[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002F9-ways-b2b-display-video-advertising":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":357,"breadcrumbs":358,"reading_minutes":145,"category":367,"head":369},"2025-04-07T11:23:25",{"rendered":6},"\n\u003Cp>B2B brands face a lot of challenges when it comes to digital marketing—finding and reaching the right decision-makers, targeting niche audiences, and keeping up with ever-changing buying behaviours, to name a few! And with so much competition in the market for the same audience, it’s not always easy to stand out.\u003C\u002Fp>\n\n\n\n\u003Cp>At Impression, we get it. That’s why we’re excited to help you leverage a smarter, more automated, and highly precise way to connect with your audience, giving you the power to optimise, adjust, and automate in real time based on performance metrics, all through the power of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Display & Video advertising\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-display-video-is-a-great-tactic-for-b2b-brands\">Why Display & Video is a great tactic for B2B brands\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#9-reasons-why-you-should-include-display-video-activations-in-your-b2b-strategy\">9 reasons why you should include Display & Video activations in your B2B strategy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-precise-targeting\">1. Precise targeting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-cost-efficiency\">2. Cost efficiency\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-real-time-optimisation\">3. Real-time optimisation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-cross-channel-integration\">4. Cross-channel integration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-scalability\">5. Scalability\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#6-enhanced-personalisation\">6. Enhanced personalisation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#7-data-driven-insights\">7. Data-driven insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#8-access-to-premium-inventory\">8. Access to premium inventory\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#9-improved-lead-generation\">9. Improved lead generation\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-display-video-is-a-great-tactic-for-b2b-brands\">\u003Cstrong>Why Display & Video is a great tactic for B2B brands\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>People are spending more time \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F\">connected to the digital world than ever before\u003C\u002Fa>, especially in spaces that traditional social media and paid search can’t always reach. Display & Video advertising can help reach users all over the web and beyond, using automated buying methods, machine learning and algorithms to supercharge data and targeting capabilities. \u003C\u002Fp>\n\n\n\n\u003Cp>In simple terms, Display & Video allows you to tap into highly specific data points—like demographics, location, browsing behaviour, and interests—meaning you can hyper-focus on reaching the right business decision-makers at moments they’re most likely to take action. It also gives you access to premium inventory—high-quality, trusted websites, apps, and video content such as respected news outlets, industry publications, and platforms like YouTube. These brand-safe placements help ensure ads appear in environments that reflect well on your business and are more likely to capture the attention of relevant, engaged audiences.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"9-reasons-why-you-should-include-display-video-activations-in-your-b2b-strategy\">\u003Cstrong>9 reasons why you should include Display & Video activations in your B2B strategy\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-precise-targeting\">\u003Cstrong>1. Precise targeting\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Display & Video advertising leverages advanced \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">data analytics\u003C\u002Fa> to target highly specific B2B audiences. By integrating third-party data providers like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbombora.com\u002F\">Bombora\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fliveramp.com\u002F\">LiveRamp\u003C\u002Fa>, leveraging account-based marketing (ABM) lists, and utilising Google’s behavioral data, advertisers can reach key decision-makers and niche sectors often inaccessible through other paid media channels, ensuring their message resonates with the right audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-cost-efficiency\">\u003Cstrong>2. Cost efficiency\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>For B2B clients, Programmatic advertising offers a highly efficient way to reach decision-makers through advanced automated bidding algorithms to ensure your ads appear in the most relevant placements, targeting professionals actively searching for solutions like yours. This minimises wasted spend on unqualified leads and maximises your ad exposure to high-value prospects. Real-time analytics can also provide full budget transparency, helping you track engagement, refine targeting, and focus spend on the channels that drive the highest ROI.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-real-time-optimisation\">\u003Cstrong>3. Real-time optimisation\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>B2B customer lifecycles can be long and complex. Display and Video advertising allows you to monitor and optimise ads in real-time. By adjusting campaigns based on performance metrics like click-through rates (CTR), impressions, and conversions, you can maximise your ROI and support your sales pipeline more effectively by refining your strategies as you go.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-cross-channel-integration\">\u003Cstrong>4. Cross-channel integration\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Display & Video enables seamless integration of your campaigns across multiple channels—display, video, mobile, audio, and beyond—ensuring a consistent message and cohesive brand experience, regardless of where your audience engages. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, you might engage a key decision-maker at one of your target companies with a display ad during work hours, then seamlessly re-target them later at home via CTV, reinforcing your brand and deepening awareness across touchpoints.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-scalability\">\u003Cstrong>5. \u003C\u002Fstrong>\u003Cstrong>Scalability\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Through media marketplaces and direct partnerships, Display & Video advertising grants access to multiple digital channels, opening up a world of possibilities!  From websites and mobile apps to audio platforms, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fvideo-youtube\u002F\">YouTube\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Flinear-vs-connected-tv-advertising\u002F\">Connected TV\u003C\u002Fa> (CTV), the reach is expansive. \u003C\u002Fp>\n\n\n\n\u003Cp>The ecosystem lets you scale campaigns quickly, both globally and localised. This ensures you can reach your audience across premium inventory, anytime and anywhere, beyond walled gardens like social media platforms.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-enhanced-personalisation\">\u003Cstrong>6. Enhanced personalisation\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>By analysing user data and behavior, you can craft tailored ad experiences and messaging that resonate with your B2B prospects, addressing their unique challenges with your products and services. This personalised approach not only enhances brand recall but can also help drive higher conversion rates by targeting the specific pain points of your audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"7-data-driven-insights\">\u003Cstrong>7. Data-driven insights\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Display & Video platforms offer robust analytics and reporting, providing valuable insights into campaign performance, audience engagement, and ROI. These data-driven insights can help you to make informed decisions and optimise future campaigns for even better outcomes. For instance, site reports can highlight which websites and apps are performing best against KPIs, allowing you to adjust investment levels accordingly. Similarly, insights into audience demographics, targeting, devices, and more enable precise adjustments to maximise campaign effectiveness.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"8-access-to-premium-inventory\">\u003Cstrong>8. Access to premium inventory\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Display & Video platforms allow advertisers to place their ads on high-quality, trusted websites and apps by working directly with premium publishers—well-known outlets with reputable content, like major news sites or streaming platforms. This access is typically arranged through private marketplaces (invite-only platforms where advertisers can bid for exclusive ad space) or programmatic guaranteed deals (pre-negotiated agreements that lock in specific placements and pricing without the need for real-time bidding). This approach locks in prices and secures guaranteed ad space, ensuring your ads reach B2B decision-makers in trusted settings. This approach can help build trust and awareness with your audience, as well as drive leads and conversions. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"9-improved-lead-generation\">\u003Cstrong>9. Improved lead generation\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>By combining precise targeting with effective retargeting strategies, Display & Video advertising nurtures leads throughout the entire sales funnel. With more relevant and focused ads, you’re better positioned to engage high-value prospects and drive quality leads.\u003C\u002Fp>\n\n\n\n\u003Cp>By leveraging these strategies, you can streamline your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Fb2b-marketing-agency\u002F\">B2B advertising\u003C\u002Fa> efforts, foster deeper engagement with your target audience, and ultimately drive better results across your campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>If you want support with your next Display & Video campaign, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">programmatic service offering\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10],286,[],[13],288,[15,16,17,18,19,20,21,22],"post-32835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatic",{"page_content_modules":24,"hero":173},[25,122],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"9 ways to reach B2B decision makers with Display & Video advertising",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},183,"\u002Fabout\u002Four-team\u002Fcollette-pratt\u002F","Collette Pratt","Senior Programmatic Strategist","I have been working in programmatic advertising for over four years, beginning my career as a digital marketing apprentice. During this time, I've had the privilege of collaborating with exceptional clients across the Travel & Tourism, Not-for-profit and SAAS industries.","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":66},"\u003Cp>Senior Programmatic Strategist. Joined Impression in July 2024\u003C\u002Fp>\n\u003Cp>I have been working in programmatic advertising for over four years, beginning my career as a digital marketing apprentice. During this time, I’ve had the privilege of collaborating with exceptional clients across the Travel & Tourism, Not-for-profit and SAAS industries. My experience spans the entire marketing funnel, from driving awareness to achieving conversions, giving me a well-rounded perspective on campaign execution and optimisation.\u003C\u002Fp>\n\u003Cp>No two days at Impression are ever the same! I have the opportunity to collaborate with a diverse range of clients, from airlines to tool manufacturers, each with unique campaigns and goals. My role spans the entire process—from strategic planning to flawless execution—ensuring that every campaign is thoughtfully designed and delivered to achieve its full potential.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I’m particularly proud of my ability to educate others about the incredible opportunities programmatic campaigns offer. I’ve conducted multiple sessions and workshops to demonstrate the value of programmatic as a key component of clients’ paid media strategies. These efforts have not only helped clients better understand the potential of programmatic but have also directly contributed to driving stronger results for their paid media campaigns.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Outside of work, you’ll often find me spending time with my fur baby, Bella—a very fluffy and lovable golden retriever—going for long walks, At the gym, or with my head in book!\u003C\u002Fp>\n",[40,57],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},169,"98","2020-12-17 10:02:30","","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"page":58,"link_text":61},{"ID":59,"post_author":43,"post_date":60,"post_date_gmt":60,"post_content":45,"post_title":61,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":62,"to_ping":45,"pinged":45,"post_modified":63,"post_modified_gmt":63,"post_content_filtered":45,"post_parent":42,"guid":64,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":65},316,"2021-01-06 16:32:37","Programmatic","programmatic","2025-04-08 07:20:24","\u002F?page_id=316","\u002Fpaid-media\u002Fprogrammatic\u002F",{"ID":67,"id":67,"title":68,"filename":69,"filesize":70,"url":71,"link":72,"alt":45,"author":73,"description":45,"caption":45,"name":74,"status":75,"uploaded_to":51,"date":76,"modified":76,"menu_order":51,"mime_type":77,"type":78,"subtype":79,"icon":80,"width":81,"height":82,"sizes":83},32629,"Collette-Pratt","Collette-Pratt.png",479907,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&q=90","\u002Fcollette-pratt\u002F","12","collette-pratt","inherit","2025-03-19 15:14:52","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":84,"thumbnail-width":85,"thumbnail-height":85,"medium":86,"medium-width":87,"medium-height":88,"medium_large":89,"medium_large-width":90,"medium_large-height":91,"large":92,"large-width":93,"large-height":94,"1536x1536":95,"1536x1536-width":96,"1536x1536-height":97,"2048x2048":98,"2048x2048-width":99,"2048x2048-height":100,"post-thumbnail":101,"post-thumbnail-width":102,"post-thumbnail-height":103,"12_col":104,"12_col-width":105,"12_col-height":106,"default_landscape":107,"default_landscape-width":108,"default_landscape-height":82,"default_portrait":109,"default_portrait-width":82,"default_portrait-height":108,"6_col_and_margin_short":110,"6_col_and_margin_short-width":102,"6_col_and_margin_short-height":106,"11_col_and_margin":111,"11_col_and_margin-width":112,"11_col_and_margin-height":106,"9_col_rectangle":113,"9_col_rectangle-width":114,"9_col_rectangle-height":115,"11_col":116,"11_col-width":117,"11_col-height":106,"staff_image_696_600":118,"staff_image_696_600-width":81,"staff_image_696_600-height":82,"rectangular_thumbnail":119,"rectangular_thumbnail-width":120,"rectangular_thumbnail-height":121},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":123,"reduced":27,"top_overlap":124,"bottom_underlap":124,"disable_observer":-1,"heading":125,"cta_text":126,"cta_link":127,"items":128},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[129,140,158],{"type_key":16,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":138},"The Reach Paradox: Why you shouldn’t gave to choose between scale and quality","\u003Cp>For years, the digital advertising industry has treated ‘reach’ as the ultimate proxy for brand awareness. If your ad hit a million screens, the campaign was a success. But as programmatic buying evolved, an uncomfortable truth emerged: A screen impression does not guarantee a human eye. Recently, the industry has swung hard in the opposite […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-reach-paradox\u002F","2026-10-07T10:22:29",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fpiret-ilver-98MbUldcDJY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":33,"image":36},{"to":139,"name":61},"\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F",{"type_key":16,"title":141,"excerpt":142,"to":143,"postedAt":144,"readingTime":145,"image":146,"authors":147,"category":157},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. 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If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. 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