Demandbase, the targeting and personalization company declared that its marketing platform now includes the ability to extend the reach of B2B campaigns by targeting specific business audiences on mobile devices.

The new mobile targeting functionality adds to the company’s programmatic display and retargeting solutions introduced in 2013. It offers B2B marketers the most robust cross-channel B2B advertising solution to target specific companies wherever they are online, on any device they use, with zero waste. In conjunction with the mobile advertising capability, Demandbase is also announcing B2B Video Ads.

With nearly one-half of all U.S. workers (48 percent) using a smartphone during work at least one time per week and over one in five using a tablet (21 percent) during the workday, there is a growing need for businesses to target B2B buyers on multiple devices. The ability to target people at companies while on mobile devices without the use of cookies is made possible by the company’s patented technology and audience management functionality.

“Adding B2B mobile targeting measurably increases our ability to get the right message in front of the right person during the workday,” alleged Chris Golec, CEO, Demandbase. Supplementing that – “B2B marketing is simply not effective if the right companies are not laser targeted. Adding mobile allows marketers to increase awareness and build influence within the accounts their sales team values most.”

Demandbase B2B Mobile Advertising is offered as part of a Demandbase platform subscription, utilizing the only real-time bidding (RTB) engine built to optimize B2B advertising.

Leveraging Demandbase’s patented technology for identifying and targeting specific companies online, B2B Mobile Advertising provides a unique opportunity to serve ads to only the companies that matter most, while at their desks, in a meeting, or on the go.

Demandbase B2B Mobile Advertising is part of the company’s digital marketing platform used to connect digital experiences across their advertising, web site, marketing automation and CRM systems, so that marketing spend can be matched directly to sales activity and revenue.

The platform from its part handles more than one billion web interactions per month and is used by hundreds of large enterprises, mid-market, and fast growth companies across a variety of industries to improve marketing performance and increase selling efficacy.