B2B Predictive Audiences
Drive Video Campaign Performance for IBM

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B2B Predictive Audiences Outperform Cost-Per-Engaged-Visit Average and Increase QoQ ROI for IBM Campaigns

Eightbar used Comscore and Eyeota's privacy-forward contextual audiences to help leading technology brand, IBM, achieve the most efficient Cost-Per-Engaged-Visit (CPEV). In addition, B2B Predictive Audiences significantly outperformed all targeting tactics.

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The Challenge

Eightbar’s client, IBM, was seeking the most effective audience targeting to drive video campaign performance.

The Results

B2B Predictive Audiences outperform all targeting tactics in Q1.

Cost-Per-Engaged-Visit Q1

  • B2B Predictive Audiences CPEV was significantly below client benchmark
  • 46% lower CPEV compared to competitive behavioral audience
  • 23% lower CPEV compared to competitive contextual segment

B2B Predictive Audiences outperform all targeting tactics in Q2.

Cost-Per-Engaged-Visit Q2

  • B2B Predictive Audiences CPEV was significantly below client benchmark
  • 24% lower CPEV compared to competitive behavioral audience
  • 13% lower CPEV compared to competitive contextual segment

"B2B Predictive Audiences have improved in efficiency significantly and continue to be crucial to maintaining strong CPEVs across our campaigns. The audiences continue to outperform our third-party job function audiences and they are outperforming both of our contextual audiences."

– Erin Greenberg, Manager Programmatic, Eightbar

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