Post on 20-Oct-2021
transcript
2020 Audience Solutions Overview
Bombora Audience Solutions
We are not in the media business — just data and measurement.
Key Verticals• Programmatic Display
• Paid Social
• Connected TV
• Addressable TV
• Content Syndication
• Audio & Streaming
• Digital Out of Home
• Search Marketing
• Mobile In-App
• Retargeting
Key Use Cases
We provide organizations with data and measurement solutions to refine audience segmentation and improve campaign performance.
• Enterprise Technology
• Consumer Technology
• Telecommunications
• Healthcare
• Human Resources
• Financial Services
• Insurance
• Manufacturing
• Small Business
The Bombora Story
Bombora has created a first-of-its-kind online Data Cooperative of
5k+ business professional research
websites.
Bombora aggregates online consumption and behavioral data across key verticals to understand
who visitors are (Cookie ID & Company) and what the visitors are
consuming (Behavioral Intent).
Bombora customers leverage this data
throughout their customer journey experience and
across their marketing and sales organizations.
Researching7,000+ topics
Listening to5M+ companies
The scale of this data is unparalleled – globally
Across1.2B devices
Paid Media
Paid Social Lead Generation
Marketing Automation Sale Prioritization
Today’s buying activity and research
is typically done online.
Bombora’s Intent data is curated into Bombora Company Surge®. Company Surge® is a dynamic, B2B, domain-
and-topic dataset that monitors and identifies companies actively
undergoing research spikes “Surging” on your products or services.
A Company Surge® Score represents the intensity of research spikes compared to the normal behavior of a business and a topic
Features used to identify interest in a topic over a 12-week baseline
# of topic events # of unique users Topic relevancy weight Content engagementThe number of interactions
between a company and a topic The number of people researching
a topic from a companyThe relevancy of the content to the topic (i.e. is the topic the
focus or simply mentioned)
The depth of engagement of the interaction (e.g. scroll velocity,
dwell time, etc.)
0 40 60 100
Increasing consumption
Decreasing consumption
No change in consumption
70
24% 60% 10% 6%
Company Surge® Score
Company Surge®
content consumption and score distribution
A Company Surge® Score of 60+ indicates a significant spike in
content consumption
Avg. % of population
Bombora Datasets Available― Five Fundamental Taxonomies ―
Profile
Demographic, Firmographic &
Geographic
*Syndicated Audiences
Behavioral
Behavioral IntentOr
Behavioral SMB
*Syndicated Audiences
ABM
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
companies with greater than 1,000 employees”
*Custom Audiences
Install
Companies with Installed Software
Categories
*Syndicated Audiences
“Companies using competing product
categories”
Programmatic Display & Video
DSPs & DMPs
Paid Social
Facebook&
Native
Native Platforms&
Native PMPs
Advanced TV
Addressable TVCTV / OTT
Data-Driven Linear
Where To Activate Bombora Data― Four Main Activation Channels ―
Note: Only a sampling of available destinations shown.
Bombora Activation Channels― Omnichannel Activation ―
Activate Bombora Data within your omnichannel marketing stack
Programmatic Display& Video
Data-driven Linear TV
CTV/OTT Paid Social(Facebook & LinkedIn)
Contextual DOOHAddressable TV
Achieve a higher ROI with Bombora’s portable intent dataset
Audio Streaming& Podcasts
Mobile In-App
Search 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 can also be applied to your Programmatic Display & Social audiences as well.
Leverage Always-On in Adobe Audience Manager!
How it works:
Bi-directional SyncCompany Surge® scores are updated every week. These
weekly updates provide insight into companies that are entering
and exiting research spikes.
Surging devices added
Non-Surging devices removed
Devices from newly Surging companies are added to existing
audiences & devices from companies that are no longer
Surging are removed from existing audiences.
Demographic & Firmographic Audiences
• Business Professional • Human Resources Professionals
• Business Travelers • IT Professionals
• Finance Professionals • Marketing Professionals
• Fortune 500 Employees • Small Business Professionals
• Health Professionals
B2B demographic & firmographic audiences available in DMPs/DSPs today!
Seniority
Decision Makers
Industry Functional Area
Company Size
Company Revenue
Professional Groups • Account Management • HR Diversity
• Accounting • HR Recruiting
• Administration • Information Technology
• Advertising • Legal
• Branding • Marketing
• Business Development • Medical/Health
• Change Management • PR
• Compliance • Product
• Consultants • Recruiting
• Creative • Sales
• Dentist • Software
• Engineering • Surgeon
• Government • Systems & Business Analysts
• Health Professional • Wealth Management
• HR Benefits • Web Development
• Accounting • Insurance
• Advertising/Marketing • Legal
• Agriculture • Manufacturing
• Banking • Media & Internet
• Business Services • Non-Profit
• Construction • Real Estate
• Consumer Services • Recreation
• Cultural • Resource Extraction
• Education • Retail
• Energy • Software
• Finance • Sports
• Gaming • Telecommunication
• Government • Transportation & Travel
• Healthcare • Utilities
• Hospitality • Wholesalers
• 1 - 9 • 500 – 999
• 10 – 29 • 1000 – 4,999
• 50 – 199 • 5,000 – 9,999
• 200 – 499 • 10,000+
• Board & Ownership • Non-management • C-Suite • Management
• Finance • Healthcare • Human Resources • Information Technology • Marketing
• <$1M • $100M - $200M
• $1M • $200M - $1B
• $10M - $5OM • $1B+
• $50 - $100M
Bombora aggregates and appends demographic and firmographic attributes to each device monitored throughout the Co-Op. The firmographic and demographic attributes are collected from a combination of anonymized publisher registration data, proprietary IP-to-Company mapping technology, and offline data sources.
• 500+ demo/firmo audiences available• Updated every 24 hours
• Available in most DMPs/DSPs• Referred to as ‘Syndicated’ or ‘Off-The-Shelf’ audiences
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 marketers greater flexibility and precision in determining to which companies they want to deliver their messages.
Publishers can map cookie IDs to company domains from their own
registration data
IP address24.97.68.2
Bombora can match cookie IP addresses to company domains
Cookie ID12345
Offline sources can also match cookie IDs to company domains
Data collected from each device within Bombora’s data Co-Op:• Cookie ID • IP Address • URL, device type, browser, referrer URL, etc.
Target employee devices from companies on your ABM list at scale!
Cookies are associated with each domain and sent to Adobe Audience Manager.
How it works:
Matching Devices to Domains
Custom Company Surge® Audiences
Surging from an ABM List
Choose the right Company Surge® tactic for the right campaign!
Total ABM List
10,000,000 Total Cookies
Surging Companies From ABM List
1,500,000 Surging Cookies
Utilize Company Surge® and prioritize your account list by focusing on the companies that are researching your solution!
Activation
Determine which companies from your ABM list are surging on topics you select.
Target the devices from the surging companies in your paid mediacampaigns.
Bombora will send the Surging devices to Adobe Audience Manager!
Look-a-Like Surgers
Surge Look-a-Like Criteria:
Utilize Company Surge® to identify new, surging companies in verticals and sizes that you want to focus on!
Activation
Identify Surging companies from Bombora’s database of over 5 million unique companies.
*Tip: Use this tactic to generate an ABM list for you.
Surging Companies
3,000,000 Surging Cookies
Surging on at least 3 of 12 Topics
Company Size: 200 – 5,000 Emps
Vertical: Finance or Tech
Bombora will send the Surging devices to Adobe Audience Manager!