What is CTV? Connected TV Advertising for B2B Marketers

The democratization of content creation through AI tools will play a crucial role in CTV’s growth and viability for B2B organizations. And according to Demandbase, customers running CTV and display campaigns side by side reported an increase in domains visited by 46%, lifted by 21%, and clicked by 54%. Today’s CTV platforms offer sophisticated targeting capabilities based on IP addresses, allowing B2B marketers to reach decision-makers in specific industries, company sizes, and within specific organizations.

In fact, many of the same DSPs that companies or their agencies currently use to place digital ads online—like The Trade Desk or Roku’s OneView DSP—include the ability to use similar targeting techniques to plan and place CTV ads. But, with smaller budgets and sharper focus on performance, B2B marketers always bring a healthy dose of skepticism to the conversation. In 2021, CTV in the U.S. is expected to reach 212 million people in over 107 million households. As more people have made the change, awareness has grown, leading to more rapid adoption.

Ensure that your advertising is designed to accommodate any screen resolution and platform or device — you want your message to reach decision-makers regardless of where they are. Numerous companies use Facebook as a component of their advertising efforts, so you must interact with them and urge them to do the same. In addition to standard advertising, consider sponsoring local news networks to promote your company. You want prospective customers to believe that they can depend on you. Focus on demonstrating who you are as a business and also what you intend to deliver.

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Stay Smart on All Things CTV

Instead, spread your budget across multiple publishers to maximize your reach while still targeting the right users. If building brand awareness is a top priority, don’t be restrictive with your publisher list. Unlike traditional linear TV advertising, you don’t have to guess if you’re targeting the right audience. However, with its IP and device-based targeting capabilities, CTV advertising allows marketers to go super granular and leverage 1st-party and 3rd-party data to target specific users and audiences at scale. Linear TV ads are a great option if you want to reach older demographics and don’t mind who in a household sees your ads.

Finance apps keep users engaged longer than any other industry

Piper’s ability to precisely target accounts and buying groups that are showing intent is unique in the industry. Demandbase, the Smarter GTM company that uses AI to help B2B organizations hit their revenue goals, launches the first-ever Connected TV (CTV) advertising solution tailored specifically for B2B advertisers, using its proprietary Piper B2B DSP. In an ever-changing world, we’re here to help you stay ahead of what’s to come with the tools to measure, connect with, and engage your audiences.

That’s important because B2B buyers—when they aren’t working—are people who are logging into streaming apps. Leverage thousands of integrated audiences, first party data, and your CRM lists to find your customers across 120 million households. Connected TV is transforming the way B2B brands reach and engage business decision makers. Our study highlights several key benefits of CTV advertising for B2B brands. CTV advertising is not just about reaching your audience; it's about driving meaningful actions. Furthermore, the report found that business decision makers are open to B2B ads on CTV, with 94% of the LinkedIn audience watching CTV with ads.

Turn intent into conversions by targeting your CRM audiences on the biggest screen in the house, at scale. With MNTN, you’ll only serve ads on blue-chip streaming TV networks, thanks to our 100+ direct deals with Peacock, HBO Max, CBS, Bravo, HGTV, and other premium providers. Plus, use customizable retargeting tools, CRM Matching, and more to generate peak performance. Input your budget and goal, and our technology automatically optimizes more than b2b connected tv advertising 651,000 of times per day to drive high-quality site visits and conversions. Our self-serve software is built for B2B marketers to drive site visits, qualified leads, and new business at scale.