How B2B Advertisers View Programmatic

Transcription

1 How B2B Advertisers View Programmatic Results from the B2B Programmatic Media Planning & Buying Study from Kantar Media SRDS & Connectiv Steve Davis Kantar Media

2 There are more questions than answers

3 B2B advertisers are already spending significant sums programmatically. B2B isn t as far behind as you might think. Risk? Or opportunity?

4 Who did we study?

5 SRDS.com Connects the Media Buyer/Seller Community Largest Media Discovery Platform in the U.S. 150K media properties 800K media contacts Rates, audience metrics Key third-party data

6 Our Core Audience Agency & In-House Million dollars to spend Media Planners & Buyers Paid Users with over 51,000 Hours of 24 Annual Usage Years old Hours to create a plan Times social is checked

7 Connectiv + Kantar Media Study Respondents 150 SRDS user respondents 100% Researched, recommended, planned or bought B2B Media in the past 12 months 100% Current media planning or buying responsibilities for B2B Media 52% personally work on 4 or more clients On average, work on 7 brands

8 Connectiv + Kantar Media Study Respondents On average, digital media made up 48% of the B2B campaigns worked on over the past 12 months, followed by print media (34%) and other media types (18%) 48% 34%

9 Connectiv + Kantar Media Study Respondents On average, respondents recommended or helped purchase $6.7 million in B2B advertising in the past 12 months 47% recommended or helped purchase $2 million or more in B2B advertising

10 Connectiv + Kantar Media Study Respondents 61% reported that at least 15% of their 2015 B2B digital display advertising budget was bought programmatically 65% expect that at least 15% of their 2016 B2B digital display advertising budget will be bought programmatically 79% expect that programmatic will be a part of their 2016 B2B digital display advertising budget

11 Connectiv + Kantar Media Study Respondents 50% have clients that request digital display advertising be bought programmatically for B2B campaigns.

12 Media Researched, Recommended, Planned or Bought (Past 12 Months) Business to Business Media 100% Digital Media 93% Consumer Magazine Media Out-of-Home Media Newspaper Media 74% 74% 73% Radio Media Spot/Local TV Media 63% 67% National TV Media Direct Marketing 39% 43% 0% 20% 40% 60% 80% 100% 120% N=150 12

13 B2B Verticals Planned/Bought Healthcare & Pharmaceuticals Advertising, Media & Sales Business Legal & Financial Services Building & Construction Technology Automotive, Aviation & Transportation Retail & Merchandising Manufacturing & Processing Travel, Leisure & Hospitality Agriculture Government & Public Services Education & Career Industrial Technology & Science Other Environment 3% 12% 11% 11% 10% 9% 16% 16% 15% 15% 21% 19% 19% 24% 29% 28% On average, respondents plan/buy in 3 verticals with 35% planning/buying in 3 or more. 0% 5% 10% 15% 20% 25% 30% 35% N=150

14 94% Are Familiar with Programmatic Somewhat Familiar 18% Not At All Familiar 6% Extremely Familiar 19% 55% are extremely or very familiar. Moderately Familiar 21% Very Familiar 36% Mean: 3.43 N=150

15 71% Are Involved with Programmatic Buying Not At All Involved 29% Extremely Involved 15% 35% are extremely or very involved. Very Involved 21% Somewhat Involved 15% Moderately Involved 21% Mean: 2.77 N=150

16 B2B Isn t As Far Behind As You Might Think 63% buy digital display advertising programmatically for B2B campaigns, with 32% Business to Business 10% 22% 31% 37% buying always or often. 73% buy digital display advertising programmatically for Consumer campaigns, with Consumer 21% 31% 21% 27% 51% buying always or often. 0% 20% 40% 60% 80% 100% Always Often Sometimes Never N=150

17 Wait what is programmatic?

18 What is Programmatic? Data-driven buying & selling using automation Programmatic = Data + Automation

19 Methods Used in the Industry 1 Open Ad Exchange / Real Time Bidding 2 Private Marketplace / Bidding with Controls 3 Automated Guaranteed / Programmatic Direct

20 Methods Used by Survey Respondents 74% Open Ad Exchange / Real Time Bidding 60% Private Marketplace / Bidding with Controls 60% Automated Guaranteed / Programmatic Direct

21 Average Use of Programmatic Private Marketplace 25% Open Ad Exchange 44% Programmatic Direct (Automated Guaranteed) 31% N=88 (those who bought digital display advertising programmatically for B2B campaigns)

22 Approaches Used by Survey Respondents for B2B Campaigns Audience targeting on B2B sites 88% Site/Content targeting on B2B sites 76% Audience targeting on Consumer sites Site/Content targeting on Consumer sites 52% 68% 85% used multiple approaches. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N=88 (those who bought digital display advertising programmatically for B2B campaigns)

23 76% Use Both Audience and Site/Content Targeting for B2B Audience targeting only 18% Site/content targeting only 6% With B2B it is way more targeted, and audiences are smaller. You should be mixing the programmatic with the site direct buys to reach the right people. Audience & site/ content targeting 76% N=88 (those who bought digital display advertising programmatically for B2B campaigns)

24 66% Use Both B2B and Consumer Sites When Buying B2B Consumer sites only 7% we still reach the B2B via consumer sites B2B sites only 27% I find it is much easier to hit my target audience through a variety of different sources. B2B & Consumer sites 66% N=88 (those who bought digital display advertising programmatically for B2B campaigns)

25 Expected Change in % of Annual Budget Bought Programmatically Decrease 7% 50% expect that the percent of their B2B digital display advertising budget bought programmatically will increase from 2015 to On average, among those that expect an increase, respondents expect to see an increase of 11%. Stay the same 43% Increase 50% N=150

26 Source of Increase for 2016 B2B Programmatic Buying Budget Other 5% For respondents expecting an increase in the percent of their B2B digital display advertising budget bought programmatically, almost half (47%) report the increase will be shifted from non-programmatic digital. Overall budget increase 23% Shifted from nonprogrammatic digital 47% Shifted from print budget 25% N=75

27 How do they evaluate their options?

28 Importance of B2B Programmatic Evaluation Criteria Audience Inventory Quality Site content 44% 51% 78% 43% 37% 17% 3% 1% 11% 2% 11% 2% Inventory quality. Clients want their ads on relevant and premium sites. Viewability 45% 37% 16% 1% Site Transparency Price Ad Position 29% 39% 43% 48% 37% 44% 16% 11% 20% 3% 1% 6% 2% Finding the audience ensuring audience size is large enough for an effective campaign 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Extremely Important Very Important Moderately Important Somewhat Important Not At All Important N=95

29 Opinions About B2B Programmatic Buying Inventory is less expensive than buying direct from the publisher 30% 41% 25% 3% 2% Diversifies the inventory sources available 20% 47% 28% 4% 1% Makes the media buying/ managing process more efficient 26% 39% 27% 5% 3% Reaches targeted audiences more efficiently 24% 37% 25% 11% 2% Inventory is readily available from publishers 15% 37% 36% 11% 1% Inventory is mainly for simpler run of site ads 10% 45% 31% 13% 1% Sales reps are presenting programmatic inventory opportunities 18% 35% 27% 13% 6% Inventory is made available in conjunction w/integrated ad programs 9% 33% 45% 11% 2% Increases the value of inventory 10% 29% 41% 18% 1% Inventory options are difficult to find 6% 25% 45% 21% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Strongly Agree Somewhat Agree Neutral Somewhat Disagree Strongly Disagree N=150

30 Biggest Challenges Around Buying B2B Programmatic Targeting as well as if you are going through a publisher directly. The publishers have the highly qualified data, so unless you are able to get that data to target, you have to settle for lookalikes, the Blue Kai's of the world having close to that segment, or behavior oriented targeting. Sometimes it's worth the waste for the cost, or being able to extend your reach outside of the vertical sites Insuring the target audience is truly reachable and at scale in order to make programmatic worthwhile. 'Agriculture' isn't a target - we're wanting to get much more granular and at times - their offering isn't targeted enough or at the end of the day, not large enough to meet their minimum spend levels.

31 Does this sound familiar?

32 What are you doing about it?

33 Thank you T E steve.davis@kantarmedia.com About Kantar Media Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. For further information, please visit us at KantarMediaGlobal +KantarMedia Kantar Media