Are B2B Brands Fully Seizing the CTV Moment?

Fifteen years ago, Connected TV (CTV) advertising entered the programmatic advertising scene. Now, thanks to the mass adoption of streaming and proliferation of smart TVs, CTV is now in the mainstream. According to research conducted by Demand Gen Report, only 4% of B2B brands have no plans to embrace CTV, making it integral to teams’ modern marketing mix. Moreover, 73% of brands have matured their approach enough where CTV is fully integrated into their overall performance marketing strategies.

Targeted Engagement Remains Top of Mind

Previously, CTV advertising was largely used as a mass delivery channel to drive brand awareness. However, B2B brands now use CTV advertising to deliver more targeted messages to highly specific audiences. Top goals for campaigns include:

• Delivering a targeted and personalized ad experience (54%);
• Driving performance, similar to search and social (50%); and
• Reaching a desired target customer group (44%).

CTV is now tied to middle- and lower-funnel goals and objectives, which means B2B brands are employing more full-funnel messaging strategies to drive different actions.

Measurement Becomes More Sophisticated

Because CTV is now used as a performance marketing channel, B2B brands are employing a more robust set of key performance indicators. Marketers are tracking:

• Strong campaign performance metrics like return on ad spend (ROAS) and cost-per-acquisition (37%);
• Incremental value such as revenue and website visitors (25%);
• Reach and supporting metrics (23%); and
• Brand lift (15%).

Companies also are tracking specific metrics to understand CTV’s value and impact, especially in comparison to other channels and tactics. While cost-per-acquisition and cost-per-lead are key (52%), respondents also said they track return on ad spend (48%) to determine how they can refine their CTV campaigns moving forward.

Optimizing CTV Investments

Although nearly all respondents (98%) said they plan to increase their CTV ad budgets over the next year, B2B organizations are mindful of ever-changing budgets. To optimize their investments and set a standard for long-term success, B2B brands are employing the following best practices:

• Integrate CTV into broader omnichannel campaigns, ensuring messaging aligns with search, social and other channels;
• Dedicate more dollars towards performance marketing models and campaign experiences; and
• Develop distinct calls-to-action that align with campaign goals and enable teams to measure impact over time.

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