US EOS VOLUPTAQUID UNTUMQU IDEBIT DOLUPTIBUS, CONSED UTEM IL IN RE In addition to the first web experience forming an important impression for buyers, this year’s study showed that online ads are also shaping early behaviors and opinions of B2B buyers. 63% In a new question that asked if buyers noticed ads from solution providers and whether those ads influenced company perceptions of that brand, 63% of said they noticed ads respondents said they noticed ads from the solution provider they chose during from the solution the research phase. Thirty-two percent of respondents agreed that they not provider they chose only noticed the ads, but that they positively impacted their view of potential vendors. An additional 31% noticed the ads, but said that they did not change during the research their perceptions. phase. When evaluating the resources that first informed buyers of the solution in question, there was a 5% increase in the number of respondents who cited “digital ads” and “ads on social media.” Did you notice ads from the solution provider you chose presented during your research process and did they influence your perception of that brand? 32% Yes, we did notice their ads and it positively impacted our view of them 31% Yes, we did but it did not change our perception 31% No, we did not notice their presence via online ads 6% Not sure 2017 B2B Buyer’s Survey Report • 6