European ad spending to soar by 7.2% to €116.5bn in 2024, with digital surpassing traditional ad spend in Western Europe by 2026. 82% of digital ad revenue in Europe expected to come from programmatic advertising by 2028.
Investing solely in search and social ads is inadequate; B2B marketers must embrace a multichannel programmatic approach to reach buyers moving online for research. Personalized content via DSPs across various channels like native, video, and CTV is crucial.
Utilizing a demand-side platform, B2B marketers can deploy scalable ABM strategies through diverse channels such as in-game, audio, and DOOH to engage B2B customers across all devices effectively.
StackAdapt’s B2B Marketing Guide offers insights on targeting the right audience, mapping customer journeys, and crafting multichannel campaign strategies essential for impactful B2B programmatic campaigns in 2024.
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