Online Targeting Through Ad TechBMA MKE

October 29, 2015

Agenda

The Challenges for Marketers

Marketing Technology

Programmatic Advertising --- the Next Frontier for B2B

The Ultimate Online Targeting

Programmatic Pitfalls

Key Take-Aways and Discussion

Technology and Marketing

Technology and Marketing

So what is Marketing Technology?

Technology and Marketing

Automated, or programmatic, buying is growing not only because it makes ad transactions more efficient but because it can make them more effective, as long as the right data is applied.

Ad Age June 1, 2015

Over $15 Billion --- Growing at 50%

Big Data: +28%

Predictive: +131%

Programmatic: +31%

% of respondents

Currently In the Future*

Content Marketing 85% 60%

SEO 70% 41%

CRM 68% 29%

Marketing Automation 62% 56%

Social Media Management 59% 32%

Lead Lifecycle/Attribution Reporting 42% 45%

Testing and Optimization 41% 37%

Personalization 33% 34%

Big Data/Analytics 25% 32%

Database Health & Optimization 25% 17%

Predictive Analytics 16% 37%

Programmatic Advertising 13% 17%

Click-to-Call 8% 7%

Note: *next 12-18 months

Source: Spear Marketing Group, "Survey Report: A Look at the Content and Technology

Driving Today's Demand Generation," Sep 15, 2015

Most Important Marketing Technologies According to US B2B Marketers, Currently vs in the Future*, July 2015

Dun & Bradstreet finds programmatic advertising is important to B2B marketers

• Almost half of responders (47%) claim to not know or are unsure of what programmatic media buying even is.”

• The report concluded that B2B marketers understand the promise of programmatic as part of advertising strategies, but it might be a few years before B2B marketers really “dive directly into the programmatic pool”

Why B2B Marketers Should Care about Programmatic

• Actions based upon Data

• Behavioral Targeting vs Contextual

• More Efficient --- and Effective

• Fills the Lead Generation Funnel

• Expands your CRM database

• Greater Return on Investment

The Programmatic Ecosystem

Data Driven

A Practical Example

Lead Generation Improves Lead Generation

Contextual Advertising

Website Visit

Lead Form Completion

Lead Generation Improves Lead Generation

Contextual Advertising

Website Visit

Lead Form Completion

(Re)Targeting Made Easy…

The Ultimate Targeting Tool - Retargeting

Programmatic & the Sales Funnel

The B2B Sales Funnel

Programmatic drives Search, Retargeting and ultimately, Marketing Automation

Programmatic Buying

But Programmatic is not without pitfalls…

Pitfalls of Programmatic

• Ad Fraud is still a problem --- but technology is helping

Pitfalls of Programmatic

• Viewability and Ad Fraud ---- which is more worrisome?

Challenges with Programmatic

• Ad Blockers are growing in preference

Challenges with Programmatic

Key Takeaways

Programmatic buying…

• can benefit B2B Marketers today

• is driven by data (1st and 3rd party)

• can drive full-funnel actions

• is not without its pitfalls

Discussion and Questions

Nelson Schmidt Inc.

600 E. Wisconsin AvenueMilwaukee, WI 53202

414.224.0210www.NelsonSchmidt.com