PHOENIX – Account-based marketing services provider Instinctive is shepherding BtoB companies into the national television space, but with more precise targeting and at a fraction of the cost for traditional BtoC TV advertisers, says Co-Founder Henry Lau.
“Traditionally, TV for BtoB audiences is extremely expensive,” Lau says in this interview with Beet.TV at the IAB Annual Leadership Meeting.
He cites as an example a national TV spot for Procter & Gamble that costs $200,000 with the marketer’s entire audience “essentially guaranteed by the demo that you’re buying.” But if a company like IBM wants to reach Fortune 500 decision makers, with a target audience of 100,000 people “less than two percent of those people are going to be tuned in to that one spot.”
He figures that the cost of TV for BtoB advertisers can be 50 to 100 times higher than for consumer TV. “And that’s why we don’t see that many BtoB ads on TV, outside of the big guns,” Lau says.
Founded in 2014, Instinctive spent the past year building out an IP and device graph for its account-based TV offering, which launched this quarter and is in test mode. “So we know for any given IP address whether it’s a household, whether it’s a company. So we’re able to map that, bridge it with the device graph to deliver BtoB adds to people when they’re home.”
A client may give Instinctive 1,000 companies to target so that it can hone in on the “decision centers, where these people are, to make sure we’re reaching the right audiences and then delivering the right message at home that makes sense.”
Instinctive activates media buys through a series of programmatic private marketplace deals with Telaria and other major video supply-side platforms along with individual TV networks. Working on a cost-per-view model, the company guarantees completed ad views and provides insights into “how many households we were actually delivering ads to from a BtoB perspective,” Lau says.
By adding national TV to the mix, BtoB advertisers gain another pillar in their marketing efforts along with events and email. As for the latter, with things like the new GDPR regulations in the European Union “you’re already seeing a lot of email opt outs” or people not opting back in to lists.
“So people are looking for different channels to really reach their customers, and this is an effective way of doing it without spamming their in-box or calling people non-stop until they hang up on you.”