It should, but it doesn't.
In fact, transparency is the first chapter of our ebook B2B Digital Marketing Objectives that you can download for free right now .
In it we fundamentally address two major needs of marketing professionals like you:
Control the sites where your advertising appears.
Control the devices from which your advertising is seen
1. Control the sites where your advertising appears
It is a controversial topic that the major media outlets, which own a multitude of online advertising platforms, do not like to address.
This year, there have been many list of tajikistan consumer email news reports of large private and institutional advertisers withdrawing their campaigns from certain digital media. The reason is that their campaigns have appeared alongside content that is not in line with their communication strategy and, often, completely contrary to their corporate or institutional philosophy and values.
In this more or less murky situation, a turning point came when Marc Pritchard , CEO of Procter & Gamble , called for transparency at the IAB International Conference .
You can see it in this video.
If the CEO of one of the world's largest advertisers is angry, the marketing directors of other advertisers, even those with much smaller budgets, also have reason to share his anger.
It is clear that when you are looking for a large coverage, controlling 100% of the sites where your ads will be seen is difficult. But what does not seem to be a very good option is to buy packages of impressions without having a clear idea of the websites where you will advertise your brand.
Solution? Manually manage the sites.
Both CPM and CPC –depending on your contracting model– will be more expensive. But your investment will be more profitable.
What if the media doesn't offer you that option?
This is where things get complicated. Protest. You are not alone and many digital marketing professionals support the need for transparency.
And don't forget other options, such as contextual advertising, which we talked about in our post Native advertising vs. Adblock , which also helps you avoid the serious problem of the increasingly widespread use of AdBlockers. Something that will soon change the way we do digital advertising now.
If we have less and less coverage, less transparency and higher costs... we will have to think of alternatives. New strategies such as inbound marketing , which is positioning itself as the best online strategy in B2B marketing.
2. Control the devices from which your advertising is viewed
We are in the age of mobile. We are the country with the highest level of mobile usage in the world. Mobile-targeted advertising works. Mobile is wonderful.
All of this is true, except when we talk about B2B.
Our experience tells us that when we analyze access to a website we find two very significant behaviors.
B2C Web: ±70% of accesses from mobile devices.
B2B Web: ±17% of accesses from mobile devices.
The reason is simple: professionals use a computer at work. When a professional searches for information to solve his professional problems, he does so during working hours. Conclusion: the volume of accesses from mobile phones does not even reach 20%.
What does this mean? When you plan B2B digital advertising, you need to have the option to segment by device. If not, you may find that almost all of your investment is spent on mobile devices.
And let's not kid ourselves. How advertising appears on mobile phones is a pending subject with very poor grades. Think about how many times you have accidentally clicked on a banner on your mobile.
This bad practice is one of the reasons for the notable increase in the use of ad blockers by users. I invite you to read the report "Study on the use of ad blockers in Spain" published some time ago by the IAB. It is very revealing and the figures will surprise you.
Finally, we must not forget transparency in relations with the agency and other suppliers. This is an issue that we already discussed in the post 5 topics that marketing managers must have under control and which I also invite you to read.
We are an advertising agency with more than 27 years of experience, the last 20 of which have also been in digital advertising. Let us give you some advice from this experience: demand transparency.
