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BizReport : Advertising : October 17, 2012


Demandbase release offers company-targeted ads

B2B (business to business) brands take note: a new release from Demandbase allows you to target ads to the company level, increasing the relevancy and potentially increasing campaign ROI.

by Kristina Knight

Called Demandbase Company-Targeted Advertising, the platform is set up to allow B2B advertisers to personalize display ads to the company level - so that ads show to a CFO with a finance brand would be different than ads targeted to the CMO of an internet tech company.

"I see customers wasting more than 90 percent of their ad spend hoping to attract high potential businesses to their web site falling vastly short of those goals. The reality is that there are millions of companies overall, but B2B sales organizations generally know only target a few thousand of those companies have the potential to become revenue. Those are horrible odds," said Chris Golec, founder and CEO, Demandbase. "Our zero-waste approach gives marketers the precision they need to target the exact company or audience segments they want, changing the game for the underserved B2B advertiser."

"Enterprise advertisers have been underserved by digital advertising technologies that rely on cookies and behavioral tracking strategies developed for the consumer Internet. B2B advertising is vastly different than B2C- business marketers aren't selling to one individual and require much higher precision," said Rich LeFurgy, co-founder of the Interactive Advertising Bureau (IAB) and General Partner at Archer Advisors. "Demandbase's innovation will fundamentally change a company's ability to successfully target and engage other businesses online."

Here's how it works: a B2B company tells the platform what types of companies they'd like to target. Prospect lists can be used or companies can be targeted by lists like the Fortune 500. Once those companies are targeted, only ads to those companies or company profiles will be delivered. Ads can be designed ahead of time or custom ads can be created within the Demandbase platform. Ads can be personalized based on the company, the vertical or industry. Post-launch, campaigns are tracked and analyzed.






Tags: b2b ad tools, b2b advertising, B2B trends, Demandbase, online advertising








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