Why B2B Advertising Will Never be the Same

Today’s B2B marketers have their own unique needs when it comes to advertising. They need to the ability to reach multiple stakeholders at a company and the right metrics to measure the impact their advertising is having on revenue. This is why I’ve been committed to championing B2B within the Interactive Advertising Bureau (IAB) under the leadership of Director of Initiatives and IAB lead for the B2B Committee, Susan Borst.

The IAB is well known as a standards organization within the Internet advertising industry for almost two decades. In the early days of simple banner advertising, the IAB was small and reflective of the initial changes that were occurring with the advent of digital advertising. Today with huge topics like Cross Channel, Viewability and Ad Blocking, the IAB is a crucial moral compass, driving Internet advertising standards and even representing us in Congress.

So today, I’m excited to share with you that I’ve been named a co-chair along with Andrew Goldman of LinkedIn and Steven Suthiana of Mansueto. As a new co-chair, I look forward to being able to bring a unique B2B focus to the IAB B2B committee in an environment where most B2B Marketers might suggest all Internet advertising was built for B2C. It is truly an exciting time to educate, inform and collaborate with B2B Advertisers on the tools and KPI’s needed to accelerate B2B adoption of Internet advertising. This is truly an enormous opportunity for the whole B2B Marketing industry.

I see this committee helping to shape the B2B Advertising industry in the following ways:

1. Building awareness that online advertising is a necessary and viable addition to the B2B tool kit. Not all B2B brands have embraced all that internet advertising has to offer

2. Ensuring that Adtech objectives and KPIs are B2B centric, not based on B2C metrics

3. Bringing together B2B brands and sharing stories of successful online advertising so that collectively we can all blaze a path for whole new generation of B2B advertising

4. Creating an open, collaborative and informative environment for B2B advertisers with that will ultimately publish best practices for the B2B advertising industry

I’m excited to be working with the rest of the committee chairs as we place a much-needed stake in the ground. We are going to have a lot of fun in 2016 and will ensure that B2B Advertising is squarely on your radar

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