Digital Marketing Researches & Reports

2018 B2B Advertising & Marketing Outlook | Adweek, Dun & Bradstreet


2016 was a turning point for B2B’s use of programmatic technologies. Today, B2B marketers have a clear understanding of the benefits of automated ad-buying to making it an integral part of their marketing toolkit. They recognized that there was more to programmatic than simply retargeting. It could be used to build demand for B2B products and services and deliver the highly defined targeting B2B campaigns require.

Hence the findings of the study, conducted by Adweek BrandShare, comes to say:

  • 63% of surveyed B2B marketers in the US indicated that their organizations were currently using programmatic.
  • 64% claimed that their spending on programmatic advertising in 2018 is more or significantly more than 2017.
  • “Online display ads” is the most common B2B programmatic buy with a rate of 88%, followed by mobile (62%) and digital video (59%).
  • Targeting the right audiences and measurement/metrics (e.g., ROI) are the biggest challenges that their companies face regarding programmatic advertising with a rate of 31% for both of them.
  • In terms of the most used mar tech features, 73% reported that their companies use campaign analytics, while 62% use retargeting, and 61% use campaign reporting/dashboard.
  • 70% agreed that technology and data are now blurring the lines between marketing and sales.
2018 B2B Advertising & Marketing Outlook | Adweek, Dun & Bradstreet 1 | Digital Marketing Community

A Graph Shows the Biggest Challenges B2B Company Faces Regarding Programmatic Advertising in 2018


Data were driven from 164 respondents who involved in B2B marketing and had a job title of manager or above. All respondents were located in the US. The study was conducted in September and October 2017.

Adweek LLC.


First published in 1979, Adweek LLC. is a leading source of news and insight serving the brand marketing ecosystem. Adweek's coverage reaches an engaged audience of more than 6 million professionals across platforms including print, digital, events, podcasts, newsletters, social media and mobile apps. As a touchstone of the advertising and marketing community, Adweek is a unique resource for leaders across multiple industries who rely on its updated content to help them do their job better.


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