B2B marketers are turning their attention to an unexpected channel: connected TV (CTV). Time spent on CTV is growing faster than any other major media devices and formats this year, according to February 2024 data from EMARKETER, and with its expanding reach and ability to captivate viewers, it’s a channel that can’t solely be contained by consumer-directed advertising.
“CTV traditionally has been perceived as a B2C channel due to its broad reach and usage in delivering consumer-focused advertising via television formats,” said Christiana Marouchos, vice president of marketing at StackAdapt. “However, this perception is changing as B2B advertisers begin to recognize the potential for targeting specific professional audiences through CTV's advanced targeting capabilities.”
Understanding these unique targeting and personalization opportunities is the first step in integrating CTV with existing marketing strategies for a cohesive campaign, Marouchos said.
In addition to leveraging first- and third-party data such as age, income, and purchase history, CTV also combines contextual cues and IP addresses to reach users at a household level—and at a time when professionals are at home. The data ensures ads are being delivered to the right viewers, creating an opportunity to maximize viewership with a single ad and boosting ROI by narrowing in on relevant households.
Streaming data enables tracking across platforms and devices, allows for retargeting strategies, and the means to deliver a cohesive, well-rounded brand experience.
It’s an experience that has the potential to be memorable, too. “CTV provides B2B advertisers with opportunities to deliver immersive and high-impact advertisements on larger screens with higher completion rates compared with mobile or desktop ads,” Marouchos said. “It allows for more innovative and personalized advertising experiences, leveraging video content to engage professional audiences in a relaxed and attentive setting, which is often less feasible in traditional display, social, or search advertising.”
Video opens the doors for B2B advertisers to showcase their brand more authentically, evoke emotion, and drive positive associations. StackAdapt’s latest brand spot ad, for example, continues to focus on the platform's speed but draws from the positive sentiment felt by users of the platform—that the team is a true partner, not just transacting with them. In a short amount of time, the viewer feels the same pressure that the client in the ad feels, as well as the instant relief when performance saves the day.