How it works: Ad Personalization
Demandbase Targeting Solutions uses our patented technology to find people at specific companies out on the greater Web and serve ads to them. We’ve built a full, high-performance ad tech stack that offers unique targeting and delivery capabilities with clear tracking and results. As a part of our Advertising Solutions, we also have the ability to serve dynamically personalized ad creative to each company. Here’s how it works:
1. Identify target companies
The first step in any Demandbase Advertising campaign is developing a list of target accounts. Clients create these lists in many ways: from CRM records, marketing databases, working with Sales to determine their most valuable accounts, or using firmographic attributes like industry, revenue, employees, location, technology, or any combination of many others.
2. Choose an attribute to personalize
The key to personalized ad creative is deciding on a company attribute, or firmographic, to leverage. As you can see in the examples below, the copy in the creative is personalized to display the specific industry of the company. Demandbase offers 45+ detailed company attributes and any of them can be used for ad personalization.
3. Build personalized ad creative
Using the attribute determined in step 2 our creative services team designs and builds ad units made to dynamically personalize to your target companies. We can insert the attribute within the copy, change parts of the messaging, or swap images or graphic elements. In all engagements, we follow design and advertising best practices. Whenever company name is being used as the personalized attribute we take every precaution to avoid the appearance that the targeted company is an endorser or co-sponsor for the advertiser. In most cases we use the company name as a way to direct the message to the visitor, as a salutation.
4. Serve ads only to target companies, across the web
With your ad creative built and ready to be personalized, we launch your campaign and serve ad units only to the target companies on your list (from step 1). Each company sees a message unique and relevant to them to help grab their attention and drive further engagement. We use our technology and tools to optimize campaigns throughout the process, and make any changes necessary.
A Note on Privacy
Please see: https://www.demandbase.com/resources/advertising-showcase/ for personalization examples.