2024 Average Time on Site (ToS) Results for B2B

Have you ever wondered what influences the amount of time a user spends on your website as a result of digital advertising? It's common knowledge that 'content is king' and the more engaging your website is -- the more time users will spend there. However, it is interesting to note that the user's device and operating system may actually be a factor in the engagement time.

In November 2024, Programmatic B2B conducted an analysis of ABM, CRM and Retargeting ad campaigns and their performance with regards to website engagement. For statistical significance, we made sure the sample size was large enough.

• Advertisers ( n = 25 )

• Campaigns ( n = 80 )

• Total Ad Impressions = 72.5 million

• Total Web Visits = 218,095

Here are the results of the analysis.

The average time on site for users on mobile devices was the highest at 69.7 seconds. Tablet users spent an average of 28.7 seconds, and desktop users spend less than 11.0 seconds. The analysis also revealed that time on site was greater when people left an app on their tablet or mobile device as a result of an ad served within the app. This was a key takeaway as many of our advertisers request that we bid lower on in-app placements in favor of the more recognized online publishers.

We compared Mac and iOS users with Android, Chrome and Windows users to find out that operating systems matter too. The average time on site for Android, Chrome and Windows users was 55.6 seconds. The average time on site for Mac and iOS users was 14 percent lower at 47.6 seconds.

In conclusion, a user's choice of device and its supporting technology do influence website engagement time. How to apply this information to B2B digital advertising is a bit more difficult, because the ultimate goal is to get qualified engagement and time on site is not a full measure of that. The most important task continues to be getting the audience right, and that requires a deep understanding of ABM data sources and the ability to engage the right decision-makers online in a privacy-compliant way.

2024 Microenterprise Business of the Year (SBA)

Programmatic B2B was awarded the 2024 Microenterprise Business of the Year by the US Small Business Administration (SBA). Programmatic B2B revenues grew by 27 percent in 2023 compared with the prior year. Our company just landed several new major accounts for which we expect growth to continue at an even higher rate this year (2024). Due to our extremely low overhead, strategic application of digital advertising technology, and overall agility, our Return on Assets (ROA) is 319 percent. Our biggest accomplishments were our organic website optimization and B2B lead generation for new client acquisition. In the past year, our website generated 979,005 organic Google search impressions, 1,398 site, and 38 new prospects.

Programmatic B2B builds custom audiences, delivers interactive creative content, and facilitates relevant, cost-effective B2B marketing communications with cross-channel consistency and complete transparency. Everything we do is backed up with comprehensive reporting and analysis. Our Account-Based Reporting (ABR) provides clients with the specific companies, job functions and seniority of users are engaged on their websites. The provides seamless integration of sales and marketing by linking opportunities with digital advertising campaigns for deal-based marketing as well. Most importantly, solutions are built for small and medium-sized businesses that cannot afford the high minimums required by Account-Based Marketing (ABM) platforms.

CTV and OTT, What's the Difference?

Connected TV (CTV) and Over-the-Top (OTT) are terms that are often used in the context of streaming video content, and both play significant roles in the realm of programmatic advertising. However, they refer to different aspects of the streaming landscape. Let's break down the differences:

Connected TV (CTV) refers to televisions that are connected to the internet, allowing users to access streaming services and other online content directly on their television sets. CTVs are typically smart TVs, gaming consoles, or streaming devices (like Roku, Apple TV, Amazon Fire Stick, etc.). Users can access streaming services, apps, and online content on their CTVs. B2B programmatic advertising on CTV involves using automated, data-driven technologies to buy and place ads on connected TVs. Ads on CTV are often served during commercial breaks or as interstitials between content.

Over-the-Top (OTT) refers to the delivery of video content over the internet, bypassing traditional cable or satellite television services. OTT content can be accessed on various devices, including smart TVs, computers, smartphones, and tablets. Users can subscribe to streaming services (like Netflix, Hulu, Disney+, etc.) or watch ad-supported content on OTT platforms. B2B programmatic Advertising on OTT involves using automated technologies to buy and place ads on streaming services and platforms that deliver content over the internet. Advertisers can target specific audiences based on demographic or behavioral data.

Key Differences:

• Device vs. Delivery Method: CTV focuses on the device (connected television), while OTT is more about the method of content delivery over the internet.

• Scope of Content: CTV is specific to televisions connected to the internet, while OTT encompasses a broader range of devices, including computers and mobile devices.

• Advertising Opportunities: Programmatic advertising can occur on both CTV and OTT platforms. CTV advertising specifically targets viewers on connected TVs, while OTT advertising encompasses a wider range of devices.

In summary, CTV is a subset of OTT, and both offer opportunities for programmatic advertising, allowing advertisers to reach audiences consuming video content on various devices over the internet.