A new report by Boston-based software-as-service company SEMrush shows that business-to-business ads that are produced by advertisers and displayed on third-party sites on the Google Display Network (GDN) - which reaches 90% of Internet users worldwide - are viewed 68.4% by men, and 83% on mobile devices.
The SEMrush findings are based on 96M impressions of ads that were produced by 61,462 B2B advertisers and displayed during the past 3 months on third-party sites on the GDN across almost all English-speaking countries including the USA, UK, India, Canada and Australia.
- Ads were viewed 68.4% by men, 31.6% by women.
- 52% of ad views were by persons aged 25-44.
- Earlier research found that 46% of persons aged 18-34 prefer video as the primary form of brand communications, and men prefer brighter colors in ads than do women.
- Advertisers reported that B2B audience members were also interested (presumably from a B2C perspective) in:
- Home and garden (29%)
- Internet and telecom (16%)
- Computers and electronics (13%)
- Jobs and education (6%)
- Autos and vehicles (6%)
- Devices used to view B2B advertisers' ads on third-part sites were:
- Mobile android (23%)
- Mobile iOS (20%)
- Tablet Android (20%)
- Tablet iOS (20%)
- Desktop (17%)
- Most popular ad sizes were:
- 720x90px Leaderboard (39%)
- 300x250px Medium Rectangle (20%)
- 336x280px Large Rectangle (16%)
- 468x60px Banner (14%)
- 160x600px Wide Skyscraper (11%)
- Responsive ads dominated (80%) vs. image ads (20%).
Takeaways here for B2B advertisers are:
- Begin with the assumption that your prime target group is men aged 25-44 who will view your ads on small screens and like bright colors in ads.
- Use responsive ads for optimal results across devices.
- Test Leaderboard and Medium Rectangle ads first.
- If budget permits, place some ads on B2C sites - but considering mainly male target demographic, maybe initially pass up Home and Garden sites.
- But be aware of differences among industries, and fine-tune advertising as you begin to accumulate data.