Modern Media Buying and Enterprise B2B Demand Generation

The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting.

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. The challenges these platforms continue to face are access to sufficient high quality inventory and access to data appropriate for targeting company sizes and roles.

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Taking the time to dive into a whitepaper or watch a webcast imposes a major time requirement.