B2B Connected TV Strategies Expand Beyond Brand Awareness
· 16h ago · Originally reported by MarTech
The article discusses how business-to-business (B2B) marketers are leveraging connected TV (CTV) for objectives beyond simple brand awareness. It highlights tactics such as targeting specific business audiences and measuring outcomes tied to lead generation and engagement.
Why it matters
This matters because CTV is traditionally seen as a brand-building channel, but B2B marketers are finding ways to use it for more direct business results, signaling a shift in how digital video is valued in the B2B space.
Explain it like I’m new here
B2B companies are using smart TVs not just to get their name out, but to actually find and talk to the right business customers.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Go deeper
Related stories
Jewellery Brands Explore Connected TV Advertising Amid Investment Hesitancy
Jewellery brands are beginning to experiment with advertising on Connected TV (CTV) platforms, but widespread adoption and larger investments remain limited. Factors such as measurement challenges, audience targeting, and return on…
Viant Acquires Waymark for $20 Million to Expand CTV Ad Offerings
Viant has acquired Waymark for $20 million, aiming to enhance its connected TV (CTV) advertising capabilities. The move follows a strong third quarter for Viant, with CTV ad spend now making up over half of its total revenue.
Inuvo Introduces Neighborhood-Level Targeting for CTV Advertising
Inuvo has announced an enhancement to its connected TV (CTV) ad targeting capabilities, now allowing advertisers to target audiences at the neighborhood level. This development aims to improve the precision and relevance of CTV ad…
Inuvo Enhances IntentKey CTV Targeting with Neighborhood-Level Intelligence
Inuvo has upgraded its IntentKey platform to provide connected TV (CTV) advertising intelligence at the neighborhood level. This advancement allows advertisers to target audiences more precisely based on localized intent signals.
AI and Pharma Brands Account for 43% of $355.6M in First-Time TV Ad Spend
According to VAB, AI and pharmaceutical brands made up 43% of the $355.6 million spent by first-time TV advertisers. Genspark was a notable spender at $35.9 million, while most debut brands spent $500,000 or less. The findings are based on…
Magnite Claims ID-Free TV Ads Improve Homeowner Targeting Efficiency
Magnite reports that Trusted Media Brands used Comscore segments through SpringServe to deliver TV ads to homeowners more efficiently, without relying on user IDs. The company claims a 43% improvement in efficiency, though details on…