The study polled buyers on the importance of seven factors that influence a programmatic buy and ranked their responses in order. Audience came in first place as the most important criteria for a programmatic buy, with 78% of respondents rating it as “extremely important.” Price trailed in fifth place with only 39% of respondents rating it as “extremely important.”
“Whenever we ask media buyers to rate the importance of media inventory, price is always No. 1 or 2,” Davis said. “The fact that it’s fifth [in this report] says to me that they will pay a premium to reach the audience because it’s hard to find and the inventory quality is critical for a campaign.”
Even though B2B pubs aren’t ready to support programmatic, advertisers anticipate budgets shifting over.
More than two-thirds of respondents said programmatic was already part of their B2B digital advertising budget in 2015. Half said they believe this portion of their budget will increase in 2016, with dollars shifting over from nonprogrammatic digital display.
When asked how much of their budget would shift, respondents predicted an average of 11%.
“When you see a $7 million average subscriber spend in B2B, 11% is a pretty significant shift on a per user basis,” Davis said. “There are some new dollars in the market but it really seems like a shift coming from traditional sources to programmatic. For B2B publishers, if you’re not making your plans to address this issue, you should be.”
The study polled current media planners and buyers who have worked on at least one B2B campaign over the past 12 months. Half of respondents reported that they execute both media planning and buying functions.
This story has been edited to condense some of the above numbers.