Connected TV: the opportunity that B2B brands are too afraid to take

Decision-makers are streaming content in the evenings, researching vendors on weekends, and evaluating tools across devices. Today’s B2B buyers aren’t just reading whitepapers at their desks. But the way we consume content and make business decisions has evolved. B2B buyers are streaming content beyond office hours—and next-gen marketers are meeting them there with Connected TV (CTV). Learn how to create Video Ads; set up a video campaign or optimize your active ads.

• Today’s leading financial services companies are winning the battle for customer loyalty by anticipating disruption and meeting consumer demand for a frictionless experience.
• Upload your target account list, match those companies to employee households, and serve ads on premium streaming networks to reach decision-makers where they watch TV.
• For B2B marketers, this means targeting audiences by job title, industry, company size, or even specific companies.
• By tracking cross-channel performance, you can be confident your budget is allocated effectively and refine your strategies based on real engagement data.

A CTA can motivate the viewer through messages of urgency or direction, like “sign up today” or “don’t miss out on this deal! And because CTV ads aren’t clickable, you’ll need a visual or audio CTA to guide the audience towards the action you want them to take. These emotions create preferences, which lead to our decision.” Emotions create relatable situations, which help audiences personally connect with your message (and your brand). In other words, you don’t have to be a storyteller to tell a good story.

“With marketing, you can actually drive a lot of business success, a lot faster,” Javidan-Nejad underscored. “A lot of B2B advertisers don’t get that deep to understand the difference between generating and creating demand and capturing existing demand,” said Javidan-Nejad. On a more macro level, CTV offers something that other popular advertising channels don’t—demand generation. This is a key feature to look for when selecting your CTV platform. A key component of running the successful test was the available targeting technology so they b2b connected tv advertising could specifically target marketing professionals and get actionable data.

Drive Campaign Results with our Premium CTV Offering

This improved targeting can help marketers more efficiently allocate advertising budgets and drive potentially higher returns on investment from television campaigns. More broadly, CTV—encompassing devices like smart televisions, streaming media players and gaming consoles—is fundamentally reshaping how we access and engage with video content. By following best practices and using the right audience data and tools, marketers can confidently integrate CTV into their go-to-market strategy. CTV creates brand impact similar to traditional TV but offers digital-level reporting. Connected TV refers to televisions that access the internet.

Read on to uncover cutting-edge insights pulled from beta campaigns, compelling case studies, and LinkedIn’s evolving ecosystem of advertiser tools that show how CTV Ads are paving the way for more effective B2B marketing. Explore our latest guidelines to help you team and your business. Read our case study, TD Bank Extends Reach with LinkedIn CTV and QuickFrame, or explore LinkedIn Connected TV Ads and start reaching engaged professionals today. By combining demographic, behavioral, and geographic data, marketers can build highly relevant, impactful campaigns that drive real business results.

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Keep in mind that gathering this data isn’t always simple, so working with a good MMP is key. With advertisers, publishers, and viewers all embracing CTV, we see plenty of scope for the industry to grow and develop, particularly in sectors like FinTech where adoption has been slower. As well as signaling high engagement, this enables brands to accurately measure attribution and create smooth cross-device journeys.

Cross-Device Attribution and Retargeting

CTV also lets you use A/B testing to trial different creative executions, allowing you to run the version that’s driving most engagement. Before I explain why that’s a mistake, it’s worth a quick definition… But if B2B brands really want to stand out, they need to be more bold, inventive, and brand-focused with their creative approach.