So far in this series, we’ve discussed how you can capitalize on channel trends like audio and Connected TV. Here we’re going to look at the folks engaging with this content and how best to find and reach them – your B2B audience.
No one wants to be spammed with bad ads
91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.
At Just Global, we take an empathetic approach to the buyers’ journey. We know from experience that entertaining, relevant content that creates lasting value for customers will resonate with them well into the future. This type of carefully developed content also allows the advertiser to maximize content agility across the entire purchase cycle – a win-win for a B2B marketer.
Premium partnerships with organizations like The Trade Desk mean Just Global can provide access to our client’s audience wherever they are consuming media. Collectively, we offer 25 billion ad opportunities based on a vast network of partners and search queries.
With 25 billion opportunities ‘how do I devise the most strategic moment to advertise’ I hear you say.
While advertising that is relevant is preferred, research shows that bombardment can also deter your audience, and that trust in advertising is at an all-time low. This doesn’t mean it’s all over, just that it’s important to take the right approach using the best tools for the job.
At Just Global we typically have two strategic approaches to building audiences for our clients: data-focused (“I have a data set that highly represents my audience”) or inventory-focused (“This particular content resonates the most with my target audience”).
Data-focused audience building
Using first and third-party data can be one powerful way for B2B marketers to build a personalized, customer-centric approach. At Just Global we are seeing more and more clients coming to us to discuss how to best activate their first-party data in particular.
This targeting tactic is on the rise due to increasing discussions around cookie regulations, and marketers see the benefits of first-party activation, including things like a closer alignment to what drives their audiences to sales.
Many advertisers are finding themselves faced with a more complex identity landscape than ever before. Confusing? You bet. Particularly when it comes to activating CRM data. In our experience, we’ve found one of the most innovative solutions lies in The Trade Desk’s Unified ID 2.0 solution.
With this, advertisers can build for a new era in identity that:
- Is open source and interoperable
- Uses secured technology
- Is independently governed
- Includes user transparency and privacy controls
While first-party data targeting may be rising in popularity, third-party data still has a big role to play in finding B2B buyers. Premium data partners like Bombora and Dun & Bradstreet supply detailed audience segments so that the Just Global team can build bespoke targeting groups across video, audio, and display. This data approach, using these detailed sources, can provide a richer picture of your target audience.
Inventory-focused audience building
When looking at publisher and platform inventory, brands can explore ‘custom inventory aggregation’, where readership is inclined towards your target demographic, or ‘contextually relevant sites’, which places advertisements against content relevant to your business offering.
Custom Inventory Aggregation
Throughout the process, we make sure our clients are paying the right cost for each impression based on the value it holds at that moment, for an even bigger result.
The idea is to maximize profit, not necessarily marketing return on investment (MROI). It’s basically the difference between being efficient (obtaining high MROI) and being effective (driving maximum profit and long-term value).
The main implication is this: MROI – calculated correctly – is a valuable tool that recognizes money spent on marketing as an investment (not an expense), and a means to apply accountability in marketing.
Why run private marketplace (PMP) advertising? Well, it delivers:
- Priority access to content
- Guaranteed impressions/programmatic guaranteed
- Unique publisher data that’s unavailable unless you work with them
- Non-standard units
- Pre-negotiated rates
So, what have we learned?
1.
You can reach your B2B consumer easier than ever before through both data-centric and inventory-centric strategies
2.
You can easily activate your brand’s first-party data through our CRM onboarding tool
3.
Premium partners like The Trade Desk have a scaled marketplace of third party B2B data segments as well as PMP deals that will help you reach your audience most effectively
4.
Focus on strategies that support decision-making where possible – as it puts more control in your hands!
Omnichannel planning consultation
Just Global partnered with The Trade Desk, the world’s leading independent DSP, to produce this entire series. Together, we can provide a wealth of additional information. If your brand would like an in-depth consultation with Just Global please contact us.
This six-part feature highlights how B2B marketers are applying programmatic advertising to achieve performance results.
This six-part feature highlights how B2B marketers are applying programmatic advertising to achieve performance results.
This six-part feature highlights how B2B marketers are applying programmatic advertising to achieve performance results.
