B2B marketers are struggling to keep up when it comes to technology solutions and integrating them into their organizations, according to a new study from Ascend2.
Reaching podcast listeners through advertising is a concept that is still evolving, though new tech solutions could bring programmatic ad buying solutions to the medium sooner rather than later.
It seems there's a podcast out there for almost every interest—from all corners of pop culture to business-specific shows. The problem for marketers has been finding a way to tap into the focused audiences that podcasts have cultivated.
The first wave of podcast advertising featured show hosts reading ad copy during the podcast, a tactic that has performed well for popular shows. Now, programmatic ad-buying for podcasts is on the horizon.
The top 100 B2B advertisers spent $4.8 billion on B2B ads, according to Ad Age Datacenter's analysis of measured-media spending from Kantar Media, a figure that is up 0.9 percent from 2013.
The data the study measures includes B2B advertising on television, Web display ads, print media and outdoor advertising.
Overall spending on B2B display ads online last year fell 2.7 percent from 2013, with $685 million spent on Web advertising. Magazines took home 12.2 percent of B2B advertising dollars with $585 million, though that figure is down by 14.4 percent year-over-year.
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I'd like to start this off with an introduction—I'm Patrick Gorman, FierceCMO's new editor, and this is my first "Editor's Corner." In my first few weeks here with FierceCMO, social network bigwigs such as Facebook and LinkedIn made headlines announcing new services and options for marketers and advertisers looking to connect with their audiences.
Humanizing your B2B brand and developing an emotional connection with an audience may not be the easiest concepts for B2B marketers to embrace, but the benefits that go along with succeeding can make that work well worthwhile.
B2B marketers are finding success connecting with customers using some very B2C-like tactics—after all, B2B consumers are still consumers in the big picture, and many lessons can be learned from how successful consumer brands engage with their customers.
For the first time, spending on mobile advertising will surpass spending on desktop ads, according to new data from eMarketer. eMarketer is predicting that advertisers will spend $30.45 billion on mobile advertising in 2015, while desktop advertising spending will fall to $27.67 billion—down from $30.54 billion in 2014 and its 2013 high water mark of $32.36 billion.
YouTube will reportedly be offering two subscription-based services before the end of the year—the Music Key streaming music video and audio service, in addition to an as-yet unnamed, ad-free subscription service that will allow users to download videos.
Adobe's Flash took another big hit yesterday as Google's Chrome browser began blocking Flash-based ads in favor of HTML5.