The Strategic Advantage of CTV for B2B Advertisers

Illustration of a TV with graphs and stats.

Imagine a world where nearly everyone is tuned into the same platform, offering advertisers a golden opportunity. That’s exactly the landscape we’re entering with connected TV (CTV). 

In 2024, 68% of the US population—around 234 million people—will be using CTV. By 2028, this number is expected to grow to 250 million users, 71% of the population.

The adoption of CTV advertising is rising, with ad spending projected to jump from $28.75 billion USD in 2024 to $44.32 billion USD in 2028. This steady growth underscores the increasing value B2B companies see in leveraging TV’s extensive brand exposure and audience reach.

CTV Ad Spending in the US


    Emarketer Forecast, March 2024

    Many B2B companies are eager to use CTV to reach additional audiences. For TV publishers like NBC and Disney, B2B advertising presents a unique opportunity to diversify their ad content and avoid the repetitive ads typically dominated by pharmaceutical, automotive, and consumer goods commercials. 

    B2B advertising introduces differentiated demand and diverse ad content, making commercial breaks more varied and interesting. Competitive separation rules, which prevent conflicting categories from airing back-to-back, highlight the importance of this diversity. 

    Focusing on B2B sets you apart and brings unique value to TV publishers looking to enrich their ad portfolios.

    3 Myths About CTV in B2B Advertising

    Despite the growing interest and clear benefits, several myths about CTV advertising in B2B need debunking. 

    Let’s tackle three common misconceptions:

    Myth 1: CTV Ads Are Either Too Cheap or Too Expensive

    The cost of CTV ads is often misunderstood. Some believe they’re either bargain-basement cheap or prohibitively expensive. 

    The truth is the cost-per-thousand impressions (CPM) for premium CTV inventory typically falls within a reasonable range of $15 to $30 USD. 

    This range provides B2B advertisers with a cost-effective way to reach their target audiences without breaking the bank or compromising quality.

    Myth 2: Limited Supply And Availability of CTV Inventory

    Many B2B marketers worry there’s insufficient CTV inventory to meet their needs. However, this couldn’t be further from the truth. 

    There’s actually plenty of supply available. Moreover, the diversified demand from various advertising categories helps fill available slots effectively. 

    This means B2B advertisers can confidently invest in CTV without fearing a shortage of ad space.

    Myth 3: Quality Requirements for CTV Ads Are Too High

    While it’s true that CTV ads require high-quality creatives, this should be seen as an opportunity rather than a hurdle. 

    High-quality mezzanine files ensure a seamless user experience, crucial for maintaining viewer engagement. 

    TV’s creative requirements differ from those for display and mobile ads, but they also offer a chance to produce visually compelling and impactful content that stands out. 

    For B2B advertisers, investing in high-quality creatives can significantly enhance the effectiveness of their campaigns.

    Benefits of CTV in B2B Advertising

    Benefit 1: Targeting Precision and Personalization of CTV

    Regarding targeting and personalization, CTV offers significant benefits for B2B marketers. 

    One major advantage is that you can leverage the same signals used for display and mobile advertising today. You can target your audience at scale by utilizing IP addresses and device IDs, which correlate to specific users. 

    When it comes to personalization, CTV ads are incredibly sophisticated. For example, if a particular person is watching content on Disney+ and a commercial break occurs, Disney will send a bid request to the demand-side platform (DSP), indicating that they have an available ad slot. While they can’t share personal information due to privacy regulations, the IP address and device ID can identify that it’s someone who matches that person’s profile. This allows you to target individual users with precision rather than buying bulk impressions as with traditional TV advertising. 

    Now, advertisers can cherry-pick specific impressions to target. Instead of buying impressions one through a million, you can selectively purchase impression 10, impression 100, or impression 99. This granular targeting ensures that ads are served to the most relevant viewers, making the inventory far more valuable. 

    “Once you have digital TV and something connected to the internet, it means that someone can set a targeted ad to you based on your preferences,” says Greg Joseph, Vice President of Inventory Development in Advertising Technologies at StackAdapt. “I know the LinkedIn commercials I get today specifically target me. I get a ton of things that are specifically for adtech that only get sent to me versus other people. This is the kind of value B2B gets from CTV, getting their ads sent to the right businesses.”

    Benefit 2: Premium Environment and Engagement

    Finding the right audiences at the right time is crucial, and CTV allows you to do just that. With CTV, you can ensure your messages reach the most relevant viewers when they’re most engaged.

    Historically, B2B advertisers were satisfied with serving ads on sites they considered to be of acceptable quality. 

    However, CTV presents a unique opportunity to place ads in the most premium environments available. Imagine your ad being served to a fully engaged viewer watching content on Disney+. 

    This level of premium supply available programmatically is a huge value add. Not only can you reach the right user at the right time, but you can also do so in an environment where the viewer is immersed fully in the content, significantly enhancing the impact of the advertisement.

    Benefit 3: Better ROI Measurement and Tracking

    One of the most significant advantages of CTV advertising for B2B marketers is the ability to measure and track return on investment (ROI) with greater accuracy and detail. Here’s how CTV stands out in this regard:

    Advanced tracking capabilities: CTV provides advanced tracking methods that allow you to monitor the effectiveness of their ads. With precise metrics, such as additional reach and brand exposure, you can understand exactly how your campaigns perform. StackAdapt, for example, uses IP and device IDs provided by publishers to help track these metrics and determine the success of an ad campaign.

    Interactive elements for engagement: CTV ads can incorporate interactive elements like QR codes. Viewers can scan these codes with smartphones, allowing advertisers to measure direct engagement and track sales conversions in real time. This feature makes it easy for viewers to interact with the ad and purchase directly from their phones.

    Detailed analytics and reporting: The data collected from CTV campaigns is rich and detailed. You can access insights on viewer behaviour, such as how long viewers watched the ad, whether they interacted with it, and what actions they took afterward. This level of detail helps refine future campaigns and make data-driven decisions.

    Integration with other digital channels: CTV’s digital nature means its performance can be seamlessly integrated with other marketing channels. For example, a CTV campaign’s impact can be correlated with website visits, social media engagement, and other online activities. This holistic view lets you see how the CTV ads contribute to the overall marketing strategy and ROI.

    In summary, CTV advertising offers B2B marketers robust tools for measuring and tracking ROI. The ability to gather precise data, incorporate interactive elements, and integrate with other digital channels makes CTV an invaluable component of a comprehensive marketing strategy.

    Challenges and Solutions for B2B Advertisers

    B2B advertisers face several challenges when venturing into CTV advertising. Here are some of the key obstacles and how StackAdapt can help overcome them:

    Inventory insights: One major challenge is gaining insights into the available inventory. At StackAdapt, we aim to connect our clients with the right publishers. Historically, B2B clients haven’t had much direct interaction with the publishers we work with. Advertisers must engage with the publishers they plan to invest in through our DSP to make informed campaign decisions.

    Avoiding limited targeting: Advertisers often focus on well-known platforms like Disney+ and Peacock, limiting their reach. However, CTV offers a fragmented landscape with many targeting options. Beyond Disney and NBC, advertisers can target Warner Brothers Discovery across HGTV, HBO Max, Pluto, Tubi, Samsung Plus, and more. This wide array of options ensures that you can reach your target audience across multiple apps and platforms rather than confining yourself to a narrow selection.

    Broadening supply enablement: B2B advertisers must broaden their scope and consider the diverse range of TV publishers available to maximize exposure to the desired audience. Audiences don’t just live on one app; they span multiple platforms. By expanding your targeting efforts, you can ensure you capture a wider audience that is most beneficial to your business.

    StackAdapt helps B2B advertisers with comprehensive inventory insights and direct communication with publishers. We encourage advertisers to explore the full range of CTV options, so they don’t limit their campaigns to a few popular platforms.

    Get Started With CTV in Your B2B Advertising Campaigns

    CTV offers B2B advertisers an unparalleled opportunity to reach the right person at the right time, in the right place, and in the right environment.

    You can benefit from precise targeting, personalized ads, better ROI measurement, and integration with other marketing strategies. Despite the challenges, the diverse inventory and insights provided by platforms like StackAdapt make the CTV landscape manageable and effective.

    Ready to boost your advertising strategy? Try StackAdapt today and unlock the full potential of CTV for your B2B marketing campaigns. Request a demo today.

    Diego Pineda
    Diego Pineda

    Editorial Content Manager, B2B


    Diego creates thought leadership content and strategy for StackAdapt. He is the author of five novels, 10 non-fiction books, and hundreds of articles and blogs as a science writer, a business writer, and a sales and marketing writer.