Account based marketing (ABM)vsTv

Account Based Marketing (ABM) focuses on targeting high-value accounts with personalized, highly relevant campaigns tailored to specific decision-makers within those organizations. TV, traditionally a broad-reach medium, has evolved with programmatic and addressable TV capabilities that enable marketers to deliver targeted ads to specific households or audience segments. In the context of ABM, TV can be leveraged to extend personalized messaging beyond digital channels by using addressable TV to reach key accounts at scale on a premium, brand-safe platform. This integration allows marketers to synchronize digital ABM efforts with offline TV impressions, reinforcing messaging frequency and engagement across multiple touchpoints. For example, a B2B company can use CRM data to identify target accounts and then deploy addressable TV ads to households associated with those accounts, complementing digital ABM campaigns such as personalized emails or LinkedIn outreach. This multi-channel approach enhances account penetration and brand recall, especially in industries where decision-makers consume traditional media. Thus, TV acts as a strategic amplification channel within ABM frameworks, enabling marketers to break through the noise of digital saturation and deliver high-impact, personalized brand experiences at scale.