B2B brands face a lot of challenges when it comes to digital marketing—finding and reaching the right decision-makers, targeting niche audiences, and keeping up with ever-changing buying behaviours, to name a few! And with so much competition in the market for the same audience, it’s not always easy to stand out.
At Impression, we get it. That’s why we’re excited to help you leverage a smarter, more automated, and highly precise way to connect with your audience, giving you the power to optimise, adjust, and automate in real time based on performance metrics, all through the power of Display & Video advertising.
- Why Display & Video is a great tactic for B2B brands
- 9 reasons why you should include Display & Video activations in your B2B strategy
- 1. Precise targeting
- 2. Cost efficiency
- 3. Real-time optimisation
- 4. Cross-channel integration
- 5. Scalability
- 6. Enhanced personalisation
- 7. Data-driven insights
- 8. Access to premium inventory
- 9. Improved lead generation
Why Display & Video is a great tactic for B2B brands
People are spending more time connected to the digital world than ever before, especially in spaces that traditional social media and paid search can’t always reach. Display & Video advertising can help reach users all over the web and beyond, using automated buying methods, machine learning and algorithms to supercharge data and targeting capabilities.
In simple terms, Display & Video allows you to tap into highly specific data points—like demographics, location, browsing behaviour, and interests—meaning you can hyper-focus on reaching the right business decision-makers at moments they’re most likely to take action. It also gives you access to premium inventory—high-quality, trusted websites, apps, and video content such as respected news outlets, industry publications, and platforms like YouTube. These brand-safe placements help ensure ads appear in environments that reflect well on your business and are more likely to capture the attention of relevant, engaged audiences.
9 reasons why you should include Display & Video activations in your B2B strategy
1. Precise targeting
Display & Video advertising leverages advanced data analytics to target highly specific B2B audiences. By integrating third-party data providers like Bombora and LiveRamp, leveraging account-based marketing (ABM) lists, and utilising Google’s behavioral data, advertisers can reach key decision-makers and niche sectors often inaccessible through other paid media channels, ensuring their message resonates with the right audience.
2. Cost efficiency
For B2B clients, Programmatic advertising offers a highly efficient way to reach decision-makers through advanced automated bidding algorithms to ensure your ads appear in the most relevant placements, targeting professionals actively searching for solutions like yours. This minimises wasted spend on unqualified leads and maximises your ad exposure to high-value prospects. Real-time analytics can also provide full budget transparency, helping you track engagement, refine targeting, and focus spend on the channels that drive the highest ROI.
3. Real-time optimisation
B2B customer lifecycles can be long and complex. Display and Video advertising allows you to monitor and optimise ads in real-time. By adjusting campaigns based on performance metrics like click-through rates (CTR), impressions, and conversions, you can maximise your ROI and support your sales pipeline more effectively by refining your strategies as you go.
4. Cross-channel integration
Display & Video enables seamless integration of your campaigns across multiple channels—display, video, mobile, audio, and beyond—ensuring a consistent message and cohesive brand experience, regardless of where your audience engages.
For example, you might engage a key decision-maker at one of your target companies with a display ad during work hours, then seamlessly re-target them later at home via CTV, reinforcing your brand and deepening awareness across touchpoints.
5. Scalability
Through media marketplaces and direct partnerships, Display & Video advertising grants access to multiple digital channels, opening up a world of possibilities! From websites and mobile apps to audio platforms, YouTube, and Connected TV (CTV), the reach is expansive.
The ecosystem lets you scale campaigns quickly, both globally and localised. This ensures you can reach your audience across premium inventory, anytime and anywhere, beyond walled gardens like social media platforms.
6. Enhanced personalisation
By analysing user data and behavior, you can craft tailored ad experiences and messaging that resonate with your B2B prospects, addressing their unique challenges with your products and services. This personalised approach not only enhances brand recall but can also help drive higher conversion rates by targeting the specific pain points of your audience.
7. Data-driven insights
Display & Video platforms offer robust analytics and reporting, providing valuable insights into campaign performance, audience engagement, and ROI. These data-driven insights can help you to make informed decisions and optimise future campaigns for even better outcomes. For instance, site reports can highlight which websites and apps are performing best against KPIs, allowing you to adjust investment levels accordingly. Similarly, insights into audience demographics, targeting, devices, and more enable precise adjustments to maximise campaign effectiveness.
8. Access to premium inventory
Display & Video platforms allow advertisers to place their ads on high-quality, trusted websites and apps by working directly with premium publishers—well-known outlets with reputable content, like major news sites or streaming platforms. This access is typically arranged through private marketplaces (invite-only platforms where advertisers can bid for exclusive ad space) or programmatic guaranteed deals (pre-negotiated agreements that lock in specific placements and pricing without the need for real-time bidding). This approach locks in prices and secures guaranteed ad space, ensuring your ads reach B2B decision-makers in trusted settings. This approach can help build trust and awareness with your audience, as well as drive leads and conversions.
9. Improved lead generation
By combining precise targeting with effective retargeting strategies, Display & Video advertising nurtures leads throughout the entire sales funnel. With more relevant and focused ads, you’re better positioned to engage high-value prospects and drive quality leads.
By leveraging these strategies, you can streamline your B2B advertising efforts, foster deeper engagement with your target audience, and ultimately drive better results across your campaigns.
If you want support with your next Display & Video campaign, check out our programmatic service offering or get in touch with our team.
