Account-Based Display | DemandWorks: Surround Your Buying Committee with Brand-Right Ads
Account-Based Display

Surround every member of the buying committee with brand-right ads.

DemandWorks Account-Based Display targets named contacts at named accounts, not lookalikes, not domain-level approximations. AI-optimized creative reaches the buying committee where they already research, with 3–5× the click-through rate of standard display.

Launch a Program See How It Works
1:1 contact-level targeting selecting one decision-maker from a grid of profiles
Impression Served
Display Creative: Stay Ahead of Threats
AccountNextTech
Contact matchVerified ICP
Ad Clicked
CIO NextTech
✓ Buying Committee 8× CTR
3–5×
CTR vs. standard display, driven by 1:1 contact-level targeting
98.2%
TAL match rate when paired with intent activation
250M+
Display impressions served across the DemandWorks network
87M+
Verified B2B decision-makers reachable across 100+ industries
Explore the Case Study
Why It Matters

One champion isn't enough.
You need the whole committee.

The typical buying group for a complex B2B solution now involves 6 to 10 decision-makers, each arriving with four or five pieces of independently-gathered information. Win the champion, lose the legal lead, and the deal stalls.

Standard display blasts ads at domains and hopes the right person sees them. Account-Based Display targets named contacts across the full committee, so finance, IT, security, and the executive sponsor all see your brand consistently throughout their research cycle.

Buyers spend only 17% of their total buying time meeting with potential suppliers. The other 83% is independent research and internal consensus building. ABD makes sure your brand shows up in that 83%.

Buying Committee — NextTech
All Targeted
Rachel Thompson
Rachel ThompsonIT Director · Champion
Converted
Patrick Meyer
Patrick MeyerVP of Operations
Engaged
Stan Jackson
Stan JacksonCIO · Executive Sponsor
Engaged
Paisley Lin
Paisley LinProcurement Lead
IMPRESSIONS Served
Devin Alvarez
Devin AlvarezSecurity Architect
IMPRESSIONS SERVED
Nancy Olsen
Nancy OlsenMarketing Director
IMPRESSIONS Served
How It Works
From target account list to
committee-wide brand pressure.

You give us your target account list and ICP. We do contact-level matching, build your audience inside our DSP, and run AI-optimized creative until your brand owns the buying committee's research window.

1
Hand off your TAL and ICP

Send your target account list and ideal buyer profile. We reconcile it against our 87M+ verified B2B network and build a contact-level audience for every account on the list.

2
Map the full buying committee

For each account, we identify the 6–10 contacts who actually influence the deal: champions, executive sponsors, finance, IT, legal, and procurement. Every target gets matched, not just the obvious ones.

3
AI optimizes creative and cadence

Our AI engine personalizes creative selection per contact, learns from engagement patterns, and adjusts frequency in real time. No flat reach reports — every impression earns its place.

4
Reporting that ties to pipeline

See impressions, clicks, and downloads at the contact and account level. Cross-reference engagement with intent signals and pipeline movement, so you know which accounts the program actually moved.

What Makes DemandWorks Different
AI-driven display, built for
the way committees actually buy.

Most display vendors run a media plan. We run an engagement engine — purpose-built AI that learns what each member of the buying committee responds to and adjusts accordingly.

AI-driven brand amplification

Lifts brand awareness and trust not just at the account level, but comprehensively across the full buying committee, so every voice in the deal hears the same story.

100% committee coverage
Predictive 1:1 precision

Hyper-personalized 1:1 targeting at the contact level — not the IP, not the cookie, not the lookalike. The result is dramatically higher engagement on the contacts that matter.

3–5× CTR vs. standard display
Omni-channel reach extension

Our AI transcends platform limitations to meet prospects exactly where they're researching online — open web, premium B2B publishers, social, native, and connected TV — all from a single program.

Open web + premium B2B
Intelligent journey acceleration

AI-optimized display acts as a dynamic touchpoint that keeps your brand top-of-mind and moves prospects through the lead-to-conversion path faster than passive reach campaigns.

Faster funnel velocity
Behavioral re-engagement

Dynamically re-engages prospects based on their individual behavior — content downloads, page visits, email opens — by serving creative that responds to where they are in their research, not where you assumed they'd be.

Trigger-based creative
Closed-loop reporting

Every impression, click, and download tied to a named contact at a named account, with the analytics layer to prove pipeline impact — not just media-mix vanity metrics.

Contact-level attribution
Surround the Research Window

Your brand shows up where
the committee is already looking.

Buyers don't research on a single channel. They jump from a Gartner article to a vendor blog to a peer review site to LinkedIn to their inbox — often inside the same hour. Account-Based Display follows that real research path instead of forcing a single placement strategy.

  • ✓Premium B2B publishers and editorial environments where committee members go for category research.
  • ✓Open-web display across high-quality news, business, and trade media.
  • ✓Native and in-feed placements that match the look of the content around them.
  • ✓Connected TV and audio when budget calls for top-of-funnel awareness against named accounts.
  • ✓Retargeting against verified contacts who engaged with your syndicated content or visited your site.
Buyer reading a news app on their phone — a real placement where account-based display ads appear
Campaign performance
Impressions1.2M
Click-through rate1.84%
Verified contacts reached4,310
Case Study
Workiva × DemandWorks

How coordinated display surrounded Workiva's named accounts and 5×'d closed-won.

Workiva paired Account-Based Display with content syndication and 1:1 email to surround their TAL across the full research window. Display built committee-wide brand pressure while syndication and email pulled engaged contacts into pipeline. The result was a compounding lift across SALs, opportunities, and closed-won deals.

Read the full case study →
500%
Surge in closed-won opportunities Coordinated display + syndication + 1:1 email drove a 500% lift in closed-won deals
128%
Growth in total SALs Year-over-year growth in Sales Accepted Leads driven by DemandWorks programs
62%
Increase in open opportunities More deals in pipeline, better-qualified, faster to move through the funnel
#2
Lead source globally in 2023 DemandWorks ranked as Workiva's 2nd highest global source for new leads, MQLs, and SALs
Make ABD Work Harder
6 things that make account-based
display actually move pipeline.

Display can either be a brand-impression cost line or a pipeline-influencing channel. The difference comes down to how the program is built.

01
Target the committee, not the contact

Mapping every relevant role at the account — champion, exec sponsor, finance, IT, security — wins more deals than over-investing in one persona. Build the audience top-down from the deal, not bottom-up from a job title.

02
Coordinate display with the rest of the program

Display performs best when it runs alongside syndication and email, not on its own island. Use display to keep brand pressure on the accounts that engaged with your content, then nurture the most engaged contacts via 1:1 email.

03
Match creative to research stage

Awareness creative for cold accounts. Proof-point creative for actively researching ones. Demo or trial CTAs for accounts already in pipeline. The same creative across all stages quietly burns budget.

04
Cap frequency intentionally

Hammering the same contact 200 times a week is how you train them to ignore you. Use AI cadence controls to find the point of diminishing return per persona, and reinvest the budget in net-new committee members.

05
Tie display to a measurable next step

Every display flight should map to a downstream action — a content download, a webinar registration, a 1:1 email sequence trigger. Display that doesn't connect to a measurable next step is hard to defend to the CFO.

06
Report on accounts moved, not impressions served

Impressions and CTR are inputs. The output that matters is "which accounts moved further down the funnel after we ran this." Build that reporting from day one or you'll end up defending vanity metrics.

Common Questions
Account-Based Display FAQ
How is this different from standard programmatic display?
+
Standard programmatic targets cookies, IPs, and lookalikes. Account-Based Display targets verified contacts at named accounts. Every impression is served to a specific person who matches your ICP at a company on your TAL. That's why CTR runs 3–5× higher and waste runs dramatically lower.
Do I need a target account list to run a program?
+
A TAL is the strongest input, but if you don't have one we can build one. We start from your ICP, layer in firmographic and intent signals, and produce a target list ready for activation. Many clients use the program as the moment to formalize their account selection.
What creative formats do you support?
+
Standard IAB display sizes (300×250, 728×90, 160×600, 300×600, 970×250, 320×50), native, in-feed, video pre-roll, and connected TV. If your team needs creative production, our content creation services can build the full suite to match your brand standards.
How does ABD work with our existing ABM platform?
+
DemandWorks integrates with 6sense, Demandbase, ZoomInfo, and major CRMs and MAPs (Salesforce, HubSpot, Marketo). We can take your prioritized account segments directly from those systems and activate them in our display program, then sync engagement back so the platform gets richer signal.
What does reporting look like?
+
Reporting is delivered at the contact and account level, not just at the campaign level. You see which decision-makers were served, which clicked, which converted, and how that maps to your TAL coverage. Standard cadence is monthly with mid-month checkpoints; QBR-grade reporting is included.
How does pricing work?
+
Account-Based Display is sold as part of an Always-On program (Gold or Platinum packages) or as a standalone flight. Pricing is based on TAL size, target persona count, geography, and program duration. We scope a custom plan after a 30-minute discovery call.
Pair It With
Display works hardest as
part of a coordinated program.
Content Syndication

Surface the assets your buying committee should engage with — display then keeps your brand top-of-mind across their entire research cycle.

Learn more →
Intent Monitoring

Layer live intent signals over your TAL so display impressions concentrate on the accounts that are actively in-market right now.

Learn more →
1:1 Conversational Emails

Convert the contacts your display program engaged into real conversations with intent-triggered, personalized email sequences.

Learn more →
Account-Based Marketing

Wrap display, syndication, email, and content into a single ABM motion that surrounds your TAL across every channel they touch.

Learn more →
Ready to Surround Your Committee?
Tell us your TAL. We'll show you exactly
which contacts we'd engage and how.

No generic demo. A real conversation about your target accounts, the buying committee mapping we'd run, and what an Account-Based Display program could deliver against your pipeline goals.

Launch a Program View Packages & Pricing