Four Lessons From Citrix on Using YouTube Video Ads for B-to-B
Software company Citrix, which makes GoToMeeting and other web-conferencing software, has been upping its video-ad strategy in an effort to expand its reach with its business audience and engage with users in a more entertaining way. And it’s using YouTube video ads to get results.
“As [ad] rates for TV have increased, it’s been more challenging to reach the business audience,” said Melissa Leachman, senior manager-media and campaigns for Citrix. “Even though we’re a b-to-b marketer, a lot of our audience acts like b-to-c, so we wanted to look to other spaces to broaden our reach.”
Citrix has also been trying to reach younger business decision-makers, and it thought video would be a more effective way to reach them.
“In essence, we are looking at millennial decision-makers,” Ms. Leachman said. “If we’re using video, and video reaches a younger audience, then we needed something that reaches them where they are consuming media.”