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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.

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  • Writer's pictureChris DeMartine

Connected TV (CTV) and Over-the-Top (OTT) are terms that are often used in the context of streaming video content, and both play significant roles in the realm of programmatic advertising. However, they refer to different aspects of the streaming landscape. Let's break down the differences:

Connected TV (CTV) refers to televisions that are connected to the internet, allowing users to access streaming services and other online content directly on their television sets. CTVs are typically smart TVs, gaming consoles, or streaming devices (like Roku, Apple TV, Amazon Fire Stick, etc.). Users can access streaming services, apps, and online content on their CTVs. B2B programmatic advertising on CTV involves using automated, data-driven technologies to buy and place ads on connected TVs. Ads on CTV are often served during commercial breaks or as interstitials between content.

Over-the-Top (OTT) refers to the delivery of video content over the internet, bypassing traditional cable or satellite television services. OTT content can be accessed on various devices, including smart TVs, computers, smartphones, and tablets. Users can subscribe to streaming services (like Netflix, Hulu, Disney+, etc.) or watch ad-supported content on OTT platforms. B2B programmatic Advertising on OTT involves using automated technologies to buy and place ads on streaming services and platforms that deliver content over the internet. Advertisers can target specific audiences based on demographic or behavioral data.

Key Differences:

  • Device vs. Delivery Method: CTV focuses on the device (connected television), while OTT is more about the method of content delivery over the internet.

  • Scope of Content: CTV is specific to televisions connected to the internet, while OTT encompasses a broader range of devices, including computers and mobile devices.

  • Advertising Opportunities: Programmatic advertising can occur on both CTV and OTT platforms. CTV advertising specifically targets viewers on connected TVs, while OTT advertising encompasses a wider range of devices.

In summary, CTV is a subset of OTT, and both offer opportunities for programmatic advertising, allowing advertisers to reach audiences consuming video content on various devices over the internet.

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  • Writer's pictureChris DeMartine

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.

  1. 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.

  2. 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.

  3. 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

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