Zoominfo launched their new Targeted Audiences service to support programmatic advertising against their universe of B2B account and contact data. [Part I]
ZoomInfo employs signature-block mining, natural language processing, machine learning, and email verification to build and maintain their Data Cloud. They also recently acquired EverString to augment their firmographic depth and field fill rates for 95 million companies. Targeting against the Zoominfo Data Cloud offers “campaigns with unmatched precision and enhanced performance.”
“Digital agencies and marketers typically face challenges in collecting high-quality, complete B2B audience data,” contrasted ZoomInfo. “Most widely available contact information for companies and their employees is either inaccurate, incomplete, or outdated, which means many digital agencies and marketers deliver their messages to the wrong people altogether.”
“What’s common knowledge to those in the industry — but not to a bright-eyed data guy like me — is that advertising audiences aren’t engineered to be precise. Quite the opposite, actually: This space is all about volume and audience expansion through inferences, and modeled data has taken over.”ZoomInfo SVP of Innovation and Data R&D Derek Smith
Marketers can also build custom audiences from over three hundred demographic and firmographic selects, including funding data, benefits data (licensed from GlassDoor), event participation, banking variables, technographics, and Fortune 500/1000 flags. Biographic variables include function, level, and title/keyword.
Targeting is most effective for the North American market because ZoomInfo is limited in the number of legally gathered and stored identifiers for EU citizens due to GDPR.
“Our product is unlike any other for two reasons. First, we’ve amassed a treasure trove of emails, phone numbers, and titles. Second, we’ve architected our company data to let you identify companies with a level of granularity that significantly eclipses the competition,” said Derek Smith, SVP of Innovation and Data R&D. “Was this always intentional? Of course not. But unbeknownst to me, our data became tailor-made for advertising activation as a result of other projects at ZoomInfo.”
As a new offering, Targeted Audiences should be viewed as a solution for building precise B2B audiences and activating them via LiveRamp. With nearly 100 million targetable professionals, 500 million identifiers, and 300+ selects, ZoomInfo can build very focused audiences. However, there are some gaps. Targeted Audiences does not offer any campaign analytics, creative management, social marketing, retargeting functionality, or intent-based targeting.
“Targeted Audiences allows marketers to build strategic campaigns based on contact and company information and creates new levels of granularity in B2B audience data that have never before existed on the market,” said ZoomInfo CEO Henry Schuck.
Targeted Audiences is a standalone offering. Marketers and agencies can test out the service on a few audiences before signing a volume contract. The fifty off-the-shelf audiences are priced at $1 CPM ($1 for 1,000 advertising exposures). Custom Audiences begin at $2.75 CPM, but the price falls with volume commitments.