CTV can help B2B marketers conduct market research

CTV is the fastest growing digital ad channel as more TV viewers cancel their cable subscriptions to switch to cheaper or free streaming options that they can access on their TVs, laptops, and mobile phones. B2B potential prospects are also available to streamers, but few B2B marketers are using CTV for advertising.

Hooman Javidan Nejad, director for performance marketing at CTV advertising platform MNTN, stated that “connected TV advertising is undervalued.”

Why do we care? The CTV boom is credited to the hit shows on streaming platforms. These mass audiences have data that can be used to target and segment. B2B marketers who are ahead of the curve have tried streaming to deliver on-demand video content.

Ad-supported Netflix is an alternative to traditional whitepapers, which recognize professional’s changing media habits and self-serve research habits.

CTV data. Data-driven marketing has seen a rise in recent years because digital channels have made it possible for you to access the data and take action on it. “This is something we have never had for TV. Traditional linear TV advertising has had very limited reporting.

CTV’s Digital Infrastructure gives advertisers the ability to use performance and measurement data as market research tools.

He said that the beauty of approaching connected television like any other digital channel is that you can use the same targeting criteria as you do on LinkedIn or Facebook. “The insights you get from connected TV advertising can also be applied to other channels or the creative insights can be used in other channels.”

Get more information: Bring your ABM strategy to CTV

Targeting different audiences through one campaign.

A B2B marketer might run two campaigns, one based upon job titles and one based upon firmographic criteria. A retargeting campaign could be launched using first-party data from visitors to your site who shared their information.

Javidan-Nejad explained that audience segment reporting will be available for each of these audiences. You will see which audience performed better, which audience had a higher verified visit rate and all other metrics to determine which audiences are performing best. The audience insights can then be applied to other channels.

Matched audiences. B2B marketers can use prospects and customers from their CRM to match them with CTV adtech partners to deliver CTV ads when prospects are watching streaming TV.

Javidan-Nejad stated that this audience is the same as the one you use across all paid social channels. “The learnings and insights that you receive from CTV can also be applied to other channels.

Test creative. B2B marketers can use CTV to test different types of creative before committing large amounts to a TV campaign. This will help determine which messages and visual cues resonate with prospects and customers.

Although every digital ad channel may have its own ideal spot for video ads, there are some insights that can be applied to other channels.

Javidan-Nejad stated that A/B testing is something we all know. “Digital marketers try to use this functionality in all digital channels. You can now do the same for TV advertising.

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