[New Research] How B2B Marketers Can Reach Decision Makers with CTV

Connected TV (CTV) advertising is rapidly gaining traction in the digital marketing landscape. According to eMarketer, CTV ad spending in the United States is projected to reach 30 billion by 2025.

Leichtman Research found that over 82% of U.S. households with internet access now own a television that can connect to streaming services, providing an expansive audience for advertisers. In terms of engagement, CTV ads deliver a completion rate of approximately 95%, significantly higher than traditional digital video ads. This high engagement level not only maximizes brand visibility but also enhances the likelihood of conversion among viewers interacting with the content.

Earlier this year, LinkedIn introduced CTV ad solutions, leveraging our unparalleled first-party data to help brands reach key decision makers and professionals where they're already highly engaged. CTV viewing is universal among LinkedIn users, with 98% watching CTV in a typical week compared to 83% who watch linear TV. With LinkedIn CTV, you can rest assured that your campaign is aligned with trusted publishers. 

Given CTV's rising popularity, many advertisers want to know who their CTV ads are reaching, what creative to leverage, and how to drive next steps. That's why we partnered with MAGNA Media Trials on new research called Catching the Professional Eye: How B2B Marketers Can Reach Decision Makers with CTV to zero in on the following questions:

• What's the profile of today's business decision maker?
• How can B2B brands connect with business decision makers when they are most receptive?
• Can B2B ads on CTV drive next steps?
• How can B2B brands optimize creative messaging on CTV?

Read on below for some key takeaways from the research.

Debunking Decision Maker Myths

The study found that Millennials and Gen Xers are influential in decision-making processes, with many holding key roles in their organizations.

CTV viewing is universal among LinkedIn users, with 98% watching CTV in a typical week compared to 83% who watch linear TV.

Furthermore, the report found that business decision makers are open to B2B ads on CTV, with 94% of the LinkedIn audience watching CTV with ads. This high level of engagement presents a valuable opportunity for marketers to connect with their audience through impactful storytelling and interactive ad formats.

The Impact of CTV Advertising on B2B Brands

CTV advertising is not just about reaching your audience; it's about driving meaningful actions. Our study highlights several key benefits of CTV advertising for B2B brands.

• Accelerating the Deal Cycle: By capturing attention during leisure time, CTV ads can drive immediate responses, such as visiting a website, signing up for a newsletter, or even making a purchase.
• Enhancing Brand Recall: The combination of visual and auditory stimuli in CTV ads enhances recall, ensuring your brand stays top of mind.
• Leveraging Interactive Formats: Features such as clickable overlays, QR codes, and interactive elements can drive higher engagement rates, encouraging viewers to take action.

Best Practices for CTV Advertising

• Craft Compelling Stories: Use emotional appeals, real-life examples, and relatable scenarios to engage viewers and make your message memorable.
• Optimize Creative Messaging: Incorporate branding elements early in the ad to ensure recognition, and use a strong call to action to guide viewers on what to do next.
• Target the Right Audience: Leverage first-party data to target your ads to the right audience. LinkedIn's Audience Network offers robust targeting options, allowing you to reach business decision-makers based on their professional profiles and interests.
  

• Prioritize Brand Safety: Ensure your ads aren’t appearing next to inappropriate or unsafe content. LinkedIn is maintaining our strong commitment to brand safety by securing inventory only with trusted publishers. This helps ensure that ads appear in secure environments, protecting brand reputation.
  

The Future of CTV in B2B Marketing

Connected TV is transforming the way B2B brands reach and engage business decision makers. By understanding the insights from the MAGNA Media Trials & LinkedIn CTV report and implementing best practices for CTV advertising, marketers can effectively leverage this powerful medium. Don't miss out on the opportunity to elevate your marketing strategy with CTV. Download the new report today.

*Methodology

LinkedIn evenly recruited viewers on weekends and weekdays to ensure representativeness. The total LinkedIn Audience was 1,525 and the total LinkedIn CTV Audience was 1,201. Viewers has to be ages 18+, uses LinkedIn for at least 30 minutes weekly, works in the Tech, Healthcare, Government, Education, Finance, or Business Services sectors, and plays a role in business decisions.We explored mindset, content choices, and motivations of most recent CTV viewing experience through an online diary. We collected responses on openness to and preferences for B2B ads.