Creative Best Practices for Producing B2B Video on Connected TV

Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content — and then distribute and measure results. We’re thrilled to serve our customers with a dynamic tool to enhance their GTM strategies and elevate sales performance.” “CTV represents an exciting, rapidly expanding advertising landscape that’s seen remarkable growth over the last few years,” said Gareth Noonan, general manager, advertising at Demandbase. Remarkably, access to CTV devices surged from 82% of US households in 2021 to over 90% in 2023.

Upload your target company list, and the platform matches those companies to household addresses of employees. You’re reaching the actual companies you want to sell to. Meaning your brand is reaching them on different, larger screens. Aside from the sheer number of people you can reach on CTV, what are the benefits to your B2B company? If you don’t know which publishers, shows, or dayparts are driving the best outcomes, you can’t reallocate budget effectively. And that’s because they require a different problem-solving approach and a willingness to operate differently than you would in more familiar channels.

For B2B audiences, this can translate into targeting professionals who consume business-related content, such as financial news, industry documentaries, or leadership-focused podcasts. CTV platforms also offer lookalike audience modeling, allowing marketers to expand their reach to prospects who resemble their best customers, further refining targeting efforts. This premium context enhances brand credibility, which is critical for B2B companies aiming to build trust with C-suite executives and other high-value prospects. Unlike traditional TV advertising, CTV leverages the precision of digital advertising with the immersive experience of television, offering unparalleled opportunities to reach niche business audiences. As businesses strive to connect with decision-makers and key stakeholders in a competitive environment, Connected TV (CTV) has emerged as a powerful tool to enhance B2B audience targeting. With MNTN, you don’t have to divorce the two… you can have breakthrough storytelling while driving the business forward.

Understanding the Value of CTV Ads

Unlike traditional TV, CTV offers advanced audience targeting by leveraging both first-party and third-party data. Traditional TV advertising is like casting a wide net and hoping you’ll catch the right fish. This has created an inflection point for B2B marketing to grow in new creative directions. Shifting strategies to CTV not only optimizes the audiences a B2B marketer can reach, it gives their brand a unique spotlight, borrowing some of the creative shine that has long been the domain of B2C companies. With its slate of digital marketing tools, like precision audience targeting, automated optimizations, and reliable attribution, marketers can place fully measurable ads in front of the right B2B decision makers well before they begin to explore potential vendors.

Netflix and Disney+ have taken a similar approach, introducing free, ad-supported options alongside their traditional subscriptions. The TVOD model generates revenue by charging viewers to access single pieces of content. The most widely used model, SVOD requires users to pay a monthly or annual subscription fee for unlimited access to content. While a top TV spot is out of reach for many brands, budget-wise, CTV is open to all. That means if something isn’t working, you can take action to fix it now, rather than wasting your budget.

• “I saw your ad on TV last night” has become a common phrase when we meet with prospects, and it’s a testament to Connected TV’s B2B effectiveness.
• Media experts and advertising companies specialize in generating and placing ads in locations/platforms where the chance of them being viewed by the target audience is the highest.
• Like any other channel in your mix, the budget needed to be effective depends on what you are trying to accomplish.
• Our performance data also backs this up when we examined customers running CTV campaigns alongside display.

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Start by mapping your total addressable market (TAM) or ideal customer profile (ICP) using first-party data. The goal is to introduce your brand to high-fit accounts that don’t know you exist yet, or to stamp your position as a category leader among those who do. Connected TV is a flexible channel you can deploy across the entire funnel to solve specific business problems. They know the language prospects use and can help ensure your message sounds real. The type of creative assets you ‘display’ will determine if you’ll earn attention or get skipped. You need a proper budget, strategy and high-quality creative assets.

Since World Television Day 2022 was this week on November 21, let’s explore this key b2b connected tv advertising question and understand the possibilities that marketers can delve into. In addition, while the net is fast gaining ground, conventional media is still an effective means for businesses to generate brand recognition, reputation, and promotions. Sometimes, getting a little help with your strategy can significantly boost your business growth and revenue, making that dream a reality.

Best Practices for CTV Advertising

Many B2B companies are eager to use CTV to reach additional audiences. This steady growth underscores the increasing value B2B companies see in leveraging TV’s extensive brand exposure and audience reach. In 2024, 68% of the US population—around 234 million people—will be using CTV.

Use CTV to Reach the Right Decision Makers at Scale

At some point, everyone who has ever created an ad has also said to themselves, “Ugh, another ad break.” They’re meeting them where they are—on every screen, in every room. It’s becoming a foundational part of how B2B brands connect with modern buyers. CTV allows brands to create emotional connections and tell compelling stories while still targeting the exact personas and accounts that matter.