Connected TV (CTV) has become one of the fastest-growing media channels, poised for even greater expansion in 2025. While its allure has mostly captivated B2C and D2C brands, the B2B sector is now beginning to realise its potential. Though navigating CTV for B2B campaigns presents unique challenges, these hurdles are increasingly surmountable with the right strategies.
Setting the Stage for CTV Success
For any B2B brand to effectively incorporate CTV into their media mix, the first step is securing executive buy-in and aligning internal expectations. Crucially, it’s important to understand that CTV is not a purely bottom-of-funnel tool. While it is possible to measure lower-funnel metrics like conversions and form submissions via tools like Google Analytics 4 (GA4) and third-party systems, linking CTV views directly to sales remains a complex task.
Instead, CTV excels in building brand awareness. Much like traditional TV, its true power lies in storytelling, with upper-funnel metrics such as brand lift, audience reach, and website visits proving more relevant. Additionally, its impact extends beyond the platform itself, often boosting performance across other channels, particularly search and social. The key here is to track and measure these cross-channel effects.
A comprehensive budget and ample time are crucial for determining whether CTV will deliver tangible results for your brand. With that in mind, setting clear goals for CTV campaigns is essential.
A New Era for CTV Measurement
2025 could mark a shift towards more reliable methods of measuring marketing success, and CTV is no exception. Rather than relying on often misleading metrics such as view-through conversions, B2B brands should focus on incrementality, measuring the true impact of CTV through direct actions and cross-channel influence.
One of the most effective methods of measuring incrementality is geo-lift (or holdout) testing. This matched-market approach compares regions with and without CTV exposure, providing valuable insights into its effectiveness. Tools like Meta’s GeoLift testing function are becoming increasingly useful, though it’s important to have the necessary expertise in data analysis to make the most of them.
Resource Planning for B2B CTV Campaigns
Running a successful CTV campaign requires careful consideration of resources across three key areas: testing, personnel, and creative.
Testing
B2B brands looking to leverage CTV should plan for at least a 90-day testing period. Rushing to results within a fortnight will yield insufficient insights. While the budget for a three-month CTV test can vary, it’s likely to cost around £20,000 for a geo-lift test, especially when precise measurements are required. Testing on this scale demands patience, but the rewards are worth it.
Personnel
CTV campaigns require more than just a dedicated team member; they need a collaborative, cross-functional team willing to explore new channels. Success in CTV isn’t about refining strategies from platforms like Google and Meta; it’s about understanding the nuances of a different medium and aligning the team’s approach accordingly.
Creative
Creative is another critical component. While repurposing existing video content is possible, brands will need to develop fresh creative ideas to fuel CTV campaigns. Whether outsourcing to agencies or working with in-house talent, the key is to diversify the creative approach. Importantly, B2B audiences are moving away from polished, overly rehearsed content. Instead, they’re responding more positively to authentic, emotionally resonant narratives. Using humour and emotion in your messaging will increase engagement and drive impact.
Choosing the Right CTV Partners
While it’s possible to run CTV campaigns independently, particularly through platforms like YouTube TV, many brands find it beneficial to work with experts who can guide the process. Platforms such as MNTN, Tatari, Vibe.co, tvScientific, and SpotlightIQ (disclosure: the author is affiliated with this company) provide tailored solutions for CTV campaigns, offering valuable support in optimising audience targeting, placements, and data analysis.
Alternatively, some brands may choose to collaborate with agencies that specialise in CTV and can manage platform costs directly. However, it’s important to note that hiring an agency doesn’t eliminate the need for a dedicated platform partner who can offer in-depth account management and martech support.
Unlocking Precise Targeting
Targeting has traditionally been one of the toughest challenges for B2B brands in CTV. How can businesses ensure they reach the right professionals on a medium primarily associated with entertainment? Two recent developments are making this process more manageable.
Firstly, Google has announced that it now allows advertisers to target CTV audiences using IP addresses, a method that connects device IDs from business IPs to household addresses in a privacy-conscious manner. Secondly, LinkedIn has begun integrating its vast repository of professional data into CTV network targeting. This exciting development allows for more precise B2B campaign placements, though details remain scarce.
For brands employing Account-Based Marketing (ABM), CTV targeting can also be tailored to ensure that marketing budgets are efficiently allocated to high-priority accounts. Programmatic platforms, such as The Trade Desk, offer incremental ABM tools that can target business accounts across multiple media channels.
When to Dive Into CTV
Before committing to CTV, B2B brands should evaluate whether their current demand capture strategies are reaching their potential. If maintaining cost-per-acquisition (CPA) targets on platforms like Google Ads and paid social is becoming a challenge, it’s likely time to explore CTV.
However, this doesn’t mean immediately launching CTV campaigns. Instead, it’s about developing a solid strategy: implementing an incrementality approach, building creative assets, and familiarising oneself with advanced measurement tools like GA4. Only once these foundations are in place should brands consider ramping up their spend.
Final Thoughts
We are still in the early stages of CTV’s potential, with ad-supported streaming options expected to proliferate as engagement costs rise. While the urge to launch campaigns may be tempting, B2B brands are advised to take a strategic approach. Preparing now, aligning your resources, and ensuring your team is equipped with the right knowledge will set you up for success when the time is right.
Source: https://martech.org/2025-is-the-year-for-b2b-brands-to-embrace-ctv/
