CTV Scale Is Here, So Where Are B2B Advertisers?

Scale has always been an important factor for B2B advertisers, especially when it comes to new channels and targeting techniques. Connected TV (CTV) combines the targeting and measurement capabilities of the open Internet with a big-screen, living room experience. With the pandemic pushing more people to streaming video, CTV investments grew 41% in 2020 and now has 231 million viewers in the US alone.

B2B marketers have yet to explore the potential of this highly engaging channel, but can no longer make excuses. CTV provides a combination of captivating video creative with targeting and measurability, and can be used to drive net-new leads while also improving metrics on current sales and marketing activities.

The future of CTV is bright, as big B2B brands are already investing heavily in it. There is potential for ads to become interactive, allowing viewers to take action on what they see. B2B advertisers should take stock in the value of brand marketing on CTV and test it to understand its influence on total lead volume.