B2B Post-Pandemic: Shift to Digital & Omnichannel, Context-Driven Advertising Necessity

B2B Post-Pandemic: Shift to Digital & Omnichannel, Context-Driven Advertising Necessity

The pandemic accelerated a clear shift – arguably already in the works – to online B2B sales. Omnichannel purchases have not only risen from last year to this year but from pre- to post-onset of the coronavirus pandemic. Tech, financial services, and energy are benefiting the greatest out of the B2B sectors. Display and mobile ad spending are seeing the most popularity. Digital strategies will need to adjust to keep up –including shifting to greater digital advertising efforts and online sales by using effective B2B SEO strategies to reach their intended business audience. Here’s what you need to know if you’re an advertiser in B2B.

Download Onesheet: B2B Post-Pandemic

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Accelerated Shift to Digital B2B Sales & Ecommerce

The pandemic accelerated a trend that was already emerging in the B2B space: digital sales. B2B had been shifting toward more ecommerce technology, fewer face-to-face sales calls, more digital communications, and more predictive customer relationship management tools for years. One indicator: millennials in B2B. Research conducted by Merit in 2019 found that up to 73% of B2B buyers are now Millennials. And according to the IBM Institute, Millennials prefer to engage B2B sales through email or phone nearly 3-to-1 over face-to-face meetings.

The number of online B2B purchases rose from 41% before lockdown to 46% during lockdown. During the pandemic, 90% of sales moved to a videoconferencing (VC)/phone/web sales model, and while some skepticism remained as of April 2020, more than half believed it to be equally or more effective than sales models used before COVID-19, according to McKinsey & Company. And B2B companies see digital interactions as two to three times more important to their customers than traditional sales interactions in the future, according to McKinsey.

 

  • ⅔ of buyers prefer remote human interactions or digital self-service (McKinsey, 2021)
  • E-commerce was the most popular route to market for B2B companies as of February 2021 (marginally outpacing in-person). And 41% of leaders say it is their most effective sales route, beating out in-person (37%) and video (31%) (McKinsey, 2021).
  • 73% of B2B buyers are now Millennials (Merit, 2019).

The New B2B Omnichannel Sales Approach Is Here to Stay

“Without in-person events fueling the top of the funnel with leads, digital channels will need to do that heavy lift, at least short term. It is critical to optimize all channels and weigh how much to spend and where.” (eMarketer, June 2020)

Since the pandemic, digital methods have held on and cemented omnichannel interactions as the predominant path for B2B sales – that is, a mixed digital and in-person approach. According to McKinsey, even as in-person engagement reemerged as an option, buyers made clear they prefer a cross-channel mix, choosing in-person, remote, and digital self-serve interactions in equal measure. Eight in ten B2B leaders say that omnichannel is as or more effective than traditional methods-a sentiment that has grown sharply throughout the past year-rising from 54% at the start of the pandemic to 83% in February 2021, according to McKinsey. What does this mean for advertisers? Digital advertising has never been more essential to a B2B digital marketing strategy to reach buyers.

 

  • 83% of B2B leaders believe that omnichannel selling is a more successful way to prospect and secure new business than traditional, “face-to-face only” sales approaches (McKinsey, 2021).
  • 83% of B2B leaders say that omnichannel is as or more effective than traditional methods (McKinsey, 2021).

B2B Digital Ad Spend Increase: Display & Mobile

Overall, ad spending in the B2B sector fared well during lockdown. The US B2B Digital Ad Spending share is forecasted to grow $3.73 billion, from $10.84 billion in 2021 to $14.57 billion in 2023, according to eMarketer. Last year, we noticed a disconnect between B2B digital content creation and distribution spend. Since then, digital ad spending has increased substantially.

According to eMarketer, display ad spending is increasing, while search ad spend is decreasing. US B2B Display ad spending share is predicted to increase from 44.2% in 2020 to 50% in 2023, according to eMarketer.

Mobile is gaining its rightful place in spend popularity, which we identified as an opportunity in our pandemic assessment. According to eMarketer, the US B2B digital ad market, mobile will overtake nonmobile in spending share by the end of 2023 and generate $7.43 billion in ad outlays. To be fair, last year B2Bs focused on nonmobile ads to target audiences working from home and spent $5.16 billion on those placements.

Tech, financial services, and telecom are arguably most effectively maximizing the shift to digital and omnichannel sales approaches with the highest digital ad spend. Tech products and services hold the highest percentage of US B2B digital ad spending at 32.1%. Behind that is financial services at 25.1% and telecom at 10.1%, according to eMarketer.

 

  • In the US, B2B Display ad spending share is predicted to increase from 44.2% in 2020 to 50% in 2023. On the other hand, B2B search ad spending share is predicted to decrease from 51.7% in 2020 to 47% in 2023 (eMarketer, 2021).
  • Traditional B2B ad spending is decreasing while digital B2B ad spending is increasing on a yearly basis. In 2020, traditional B2B ad spending held 60.8% of the total ad spending share and is predicted to drop to 52% in 2023 (eMarketer, 2021).
  • In 2020, digital B2B ad spending held only 39% of the total ad spending share and is predicted to increase to 48% by 2023 (eMarketer, 2021).
  • The US B2B Digital Ad Spending share is forecasted to grow $3.73 billion, increasing from $10.84 billion in 2021 to $14.57 billion in 2023 (eMarketer, 2021).
  • Tech products and services hold the highest percentage of US B2B digital ad spending at 32.1% (eMarketer, 2021)
  • The US B2B Digital Ad spending share of the total digital ad spending jumped from 4.9% in 2019 to 5.7% in 2020. It is predicted to reach 5.8% by 2023 (eMarketer, 2021).
  • In the US B2B digital ad market, mobile will overtake nonmobile in spending share by the end of 2023 and generate $7.43 billion in ad outlays (eMarketer, 2021).

What Does This Mean for B2B Digital Marketers?

Buyers are online and they are looking for answers to their company’s problems. Digital marketing, in the form of high-quality digital advertising to deliver content to interested consumers, will increase awareness and brand favorability and establish B2Bs as a trusted source of expert information.

Utilizing context-driven programmatic advertising can strategically deliver ads next to relevant content and in front of the eyes of decision-makers like CTOs and CIOs. (Read more about Just Media’s successful approach to B2B digital advertising here.) Bidtellect’s well-rounded context-driven approach delivers maximum performance and engagement for advertisers. And going one step further: to enrich contextual targeting and optimization, Bidtellect’s platform creates proprietary audiences based on contextual information and browsing habits.

All this to say: B2B advertisers and digital marketers, don’t sleep on the power of a context-driven digital approach. B2B is moving online, maximizing an omnichannel approach, and spend on digital advertising and mobile is increasing.

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Top 5 Trends for Digital Advertisers in a Post-COVID Economy (With Data!)

The top trends in a post-covid economy include a new work normal, a looming cookieless future, ecommerce and native discovery.

Bidtellect Does Virtual All Hands & A ROBOT Case Study?!?

This Week in Digital Advertising: September 30th, 2021

This Week’s Newsletter: It’s B2B, Baby!

This Week in Digital Advertising: September 1st, 2021

Bidtellectuals Share Their Favorite Summer Reads

Bidtellectuals Share Their Favorite Summer Reads

No matter the time, place or headspace, everyone loves finding a good book that is impossible to put down. Books give you the ability to let go of everything that is going on around you and get lost within what you are reading. They also can free your mind and allow you to become a better version of yourself. At Bidtellect, we love a good summer reading experience and wanted to share with you some of our favorites.

The Power of Moments by Chip Heath & Dan Heath

Thanks to: Michael Conway, Chief Technology Officer

“It was fun reading that provided me with immediately actionable ideas. It gave me some good ideas for motivating and engaging my staff and even managing other parts of my life.”

How to Stop Worrying and Start Living by Dale Carnegie

Thanks to: John Ferber, Chairman of the board & Co-Founder

Does worrying and overthinking ever take over your daily life? Well, then this may be the book for you. This book helps navigate through states of worrying with ways in which you can diminish bad thinking and replace it with good thinking.

The Lost Painting of Sara De Vos by Dominic Smith

Thanks to: Lisa Friedman, Director of Sales, East

“I love this book – almost finished. I love historical fiction and this one features three main characters from different countries, centuries, and lives that become integrated through a famous work of art dating back to the 1600s. The characters are so intriguing and the story pulls you into the exciting world of art and culture.”

Truth Matters, Love Wins by Alexandra J. Kuisis

Thanks to: Courtney Bonkowski, Accounting Manager

“I devoured this book in two sittings. It was so engaging and I couldn’t wait to find out what happened next. A great perspective builder and reminder that your attitude in a situation or toward a person can have more to do with the outcome of your interactions than we often give credit for.”

The Great Alone by Kristin Hannah

Thanks to: Abigail Kozacek Bojanic, Account Manager, Central

“This book starts off strong and there is no ‘waiting period’ for it to get good! It has some heavy content for a coming-of-age story but is so beautifully written you won’t be able to put it down.”

The House on Paradise Street by Sofka Zinovieff

Thanks to: Charlotte Otremba, Director of Communications and Marketing

“When I traveled to Greece earlier this summer, I wanted to learn more about Greece and its people beyond the tourist attractions I planned to visit. I’m so glad I brought this book along with me. This historical fiction novel follows two different women who live/lived in the same house in Athens; one abandoned her children years earlier to move to Russia, the other married into the family as a British “outsider”. Through two different lenses of WWII and the Greek Civil War, we uncover a dark secret, the reasons for these womens’ decisions, and gain extraordinary empathy and love for the Greek people and all they’ve been through. I couldn’t put it down. If you want an escape and love history, I highly recommend this!”

Hopefully these recommendations suit you well! There is no better way to end your summer than with a little escape from reality as you delve into a new book.

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Top 5 Trends for Digital Advertisers in a Post-COVID Economy (With Data!)

The top trends in a post-covid economy include a new work normal, a looming cookieless future, ecommerce and native discovery.

Bidtellect Does Virtual All Hands & A ROBOT Case Study?!?

This Week in Digital Advertising: September 30th, 2021

This Week’s Newsletter: It’s B2B, Baby!

This Week in Digital Advertising: September 1st, 2021

This Week’s Newsletter: Pour Yourself a Glass – It’s Almost Time for Back to School

This Week’s Newsletter: Pour Yourself a Glass – It’s Almost Time for Back to School

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here! 

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Yeni Gordillo!


It’s Almost Back-to-School! Are You Ready?!

Parents, you probably are. Pour yourself a glass of wine and toast to back to getting those kiddos out of the house! Advertisers: how about your campaigns? It’s not too late to get your campaign strategy up to par to reach those back-to-school shoppers and help them succeed.

Here’s a tip: Offer to educate or solve problems in your copy. New hygiene protocols? Uncertainty about in-person classes? Choosing the right notebook? Help your students out.

Download the Onesheet: A+ Back to School 2021 Advertising Trends and Tips for Your Campaigns

 

nextech adweek lon video

Holiday Shopping 2021: Our Mandatory Creative Tips

Did you know photographs perform better than animated images? How about that children, pets, and people in images all but guarantee engagement? And for the holidays, including a promotion or discount in your headline will bring you higher performance. Read more creative tips in our Engaging Holiday Creatives Onesheet!

PLUS: 5 Trends and Tips For Brands & Advertisers This Holiday Shopping Season

AndOur 6 Mandatory Tips for Engaging Holiday Creative Assets

ICYMI: Bidtellect’s New Display Offering

It’s official: Bidtellect will now offer traditional display and banner ads with the same performance precision of its native advertising. We are excited to apply our smart optimization solutions and context-first strategy to traditional display to meet and exceed brands’ performance goals. Just like we always have! Read more:

Read the Press Release: Bidtellect Harnesses the Power of Context-First Optimization for New Display Offering

Read the Case Study: Specialty Retail Chain Tests New Display Offering With Bidtellect, Increases ROAS by 40%

Around the Industry:

  • The auto industry’s ad spending will rebound. According to eMarketer, auto will more than make up for the drop of $1.22 billion in digital ad spending it lost in 2020 in 2021.
  • The US programmatic digital display ad market will pass the $100-billion mark by 2022, as third-party cookie deprecation looms closer (eMarketer).
  • The Federal Trade Commission on Thursday filed a revised, and significantly lengthier, antitrust complaint against Facebook. The move comes after a U.S. District Court Judge dismissed the agency’s initial claims (Mediapost).
  • The holy influencer: the Ad Council and COVID Collaborative have tapped Pope Francis as the star of a new PSA designed to increase confidence in COVID-19 vaccines, specifically in Hispanic communities disproportionately affected by the virus across the Americas (Mediapost).
  • Retail comes full circle: ecommerce giant Amazon plans to open physical department store locations, sending “a shudder” through retail stocks (AdAge).

Creatives of the Week:

 

Each week, we’ll share some of our most engaging creatives out in the wild!

Celebrities are a powerful engagement tool, as evidenced by this engaging creative! And as we mentioned above, people always perform better in images, especially when they are smiling! Notice how the copy in both of these invite the viewer to engage “Try this” and “ask a question.”

Read more about Bidtellect’s creative services team, [b]+studio.

Case Study of the Week: How a Government-Led Agency Turned Content and Context into a Main Performance Tactic Thanks to Bidtellect​

A San Francisco-based agency focused primarily on midmarket and government accounts originally tapped Bidtellect three years ago to develop a strategy for an anti-smoking health organization. 

Read more about their new challenges and success here.

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BIDTELLECGT HIRING

Bidtellect is Hiring!

Join our group of talented individuals to push the bounds of adtech and power smarter advertising.

Open positions and applications here.

This Week’s Newsletter: DISPLAY HAS ENTERED THE CHAT. Plus: HOLIDAY & a Brand New Case Study!

This Week’s Newsletter: DISPLAY HAS ENTERED THE CHAT. Plus: HOLIDAY & a Brand New Case Study!

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here! 

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Emili Lewis ​!


Introducing: Bidtellect’s New Display Offering

It’s here, baby! Bidtellect’s ready to jazz up the traditional medium with the power of our context-first optimization and performance capabilities. The move has already led to amazing results for advertisers: In initial tests of Bidtellect’s display offering, one client reported a positive 40% return on ad spend (ROAS), surpassing its goal by over 2.6x and outperforming all other partners.

Read the Press Release:  Bidtellect Harnesses the Power of Context-First Optimization for New Display Offering

 

The questions retailers are asking about holiday shopping 2020| Retail  Strategy | Retail Customer Experience

 

Holiday Shopping 2021: What You Need to Know

Are you ready advertisers? After the 2020 shopping season performed better than expected, 2021 is shaping up to be even stronger. Get all the info you need with our trend report and our tips for high-engagement creative assets.

How ready are you feeling for back to school? 2021 back-to-school spending is projected to hit its highest level in recent years: $32.5 billion for K-12 students, or $612 per student, according to Deloitte. And as for shopping style? 34% of consumers plan to use “buy online, pickup in store” and curbside pickup.

Read it here: 5 Trends and Tips For Brands & Advertisers This Holiday Shopping Season

Read it here: Our 6 Mandatory Tips for Engaging Holiday Creative Assets

Around the Industry:

Creatives of the Week:

 

Each week, we’ll share some of our most engaging creatives out in the wild!

These creatives showcase the power of promotions “two for $69.95” and call to action “start your kitchen project today.” Hello, engagement!

Read more about Bidtellect’s creative services team, [b]+studio.

nextech adweek lon video

ICYMI: Adweek, Nextech, and the Future of Contextual Targeting​

We gathered up the latest research and trends for Back to School 2021 so you can plan your campaigns with confidence.

READ NOW: 3 Key Takeways from Contextual Ad Targeting: Tips for the Modern Playbook with CEO Lon Otremba & Brainlabs Jeremy Cornfeldt at Adweek

Case Study of the Week: Specialty Retail Chain Tests New Display Offering With Bidtellect, Increases ROAS by 40%

A leading home goods retail brand, who previously partnered with Bidtellect for native activation, wanted to test Bidtellect’s context-optimized Display Banner units.

Read it here.

Supermarket,Aisle,With,Empty,Red,Shopping,Cart,With,Customer,Defocus
BIDTELLECGT HIRING

Bidtellect is Hiring!

Join our group of talented individuals to push the bounds of adtech and power smarter advertising.

Open positions and applications here.

This Week’s Newsletter: HOLIDAY PLANNING 2K21 – U READY?!

This Week’s Newsletter: HOLIDAY PLANNING 2K21 – U READY?!

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here! 

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week Robert Komjathy!


Holiday Shopping 2021: What You Need to Know

Are you ready advertisers? After the 2020 shopping season performed better than expected, 2021 is shaping up to be even stronger. You can thank consumers’ growing comfort with online shopping, excitement around reuniting (safely) with family members this year, and a rebound in employment rates. The key will be to maximize an omnichannel approach, meet consumers at moments of research (because they want some help shopping!), and to start early this year.

Read more: 5 Trends and Tips For Brands & Advertisers This Holiday Shopping Season

Read more:  Our 6 Mandatory Tips for Engaging Holiday Creative Assets

Adweek, Nextech, and the Future of Contextual Targeting

Bidtellect was proud to participate in Adweek’s NEXTECH last week. If you weren’t able to attend, not to worry! Watch the session above and check out our key takeaways and onesheet!

Bidtellect CEO Lon Otremba invited guest Jeremy Cornfeldt, CEO, US of Brainlabs for a discussion on placement and context. Some takeaways: placement informs everything, a nuanced approach to context and tech is key, and context is the future.

Read more: 3 Key Takeways from Contextual Ad Targeting: Tips for the Modern Playbook with CEO Lon Otremba & Brainlabs Jeremy Cornfeldt at Adweek

 

Around the Industry:

  • Is “mcommerce” the new buzzword you haven’t heard of yet??? (Because I thought it was a typo when I first read it…) Consumers are buying goods and services on their mobile devices more than ever – and will continue to. eMarketer predicts US mcommerce (mobile ecommerce) will nearly double its share of total retail sales between 2020 and 2025.
  • Google is accused in a antitrust lawsuit of cutting a deal with Facebook (again) to “fix” ad rates in programmatic auctions. Two Massachusetts companies are suing.
  • Criteo reported revenues of $551 million in Q2 2021, up 26% from the same period last year, while its profitability increased from $6 million to $15 million. But take it with a grain of salt: everybody’s numbers were rock bottom last year.
  • Adweek kicked off its 3 day virtual Nextech event last week and it was all about brand safety and privacy. Check out our session, of course, but here’s a great one on how publishers are adjusting after third-party cookie deprecations.
  • Sad! Roku viewership was hot and heavy during the pandemic, but streaming hours and active accounts declined in Q2.

Creatives of the Week:

Each week, we’ll share some of our most engaging creatives out in the wild!

These creatives showcase the power of short, sweet, and snappy copy in conjunction with beautiful photographs – people and pets perform better than stock images or animated images!

Read more about Bidtellect’s creative services team, [b]+studio.

back to school shopping

ICYMI: Back to School Planning

We gathered up the latest research and trends for Back to School 2021 so you can plan your campaigns with confidence.

READ NOW: A+ Back to School 2021 Advertising Trends and Tips for Your Campaigns

New Case Study: Leading Insurance Company Runs Test With Bidtellect, Beats Previous CPA Goal by 3X

A leading insurance company ran a test campaign with Bidtellect to test CPA and Viewability. The results landed Bidtellect a spot as their sole Native DSP partner moving forward.

Read it here.

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BIDTELLECGT HIRING

Bidtellect is Hiring!

Join our group of talented individuals to push the bounds of adtech and power smarter advertising.

Open positions and applications here.

This Week’s Newsletter: See You Next Week at Adweek NEXTECH! Plus New ONESHEET for Back to School!

This Week’s Newsletter: See You Next Week at Adweek NEXTECH! Plus New ONESHEET for Back to School!

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here! 

Hello Bidtellectuals!

Congratulations to Bidtellectual of the Week  Yulia Khudzik​! You can read her Spotlight: Women at Bidtellect interview here.


Join Us! ADWEEK’s NEXTECH Virtual Event July 26th-28th

Bidtellect is proud to participate in Adweek NEXTECH: a three-day, live virtual event featuring brand executives and technology leaders sharing integrated strategies you’ll need to succeed in 2021. Following the *rollercoaster* of 2020, it’s time for marketers to once again recalibrate their relationship with technology across their businesses. Bidtellect CEO Lon Otremba will be joined by US CEO of Brainlabs Jeremy Cornfeldt for a discussion on context and the future of placement. See the info below and save your seat!

Contextual Ad Targeting: Tips for the Modern Playbook
Join Bidtellect CEO Lon Otremba with guest Jeremy Cornfeldt, CEO, US of Brainlabs for a discussion on placement and context. How has placement evolved along with consumer expectations, and what does it mean for the future?

Adweek NEXTECH Virtual Event
Wednesday July 28th
3:00 PM — 3:30 PM ET

REGISTER HERE (IT’S FREE)

 

 

Back to School 2021: NEW ONESHEET

Last week we shared our blog post with you. This week, we have a brand-spanking-new onesheet that you can download! Wow! It’s like a grab-and-go lunch – but helpful data 😉

How ready are you feeling for back to school? 2021 back-to-school spending is projected to hit its highest level in recent years: $32.5 billion for K-12 students, or $612 per student, according to Deloitte. And as for shopping style? 34% of consumers plan to use “buy online, pickup in store” and curbside pickup.

Download the Onesheet:  A+ Back to School Trends and Tips for Your Campaigns

 

Around the Industry:

  • Auto buyers are moving in the direction of not only conducting research online, but making full purchases without stepping foot in a dealership: 60% of car dealers say they’re investing more in capabilities for online purchases than they were before (Forbes).
  • Before Google announced the delay of its third-party cookie phase-out, 71% of advertisers and 67% of publishers surveyed by Advertiser Perceptions said they were optimistic that data privacy changes would benefit the industry in the long run. Hey, that’s good! (Adexchanger)
  • As parents look to replenish items, back-to-school spending is projected to rise 16% YoY, with a $612 average spend per child (Deloitte via Bidtellect).
  • 3 strikes and you’re out! Google started piloting a three-strike penalty protocol aimed at ad accounts that repeatedly violate ad policies. This includes ads promoting the creation of false documents, hacking services, spyware, tobacco, drugs & weapons, etc. (MediaPost).
  • TTD is bringing Unified ID to TV for the cookie-less future. AMC Networks and Tubi are among recent supporters of the cookie-less identifier dubbed Unified ID 2.0 (Adweek).

Creatives of the Week:

 

New! Each week, we’ll share some of our most engaging creatives to shed some light on the magic that makes creative assets shine in the wild!

Ah, guess what? Listicles consistently give way to top performance and engagement, as seen in this terrific location-specific creative. Plus the image is visually appealing, while still achievable (i.e. you could be there!). And on the right, we have a repeat, folks! That’s because the image shows off the glasses clearly, unobstructed, and with a bright-colored background. Notice how the title and description indicate expertise (“America’s Best”) and a promotion – a guarantee for engagement.

Read more about Bidtellect’s creative services team, [b]+studio.

ICYMI: Adexchanger Programmatic Power Players

Bidtellect was named to Adexchanger’s Programmatic Power Players list for the second year in a row. Editors evaluated each entry based on the strength and breadth of its offerings, documented case studies, and client references.

READ NOW: Adexchanger Programmatic Power Players 2021

Case Study of the Week: Leading Shoe Retailer Sees Impressive 0.67% CTR With Bidtellect​

A major shoe retailer turned to Bidtellect with a goal of highest possible CTR for an upcoming campaign. Placement level optimization and high impact creative drove results.

Read it here.

Supermarket,Aisle,With,Empty,Red,Shopping,Cart,With,Customer,Defocus
BIDTELLECGT HIRING

Bidtellect is Hiring!

Join our group of talented individuals to push the bounds of adtech and power smarter advertising.

Open positions and applications here.