Connected TV vs traditional TV advertising: a guide for B2B companies

Conversely, an animated commercial probably won’t need to budget for transportation services to ferry talent to and from the set, but you’ll probably need specialized artists, like 3D modelers, to bring your animated characters to life. If you create an exhaustive shot list during pre-production, detailing every scene and angle you need, you’ll be able to keep your shooting schedule on-track. With proper pre-production planning, you’ll be able to maximize your budget in post-production by eliminating the need for reshoots, which can quickly balloon your overall production costs.

“A lot of enterprise customers need to plan upfront what they want to spend on display for the whole quarter. And that’s why we built Demandbase CTV—the only platform built specifically for B2B from the ground up. Reaching buying committees you can’t access through email? If that’s not your reality, direct-response channels will serve you better. If your average deal closes in two weeks and buyers make snap decisions, CTV’s brand-building value is limited.

They don’t work for reaching the CFO at a mid-market SaaS company on your target account list. We leveraged our Performance TV platform’s CRM and 3rd party audience targeting to get our ad in front of valuable prospects, which not only helped generate brand awareness among key prospects but also created real familiarity. That means as an advertiser, you don’t have to pay to put your ads in front of people you’re not interested in reaching. Combine this with firmographic filters (company size, industry) to ensure you’re reaching the right accounts within those geographies. Then, use contextual targeting to place ads alongside business news, financial programming, and industry-relevant content where your buyers are already paying attention. For B2B marketers, this means targeting audiences by job title, industry, company size, or even specific companies.

Jon Miller, CMO at Demandbase chats about the evolution of ABM in this webchat with MarTechSeries – Watch Now!

First Impression Ads are a new vertical, full-screen format designed for single-day campaigns, appearing as the first ad a member sees on LinkedIn. Your competitors may already be reaching them. CTV is specifically OTT content viewed on a television screen. Instead of targeting by demographics or behavioral segments, it starts with your target account list and matches those companies to the households of their employees.

Essential resources for successful B2B CTV campaigns

You’re buying access to specific audiences, regardless of what they’re watching or when. For B2B advertisers, CTV matters more because you want your brand on the big screen when executives are relaxed and paying attention. The noise on digital channels is driving marketers and their customers back to in-person events.

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Use unified frequency caps to ensure prospects don’t get overexposed across devices. Find companies that share firmographic and behavioral traits with your best customers. That element of surprise—delivered in a high-quality environment—creates memorability that’s hard to replicate in feed-based channels. And because CTV ads run full-screen, non-skippable, in content people chose to watch, the completion rates are high. Nearly 40% of business decision-makers turn to television daily to stay current on industry trends and business news. By aligning ads with relevant content, marketers can increase the likelihood of reaching prospects when they’re already thinking about work-related topics.

Additional insights into the digital behaviors of audiences exposed to a brand’s TV ad provide the ability to create a true extension plan on top of linear TV viewers. Through retargeting, brands can provide prospects even more information b2b connected tv advertising about their products and services. The Trade Desk is the industry leader in Connected TV, with the ability to reach 87M households and produce a 67% incremental reach versus linear.

That said, if the key motivation of the B2B mindset is to put results above all else, then that provides you a different option. B2B marketing is famous for its cookie-cutter approach and is mired in the attitude of “we know what works, so let’s just stick to it.” Not a bad approach, but unfortunately it’s the same exact strategy every single one of your competitors are using.

For instance, a cybersecurity firm targeting enterprise IT departments can serve ads to households linked to employees of specific Fortune 500 companies. This relaxed setting can make prospects more receptive to messaging, especially when ads are tailored to their professional interests. For example, a SaaS company targeting CFOs in mid-sized tech firms can use CTV to deliver ads to households where these professionals are likely to be streaming content. And we know that if we don’t make certain investments today, then our pipeline is going to struggle next year and the year after.

Nearly every B2B revenue marketing platform provides access to targeted CTV inventory, and Forrester has found that nearly 40% of business decision-makers use television once per day or more to keep up with business topics and trends. To manage your customers' activity with AppsFlyer, please go ahead to create an AppsFlyer agency account With increased competition in the OTT space and household budgets stretched, more services are opting for a hybrid approach, combining different monetization models to attract and retain more users. You don’t want to risk your ad appearing in a place that’s irrelevant or, worse, inappropriate. Sales benefited from prospects who already knew what the company does and what was offered.

We currently offer demos only to businesses evaluating AppsFlyer for their own apps. Guide customers from any channel to the in-app moments that drive growth Then dive deeper into third-party data such as interests, demographics, devices, and geographic location.

• Target your customer list with ads announcing new features, promoting upsell opportunities, or inviting them to user conferences and training programs.
• It enables marketers to approach particular users based on their purchasing intent, job title, hobbies, industry, and more.
• If you’re a B2B brand that’s curious about how to jump in and take the next step with CTV and other OTT advertising tactics, we’d love to dig in with you to help understand if it’s right for you.
• As a result, retailers can get super granular with their targeting, cherry-picking individual IP addresses for customers who are likely to convert and segment audiences based on their geographic location.

As CTV grows in popularity and ad spend increases in the space, fraudsters are using tactics like IP and device spoofing, geographic misrepresentation, and invalid traffic generation to deceive advertisers and drain ad budgets. The B2B buying process can take an average of one to five months (and sometimes up to a year, if not longer) and approval from five decision makers before a business makes a purchase or signs a contract. With LinkedIn reporting that only 5% of buyers are ready to make a purchase at any given time, consistent engagement is crucial in B2B marketing. EMARKETER reports that travel advertisers spent $3.92 billion USD of their collective $6.79 billion total on search in 2023 and are projected to have the highest search ad spending penetration of any industry in 2024. As a result, retailers can get super granular with their targeting, cherry-picking individual IP addresses for customers who are likely to convert and segment audiences based on their geographic location. They can also use IP addresses and device IDs to retarget viewers on other platforms, helping to reinforce key messaging across multiple touchpoints.