Why digital display ad campaigns can, and should, make a critical part

1. Beyond the Obvious:
Yariv's 7 Rules for Smart Digital Campaigns
Why digital display ad campaigns can, and should, make a critical part of today’s B2B marketing budget.
Yariv Drori - VP of Programmatic Advertising Operations, MultiView

2. B2B Connected Yariv's 7 Rules for Smart Digital Campaigns
© 2016 MultiView. All Rights Reserved. 2
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Display ads are simply ads on websites that communicate a
company's message and branding to their potential buyers
at different stages of their buying journey. Sometimes called
banner ads, they build brand awareness across smartphones,
tablets and desktops that in turn boosts the likelihood of a sale.
It's obvious that getting them
right is critical to your success.
But that's why we're going
beyond the obvious by letting
you in on Yariv's 7 Rules for
Exceptional Digital Display Ads,
revealed in the following slides.
Before we dive into the rules,
we do have to make a confession:
we're going to tell you something
a little obvious.
The shape, size and frequency change
easily to fit your audience,
your message and your budget.

3. In a recent survey, 74% of
business buyers told Forrester they
conduct more than half of their
research online before making
an offline purchase.
© 2016 MultiView. All Rights Reserved. 3
- Forrester
The average person spends 7.6 hours a day online, in a
blend of work and leisure. Think of it: Your ads have nearly
8 hours each day to grab the attention of buyers.
While they’re working, and even when they’re not, digital
display ads can influence and inform the buying process,
365 days a year, 24 hours a day.
Where else do you get a daily opportunity to connect
with your potential and current customers?
Rule #1
Digital display ads make a wise
marketing investment for B2B
advertisers because the buying
journey for all products and
services has shifted heavily
to the online arena.
B2B Connected Yariv's 7 Rules for Smart Digital Campaigns

4. Rule #2
Great advertising campaigns may
seem like magic but are really
based on hard-core data.
Visits several sites to check salary
ranges at competing hospital
pharmacies and to research purchase
of automated dispensing units.
That data is collected as a person travels across the internet, searching
for answers, reading industry news, researching competitors, researching
business products and services and attending webinars.
Data allows marketers to cherry-pick their audience and deliver ads that
are highly targeted to that person’s interests, as interpreted by recent
searches and site visits. And not just any ads, but ads perfect for a person’s
buying journey, from brand awareness to post-sale.
© 2016 MultiView. All Rights Reserved. 4
Pharmacy manager, 43 years old,
female, member of AAPS.org, movie
buff, married with children at home.
Deliver ads appropriate for her point in
the buying journey.
RETARGETINGPERSONA
WHO THEY ARE WHERE THEY’VE BEEN ONLINE
BEHAVIORAL
WHAT THEY’RE DOING ONLINE
B2B Connected Yariv's 7 Rules for Smart Digital Campaigns

5. The trusty old B2B buyer is vastly more independent. No longer
content to travel down a predictable sales funnel, today’s buyer
self-educates online long before contacting you. Product details,
technical specs, analyst ratings, user reviews and even prices all
can be found with a few clicks.
A targeted, visually compelling B2B display advertising campaign
helps your company remain top-of-mind during all stages of the
buying journey by:
46% of B2B buyers
are millennials.
© 2016 MultiView. All Rights Reserved. 5
60% to 70% of the buying journey
is completed before a customer
contacts your company.
Rule #3
The buying journey has
permanently changed. So
must your marketing budget.
Building brand awareness, keeping you top-of-mind and
exerting direct and indirect influence
B2B Connected Yariv's 7 Rules for Smart Digital Campaigns

6. Rule #4
Data helps you build and
deliver your B2B ads with
greater effectiveness.
- Searching for your product or service
- Researching your competitors
- Attending a trade show or conference
- Members of a specific trade association
- In a certain industry or job
- Similar to your current customers
- Visitors to your website
- Current and former customers
Dynamic
Experiences
Automated
Buying
Data
1011010101101010101
001010101010101000
11101010110101010101
0100101010101010111
0101011101101010100
10101
01011
© 2016 MultiView. All Rights Reserved. 6
The data in a customer profile lets you show ads only to those who are:
As a campaign moves along, more data flows in allowing you to
determine what’s working in real time by: message, publisher,
geography, keyword and time of day.
This additional information lets you adjust your campaign to zero
in on what’s working best.
The results? A highly effecient ad spend.
Audiences
Optimization
B2B Connected Yariv's 7 Rules for Smart Digital Campaigns

7. Rule #5
Digital display ads make efficient
use of your marketing dollars.
Yes, traditional marketing plays an important role. You still need a
website, trade shows, conferences, direct mail and media relations.
But, data-driven display ads help you influence the buyer precisely
where they are, at precisely the right moment in a real-time process
called programmatic advertising.
The challenge: Real-time buying means your display ads must
compete on web pages with any other company hoping for that
reader’s attention.
© 2016 MultiView. All Rights Reserved. 7
Programmatic advertising works like this:
How Do You Stand Out?...
A reader goes to a
webpage where
advertising spots are
available.
You participate in a
bidding process to place
your ad in front of
that reader.
In 200 milliseconds, the
winners deliver their ads
to that page.
Personas and
targeting deliver
exactly the right ad.
B2B Connected Yariv's 7 Rules for Smart Digital Campaigns

8. Rule #6
Compelling ads defeat
banner blindness.
We all know that work and leisure time blend these days. For the B2B
purveyor of products and services this means your ads must visually
compete with B2C ads.
Consider that vice president of engineering you wish to capture with
your ad. Many companies could be targeting him, both consumer
and professional, based on his recent online behavior. After all, he’s a
business buyer and a consumer buyer. During his next visit to
ESPN.com, your VP may be served ads for your product, his next
vacation destination and his son’s college.
© 2016 MultiView. All Rights Reserved. 8
...Make those seconds count with:
Captivating design, Inspired messaging and appeal
that incites action.
NOW the last, and perhaps most important, rule of all …
You have 1-3 seconds to capture his attention.
B2B Connected Yariv's 7 Rules for Smart Digital Campaigns

9. Rule #7
Creativity is the new differentiator
in B2B marketing.
The obvious is obvious. It’s time to relegate boring B2B ads to the
dustbin. To truly stand out, make your B2B ads funny,smart, and above
all, relevant. After all, your ads must operate in the same quality class
as the biggest consumer brands.
© 2016 MultiView. All Rights Reserved. 9
B2B marketing shouldn’t be boring.
Dig deeper to find the compelling
story behind your brand and
product, then push it into the sunshine.
B2B Connected Yariv's 7 Rules for Smart Digital Campaigns

10. About Us
We've been doing this a while, for over 15 years in fact. In that
time, we've completed more than 1 million ad campaigns and
successfully connected potential buyers to advertisers just like
you. Our sheer numbers prove it: we've served over 150,000
advertisers and created more than 400,000 custom ads.
Identifying and reaching your most qualified potential buyers
through behavioral targeting starts by partnering with a
company that gets B2B and gets real results through
end-to-end service. Simply put, it starts with MultiView.
Learn more about digital display and
what it can do for your business.
972.402.7070 solutions@multiview.com
© 2016 MultiView. All Rights Reserved. 10
About Yariv Drori
As MultiView’s Vice President of Programmatic Ad Operations, I
help more than 2,000 B2B clients connect with their audiences.
It’s been a fun journey from fish farming on a kibbutz in Israel to
here. In between, I went to art school for photography and
animation, worked as an animator, then joined an ecommerce
firm that created immersive shopping experiences (it was hot in
1998!) for world-famous luxury brands like Neiman Marcus,
Brooks Brothers, Kate Spade and Barneys NY. From there I
joined another start-up that evolved into Sizmek, then moved
to adap.tv, which sold to AOL. I even ran an ad agency in NYC
before coming to Dallas. I still love photography and English
football (that’s soccer in American).
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B2B Connected Yariv's 7 Rules for Smart Digital Campaigns