Chris DeMartine

2024 Average Time on Site (ToS) Results for B2B Chris DeMartine November 18, 2024 Have you ever wondered what influences the amount of time a user spends on your website as a result of digital advertising? It’s common knowledge that ‘content is king’ and the more engaging your website is — the more time users will spend there. However, it is interesting to note that the user’s device and operating system may actually be a factor in the engagement time. In November 2024, Programmatic B2B conducted an analysis of ABM, CRM and Retargeting ad campaigns and their performance with regards to website engagement. For statistical significance, we made sure the sample size was large enough.  Advertisers ( n = 25 ) Campaigns ( n = 80 ) Total Ad Impressions = 72.5 million Total Web Visits = 218,095  Here are the results of the analysis. The average time on site for users on mobile devices was the highest at 69.7 seconds. Tablet users spent an average of 28.7 seconds, and desktop users spend less than 11.0 seconds. The analysis also revealed that time on site was greater when people left an app on their tablet or mobile device as a result of an ad served within the app. This was a key takeaway as many of our advertisers request that we bid lower on in-app placements in favor of the more recognized online publishers. We compared Mac and iOS users with Android, Chrome and Windows users to find out that operating systems matter too. The average time on site for Android, Chrome and Windows users was 55.6 seconds. The average time on site for Mac and iOS users was 14 percent lower at 47.6 seconds. In conclusion, a user’s choice of device and its supporting technology do influence website engagement time. How to apply this information to B2B digital advertising is a bit more difficult, because the ultimate goal is to get qualified engagement and time on site is not a full measure of that. The most important task continues to be getting the audience right, and that requires a deep understanding of ABM data sources and the ability to engage the right decision-makers online in a privacy-compliant way. Recent Posts 23 Mar 2026 ISO, and CMMC Compliance: A Strategic Imperative for Organizations Pursuing Federal and Enterprise Growth 04 Feb 2026 Company Domains: The Foundation of ABM and Lead Enrichment 23 Jan 2026 Energy Prospect Database: Connecting Businesses with Energy Decision-Makers Categories ABM Account Based Marketing 4 Adobe Marketing Cloud 1 All Posts 57 B2B Marketing 5 Data-Driven Marketing 7 Getting Started 4 Man Plus Machine 4 Programmatic Advertising 6 Your Community 2 Subscribe to Get latest post notifications Need Assistance? We’re here to Help you CONTACT NOW

2024 Microenterprise Business of the Year (SBA) Chris DeMartine March 21, 2024 Programmatic B2B was awarded the 2024 Microenterprise Business of the Year by the US Small Business Administration (SBA). Programmatic B2B revenues grew by 27 percent in 2023 compared with the prior year. Our company just landed several new major accounts for which we expect growth to continue at an even higher rate this year (2024). Due to our extremely low overhead, strategic application of digital advertising technology, and overall agility, our Return on Assets (ROA) is 319 percent. Our biggest accomplishments were our organic website optimization and B2B lead generation for new client acquisition. In the past year, our website generated 979,005 organic Google search impressions, 1,398 site, and 38 new prospects. Programmatic B2B builds custom audiences, delivers interactive creative content, and facilitates relevant, cost-effective B2B marketing communications with cross-channel consistency and complete transparency. Everything we do is backed up with comprehensive reporting and analysis. Our Account-Based Reporting (ABR) provides clients with the specific companies, job functions and seniority of users are engaged on their websites. The provides seamless integration of sales and marketing by linking opportunities with digital advertising campaigns for deal-based marketing as well. Most importantly, solutions are built for small and medium-sized businesses that cannot afford the high minimums required by Account-Based Marketing (ABM) platforms. Recent Posts 23 Mar 2026 ISO, and CMMC Compliance: A Strategic Imperative for Organizations Pursuing Federal and Enterprise Growth 04 Feb 2026 Company Domains: The Foundation of ABM and Lead Enrichment 23 Jan 2026 Energy Prospect Database: Connecting Businesses with Energy Decision-Makers Categories ABM Account Based Marketing 4 Adobe Marketing Cloud 1 All Posts 57 B2B Marketing 5 Data-Driven Marketing 7 Getting Started 4 Man Plus Machine 4 Programmatic Advertising 6 Your Community 2 Subscribe to Get latest post notifications Need Assistance? We’re here to Help you CONTACT NOW

Triple Play Audience Strategy for Industry Events Chris DeMartine December 18, 2023 In-person events are back, and the demand for reaching attendees is higher than ever. With so many expenses factored into the return-on-investment, how can you maximize event pay-off and avoid wasting advertising budget on expensive programs? Here are three proven programmatic B2B audiences that, when COMBINED, can make an extraordinary impact and set your firm apart from competitors without exhausting your budget. Geofencing of Mobile Devices: create a geo-targeted programmatic B2B campaign that is focused on devices turned on in the area of the event and where attendees may be lodging. This can be easily accomplished by providing the latitude and longitude for the event and hotel locations with a minimal radius for accurate targeting. You can pixel your landing page for engagement and conversions, as well as get detailed reporting from your DSP.   Digital Out of Home (DOoH) Advertising Campaign: create a programmatic DOoH campaign for the event location and the top hotels where attendees are likely to stay. This can also be accomplished by providing the latitude and longitude for the event and hotel locations. This campaign will get your brand and unique value proposition to attendees on digital billboards and screens in those locations. Impression volumes are calculated by third-parties based on location so it’s not an exact science, but a highly relevant way to reach attendees at the right place and time.   Audience Targeting of Attendees: this is the most common approach, but requires data acquisition for the potential or actual event attendees. If you have a list of actual attendees, then just onboard that for targeting in a privacy compliant, non-PII manner. If you dont’ have the list, then a proababilistic approach will work too. For example, if you can acquire a list of companies attending the event and the theme is marketing, then simply build the ABM audience accordingly. In this case, you’d be able to track impressions, clicks and landing page views at the account, job function and seniority level. The power of this strategy is the combination of the three audiences and you don’t even need to attend the event to take advantage of it (but far better if you do). If one channel doesn’t grab their attention, there’s a high probability another one will and in the best case you’ll be representing your brand across multiple channels where it matters most. Additional good news is that this approach can be leveraged with a conservative budget. Programmatic advertising minimums are low compared with direct buys and high value sponsorships, and results can be very impressive. Keep in mind that the measurement criteria is different for DOoH, since that channel does not include a mechanism for clicks or landing page views to be pixeled. Nevertheless, the DOoH component is a key differentiator and worthy of including as part of this triple play for maximum targeted reach at any industry event  For more information contact: Chris DeMartine Chief Commercial Officer, Programmatic B2B chris@programmaticb2b.com   . Recent Posts 23 Mar 2026 ISO, and CMMC Compliance: A Strategic Imperative for Organizations Pursuing Federal and Enterprise Growth 04 Feb 2026 Company Domains: The Foundation of ABM and Lead Enrichment 23 Jan 2026 Energy Prospect Database: Connecting Businesses with Energy Decision-Makers Categories ABM Account Based Marketing 4 Adobe Marketing Cloud 1 All Posts 57 B2B Marketing 5 Data-Driven Marketing 7 Getting Started 4 Man Plus Machine 4 Programmatic Advertising 6 Your Community 2 Subscribe to Get latest post notifications Need Assistance? We’re here to Help you CONTACT NOW