Demandbase Adds Mobile and Video Targeting Functionality for B2B Advertising

Inplace #2

ADOTAS — Demandbase, the targeting and personalization company, today announced that its marketing platform now includes the ability to extend the reach of B2B campaigns by targeting specific business audiences on mobile devices, and  run video advertising campaigns targeting companies and business audiences on YouTube.

Test Field & Execution

Mobile targeting

The new mobile targeting functionality adds to the company’s programmatic display and retargeting solutions introduced in 2013. It offers B2B marketers the most robust cross-channel B2B advertising solution to target specific companies wherever they are online, on any device they use, with zero waste.

With nearly one-half of all U.S. workers (48 percent) using a smartphone during work at least one time per week and over one in five using a tablet (21 percent)[1] during the workday, there is a growing need for businesses to target B2B buyers on multiple devices. The ability to target people at companies while on mobile devices without the use of cookies is made possible by the company’s patented technology and audience management functionality.

“Adding B2B mobile targeting measurably increases our ability to get the right message in front of the right person during the workday,” said Chris Golec (pictured), CEO, Demandbase. “B2B marketing is simply not effective if the right companies are not laser targeted.  Adding mobile allows marketers to increase awareness and build influence within the accounts their sales team values most.”

Advertising is part of the company’s digital marketing platform used to connect digital experiences across their advertising, web site, marketing automation and CRM systems, so that marketing spend can be matched directly to sales activity and revenue. The platform handles more than one billion web interactions per month and is used by hundreds of large enterprises, mid-market, and fast growth companies across a variety of industries to improve marketing performance and increase selling efficiency.

Video targeting

The new video targeting functionality builds upon the cross-channel display and retargeting solutions, which have increased the company’s revenue from its advertising solution 453 percent in 2013 alone. With Demandbase B2B Video Advertising, B2B marketers have a greater depth of inventory to programmatically target specific companies wherever they are online, on any device they use, with zero waste.

More than 14 percent of American workers visit YouTube during work hours every day[1], but B2B advertisers’ have had few options to include online video in their marketing mix.  The ability to target people at specific companies while on YouTube is made possible by the Demandbase’s patented technology, proprietary data, and audience management functionality, which doesn’t rely on cookies or other personally identifiable information.

“Businesses have invested hundreds of millions dollars to develop video assets that help them attract and engage business buyers online, but most have been unsuccessful at generating the anticipated pay-off outside of the occasional click on their website,” said  Golec. “By enabling marketers to target and re-target specific companies or business audiences with video, we are the first to deliver ads with even greater context than with display-only campaigns, helping to accelerate the B2B sales cycle and dramatically increase the ROI of their advertising campaigns.”

Demandbase B2B Video Advertising is powered with Demandbase’s proprietary real-time bidding (RTB) platform, which was built to optimize B2B advertising and is offered to clients through a subscription model. It provides a unique opportunity to serve video ads to only the companies that matter most, while they are consuming relevant content on YouTube. Used by hundreds of companies, including Box, CSC, Dell, Avery Office Products and others, the Demandbase platform handles more than 1 billion web interactions per month to improve marketing performance and increase selling efficiency.

About Demandbase

Demandbase is the first targeting and personalization platform for B2B, transforming the effectiveness of marketing programs and marketing’s ability to impact revenue. While personalization tools have long existed for B2C, until now, none were geared specifically to enable B2B marketers to make online interactions more effective, delivering the right message at the right time. Demandbase’s patented identification technology bridges the gap between known and anonymous web visitors by identifying and segmenting the companies visiting a website, and providing detailed, targetable business attributes in real-time. Demandbase integrates with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers. Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance. For more information, visit