Understanding B2B Display Advertising in Account-Based Marketing

B2B display advertising is the placement of digital ads like banners, sidebar creatives, and video installations on websites and platforms visited by business decision-makers. B2B display campaigns are heavily targeted and focus on, e.g., certain industries, company sizes, job titles, or individual accounts, unlike B2C advertising, which usually aims at large consumer audiences.

The use of programmatic technology in modern B2B display advertising allows marketers to automate ad purchasing and placement in real-time. As a result, marketing messages get to the audience who need them the most and at the appropriate stage of the buying process. Besides static and animated banners, there are also interactive creatives and retargeting ads, which are meant to bring back the interest of prospects who had already engaged with your brand.