform showcasing a trending B2B podcast.

Looking to gain a more thorough understanding of a particular topic? Podcasts are the perfect solution, providing listeners with in-depth insights rather than just scratching the surface. And thanks to advancements like Programmatic Audio, advertising on podcasts has never been easier.

Search off the Record

Image: Check out Google Search off the Record, accessible on major platforms like Spotify, Acast etc

Programmatic Digital out of Home for Trade Events

Trade events have always been a cornerstone of B2B marketing. However, with advancements in programmatic advertising, brands can now amplify their presence at these events with programmatic digital out-of-home (DOOH) advertising. Picture this: Your brand message displayed dynamically across multiple screens at an event, changing in real-time based on data analytics and audience behaviour. You don’t even have to exhibit.

LinkedIn advertised in the airport

LinkedIn advertised in the airport

LinkedIn advertised in the airport

Image: A dynamic digital billboard at a B2B trade event called Cannes Lions, where LinkedIn advertised in the airport greeting attendees and promoted their trade stand. 

Leveraging Data for Personalized B2B Advertising

In the ever-evolving world of B2B marketing, data has become the cornerstone of crafting compelling campaigns. With the influx of MQL leads that businesses strive to generate, understanding and segmenting this data is essential. Personalized advertising, driven by rich insights, is the key to engaging your audience effectively.

Chart showing the massive growth in B2B programmatic advertising spending

Insert Image: Chart showing the massive growth in B2B programmatic advertising spending for the first seven months of 2021, as sourced from statista.com.

The steep rise in spending highlights how businesses recognise the power of data-driven campaigns in digital advertising. 

User journeys – The key to success

As a B2B buyer, you embark on a unique journey from the moment you realize a need to the point of conversion. This journey is filled with multiple touchpoints that are crucial to your decision-making process. However, in many cases, you might not even be aware of your own needs because you don’t know how a solution can solve your problems. This is why awareness campaigns are so important. Understanding user journeys can significantly impact a brand’s conversion rate. Successful B2B brands craft a marketing strategy that caters to these diverse paths. To succeed, a B2B or marketing agency must map out these journeys and deliver tailored content at each stage. If your agency isn’t doing this, consider doing a user journey analysis with an agency that can help you, like us 🙂

Example of a user journey we performed for a B2B client

Image: Example of a user journey we performed for a B2B client

Video Advertising in the B2B Space

It’s no secret that video advertising has seen a meteoric rise in recent years. It offers a medium that can convey complex B2B offerings in an engaging, digestible format. Insert Image: Forecast of global ad spending in the ‘Video Advertising’ segment, showcasing a consistent increase as sourced from statista.com. This growth is not just a trend; it signifies the shift in consumption patterns, especially in the B2B sector. With platforms like Meta Ads – Facebook & Instagram, and LinkedIn, video content can be precisely targeted, ensuring that your message resonates with the right audience.

LinkedIn Video Ad

Data-driven Strategies: Creating Customized Experiences in B2B Advertising

As touched upon, data is integral to creating customized experiences. Digital advertising, especially in the B2B arena, demands a blend of creativity and analytics. By leveraging platforms such as Google DV360, Taboola, and more, businesses can deliver ads that are not just eye-catching but also deeply relevant. The surge in ad spending, as evidenced by data from www.insiderintelligence.com, further underscores the trust businesses are placing on data-driven strategies. Their report shows a steady climb with US B2Bs expected to spend over $30 billion on advertising by 2023. This showcases the renewed confidence in B2B marketing post a brief slump in 2020.

By leveraging real-time data, we at Advant Technology can anticipate shifts in interests and preferences, ensuring that our campaigns resonate deeply with our target audience.

Precision in Platform Selection: Each advertising platform serves a unique purpose, and understanding this nuance is crucial. For instance, while Google DV360 offers vast reach, platforms like LinkedIn Ads can cater to specific niches. It’s about ensuring that every ad spend is maximized for impact!

Optimizing with Real-time Insights

The beauty of digital advertising lies in its agility. With regular checks and a keen eye on performance metrics, brands can pivot their strategies for maximum impact.

Analytics – GA4

In an era of sophisticated advertising, understanding the intricacies of your campaigns is paramount. Enter GA4, the latest analytics model from Google. With its more user-centric approach and machine learning capabilities, it provides businesses with enhanced insights into their audiences’ behaviors. For B2B businesses, this means getting a clearer picture of how potential business partners interact with their content, thereby refining their messaging and delivery for optimum engagement.

Final Words

B2B advertising isn’t just about reaching businesses; it’s about connecting with the individuals behind them. In a world inundated with content, standing out requires a blend of data-driven strategies, platform-specific expertise, and a deep understanding of the ever-evolving B2B buyer. As you rethink your advertising strategies, remember that innovation, authenticity, and agility will help keep you ahead of the curve.

Advant Technology prides itself on its commitment to innovation and results-driven approach. Our dedication to understanding and adapting to shifts ensures our clients remain at the forefront. Whether through programmatic systems, rigorous testing, or collaborative efforts, our goal remains unchanged: delivering digital media campaigns that meet and exceed expectations. The right agency partner, equipped with the tools and expertise, can make all the difference.

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B2B

Programmatic Ads – The Secret To B2B Lead Gen in 2023

Programmatic Ads - The Secret To B2B Lead Gen in 2023

If you are a B2B marketer, you probably use email marketing, various lead gen partners and perhaps pepper in some Google Ads PPC, not to mention a few LinkedIn Ads, right?

Have you considered programmatic advertising to generate high-quality B2B leads? Let 2022 be the year to discover the secret weapon that can generate hundreds of quality leads for you.

With the proper targeting techniques and killer B2B lead generation strategies proven by our agency, you can also run highly targeted B2B programmatic lead generation campaigns.

You just need to work with the right data partners and a solid technology stack that can help facilitate such a campaign.

In this handy post, we’re going to share a few targeting methodologies that will help you get more qualified leads.

Let’s start with a few basics:

What is programmatic advertising?

Programmatic advertising uses automated platforms to buy ad inventory, often via real-time bidding. It allows marketers to streamline tasks by automating buying ad space.

You’ll have seen it because programmatic is the technology behind the millions of ads you see online every day, and programmatic is one of the highest-performing digital channels for driving B2B leads.

Its ability to provide highly targeted campaigns at scale appeals to the fundamental nature of today’s marketers. It allows them to save money and time by reducing wasted ad spend on irrelevant traffic while delivering qualified B2B leads at a scale.

How_programmatic_advertising_works
How a Programmatic Ad is Served to Your Audience

What is a lead generation campaign?

Lead Generation is the process of attracting websites visitors to your site with the intent of exchanging contact information. Generally speaking, leads are usually looking to learn more about you or your services and may or may not be ready to make a purchase.

For a prospect to share their contact information, you need to offer a high-quality lead magnet. Examples of a lead magnet include eBooks or whitepapers, webinar signups, online courses or infographics. Once you have collected their information, your sales team can begin nurturing the lead.

So let’s look at some of the targeting methods that will help you deliver an effective display, video or native programmatic campaign that is laser-focused and will return you a ton of leads from your target audience.

Turn up your retargeting

Retargeting has also gained some use by B2B buyers and marketers. We generally allocate 10%-20% or so of every budget to retargeting. Prospects who are less ready to buy are probably more inclined to buy if their brand is constantly visible in their market. This will increase the chances that your audience will choose your company over your competitors and stay top of mind, making all of your lead generation campaigns deliver.

Retargeting user flow
Retargeting_User_Flow
Account-Based Marketing (ABM) Account-Based Marketing (ABM) lets you target specific accounts and carefully tailor your message to them. Usually B2B clients have already identified a list of target accounts. We, the agency, are then supplied with this list, and we can create an audience segment, specifically targeting the TAL target account list. You can use a TAL in different ways:
  • Hot accounts that are near to closing but need a further push across the decision-making group
  • Colder target accounts that sales have not yet nurtured
  • Old clients that you want to win back
  • Existing clients where you are looking to upsell
  • Customers who are coming to renew
You can manually enter the URLs of businesses you wish to advertise to for the technology platform to generate comparable firms as seed data for your target account list. For smaller B2B enterprises that may not have a detailed list of target accounts segmented in their CRM system, you may manually input the addresses of organisations you want to advertise to. After you’ve distributed the custom account segments to your preferred media buying platforms, it’s critical to customise your ad creative based on where your target accounts are in the marketing funnel. A partner such as Bombora would help overlay a target account list.
Define Your B2B Audience
Define Your B2B Audience

Firmographic Targeting

Firmographic targeting is the process of qualifying potential customers based on their company-level data – like total revenue, employee count, industry, location (region/territory), and more. Some firms rely on third-party research firms, while others use manual demographic data entry processes to capture this critical business intelligence, but these efforts are expensive in many cases. We just need the parameters and this can then be applied to any international programmatic lead generation campaign. The primary objective of firmographic data is to assist companies separate relevant B2B prospects into distinct categories, allowing them to close the gap between observation and action. They don’t need to spend time and effort separating this data before making decisions if marketers, salespeople, and C-suites have access to segmented information that classifies potential clients by size, location, revenue, or growth trajectory. Instead, potential purchasing partners are pre-sorted into relevant categories.

Job Title Targeting

A good starting point is using a TAL, but within those TALs, you want to make sure you reach the decision-makers. Job title targeting allows you to reach out to high-value company decision-makers based on their job title, function, and seniority level. It aids in concentrating ad spending on business experts who can influence or make the ultimate purchase decision. It also helps you save money by limiting your media spending to professionals who match your job targeting criteria. We use proprietary techniques to ensure we capture all the relevant job titles when you work with us. Let’s say you want to reach an IT engineer, but in reality, IT engineers may have many different job titles and all of these need to be included to maximise the potential leads or else your marketing campaign would be limited.

How does this work in practice?

We’d look to include the likes of VP IT Engineer, Deputy IT Engineer, IT Engineer Director, etc. As you can see, this will give you the widest exposure and more leads! Little details like this may mean the difference between success or failure in your lead generation strategy.

Technographic Data

Relevant to IT and SAS companies, technographic data, or technographics, refers to the technology and software systems companies use to run their organisation. B2B marketers can use technographic data to build a full technological profile of a company that they wish to target through paid media. When leveraged correctly, B2B marketers can identify companies using, or have previously used, competitive technology as a conquesting tactic.

Third-Party Data Sets

We’ve discussed using various segmentation techniques to reach your audience, and comprehensive industry research is always required, but with the above methods, you may still be leaving quality leads on the table. Our last method discussed using third party segments from the likes of Ziff Davis, Loatme and others. Using the IT engineer example, here are all the relevant segments we can apply, all available in DV360, over 40 segments. Here is a snapshot of relevant segments

Contextual B2B Targeting

One of the core benefits of programmatic advertising is the ability to place contextual advertisements. Contextual advertisements are ads that are based on the context of the webpage. Let’s say you are reading a post on cyber security. By researching, then selecting and applying keywords related to cyber security, you are able to deliver contextually targeted ads that are relevant to the audience. This will help increase your CTR from relevant audiences, which should help generate leads more effectively. One of the most critical aspects of Programmatic B2B lead generation is selecting the right keywords.

Wrapping It Up: Programmatic B2B Lead Generation Tactics

In short, there are multiple ways to generate leads through Programmatic Advertising tactics. In addition to contextual targeting and data segmentation, real-time bidding is a must for any B2B lead generation strategy or campaign. Let’s take a look at some FAQs.

What creatives do I need for such a lead generation strategy?

Native or display ads will work best. Native ads which consist of an image, headline and text are easy and cost-effective to produce. Display ads such as image and html5 will require a bit more thought but aren’t always more effective at generating leads.

Why should I use programmatic lead generation when I already use LinkedIn?

There is no doubt LinkedIn is a great tool to generate quality leads; after all, LinkedIn has access to fantastic ad formats and unique data, even with their lead generation pre-populated forms, it can still be expensive, so it’s worth testing different lead gen tactics to see which is best. Programmatic data partners such as Bombora also offer completely unique data to LinkedIn, enabling advertisers to benefit from increased reach, so you end up with more valuable leads.

Will programmatic help brand awareness?

Yes. As part of the nurture journey, you must also focus on your brand. Not every campaign you run should be purely focused on lead gen campaigns. Invest in your brand, and every lead generation channel you run across the customer journey will become more effective.

What DSP should I use?

We recommend using Google DV360 since it gives you access to the broadest number of integrations from data partners and supply-side inventory?

How much do I need to invest in programmatic B2B advertising?

There is no correct answer here, but there is a trade-off between the time it takes your team and a B2B programmatic agency such as Advant Technology to set up and manage such a campaign. In general, we recommend budgets of at least $5k per month in media spend.

What’s the difference between Programmatic B2B Lead Generation and traditional lead generation?

The key benefit of programmatic B2B lead generation is that it allows marketers to automate tedious processes. There are various tactics available, but overall a successful campaign will integrate a mixture of all the techniques mentioned above for a targeted campaign with a high potential for success.

How do I know which KPIs to use?

While many metrics are available, overall, marketers should measure conversions and ROI. How much has this campaign made compared to the investment spent? That said, it is good practice to monitor all relevant KPI’s throughout the campaign lifecycle.

What kind of technology is available to support Programmatic B2B Lead Generation?

The marketing industry has become digital-first. This means that any marketing team should have access to all the tools needed. Today, marketers have a wide array of software and APIs available to ensure they can measure, manage and automate their campaigns.

Do I need an ad exchange or a private marketplace?

Once you have identified your segmented targets, gaining access to these users through various exchanges is vital. This ensures that you reach your target audience at scale through programmatic advertising. DV360 supports direct integration with DSPs (digital supply-side platforms) and ad exchanges. If a particular publisher is relevant to your campaign, consider reaching out to them and establishing a private marketplace deal whereby you get preferential access to that publisher. IDG is an example for the tech sector.

How can I prove the success of my campaign?

There are many ways to measure the success of a B2B programmatic advertising campaign. Setting up attribution models is crucial, especially if you have multiple campaigns running or are using various channels. While every company has different objectives and KPIs, it’s good practice to track conversions and measure ROI.

When should I measure results?

Every marketer has a different approach to the KPIs they want to measure. Generally speaking, it is a good idea to track results from day one and continue throughout the life cycle of your campaign. in B2B marketing, you will find that the lifecycle of a buyer is much longer than B2C, so make sure you measure across at least the sales lifecycle.

As a marketer, what do I need in place before starting a programmatic advertising campaign?

Ensure you have access to all required data points when running a B2B programmatic campaign. This includes access to email databases, CRM systems and customer data from various sources.

What publishers do you recommend?

As a programmatic agency company with over eight years of experience in the technology industry, we’ve built up an extensive list of relevant websites that can be leveraged within your programmatic campaign. An excellent place to start is identifying the websites your audience spends their time on. We can help find relevant sites for you as part of our planning and buying service.

What is an excellent programmatic B2B account structure?

Depending on your business requirements and marketing objectives, you can easily segment campaigns by vertical, product or buyer persona. Some of the most common segmentation include:
  • Industry verticals such as finance, healthcare, telecom or retail
  • Products including hardware, software, cloud services etc.
  • Business units within the company

What is programmatic B2B account planning?

Programmatic buying can be highly complex, involving thousands of different advertising channels. The key to success is to develop a systemised approach where all data points are considered on an ongoing basis. It’s advisable to set clear goals and determine how you will measure success from the outset. To succeed with programmatic, marketers need a scalable solution that can meet the demands of an ever-changing digital landscape. Technology should be implemented to automate as much of the campaign as possible, not only on the ad buying side but also for nurturing and remarketing.

What are the best selling points to use when pitching programmatic?

Programmatic advertising is often thought of as just another form of digital marketing, but it is more than that. Programmatic can lead to high-cost savings, simplified campaign management and improved campaign ROI. You just need to ensure you have access to all the relevant technology and tools available.

What are some common programmatic pitfalls?

  • Poor research into audiences
  • Insufficient campaign planning
  • Bad data quality
  • Poor creative execution
  • Incorrect bidding strategy
  • Loose targeting

Conclusion: B2B Lead Gen

Whatever method you use, a structured approach and solid foundation for creating A/B testing are critical to an effective lead generation process. A well-optimised landing page and strong lead magnets are essential and creative to drive effective CTRs. Always implement pixels properly to track and attribute which channels are delivering the best ROI. We recommend using Google tag manager to lay down your pixels, so the dev team doesn’t need to be disturbed. Remember, programmatic advertising gives you the power to target your audience. You can filter based on occupation, seniority, technology stack etc. Please don’t fall into the trap of thinking that this is an easy option or a silver bullet by applying it without due research and planning. Programmatic is not only fantastic from a technological standpoint, but it also gives B2B companies new and innovative methods to scale their digital marketing and content distribution efforts beyond LinkedIn, PPC, and email marketing by continuously connecting them with the appropriate prospects at the right time using the proper methods we have discussed. If you are not sure where to start with any part of the lead generation process, please do not hesitate to contact us for a no-obligation chat. We can ensure you put the right strategies in place and see your lead generation efforts increase dramatically.

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B2B Blog Guide

Ultimate Guide To B2B Programmatic Advertising

Ultimate Guide To B2B Programmatic Advertising

Are you a B2B Marketer wanting to learn more about how programmatic advertising can reach your highly niche target audience?

Perhaps your not quite seeing the returns you need with Google Ads and LinkedIn?

You’ve come to the right place to learn about how you can place highly relevant ads for your audience through the world of programmatic advertising.

B2B programmatic advertising is a digital marketing process that uses various technologies to deliver ads to business customers faster, more efficiently and with higher potential for return on investment.

The Challenge

To reach their target audience, B2C marketers have been using programmatic advertising techniques for many years, allowing them to develop highly relevant online advertisements and deliver them at scale and cost-efficiently.
Unfortunately, the same cannot be said in B2B advertising, where we still see low or poor adoption of programmatic.

Advant Technology is a B2B programmatic agency that has shown many B2B marketers/agencies how effectively use the medium. We work with both agencies and clients direct.

The challenge we see is that many agencies typically push what they know instead of exploring the boundaries of what’s possible. The truth is programmatic advertising requires a more niche set of skills, and it’s more complex to grasp than LinkedIn, Google Ads and Facebook.

We, as consumers, see search ads all the time and LinkedIn ads all the time, so we naturally build a better understanding of these platforms. So naturally, as a B2B marketer, you lean into using what you feel most comfortable with, what you see and what you know; paid search, LinkedIn etc., CPL demand gen or a contextual takeover on a publisher home page. Sound familiar?

The Opportunity

LinkedIn, Google Ads etc., can be great, but you are probably missing a trick by not incorporating true programmatic advertising.

B2B brand marketers willing to learn about programmatic could see more leads, sales, and increased brand awareness.

How? by leveraging data properly giving you a competitive advantage.
This B2B programmatic guide aims to take you to teach you some of the basics and advanced B2B strategies.

The Background

In a post-pandemic era now more than ever, your audience is turning to a range of digital channels to make purchasing decisions about complex products and services, face to face selling is not as powerful as it once was, and this trend is only becoming exasperated. By digital channels, we mean websites, social media, email, white papers, and third-party resources from Gartner, etc.

As a B2B marketer, increasing your awareness and building trust through these channels is imperative. Programmatic advertising is one of the sharpest, most precise tools for influencing and nurturing leads.

How to run a B2B programmatic Campaign

There are many stages to running an effective campaign that will drive cost-efficient leads that your sales team will love.

Let’s go through the steps and deep dive into each of them.

Planning

Goals and objectives

Be clear about what you want to get out from programmatic. Try using SMART Goals, specific, measurable, achievable, relevant and time-bound.

SMART Objectives
SMART Objectives

Map the B2B buyer journey

The B2B buyer journey will be unique to your organisation. By understanding your buyer journey, you’ll be able to identify how programmatic can be used along the journey to influence purchase behaviour. The buyer journey starts typically with problem identification. The user then begins to explore solutions, builds its requirements, and finally makes its selection.

Business customers make decisions by an increasingly larger cohort, meaning you must influence the buyer cohort across a larger group of decision-makers. It would be best to influence the whole audience across the buyer journey, including ensuring you are running lead generation and brand campaigns.

b2b_buyer_journey
B2B Buyer Journey Example

Define your B2B target audience

Create an audience persona, this will help you think of your customer more humanly, and this information will prove valuable when targeting them. Remember, you need to look at all the decision-makers influencing a purchase, not just the final decisions maker.

  • What are their points?
  • What language do they speak?
  • What companies do they work at?
  • What content do they read on which sites do they spend time?
  • Who are their influencers?
  • What publications do they follow?
  • What language do they speak?
  • Where are they located?
  • What are their job functions?
  • What is their job seniority?
  • What industry do they work in?
  • What are they searching online? Stick to business searches
  • What are their job titles? Ensure you get all variations and look at local market nuance, a director in one country might be a VP in another.

Choose a Technology – Programmatic DSP & Partnerships with DMPs

Once you have defined your target audience, it’s time to start looking at a DSP that will place ads against your ideal target audience. Our media agency tends to use Google DV360, which has access to many B2B data segments.

New partnerships with DMPs need to be formed; the DMP will be the data overlay across your line items in the DSP.

You need to ensure the data partners can integrate with the DSP, and you need to ensure the DSP operates with high volume in the markets you are looking to reach decision-makers.

Check what kind of scale/reach you can run your campaigns. If you’re an advertiser spending millions across your marketing, it probably won’t make sense if you can only spend a few thousand a month in programmatic due to audience restrictions.

If the scale is too small, consider broadening your target audience.
Note most DSPs require around $100k a month in media spend but working with a programmatic agency can give you access to DSP technology at much lower marketing spend investment levels.

Build your creatives

Your creative strategy needs to be based on your audience and buyer journey.

Build your creative strategy and messaging that will resonate with who and what you are trying to influence. Think about the medium needed to convey the message video, display or native. The ad specs will depend on the DSP but here is a good guide.

Display Ads For B2B

When it comes to B2B programmatic advertising, display ads are the most popular format.

Display ads allow advertisers to combine text and graphic elements; suitable for communicating about complex solutions.

The size with the most reach is 300×250. If you are doing a brand awareness campaign, you should consider a 970×250 and a 300×600 which take more screen space and make a more significant brand impact.
If using display, build your ads in html5 or use a tool like nexd.com as the transition between frames will be much smoother and look more professional than a GIF banner, your prospects will respond better to a well-designed ad.

Video Ads in B2B Advertising

Video ads are an excellent tool for B2B marketing. The formats you need to know are pre-roll and native video/outstream. Keep your video short and to the point.

Native Ads in B2B

The benefit of native adverts (content ads) is that they blend naturally with their surrounding environment on publisher sites. Native advertising has become widely acknowledged as an effective format for B2B because they provide a more authentic form of storytelling than display formats.

Native works well for white papers; CPMs are pretty low, but you can not convey vast amounts of information due to the title and character lengths, so keep the message and call to action simple.

Check out the playbook from IAB to learn more.

Interstitial Ads

You may want to think carefully before using interstitial ads, as they can be pretty invasive.

Setting up campaigns in the DSP

A clear set-up structure will give you greater clarity in your reports, allowing you to make informed optimisation decisions.

Typically the flow will look like this:

  1. Create the advertiser
  2. Export tracking pixels and send them to the web dev team for implementation on your website, who may decide to implement them directly to the page or via a tag management system like Google Tag Manager (GTM) or even Tealium if you subscribe to it. GTM is free, though.
  3. Integrate data from your CRM such as salesforce
  4. Ensure the pixels are firing correctly and collect audiences based on events.
  5. Create a campaign / Insertion order.
  6. Create multiple line items. Each line item should have a unique set of attributes such as targeting, these are your tactics for success. For example, one line item may use contextual targeting based on keywords. Another may use first-party data retargeting, and another may use third-party targeting using Bombora data. Clearly label your line item with a sensible taxonomy/naming convention so you can come back to it later on and see quickly and easily what the attributes were. When you set up 50 line items, you’ll soon see why a logical naming convention is so important.
  7. Define the bidding strategy/algorithms on your line item, you usually have a few options such as maximising; clicks, conversions, viewable impressions, time in view, completion rate, video views at 3 seconds, 10 seconds or completed views.
  8. Assign an ad fraud tool.
  9. Import your creatives assets such as a display ad / native ad.
  10. Submit your ads for approval by the ad exchanges.
  11. Assign your creatives to the line items. You may wish to use multiple ad formats and sizes per line item or have these granularly split out.
  12. Launch / Go live, the moment you have been waiting for!
  13. Reporting, export your report using dimensions and metrics important in achieving your KPIs. Use a reporting API tool that allows you to see the progress and results that have been generated visually.
  14. You must collect enough data before beginning optimisation. Optimise the campaign by adapting creativity, targeting strategies, bidding strategies and infrastructure, creating white lists and black lists, frequency capping or introducing new algorithms from third parties to automate the whole process.
    Having accurate data on board allows you to make more informed decisions with your marketing within this whole process.

Those are the basics of programmatic advertising in B2B. Now let’s look at some of the most effective targeting options that can be utilised;

 

Launching Campaign DSP
Step-by-Step DSP Launch Process

Those are the basics of programmatic advertising in B2B. Now let’s look at some of the most effective targeting options that can be utilised;

Firmographic Data Targeting

B2B organisations use Firmographic data to understand their target audience better and define the kind of people who should see their online advertising. This includes relevant data such as:

  • Industry sector
  • Status & Structure 
  • Location
  • Size – Revenue, employees etc

B2B Intent Data Targeting

As a marketer, you know that it’s essential to understand your target audience and intent. Successful marketers who use programmatic ads are aware of intent-based factors that can help them align their strategy. Intent data is overlaid on campaigns to reach audiences who are actively showing buying signals against a given topic area related to what you sell. Bombora is one such provider of effective intent data.

Target Account Lists (TAL) Targeting

Directly targeting a group of strategic accounts + usually some job title or function.
Technographic Data Targeting
The Technology Stack of a Business: Technographic Data is a tool for analysing a firm’s technology stack. What hardware and software do they utilise? Which tools and applications are they using? How are they integrating and utilising their various systems and platforms?

Third-party Data Providers?

Let’s check out some of the leading providers:

Bombora

Can offer more granular targeting than LinkedIn.

Ziff Davis

Offers technology-based audiences in publishing, research and conferences.

Dun&Bradstreet

The world’s leading source of commercial data on companies, empowering businesses to access trusted insights about their suppliers, competitors and customers.

HG Data

A firm that specialises in developing targeted marketing strategies for the technology buyer market

The death of the third party cookies and changes in Apples privacy policies will affect the scale and quality of B2B data, so it’s recommended to take a first-party first approach.

Combining these data providers and the power and cost-efficiency of programmatic helps us to deliver more qualified leads.

First-Party Data Targeting

The most valuable and impactful data you can use for programmatic advertising is the first-party data you already have in your CRM system. You can target contacts and accounts with this CRM data by first collecting it and labelling it through proper pixel implementation or data match upload.

Types of first-party data activation

  • Submitted a lead on your form
  • Downloaded white-papers and case studies
  • Website visitors
  • People who watched video content on your site
  • Email subscribers
  • People who have attended previous webinars
First_Party_Data_Targeting
First Party Data Targeting

https://advanttechnology.com/a-guide-to-contextual-targeting/In the wake of the death of the cookie in 2023, advertisers can look to contextual programmatic marketing based on a white list of handpicked sites or based on keywords.

Contextual Targeting

In combination with some of the other methods discussed, contextual targeting allows us to deliver ads in the right environment, so not only are you reaching your audience in terms of job function, job title, company size etc. but also when they are consuming relevant content.

The example below on the left is a contextual ad. It was delivered to all of our technology buyers, targeting only publications that would be relevant to them and even more detailed down to the specific publication’s section they were most likely to read. Here you can see it has been receiving over a 1.3% CTR.

The third example is a technology buyer ad targeted to publications within the technology industry. As already discussed, you can drill down much further here to reach this particular audience. The CTR for these ads was over 1.13% CTR.

B2B Programmatic Advertising FAQs:

 

What Is Programmatic Advertising?

Programmatic advertising is the automated buying and selling of digital advertising, in contrast to the traditional method that involves human negotiations, it is structured to replace human negotiations with AI-optimization and machine learning.

The aim is to increase transparency and even efficiency for both the advertiser and the publisher. Programmatic advertising has helped to increase media buying efficiency.

What is a Demand Side Platform?

A DSP is a software platform that allows marketers to serve digital advertisements across display, mobile, social, video and native networks. It includes a mixture of automated and manual settings making buying extremely efficient. A DSP connects to publisher inventory through an ad exchange.

Why use a DSP?

A DSP is used to buy ad inventory in real-time from multiple sources, which gives you the ability to control your advertising spend while reaching your target audience using robust data across potentially thousands and thousands of sites.

A DSP can be used to create specific audiences based on actions they’ve taken on your site, such as downloading a white paper; these audiences can then be retargeted. DSPs access ad space inventory from all parts of the world.

What is Account-Based Marketing?

ABM is a strategic approach in which you focus your time and resources on a select group of accounts that are most likely to buy your products or services. In contrast, mass marketing targets all customers within a certain market segment.

With account-based marketing, you want to identify different accounts with potential and then develop a strategy for each.

How do B2B marketers use ABM to help their sales team?

ABM is helpful to “nurture” accounts since it allows you to create personalised campaigns that are relevant for each account’s stage in your sales cycle.

For instance, if an account has already raised its hand, they may be a viable candidate for your services. Using ABM, you would execute a campaign to nurture their interest and show them how you can help them meet their goals.

What is Programmatic Direct?

It is a purchase that’s made directly from a publisher website with negotiation, contracts and tenders going back and forth.

What is Real-time Bidding?

It is the process of buying and selling ads through an open bidding system in an auction-based format where no negotiation is required with the publisher who is selling the ad space via their SSP. Most inventory is bought this way.

What is Programmatic Guaranteed?

Is where there’s a fixed rate agreed upfront with the publisher, this isn’t done via an auction.

What are Private Market Place Deals?

It is a way for advertisers to buy ad inventory that’s not on the open exchange (real-time bidding) it tends to be sold by a publisher or media owner directly with closed access to a select group of buyers and still uses an auction system.

What is a Data Management Platform?

You’ll hear the term DMP thrown around a lot and it means data management platform. A DMP is a technology solution that manages and exchanges data.

It can create audience segments, which can then be used with other ad technology platforms for retargeting or targeting audiences.

Data in B2B advertising has come a long way and it’s without question the main reason why today programmatic B2B can be so powerful.

Should I use LinkedIn and Programmatic at the same time?

The ad ops team at Advant Technology has recently looked into the marriage between programmatic and LinkedIn.

LinkedIn is a powerful channel in a B2B marketers weapons arsenal. LinkedIn advertising is great because it offers you the option to target particular users by country, industry, company size and position title.

LinkedIn advertising has great formats, including the carousel, video, single image and dynamic ads.

The challenge with LinkedIn is that it can be costly. CPMs can creep above $200USD+; at this kind of CPM, you need to get very high engagement rates to achieve a cost-efficient cost per lead.
What an effective cost-efficient cost per lead means to you will vary, so do the math and set your KPIs.

By contrast, programmatic advertising CPMs will be lower, and although CTRs will also be a bit lower in programmatic generally speaking, your effective CPCs should be better, how this translates to leads and revenue is something that probably needs testing. Make sure to use Google UTMs so you can analyse how LinkedIn compares to programmatic campaigns. Google UTMs will allow you to track the performance of a marketing channel by Source/medium within Google Analytics.

How can a B2B programmatic agency help me?

All of this sounds great but complex. I want to get involved, but I don’t have the time, team experience or knowledge. In comes –> programmatic agency –> in comes Advant Technology.

The goal of a programmatic agency is to help the advertiser navigate through all the steps discussed today.

Advant Technology can help with the end to end process for planning and buying for successful B2B programmatic. Contact us here!

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Building B2B Brand Awareness Across the Buyer Journey

Building B2B Brand Awareness Across the Buyer Journey

Are you a B2B company looking to grow your brand awareness?

The way B2B buyers make decisions is changing. Brands need to understand how they can best engage them along the sales cycle.

Digital channels have become the most influential way of doing this.
Brands that don’t embrace digital-first risk being left behind as this change is exponential.

The buyer journey has changed significantly in recent years, with buyers becoming increasingly self-sufficient when making complex business buying decisions.

They are shifting from being influenced by salespeople to being influenced through digital channels, and brands that don’t embrace a digital-first approach are at risk of being left behind as this change is happening at an exponential rate.

This means that companies must take into account what makes each channel unique in order to provide value across the entire buyer journey – not just during the purchase process but also before and after too!

It’s no longer enough for brands to be present on these channels; they need to create content that resonates with their audience so they can build trust and authority within their market sector.

Buyers want helpful information which speaks directly about their pain points or challenges – if you can demonstrate clearly how your product or service will help them overcome these issues, then you’re onto a winner!

Brands must engage prospects and customers at a personal level; you must understand them, share their pain points and demonstrate clearly and personally how you can help.

This more emotive buying attitude is what B2C brands have always done well, and now is the time for B2B brands too to embrace this approach; the thing is, that’s not easy, and it needs to be done across the whole buyer journey.

Unfortunately, when it comes to marketing efforts many businesses, only focus on generating leads. This is true of large companies and other businesses that are market challengers.

The reason is that such demand generation efforts provide more immediate results; it’s easy to buy leads on a CPL basis and get valuable information in front of purchase decision-makers; however, this isn’t going to generate trust.

A B2B must also address its target market through valuable brand awareness tactics; a hybrid approach with a well-balanced media plan is normally best.

We explain why with actionable insights, sit back, relax and read on.

The future of B2B buying is changing; brand advertising needs to adapt.

In order to be part of this new age of digital-first buying, B2B brands need to shift their mindset from ‘push sales messages’ to building trust with prospects through online brand awareness. But many salespeople are still stuck in the past, operating under the assumption that more calls, more emails and more sales meetings will do the trick.

The truth is that business customers are spending less time when making complex buying decisions, and B2B brand advertising has never been as important.
In order to build a strong brand, valuable content marketing as a stand-alone approach isn’t enough. Sure, that’s good for search engine optimisation / organic traffic. Your marketing strategies need to be complemented with a digital media first approach, which includes building brand awareness and standing out from the crowd through paid campaigns, third-party sites and social media channels.

The results of recent campaigns run by Advant Technology show that when companies increase their digital presence through holistic online branding, leads grow faster than when they don’t.

This demonstrates the significant impact building a strong online presence can have on B2B lead generation.

B2B buying is a collective decision

Keep in mind that you are speaking to a collective group of people. It’s not just about getting your name in front of that group; it’s about influencing how they feel about you.

To succeed, you’ll need the collective perception of the company to be positive, trustworthy and relatable. That way, your target audience is more likely to buy your product or service.

Remember: people buy on emotion, not on logic. The more you can get them interested in your business and its products and services, the more likely they are to consider purchasing it.

B2B user journey analysis

Example of a Buyer Journey Research

Deconstructing the right brand building approach for your company starts with a user journey needs analysis, which should form part of any successful marketing strategy. Before you do anything else, make sure you understand what it is that makes a good digital campaign that aligns with your brand’s objectives. Question everything down from the activities involved to the reporting and analytics. Keep it lean, easy to measure and communicable.

Start with a buyer’s journey

Buyer_Journey_Research
Example of a Buyer Journey Analysis

Think about what makes you, your brand and your product unique in a sea of competition.

  • What will make potential customers choose you over a competitor?
  • What will make your existing customers stay?
  • What is the USP that sets you apart?

This is not just related to product or service, but also in terms of the overall company values, vision and goals. It would be best if you focused on the areas where your brand has a competitive advantage and how your product is more innovative than your competitors.

Advant Technology works has proprietary technology mapping the buyer journey with close attention built around data science and custom algorithms to decipher what’s most important to your customers. This then helps form the foundation of your marketing strategies.

Key areas of focus should include:

  • Understanding the buyer journey and stage in the buying cycle
  • Identifying potential pain points and problems your buyers are facing. How can you help them solve these problems?
  • Defining a target audience
  • Alignment of content with customer’s needs, goals and objectives. Not just product features
  • Audience targeting based on behavior, company goals, objectives, positioning and intent
  • Digital paid media campaigns need to be performance-driven with strong analytics
  • Keep it simple with clear marketing messages around benefits over features

To achieve this, it is important to know the answers to the following questions:

  • Who is involved in the buying process? (i.e. C-suite)
  • What do they value? (i.e. price, security, speed)
  • How does that change throughout the process? (i.e. awareness, consideration, preference)
  • How does this shift affect the types of messages & messaging they respond to?
  • What platforms do they use to access information about your products/services?
  • What are their pain points, both in and out of the process?
  • How can you address these issues?
  • When is it appropriate to engage with them?

Many companies make the mistake of jumping straight into paid media campaigns without first mapping out their buyer’s journey and building the right content marketing strategy.

Mapping out the buyer’s journey is an effective way to understand where your audience is in the market, what they’re looking for and how they interact with your content.

It’s important first to define your brand positioning, set out your vision and develop a comprehensive digital paid media plan that serves as a guide for all other marketing efforts, including PR, events, content and social media marketing. Also, don’t underestimate the power of showing the human side of the business through testimonials and customer stories.

Our USP in B2B branding

When you have a good understanding of your USP, it’s time to look at a brand awareness campaign. It would help if you reached prospects at different stages of the buying process.

In the awareness stage, prospective customers need to know about your company and product offering as the first point of contact.

In the consideration and preference stages, prospects start comparing brands to see who fits their needs best. Once they have made a decision for a specific brand or supplier, in the purchase and delivery stages you should keep them loyal by delivering on your promises.

To create strong brand awareness, you need to make sure your online presence is consistent across the different channels (paid social media, organic search & display advertising, third-party sites and blogs).

You can’t expect prospects to visit all of these places, but it’s important they understand who you are when they come across your brand.

With an efficient DSP (demand-side platform) you can control the frequency of messages in paid advertising and leverage remarketing to move buyers through a sequence of content messages that will drive your audience from awareness to lead (MQL), and finally and hopefully SQLs and sales.

What content do I need for B2B branding?

One of the most important aspects is creating quality content that presents value for the reader.

It should be free, educational and relevant to your target audience. This could include videos, infographics, blogs/thought leadership pieces, eBooks & whitepapers, webinars & seminars. Make sure you have a consistent look across all your content – through colours & logo placement for easy recognition online. All of this falls within your content marketing strategy.

If you want to increase brand awareness and brand perception, your website needs to be more than just a place of transactions and delivery of content.

It’s also a marketing hub where you can build trust, show expertise and generate leads from inbound traffic. It would be best if you created specific landing pages for ad campaigns so visitors know exactly what they’re looking at and you can track the return on your investment.

Brand awareness strategy

Consistency of message – Your unique selling proposition, go-to-market strategy and personas are key messages that need to be communicated consistently through all your marketing strategies.

Optimise your website – Aim for your website to rank (organically or through paid advertising) for the right keywords and have a deep understanding of search intent so you can create content that resonates with prospects at each stage in their buying process.
Target audience – You need to understand who you’re aiming to reach and the channels they use when researching products or services online.
Share of voice – You can’t expect prospects to come across your website by chance. It would help if you were where the search is taking place by anticipating what they are looking for, when and where.

This could be through creating content on third-party websites or social media platforms, joining relevant groups and communities online or using paid advertising depending on your industry and market. Think about where you might be able to repurpose existing content as part of your long term brand-building strategy and whether you have any internal spokespeople who could be put forward as industry experts at events.

Best marketing channels to build awareness

Social media content is an important part of increasing brand awareness as it allows you to reach specific audiences and get an insight into how they interact with certain types of content. It also enables you to see what’s trending, create conversations around topics that interest your prospects and engage with influencers in your industry.

You need to understand where your audience is in the buyer’s journey and what content they engage with most.

If you’re reaching prospects during the consideration and preference stages of their buying process, social media is the perfect place to share information, provide insight into problems you solve and keep prospects engaged with your brand. Below, we dig into a few examples of social channels where and how to use social to reach decision-makers.

LinkedIn ads

LinkedIn has been known as an effective platform for generating awareness around buyer personas – it’s great for reaching decision-makers in your industry, sharing relevant content about topics that matter most to your audience and engaging with other professionals in your industry.

It’s also a great platform to attract new customers, or if you use video formats, it can be a great platform showcasing your brand story.

PPC & Google ads

Google AdWords is an effective paid channel for B2B marketers because it allows you to reach audiences based on keywords & intent data. For example, if you’re conducting research into cloud solutions for your company, you’d want to target your ads only at people looking for information on cloud platforms so you can increase the number of leads in your pipeline.
It enables you to reach a highly relevant audience based on interests, intentions and behaviours, meaning the right people see your ad at the right time.

Programmatic ads

Example Programmatic Display Ad
Example Programmatic Display Ad
Example Programmatic Display Ad
Example Programmatic Display Ad
Example Programmatic Display Ad
Example Programmatic Display Ad
Example Programmatic Display Ad
Example Programmatic Display Ad

Programmatic ads can be an effective way to reach a very specific, relevant audience that has expressed intent around the types of products or services you offer.
An effective way to use them is through a combination of programmatic & organic channels, as it provides you with total control over how much traffic is coming from each source.

For example, you can use data around intent behaviour to create highly relevant ads in programmatic display, native and video advertising; you can then use analytics tools to see how many of them went on to make a purchase and what conversion rates are, which helps you understand how your paid ads contribute to the success of your overall marketing program.

Some platforms you could consider for getting your firmographics, and intent data is Bombora, Dun&Bradstreet, 123 Push and Stirista.

Combined with a strong understanding of your customer, great content and targeted data, programmatic typically outperform due to its cost efficiency and scale. It’s a robust channel that many marketers don’t leverage.

Try a mixture of video native and display formats for maximum reach and A/B test using a controlled experiment. It’s a great way to reach your audience through different types of content formats, and it enables you to test which ad units work best for the audience you’re trying to target.

Remember that since many B2B sales cycles are 6-12 months, you must stay active throughout the journey; an on / off approach won’t be effective in nurturing your customers.

When it comes to B2B marketing strategy, paid ads need to be tailored to specific personas at the different stages of the buying process. Brand awareness is not only helpful at the top of the funnel; it’s important across all B2B marketing.

Reporting on brand awareness & measuring success

If you want people to know about your organisation, you need to tell them about what you have and keep them updated. This can be a first step in getting people interested in your brand and will show what kind of company you are.
When this is done right, it can provide value and resources to people before they even contact you.

It’s important to use analytics tools to measure campaign performance and ROI so you can justify how your advertising efforts are generating results for your business.
You want to see which channels and types of ads are most effective so you can dedicate the majority of your budget to those options.

In order to do this, you need to have a clear understanding of your key performance indicators, so you know what’s working and what isn’t.

Use analytics tools & reports to see which channels are most effective for generating brand awareness and other top-of-the-funnel metrics, such as web traffic and total conversion rates.

Wrapping it up: brand awareness

B2B_Brand_Awareness
B2B Brand Awareness

Let’s summarise this article in 8 points:

  1. Brand awareness ensures that people are aware of your business, its products, or its services. This is not only helpful at the top of the funnel but also across all stages in the long run.
  2. The buying process for B2B organisations is long and requires consistent messaging over time to nurture prospects through their journey. Thus, it is important to be active over the long run through many touchpoints.
  3. The best way to create brand awareness is by using a combination of paid, organic, content and programmatic channels.
  4. Focus on specific personas at different stages in the funnel for your B2B marketing efforts, or you’ll lose traction.
  5. Digital advertising is the most effective way to create brand awareness due to its low cost, high scale and targeting capabilities. It can be used alongside other top-of-the-funnel tactics such as content marketing to ensure your brand gets maximum exposure over time.
  6. Reporting on brand awareness is important to generate results that justify your advertising efforts. It would be best if you used analytics tools proactively to measure campaign performance and ROI, so you can optimise your digital marketing budget.
  7. Never forget to A/B test ad formats, audiences and content types in order to maximise exposure for your brand awareness objectives.
  8. If you want people to know about your organisation, you need to let them know. Tell them about what you have and keep them updated. This can be a first step in getting people interested in your brand and its offerings.
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New Programmatic Agency? What You Need To Know

New Programmatic Agency? What You Need To Know

Hello digital marketer!

So you’ve decided to move a new programmatic agency. Congrats! We tell you what you need to know to make onboarding smoother for everyone.

If you are looking for a new agency to handle your programmatic advertising, this article is for you. We have created an in-depth guide on how to prepare yourself and your team with all the information they need to start working with a new agency.

This will help make the transition as smooth as possible.

By reading this article, you will understand what steps need to be taken to make sure that both parties are ready for programmatic advertising together.

An exciting time for your business; we hope that you are ready for the opportunities that lie ahead of you.

Processes

The first step in this process is client/agency onboarding, which means preparing yourself and your team with all the information they need to start working with a new agency.

Expert Opinion

This article has been created by the team at Advant Technology and being a programmatic agency themselves, they have first-hand experience onboarding many new clients every year.

Advant Technology works with many agencies; creative agencies, SEO agencies, PR agencies etc, not only brand/advertisers/clients directly.

This article’s information comes from expert opinion through many years of experience working with other agencies and brands/clients/advertisers.

Today, the team shares what they think you need to know when you begin working with the new agency of choice.

Advant_Technology_Programmatic

Factors affecting the scope of the onboarding

Naturally, every agency will have its own idea of onboarding clients, which will depend on the project’s scope. The things that are likely to affect the onboarding process are:

• Total budget – a bigger advertising budget will typically mean a more holistic onboarding process
• Timeframe – an always-on and long term contract/agreement will result in a more comprehensive onboarding
• Scope – the more extensive the scope is, the more critical it will be to have a comprehensive strategy
• The total number of ad formats required
• The goals and objectives of the programmatic campaign
• The number of ad creatives
• The size of the team required to support and facilitate the media plan
• Ad inventory – whether it will be open RTB exchange inventory, PMP or programmatic guarantee deals or a hybrid of all three deal types
• The number of DSPs (demand-side platform)
• Market research
Audience targeting research
• Data plan – depending on the size of your data plan, you may need to find a DMP (data management platform) that matches it
• Location targeting research
• Device segmentation and match rate research – audience matching can be done using cookies or device IDs
• Demographic & psychographic profiles CRM list segments available for matching against audiences
• Compatibility with existing audience data
• Existing ad technology stack
• Types of creatives and ad tags available for insertion
• Analytics – types, platforms, integrations with existing infrastructure etc.

As we’ve discussed, onboarding is just the first step, but to understand onboarding better, let’s look at that from a bigger picture view so you can see what comes after client onboarding.

Programmatic Agency Onboarding Process
Advant Technology's proprietary approach, developed for our one of clients, Destination Canada in which we managed end-to-end planning and buying.

Marketing Goals and Campaign Objectives

Goals and objectives need to be defined before onboarding a client to understand the scope of what will be required to achieve those goals and objectives. There is a difference between goals and objectives. Let’s establish what you should be looking at at this stage.

Remember: Objectives should be measurable and actionable.

Goals can be unmeasurable, while objectives should have a specific structure to ensure they’re attainable and trackable.

For example, a goal could be to increase brand awareness among our target audience.
On the other hand, an objective would be to sell 100 units in 30 days at $50 each.

This type of objective is much more specific and actionable because it’s measurable and timebound.
Advant Technology likes to use SMART objectives as a framework

SMART objectives are:

Specific: what the desired result should be and measure whether this has been achieved in your campaign. It also makes it easier for everyone involved in carrying out the digital advertising campaign to know what the team should do.

– Measurable: a number attached so you can measure your progress throughout the campaign. You will not be able to assess whether or not your digital advertising strategy was successful unless there are measurable results at the end of the campaign.

– Achievable: it is vital to set an achievable objective.

– Relevant: Choose a relevant goal so there can be a direct correlation between what you are trying to achieve through digital advertising and the objectives that need to be defined at the beginning of this process.

– Timebound: an objective must be timebound because it is the only way to know that you have achieved your goal. This also makes it easier for everyone involved in carrying out the campaign (the agency and client, for example) to follow up on progress throughout this process.

Audience Insights / Research and Education

A process whereby the agency asks detailed questions about your market, your product/service, and the audience you are trying to reach. Thorough audience research is vital before the agency defines a strategy in reaching the target audience.

Know everything you can about your target audience in detail because paid media will not be successful if it does not reach its intended audience.

Programmatic Channel Strategy – Media Planning & Allocation

In this step, the agency will use audience insights from the previous step to plan media allocation and buy digital ads; this is your programmatic strategy. Media planning is a process where we determine placement, timing and budgets for purchasing ad space on various channels.

An agency may start by looking at your budget; how much you have available to spend over what period? Then analyse all relevant first-party data that can help the agency identify which advertising avenues will be most effective in reaching your target market with the message that resonates best based upon their demographics, psychographics etc.

For example, if an insight shows your potential customer base tends to purchase more during certain times of the year, such as Black Friday or specific days like Mothers Day, placing the ads within that timeframe would make sense.

Digital_Media_Plan
Example Digital Media Plan

Partner Strategy

Still part of the media planning stage, but rather than look at the channels, one should be looking at which partners are needed to execute the channel strategy.

Conversations and negotiations with DMPs, DSPs, Ad Exchanges, supply-side platforms or even RTB (real-time bidding) platforms to ensure the strategy is executed correctly. Additionally, it’s time to think of which specific publishers we can engage.

Lastly, reviewing third-party data can be applied inside the programmatic technology of choice to reach a particular audience segment.

Content Production – Brand Positioning / Creative Brief (Digital Advertising Campaign)

A brand positioning makes your company stand out from the competitors in the marketplace; it’s how you want to be perceived by potential customers and align with your marketing message(s). This step is where the agency will start creating ideas for ads that communicate these messages through photography or video, depending upon which platform best fits what needs to communicate.

For example, a pre-roll video ad may need to be different from a YouTube ad to an out-stream ad to an interstitial ad. They are all delivered differently, and thus their length/message may need to differ too.

Content production also spans across the landing pages. The ad’s landing page needs to be compelling and give value to the user. Why should they bother spending time looking at this ad?

The creative brief lets you see all these ideas come together in one document, so everyone involved is clear how it looks, feels, and sounds. Important because if there are any issues with production or timing, you want them sorted early rather than later. It may take longer depending upon each case.

Channel Usage

It involves making sure that everything has been planned out correctly from start to finish, it also ensures that all ad placements (website, mobile apps etc.) have tracking implemented. Hence, we know which platforms/channels are performing most effectively for us – again, data drives our marketing decisions. All assets should be adapted for their various channels.

Digital Channel Planning
Digital Channel Planning

Campaign Optimisation

Running a campaign involves lots of campaign optimisation. Progress should be tracked daily, so adjustments to media spend can be made if needed or refine messaging and creative based upon how the target audience responds. Just a few things to consider when are optimising a campaign are:

– The creative used in the ad. Does it match your brand? Is it engaging and exciting enough for people to click on?

– Your target audience, who is seeing these ads, and how often will they see them so you can better understand the performance of each one? Do certain demographics perform well or poorly compared with others? Are there specific times where an ad performs better than others (daytime vs nighttime)?

And what about locations? Do certain regions produce lower engagement rates than other areas such as cities or states within different countries that might be more receptive to this type of advertising, like New York City over small towns in Iowa? All of these factors should be considered.

– The key here is not just optimising within a specific ad but across all of them in order to get maximum results from each one being served at different times throughout the day or week, depending on what works best for your business goals.

Whatever direction you decide to take after reviewing these factors, make sure every decision aligns directly back towards improving performance and growing conversions rather than simply placing ads and hoping for the best.

• Consider removing specific channels that haven’t worked well or even introducing new channels. It might also be worth thinking about swapping out programmatic display for programmatic native or reducing programmatic spend and up-weighting publisher direct activity. There are lots of things that can be done. Some of them can be left to artificial intelligence. Others are more a manual process.

Continued Reporting, Analytics & Insights

Once the campaign has been running for a while, it’s time to take a look at what worked and didn’t work. The client should receive an end result report with clear insights into what worked best with their target audience as well as a section on next steps / future recommendations, including potential ideas for new campaigns based upon learning from prior ones executed within their brand strategy framework.

Marketing plans change over time, and agencies will need to be flexible and nimble in order for them to maximise their effectiveness.

Programmatic Video Report

Programmatic Video Report Showing Viewability, Completion Rate & Domain Reporting

Let’s take a look at other questions you might be asking in anticipation of finding a new programmatic partner. FAQs:

What is the structure of a programmatic ad agency?

Advertising agencies have different structures depending on the type of service they offer, whether that’s programmatic, web design or creative.

Programmatic agencies can vary in size and structure depending on the company, but structures are typically relatively flat, with many client service-focused roles that support programmatic buying. Programmers will also be members of this team as they play an important role in getting creative elements ready for integration into programmatic campaigns. Job functions may include:

• Campaign Managers
• Account Managers
• Ad Operations
• Media Strategist
• Business Director
• Client Services
• Creative Development
• Developer
• Analyst
• Media Planner

What are the benefits of programmatic advertising technology?

Programmatic ad technology has several benefits.

First off, it’s an efficient way to increase your target market by reaching the right audience at scale.
Additionally, programmatic media buying is an excellent way to measure the effectiveness of your ad spend and track KPIs such as conversions and ROI.

The technology allows companies to monitor important metrics like clickthrough rates (CTR) which is how often someone clicks on an ad that appears in their feed or landing page views for ads that direct users to a specific landing page.

Programmatic also has a dark side, with fraud being prevalent in the industry, so make sure you use ad fraud protection.

How should my agency report back to me?

The agency should be able to provide data on the performance of your campaign. They should have access to multiple dashboards that tell you information about impressions, clicks, and conversions. Tracking these elements will help give insight into what works well for a given brand or product and give an idea of where costs are being incurred.

Programmatic agencies should also be able to closely monitor the performance of your ads across different channels, including online display advertising.

Later, this information is fed back into future ad campaigns so that you can see how effective they are in converting users into customers or clients, depending on what it is you’re trying to achieve.

How can an agency make your programmatic advertising more effective?

When an agency runs programmatic campaigns, their goal should be to improve sales, increase brand awareness, and reduce costs. For an agency to achieve this, they need to follow these steps:
-First and foremost, the agency needs to understand the clients’ marketing goals.

-Next, the agency should determine if programmatic is a good fit for your marketing objectives.
– The agency will need to leverage their expertise so ask what level of service they’ll be able to provide, including campaign setup & testing as well as creative development services.

What services does a programmatic ads agency offer?

In a nutshell, they should be able to plan, buy, set up and execute a programmatic media buy, optimise and report back, and in the process, hopefully, return a positive ROI.

How much does a programmatic campaign cost?

The cost of programmatic advertising varies from agency to agency. Some agencies have a minimum spend requirement, while others may require you to commit for an entire campaign or even year, depending on the size and scope of your ad buy.

How do agency traders work?

An agency trader optimises programmatic campaigns; their role typically involves analysing data to ensure that the agency buys media at optimal prices. The trader will also be responsible for reporting on campaign performance and adjusting campaigns accordingly to meet specific agency KPIs, meaning they’ll have regular contact with agency management teams; therefore, traders should communicate effectively, both orally and in written form.

What are programmatic exchanges?

A programmatic exchange is a platform where publishers list their inventory to be purchased by advertisers using automated software platforms or algorithms called ‘smart bids’. So, this allows them to trade advertising space across multiple ad networks without being dependent on just one provider. Advertisers bid against each other for an impression which goes into an auction-style format where the bidder wins.

How do programmatic ad platforms work?

Programmatic advertising technology works by using a system of automated bids to buy ads at the best price. The whole process happens in milliseconds and delivers relevant messages to consumers across many different channels, including social media, mobile apps, audio, TV screens and billboards that are all driven through your chosen agency’s digital strategy.

What does it mean if an agency has a trading desk?

It means an agency has a specific team of programmatic specialists whose job is to buy advertising for its clients.

What does a programmatic analyst do?

They are responsible for running reports to track campaign performance and gather data used in future campaigns.
Should I own the programmatic technology stack?

Advant_Technology_Ad_Stack
Example of An Ad Tech Stack

It’s not always necessary to own programmatic technology, but it does come with benefits. This could be in the form of reduced costs, but your budget will need to be big enough. Generally, most DSPs require a minimum of $100k per month.

Should I leave my existing programmatic agency if I have issues?

Moving agencies is time-intensive, and as we all know, time is money. Try to find a solution first before making the switch.

It’s important to make sure you’re not leaving programmatic advertising before giving it a fair shot. Analyse what isn’t working and speak to other partners. The problem might not be the agency; it could be that programmatic isn’t right for you due to many factors, both macro and micro.

What programmatic agency should I choose?

There’s no shortage of programmatic agencies in today’s landscape. Choose one that will best suit your needs and programmatic approach. Make sure there is a good cultural fit, and they understand your business.

How long should my contract last?

This will depend on the scope of your campaign. You can opt for a long term commitment or just run one-off projects. Long term contracts (one year or more) is a commitment from both sides, from the client side a commitment in spend and from the agency side a commitment they will meet the services expected.

In the first instance, it may be better to run a few campaigns before entering into a long-term agreement.

Wrapping it all up.

Programmatic_agency_word_cloud
Programmatic Agency Process

 

When you are onboarding a new programmatic agency, be sure to have an open line of communication.

Be clear about your goals and objectives so that the team can set out on the right path from day one. That way, any potential pitfalls or missed opportunities will become apparent early in the process, and both parties will feel confident moving forward together into uncharted territory.

If there is anything our team has learned through our years leading digital marketing teams; its that effective partnerships take time and effort, but they’re worth every minute!
We hope this blog post has been helpful!

If you’re looking for a programmatic agency, we’d love to hear from you.

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