Demandbase launches first-ever B2B-specific connected TV solution
Demandbase, the Smarter GTM company that uses AI to help B2B organizations hit revenue goals, has launched the first-ever Connected TV (CTV) advertising solution tailored specifically for B2B advertisers, using its proprietary Piper B2B DSP. Piper's ability to precisely target accounts and buying groups that are showing intent is unique in the industry. Combining that precision with its unparalleled granular reporting will be a first in the increasingly popular CTV advertising market, which until now has been focused primarily on B2C.
As noted in the new 'State of B2B Advertising' report, CTV has firmly established itself as an important B2B advertising channel for 2023 and beyond, driven by its capacity to broadcast video advertisements during television shows and movies on a wide variety of platforms like Hulu, Pluto, and Tubi. Remarkably, access to CTV devices surged from 82% of US households in 2021 to over 90% in 2023.
CTV platforms boast high engagement levels, with viewers consuming content actively selected by them, leading to superior ad viewability and completion rates. In addition, CTV's unique blend of sight, sound, and motion enhances the ad recall across other channels, such as display, paid social, and paid search, when used in combination, thereby boosting the overall impact of advertising campaigns. Of note, 66% of CTV advertisers have not previously used traditional TV advertising, mainly due to concerns over pricing and targeting precision - factors that CTV effectively addresses.
Gareth Noonan, General Manager, Advertising, Demandbase: "CTV represents an exciting, rapidly expanding advertising landscape that's seen remarkable growth over the last few years. With the Demandbase Piper B2B DSP, we're empowering companies to harness this potential in a way that's both effective and efficient. We're thrilled to serve our customers with a dynamic tool to enhance their GTM strategies and elevate sales performance."
Steven Mendes, Director of Brand and Acquisition Marketing, Cambia Health Solutions: "We're excited to bring CTV into our targeted B2B advertising programs. We're always looking to identify new ways to engage our audiences that are most aligned to their media consumption habits, preferences and lifestyles. Expanding into CTV will help us maximize our brand reach potential and give us the opportunity to showcase our brand in a whole new context."
