Scaling B2B Brands Globally with Programmatic Advertising

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Email, search, LinkedIn and events are part of almost every B2B marketer’s strategy. All these channels can have limited reach. and that is a problem when trying to break into new markets. Programmatic media has vast reach, but it tends to often get overlooked in the marketing mix, especially for smaller and medium-sized businesses. B2B marketers looking to grow audiences beyond their borders should seriously consider programmatic advertising.

We’ve seen programmatic work for WTW. The risk management consultancy’s goal was simple: get their ESG solutions in front of prospective customers, worldwide. Programmatic advertising enabled finding the right people, at the right time, based on their online behaviour and context. For marketers looking to reach decision-makers, it’s hard to beat!

How programmatic advertising works
Programmatic advertising platforms buy ad space in an instant, architect database ads in front of the people who are most likely to respond. No waiting, no waste. Unlike the old ways, it runs on algorithms that find the right audience and shift placements with every tick of new data. It saves time, cuts costs, and hits the mark—reaching the right people across different placements without requiring long-term commitments or expensive deals directly with publishers.

The growth of programmatic advertising in B2B: Key statistics
So here’s the thing about programmatic advertising in the B2B world: it’s growing a lot. Brand managers tend to love anything that promises to do the heavy lifting while they kick back and watch the numbers climb. In 2024, global ad spend on programmatic hit a staggering $595 billion. Global B2B enterprises contribute a big part of that spend, and they’re hooked on the idea of efficient, data-fuelled ad placements. The sector’s posting annual growth rates (of investment in programmatic) north of 20%.

What programmatic can do for B2B marketers
Precision Targeting: Programmatic advertising enables highly targeted campaigns. B2B marketers can zero in on specific profiles—such as finance executives or IT decision-makers.
Cost Efficiency & Flexibility: By automating processes, programmatic campaigns cut overhead and maximise ad spend. Flexible budgeting makes it easy to test new markets, with real-time adjustments in budget and targeting.
Cross-Channel Reach: Getting in front of audiences across display, video, mobile, and social channels can rapidly boost B2B brand exposure — especially valuable when entering new markets.
Scalability & Brand Awareness: Programmatic is perfect for quickly extending brand reach. High-frequency, cross-channel visibility helps B2B brands appear on trusted sites, enhancing global brand credibility.