Transcription
2020 Audience Solutions Overview
Bombora Audience SolutionsWe provide organizations with data and measurement solutions torefine audience segmentation and improve campaign performance.We are not in the media business — just data andmeasurement.Key Use CasesKey Verticals Programmatic Display Audio & Streaming Enterprise Technology Financial Services Paid Social Digital Out of Home Consumer Technology Insurance Connected TV Search Marketing Telecommunications Manufacturing Addressable TV Mobile In-App Healthcare Small Business Content Syndication Retargeting Human Resources
The Bombora StoryPaid MediaPaid SocialMarketingAutomationToday’s buyingactivity and researchis typically doneonline.Bombora has created afirst-of-its-kind onlineData Cooperative of5k businessprofessional researchwebsites.The scale of this data isunparalleled – globallyBombora aggregates onlineconsumption and behavioral dataacross key verticals to understandwho visitors are (Cookie ID &Company) and what the visitors areconsuming (Behavioral Intent).Listening to5M companiesBombora’s Intent data is curated intoBombora Company Surge . CompanySurge is a dynamic, B2B, domainand-topic dataset that monitors andidentifies companies activelyundergoing research spikes “Surging”on your products or services.Across1.2B devicesLeadGenerationSale PrioritizationBombora customersleverage this datathroughout their customerjourney experience andacross their marketing andsales organizations.Researching7,000 topics
A Company Surge Score represents the intensity of research spikescompared to the normal behavior of a business and a topicDecreasingconsumptionCompany Surge content consumptionand score distributionNo change inconsumptionIncreasingconsumptionA Company Surge Score of 60 indicates a significant spike incontent consumptionAvg. % ofpopulation24%060%10% 6%406070100Company Surge ScoreFeatures used to identify interest in a topic over a 12-week baseline# of topic events# of unique usersTopic relevancy weightContent engagementThe number of interactionsbetween a company and a topicThe number of people researchinga topic from a companyThe relevancy of the content tothe topic (i.e. is the topic thefocus or simply mentioned)The depth of engagement of theinteraction (e.g. scroll velocity,dwell time, etc.)
Bombora Datasets Available― Five Fundamental Taxonomies ―ProfileBehavioralInstall*Syndicated Audiences*Syndicated Audiences*Syndicated AudiencesDemographic,Firmographic &GeographicBehavioral Intent“Finance decisionmakers at Enterprisecompanies with greaterthan 1,000 employees”OrBehavioral SMB“Devices that haveconsumed specificcontent online”Or“SMBs (1-100 size)identified through onlinebehavior”ABMSurgeCompanies withInstalled SoftwareCategoriesEmployee Devices atspecific companiesEmployee Devices atSurging companies“Companies usingcompeting productcategories”“Companies from atarget account list orCRM list”“Companies Surging onspecific content &topics”*Custom Audiences
Where To Activate Bombora Data― Four Main Activation Channels ―ProgrammaticDisplay & VideoPaid SocialNativeAdvanced TVDSPs & DMPsFacebook&LinkedInNative Platforms&Native PMPsAddressable TVCTV / OTTData-Driven LinearNote: Only a sampling of available destinations shown.
Bombora Activation Channels― Omnichannel Activation ―Activate Bombora Data within your omnichannel marketing stackCTV/OTTProgrammatic Display& VideoPaid Social(Facebook & LinkedIn)Audio Streaming& PodcastsMobile In-AppAchieve a higher ROI with Bombora’s portable intent datasetAddressable TVData-driven Linear TVContextualDOOHSearch Marketing
Always-On AudiencesCompany Surge data refreshes weekly. Shouldn’t your audience segments do the same?Introducing Bombora Always-On, the newest solution to guarantee your audience segments are always ready to go!Since Company Surge data is updated every week, Bombora has created a solution to ensure a weekly refresh canalso be applied to your Programmatic Display & Social audiences as well.How it works:Company Surge scores areupdated every week. Theseweekly updates provide insightinto companies that are enteringand exiting research spikes.LeverageSurging devices addedBi-directional SyncNon-Surging devices removedDevices from newly Surgingcompanies are added to existingaudiences & devices fromcompanies that are no longerSurging are removed from existingaudiences.Always-On in Adobe Audience Manager!
Demographic & Firmographic AudiencesB2B demographic & firmographic audiences available in DMPs/DSPs today!Bombora aggregates and appends demographic and firmographic attributes to each devicemonitored throughout the Co-Op. The firmographic and demographic attributes arecollected from a combination of anonymized publisher registration data, proprietary IPto-Company mapping technology, and offline data sources. 500 demo/firmo audiences available Updated every 24 hoursProfessional Groups Available in most DMPs/DSPs Referred to as ‘Syndicated’ or ‘Off-The-Shelf’ audiencesIndustryFunctional Area Business Professional Human Resources Professionals Accounting Insurance Account Management HR Diversity Business Travelers IT Professionals Advertising/Marketing Legal Accounting HR Recruiting Finance Professionals Marketing Professionals Agriculture Manufacturing Administration Information Technology Fortune 500 Employees Small Business Professionals Banking Media & Internet Advertising Legal Business Services Non-Profit Branding Marketing Construction Real Estate Business Development Medical/Health Consumer Services Recreation Change Management PR Cultural Resource Extraction Compliance Product Education Retail Consultants Recruiting Energy Software Creative Sales Finance Sports Dentist Software Gaming Telecommunication Engineering Surgeon Government Transportation & Travel Government Systems & Business Analysts Healthcare Utilities Health Professional Wealth Management Hospitality Wholesalers HR Benefits Web Development Health ProfessionalsCompany Revenue 1M 100M - 200M 1M 200M - 1B 10M - 5OM 1B 50 - 100MCompany Size 1-9 500 – 999 10 – 29 1000 – 4,999 50 – 199 5,000 – 9,999 200 – 499 10,000 Seniority Board & Ownership Non-management C-Suite ManagementDecision Makers Finance Healthcare Human Resources Information Technology Marketing
Account-Based-Marketing AudiencesTarget specific companies at an individual level, rather than mass marketing!Bombora maps a domain to each device recognized throughout its data Co-Op to provide marketersgreater flexibility and precision in determining to which companies they want to deliver their messages.How it works:Data collected from each device within Bombora’s data Co-Op: Cookie ID IP Address URL, device type, browser, referrer URL, etc.Matching Devices to DomainsPublishers can mapcookie IDs to companydomains from their ownregistration dataIP address24.97.68.2Cookie ID12345Bombora can matchcookie IP addressesto company domainsOffline sources canalso match cookie IDsto company domainsCookies are associated with each domain and sent toAdobe Audience Manager.Target employee devices from companies on your ABM list at scale!
Custom Company Surge AudiencesChoose the right Company Surge tactic for the right campaign!Surging from an ABM ListLook-a-Like SurgersUtilize Company Surge and prioritize your account list byfocusing on the companies that are researching your solution!Utilize Company Surge to identify new, surging companies inverticals and sizes that you want to focus on!*Tip: Use this tactic to generate an ABM list for you.Total ABM ListDetermine whichcompanies fromyour ABM list aresurging on topicsyou select.Surge Look-a-Like Criteria:Surging on at least 3 of 12 TopicsCompany Size: 200 – 5,000 EmpsVertical: Finance or Tech10,000,000 Total CookiesSurging Companies From ABM List1,500,000 Surging CookiesActivationIdentify Surging companiesfrom Bombora’s database ofover 5 million uniquecompanies.Surging CompaniesTarget the devicesfrom the surgingcompanies in yourpaid mediacampaigns.Bombora will send theSurging devices to AdobeAudience Manager!3,000,000 Surging CookiesActivationBombora will send the Surgingdevices to Adobe AudienceManager!
Employee Devices at specific companies Surge Employee Devices at Surging companies "Companies from a target account list or CRM list" "Companies Surging on specific content & topics" "Devices that have consumed specific content online" Or "SMBs (1-100 size) identified through online behavior" "Finance decision-makers at Enterprise
