Multichannel B2B Guide

Programmatic tactics for B2B digital campaigns in EMEA

June 11, 2024 | 3 min read

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A new report from StackAdapt explores the benefits of a multichannel programmatic advertising strategy for B2B marketers to capture the attention of key decision-makers.

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StackAdapt’s Guide to B2B Marketing

B2B is big business. The B2B advertising market in the UK and Europe is a robust billion-dollar industry experiencing remarkable growth. After years of economic uncertainty, B2B decision-makers are prepared to reward companies that deliver personalizsed, multichannel marketing experiences with big budgets.

As a result, European ad spending is expected to increase 7.2% to €116.5bn in 2024 and only grow from there. By 2026, digital spend will more than double traditional ad spend in Western Europe. And, by 2028, 82% of digital advertising revenue in Europe will be generated through programmatic advertising.

Buyers are increasingly moving online to conduct research and find products or services that meet their needs. This provides a major opportunity for B2B marketers. But investing strictly in search and social ads no longer cuts it. That’s where a multi-channel programmatic advertising strategy comes in.

With programmatic advertising, B2B marketers can target their ideal customers and deliver personalized content while capturing their audiences’ attention exactly where they’re looking for information: online.

By using a demand-side platform (DSP), B2B marketers can launch a scalable account-based marketing (ABM) strategy using a variety of channels - including native, display, video, connected TV (CTV), audio, in-game, and digital out-of-home (DOOH) - to reach B2B customers across all of their devices.

Download StackAdapt’s Guide to B2B Marketing to learn how to build B2B programmatic campaigns that capture the attention of key decision-makers and reach a wider and more targeted audience; equip yourself with the knowledge essential for impactful B2B campaigns in 2024. What you’ll find inside the report:

  • Target the right audience
  • Map the customer journey
  • Build multichannel campaign strategies
  • Run B2B campaigns across the entire funnel
  • Design ad creatives that convert.

Multichannel B2B Guide

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StackAdapt is a multi-channel programmatic advertising platform used by the most exceptional digital marketers. This state-of-the-art platform is where some of the...

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