Vimeo Ad Audience Segmentation?

Hello Lucia Rodriguez,

I completely get where you're coming from. Navigating new video advertising channels for a niche B2B SaaS product, especially beyond the usual suspects, can feel like a real puzzle. I've been in a similar spot trying to optimize our video advertising strategy for high-value leads. Also, just a quick heads-up – when talking about users on a platform, sometimes 'professional audience' or 'professionals' can sound a bit more precise than 'professional users,' but I understood exactly what you meant!

Regarding Vimeo's audience targeting, it's important to set expectations correctly. While Vimeo boasts a high-quality, professional audience, its targeting capabilities aren't as granular for B2B as platforms like LinkedIn for specific job titles or industries. You'll find standard demographic options (age, gender, location). Instead of deep professional role targeting, Vimeo leans more into contextual targeting based on content categories, channels, and specific creators. This means you'll need to be strategic about the types of videos and channels your ads appear on to reach relevant professionals. For example, targeting channels focused on tech reviews, business insights, or creative production can indirectly reach your B2B demographic.

The good news is that Vimeo does offer robust custom audience capabilities. You can upload customer lists for matching, create custom audiences based on website visitors (using the Vimeo pixel), and build lookalike audiences from those custom segments. This is where Vimeo can truly shine for B2B lead generation, especially for retargeting. Retargeting on Vimeo can be highly effective because the audience is often more engaged with video content and likely in a professional mindset. While the scale might be smaller compared to Google or Facebook, the quality of engagement can be higher. For B2B SaaS, best practices include focusing on high-quality, informative video content that resonates with professionals, leveraging retargeting heavily for those who have already shown interest, and using Vimeo more for brand awareness and consideration phases of the funnel rather than direct bottom-of-funnel conversions. Think thought leadership and product education rather than hard sales pitches.

Have you already started collecting first-party data that you could use for custom audience uploads?

Yeah, I figured the direct targeting wouldn't be as deep as LinkedIn, so that makes total sense. But hearing that Vimeo has robust custom audience capabilities and retargeting can be really effective is actually super promising... we definitely have first-party data we could leverage there.