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.
The new mobile targeting functionality adds to the company's programmatic display and retargeting solutions introduced in 2013. It offers B2B marketers a cross-channel B2B advertising solution to target specific companies wherever they are online, on any device they use.
"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, CEO of Demandbase, in a statement. "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."
In conjunction with the mobile advertising capability, Demandbase also introduced B2B Video Ads. B2B Video Ads let marketers run video advertising campaigns targeting companies and business audiences on YouTube.
"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 Web site," Golec said. "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."
Both Demandbase B2B Mobile Advertising and Demandbase B2B Video Ads are offered as part of a Demandbase platform subscription, using the real-time bidding (RTB) engine and Demandbase's patented technology for identifying and targeting specific companies.