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The Real Reasons Programmatic Ad Buys Fail in B2B Marketing

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Fail Road SignProgrammatic buying, driven by real-time bidding (RTB), is the fastest growing segment of digital marketing today. But it isn’t ready yet for today’s enterprise B2B marketer.

Time and time again, B2B marketers fall prey to a wonderful sounding sales pitch for their demand generation plan that goes something like this:

“We use 100’s of data points and sophisticated technology that optimizes every single impression in your campaign. Through our connections to every major exchange, we evaluate billions of impressions across millions of sites every day to find the exact audience and inventory you need at a fraction of the cost you would otherwise pay.”

Wow, sign me up, right? Cost-effective, constantly optimized, highly targeted. Get this program live, I’m taking a vacation!

And then you see the results. [Read more…]

The Future of Media and The Role I Want to Play

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The digital media landscape is changing rapidly. Once, most advertising was purchased directly from publishers. Today, increasingly, advertisers and agencies are purchasing media in real time auctions, impression by impression.

To put this into context, AT&T purchased 105 billion impressions in 2011, according to research from ComScore. Purchased through modern media platforms, that would require winning 105 billion auctions, and participating in far more.

Today, this change is often wrapped up in discussions of technology, buying media based on audiences (instead of sites), optimization algorithms and new skill sets. In reality, the change is far bigger. [Read more…]

Modern Media Buying and Enterprise B2B Demand Generation

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The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting.

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. The challenges these platforms continue to face are access to sufficient high quality inventory and access to data appropriate for targeting company sizes and roles.

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Taking the time to dive into a whitepaper or watch a webcast imposes a major time requirement. [Read more…]