Sneak Preview: Kantar Media/Connectiv Study Finds Programmatic Accounts for At Least 15% of Digital B2B Spend

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Some B2B publishers may be on the fence when it comes to investing in programmatic solutions, but increasing evidence suggest B2B advertisers are embracing programmatic—whether publishers are ready to serve them or not.

 On May 13 at the Connectiv Executive Summit in Austin, Texas, Kantar Media and Connectiv will release the full results of a new joint survey called “B2B Programmatic Media Planning and Buying,” which offers insights into the media planning and buying information needs of B2B media planners  and buyers and where programmatic buying fits into those processes.  

Among the findings:

  • The average respondent spends $6.7m in B2B advertising.
  • Nearly half (48%) of their campaigns were digital media.
  • 63% of this audience already is buying B2B digital advertising via programmatic channels.
  • and 2/3 says programmatic will makes up at least 15% of their digital spend.

 “The study confirms that B2B advertisers are spending significant sums promoting to their target audiences through automated channels,” says Stephen Davis, president of Kantar Media SRDS. “Conference attendees will want to attend the session to better understand the habits of B2B media planners and buyers, where programmatic buying fits into the equation and to discuss the opportunities that exist for publishers to best commercialize this channel.”

 For a look at the full agenda, click here. To register (early bird rates expire April 1), click here

Matt Matt Kinsman is vice president of content + programming at Connectiv, the only association focused on the integrated b-to-b model—including publications, events, digital media, marketing services and business information. Prior to joining Connectiv's predecessor American Business Media in 2011, Kinsman was executive editor of Folio:, the leading information provider for the magazine industry.