Executive Summary Business marketers have always advertised in specialized media such as trade magazines, but their audiences have traditionally been too narrow to use television, radio, and similar mass outlets. This limitation has carried over into the digital world, where business marketers could target ads on search terms and industry Web sites but not buy display ads that reach broad audiences. This has become an increasing problem as buyers do more research anonymously on the Web, making them harder to identify and nurture. Tools such as content marketing and social media have filled some of the gap by offering alternative methods of acquiring new names. But those methods are labor and content- intensive, making them difficult to scale. As a result, business marketers have longingly eyed the “insert coin here” efficiency that lets consumer advertisers reliably increase results by raising their display ad spend. Happily, new methods have now made online display advertising a more effective, higher volume option for business marketers. Improved audience targeting expands the number of prospects marketers can reach and how frequently they can be contacted. Business marketers must learn a few new tricks to take advantage of this opportunity. But in return they gain a greater control over the flow of new names and more precise targeting of the messages for each individual. This Guide will ease your entry to the new world of effective B2B display advertising. Let the journey begin. This brief 11-page How-To Guide is designed to provide practical advice for B2B Display Advertising and outlines the following: - What is Display Advertising? - Display Advertising For Marketers - Challenges - Resources - Action Plan - Bottom Line Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request. To obtain this document, visit us at http://www.demandmetric.com/register

1. How-To Guide
© 2014 Demand Metric Research Corporation. All Rights Reserved.
B2B Display Advertising
By David Raab, Raab Associates
June 2014
EXECUTIVE SUMMARY
Business marketers have always advertised in specialized media such as
trade magazines, but their audiences have traditionally been too narrow
to use television, radio, and similar mass outlets. This limitation has
carried over into the digital world, where business marketers could
target ads on search terms and industry Web sites but not buy display
ads that reach broad audiences. This has become an increasing problem
as buyers do more research anonymously on the Web, making them
harder to identify and nurture. Tools such as content marketing and
social media have filled some of the gap by offering alternative methods
of acquiring new names. But those methods are labor and content-
intensive, making them difficult to scale. As a result, business marketers
have longingly eyed the “insert coin here” efficiency that lets consumer
advertisers reliably increase results by raising their display ad spend.
Happily, new methods have now made online display advertising a more
effective, higher volume option for business marketers. Improved
audience targeting expands the number of prospects marketers can
reach and how frequently they can be contacted. Business marketers
must learn a few new tricks to take advantage of this opportunity. But
in return they gain a greater control over the flow of new names and
more precise targeting of the messages for each individual. This Guide
will ease your entry to the new world of effective B2B display
advertising. Let the journey begin.

2. How-To Guide
© 2014 Demand Metric Research Corporation. All Rights Reserved.
DISPLAY ADVERTISING BASIC
Web display advertising includes any kind of advertising presented on a
Web site other than a search engine. (Search advertising, such as
Google AdWords, is different enough that it’s best treated as a separate
topic. Search advertising is much simpler to manage than display
advertising, so most business marketers are already familiar with how
to use it.)
ABOUT THE RESEARCH ANALYST
With an MBA from Harvard, David is an expert in both B2B &
B2C marketing strategy & technology. He has advised The Gap,
JC Penney, Lowe's, Blue Cross/Blue Shield, Williams-Sonoma,
Scholastic, Unisys, Sprint and Verizon Wireless.
He also publishes the Raab Guide to Demand Generation Systems
and the Marketing Performance Measurement Tool-Kit.
To read the rest of this How-To Guide, become a Demand Metric member today!