Instinctive Launches Account-Based TV Advertising to Help B2B Businesses Expand Their Reach

Instinctive (https://instinctive.io), an account-based marketing (ABM) firm, today launched Account-Based TV, a new service designed to serve highly-targeted advertisements via connected TV devices. Using its ABM Platform as a foundation, Instinctive will work with clients to place ads through smart TVs as well as devices such as Roku, Amazon Fire Stick, and Apple TV. Its proprietary precision targeting technology starts with a data-gathering tag installed by Instinctive on a customer’s website. From there, it builds an intelligent client-specific B2B device graph for accurate, specialized targeting. According to research from eMarketer, there will be over 180 million connected TV users in 2019. Moreover, research conducted by IPG Media Lab demonstrated that unaided recall of ads served through connected TV devices is nearly four times higher than those delivered through standard TV ads. “Instinctive challenges a ‘prohibitively expensive’ B2B advertising landscape. Traditionally, television advertising for B2B audiences has been limited to large organizations, like IBM and Microsoft,” said Henry Lau, Co-Founder and Head of Partnerships, Instinctive. “The problem is that B2B businesses are trying to reach a much narrower audience. At any given time, you might have less than 2% of your target market tuned in to an advertising spot – and that’s if you’re lucky.” Instinctive also maps account- and household-level engagement so clients know exactly who they’ve reached, how, and when. TV spots work on a cost per completed view model, with Instinctive guaranteeing delivery and absorbing all risks around video completion.