If you’re not including programmatic advertising in your strategy, chances are you’ll be facing some seriously tough competition this year. 

Programmatic advertising is on fire, especially in business-to-business markets. With machine learning and artificial intelligence on the rise, programmatic ads are growing, too. Even established businesses who traditionally relied solely on sales teams and “old school” marketing methods are discovering that it brings in new customers and saves time and labor costs. 

The opportunity within B2B programmatic advertising is huge. While a platform like Google Ads has its merits, programmatic advertising can return increased leads and sales. The key lies in leveraging data effectively to gain a competitive edge.

 Here we’ll introduce the basics of B2B programmatic advertising and give our outlook for the rest of 2024.

What Is B2B Programmatic Advertising?

Programmatic advertising is an automated process that bids on ad placements in real time — as a page is loading — to deliver the best asset for the right user at the right time. This approach is common with videos and display ads. 

The process may seem complicated, but back-end scripts process everything before the page is even loaded. When you open a web page, information like your past buying habits, interests, search history, and any other relevant information is fed into the system. Then, something from the available inventory of ads will be matched to whatever is most relevant to your persona. 

Bids are automatically set when the ad gets put in the inventory, so the highest bid will “win,” and that’s the ad that gets served when the page loads. This process ensures that the right content reaches the right audience precisely when it matters most.

Centro Institute Webinar Series – Gauge Your Programmatic Readiness

Beyond Display: Native, Video, and Mobile Opportunities

About three-quarters of all video ads today are programmatic. While display ads were the primary medium, native ads continue to be one of the most effective tactics, and programmatic ads make them even more effective. 

When you use programmatic advertising with your native video ads, you can set certain prerequisites for where your video gets displayed and who will see it. These prerequisites should include the characteristics (age and location, for example) of your ideal audience. In B2B marketing, keep in mind that business leaders may be more responsive to videos than to a page of text (the C-suite doesn’t have a lot of time to read your sales pitch, unfortunately).

Native mobile ads are another great opportunity for programmatic ads. Knowing this, the potential for ad exposure is substantial. Since most people don’t like paying for their apps, they’re going to encounter a lot of ads during their activity. It might as well be yours. Taking advantage of programmatic advertising in the native mobile landscape ensures that your content reaches an audience within a platform where they are already deeply engaged.

Predictive Analytics and Machine Learning

People have been talking about the rise of artificial intelligence for years, but in 2023 we saw the most significant advances in the AI and technology space. While the technology is being constantly improved, predictive analytics and machine learning are already playing a huge role in programmatic marketing. Machine learning is the key to improving your campaigns because it more effectively automates the bidding process based on consumer profiles.

Collecting the data required to accomplish this means using AI programs to parse through customer patterns, online activity, preferences, and more. This data can be as specific as the amount of time someone looks at a page before deciding to make a purchase.

With this collected data at its disposal, the AI can use predictive analytics to determine where ads will be the most impactful. These tools can determine what stage of the marketing funnel any particular user is at and show them the ad that is most applicable to their unique situation, ensuring maximum impact of all your advertising efforts.

In case you haven’t figured it out already, advertising is going to get EXTREMELY targeted in the months and years to come. And predictive analytics and machine learning will make this high level of granular targeting possible. As we look ahead, these technologies will undoubtedly accelerate advertising into forms of high-level targeting in the next few years.

Make 2024 The Year You Turbocharge Your B2B Sales

Machine learning and B2B programmatic advertising are already remarkably advanced, but 2024 leaves plenty of room for these algorithms to excel further. If you want to make sure your marketing strategy is up-to-date, Symphonic Digital will match experts to your goals and use data-driven strategies to formulate and optimize your digital marketing efforts. Contact us today to learn more.