How Connected TV Revitalizes B2B Marketing Playbooks

Connected TV (CTV) has changed the way people connect with their televisions. Advertising is making a comeback, with global advertising expenditure expected to rebound faster than anticipated. Digital ads are driving this increased expenditure, and the booming popularity of smart TVs is why digital advertisements are making a comeback. 

This article will explore how connected TV revitalizes B2B marketing playbooks, including the challenges and how marketers can utilize this technology today. Let’s explore. 

What is Connected TV?

Connected TV refers to televisions that are connected to the internet. This can be done in several ways, including through built-in Wi-Fi, USB ports, or HDMI ports. Connected TV boomed in popularity during the pandemic, and a survey by Leichtmann Research Group found that over 80% of all households own at least one connected TV. 

There are several reasons why connected TVs are becoming more popular. For one, they allow users to access a range of content that they might not be able to find elsewhere. Users can stream content from the internet directly to their TVs, rather than relying on traditional cable. 

How Connected TV Revitalizes B2B Marketing:

Marketers can take advantage of CTV and create targeted video marketing campaigns that provide a unique experience for consumers. Connected TVs allow viewers to access the internet and use apps, which means they can watch videos, browse websites, and shop online. This provides a unique opportunity for marketers to reach consumers with targeted video ads.

Connected TVs are also changing the way people view television. In the past, people would watch TV programs at scheduled times. However, with CTV, viewers can watch what they want, when they want. This has led to a decline in traditional TV viewership and an increase in connected TV viewership.

Some of the other benefits of connected TV for B2B marketing include:

  • Larger screen size, which is optimal for displaying video ads
  • Offer a better viewing experience, which can lead to longer watch times
  • Connected to the internet – perfect for driving traffic to websites from ads
  • Able to target ads based on demographics and interests

So what does this mean for B2B marketing?

Video ads can increase engagement and drive traffic to your website, vastly growing conversions. Plus, with the number of households who own a connected TV expected to grow by 82% by 2023, there’s a reason why this technology is so successful. 

B2B marketers need to start using connected TV technology in order to stay ahead of the competition. Creating targeted video ads that are conversion-oriented may help you stay ahead of the pack. It’s clear to see that connected TV is the future of television advertising, so it wouldn’t hurt to get a headstart. 

The Challenges:

Connected TV offers unique benefits for marketers, but there are also some challenges. The challenges in CTV marketing include the following:

  • Determining who the audience is
  • Internal knowledge gaps
  • Measuring viewership and engagement
  • Crafting effective creative marketing campaigns

Some CTV solutions are also not tailored for B2B marketers. You can read the complete B2B Guide to Performance TV by filling out the form at the bottom of the page.  Speaking on this, MNTN writes, “Not every ad solution is created equal when it comes to performance marketing on Connected TV. Many offer branding and awareness campaigns but fail to deliver meaningful ways to measure the outcomes that matter to a B2B brand.”

B2B marketers are taking notice of Connected TV. Thanks to its precision audience targeting and accurate measurement, it fits the bill for marketers who need to drive efficient, measurable results with their ad spend.

But it’s important to note: not all CTV approaches and solutions address the specific needs of B2B. However, equipped with the right tools and technology, the sky’s the limit. Those looking to reach prospects, generate new demand, warm leads, and deliver results that make a measurable impact on their bottom line will find Connected TV an undroppable ad channel—if they navigate it the right way. 
Ready to learn more about connected TV marketing? We’re running a webinar the “7 Best Practices: The Search Marketer’s Guide to Connected TV.” You can get your tickets here. This event will share all of the must-know practices for running a successful marketing campaign on CTV.

To read the complete B2B Guide to Performance please fill out this form.

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