Connected TV (CTV) advertising is no longer just for big consumer brands. It's a powerful tool for B2B tech companies to reach their ideal audience where they’re already engaged: at home, on the big screen.
With the ability to target with incredible precision and measure results with confidence, CTV can become a secret weapon in your B2B marketing arsenal, helping you drive real value from the living room to your bottom line.
Here’s a snapshot of what you’ll learn in our new eBook, Reaching the Unreachable
Why CTV Is a Game-Changer Right Now
Streaming is now the primary way Americans watch TV, with over 200 million U.S. viewers using CTV devices. This means your niche B2B audience is probably there, and this trend is only accelerating as more people cut the cord. Unlike the crowded social media feeds, CTV offers a premium, less-cluttered environment that makes your message stand out.
Precision Targeting for B2B Audiences
CTV allows for audience-first buying, so you can target with precision. You can reach potential customers based on:
- Firmographics: Target by company size, industry, or even specific companies for account-based marketing (ABM).
- Demographics: Filter by job title and seniority level.
- Interests & Behaviors: Reach people based on their online activity, tech-stack usage, and what they’re watching.
Imagine two neighbors watching the same show. One sees a car commercial, while the other—a VP of Engineering at mid-sized tech company—sees your ad for a DevOps platform. That’s the power of CTV.
Crafting a 30-Second Story That Lands
You don’t need a blockbuster budget, but your creative should be polished and professional. A low-quality ad will stick out for all the wrong reasons. The most effective ads are concise and impactful:
select the right approach for your content strategy:
- Start Strong: Hook the viewer immediately.
- Frame the Pain: Clearly state the problem your audience faces.
- Show the Fix: Present your solution as the answer.
- Close with a Call to Action (CTA): End with a clear next step, or a short URL or even a QR code.
Measuring What Matters
The best part? You can prove the value of your CTV campaigns. Use robust measurement tools to track key metrics like:
- Reach and Frequency: How many people saw your ad and how often.
- Completion Rate: See how many people watched your ad all the way through.
- Site Traffic & Conversions: Measure direct lift in website visits, lead form submissions, or demo requests.
These insights let you continuously refine your strategy, ensuring every dollar spent works harder for your business.
The Bottom Line on Cost
Getting started with CTV can be surprisingly accessible. Costs typically break down into two categories:
- Production: A high-quality, simple ad can be created for under $10K, while more complex productions can reach $100K or more.
- Media: You’ll typically pay on a CPM (cost per thousand views) basis. Prices usually range from $25–$50, which is often more cost-effective per-impression than other highly targeted channels like direct mail.
The key is to align your creative and targeting with your goals. An experienced CTV partner (like Binary Pulse) can help you right-size your budget to maximize your return on investment.
Ready to Build Your CTV Playbook?
CTV is the perfect channel to extend your reach beyond search and social media, influence committee-based B2B purchases, and open doors in hard-to-reach enterprise accounts.
Want the complete playbook—with targeting methods, creative checklists, and budgeting tips?
Download the full guide here: https://www.binarypulsestudios.com/connected-tv-ebook/
