VIDEO! B2B Programmatic Buying, Auto Digital Co-op, Email Tips

Tue Jan 10, 2017

Courtney Huckabay

This month we learn about B2B programmatic ad buying, car dealer digital co-op and helpful email tips.



Hello there, and WELCOME to the January 2017 edition of Media SALES Monthly.


A new report from Dun & Bradstreet indicates that almost two-thirds of B2B marketers surveyed are using PROGRAMMATIC ad buying. Nearly SEVENTY percent of B2B marketers said they plan to INCREASE their spending on programmatic, with twenty-two percent saying they will increase it by more than TWENTY-FIVE percent.

TARGETING is the number-one challenge B2B marketers see for programmatic. Other top challenges were measurement and metrics and lack of knowledge. Sales-related metrics are being used to gauge programmatic success – with CONVERSIONS and LEADS as the two most important for B2B marketers. But many still appeared to be using metrics which don’t directly relate back to BOTTOM-LINE results – like WEBSITE TRAFFIC.

Executives do point out that there’s a need to develop more CREATIVE ads to get noticed. They must be COMPELLING and RELEVANT. And be sure companies are measuring the RIGHT KPIs. Focus more on OUTCOMES like lead VOLUME and QUALITY, CONVERSIONS and – or course – REVENUE.

There’s STILL a place for direct buying with your B2B clients, but be prepared to help them with programmatic, since it’s not going away.


A Car Biz Today survey finds that dealers are jumping on the digital advertising trend. In fact, dealers are now allocating up to SIXTY-SIX percent of their total budgets to DIGITAL FORMATS. They’re also looking for more digital CO-OP advertising funds from manufacturers. All too often, the support isn’t sufficient. In fact, SIXTY-SIX percent of auto dealers say they can’t get co-op support from their manufacturers for DIGITAL VIDEO ads. The need for digital co-op is HUGE – both at the association and dealership levels.

In order to compete in today’s marketplace, auto dealers also need snappy sites. Yet, TWENTY-FIVE percent of dealerships are STILL using sites which aren’t mobile-friendly. This situation cries for MORE digital co-op ad support from manufacturers.

And while TV has a secure place in capturing advertising dollars from auto dealers, dealers need MOBILE marketing offers, specifically, to give them another effective way to connect with YOUNGER buyers. Encourage your dealers to connect with their manufacturer reps and dealer associations to PROPOSE CHANGES to the standard co-op funding allocation. They might be able to INFLUENCE co-op advertising policy changes to INCLUDE digital.


Email is a quick, convenient and EASY way to keep in touch with clients, prospects and colleagues. But Lindsay Silberman in an Inc. article reminds us that it has the potential to SABOTAGE your reputation.  Here are a few email tips to consider:

  1. Don’t ANGRY email. Don’t send messages with angry emotions or bad news. That communication should be done in person
  2. Briefly INTRODUCE yourself. Don’t assume that the recipient knows who you are and what you do. But, keep it concise.
  3. Don’t SHORTCUT your language. While emoticons and acronyms now have a place in other electronic messages, they don’t have a place in professional emails.
  4. Warn about LARGE ATTACHMENTS. Give the recipient a heads up if you plan to send an attachment that is larger than five-hundred kilobytes. Don’t clog his or her inbox.
  5. Maintain PRIVACY. If you need to protect the privacy of an email list, don’t forget to use “B-C-C. Every email you send is a reflection of you, so keep that in mind when you craft these messages.

Take a moment to assess each message before sending.

That’s it for THIS edition of Media Sales Monthly. I’m Doug Lessells.

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About Courtney Huckabay

Courtney is the Editor for SalesFuel and AudienceSCAN. She is a graduate of Middle Tennessee State University.

View all posts by Courtney Huckabay