How Leading Brands Unlock Successful CTV Results
by Stephen Graveman
3 Min Read
Learn how Connected TV addresses four challenges faced by B2B advertisers
4 Min Read
B2B marketers haven’t had the easiest time reaching their prospects, as we explored in last week’s post. We’ll be diving into this very topic at hand in depth, in a conversation with Martech on Thursday, July 22nd at 1pm ET/10am PT. Register your place here or click the image below to sign up.
We have identified four distinct challenges that have continually plagued B2B advertisers:
Many brands have pivoted to a set formula of digital advertising channels, but sadly studies show that this approach isn’t yielding success. A LinkedIn study concluded that 75% of B2B marketing is ineffective, and 96% of marketers admit that their digital advertising isn’t reaching their intended audience. Meanwhile, 89% agreed that their current digital marketing mix wasn’t hitting the mark.
Social media, paid search and display advertising can only take a B2B brand so far. Most of these brands haven’t even considered TV advertising, as it has traditionally been viewed as out of reach. However, the advent of CTV advertising addresses all of these major concerns and then some, so if you’re looking for that ace up your sleeve, this is it.
This is one instance where the ‘if you can’t beat them, join them’ adage need not apply. A Harvard Business Review study revealed the impact digital advertising at large is overestimated. A large-scale study of ads on eBay found that brand search ad effectiveness was overestimated by up to 4,100%. A similar analysis of Facebook ads threw up a number of 4,000%. So, what now?
B2B advertisers need another avenue to reach their target audience, since a reported 74% of people purposely avoid advertising. Connected TV advertising helps brands stand out online (and avoid pesky ad-blocking behavior in the process) through connecting with users on their television screens. MNTN Performance TV serves non-skippable ads in high-definition directly to the biggest screen in the house. Now, compare that to a small digital banner on your desktop that you might scroll right past, and tell us which one would be more impactful?
Although the first point of contact with your brand is through the television screen, make no mistake – you still have an opportunity at a fully immersive experience across all household devices. Remember that small digital banner I mentioned before? It becomes a lot more noticeable if its look and message match the unskippable ad your prospect just watched on TV. That’s why Performance TV (our CTV ad solution) comes equipped with Audience Extension, which serves related display ads across web and mobile to every device in the house, including laptops, desktops, tablets and mobile. So, not only does it help brands build a stronger presence online, it’s enough to get advertisers battling it out for this prime real estate.
Connected TV advertising is a full-funnel solution, which adapts to user behavior instead of the other way around. You may not have heard of the term ‘second-screen’ but you’ve no doubt been exhibiting this behavior – along with 89% of people. Humans are distracted with multiple devices at the same time, for example checking your phone while you’re watching television. That’s why it’s important to complement this user behavior with our Audience Extension feature (explained in the section above). That way, you can connect and engage users at multiple touchpoints, no matter what device they are using. Additionally, since MNTN Performance TV applies audience-first targeting, this means you can reach users at all hours of the day, because we seek out the networks they’re likely to be watching and serve ads that are relevant to them.
You’re probably wondering though, “What am I, as a B2B marketer, going to get out of this new digital channel from an ROI point of view?” Connected TV doesn’t only connect the dots across devices, it also drives meaningful performance across key metrics. Our reporting dashboard displays over 900+ metrics that can be customized – think Order ID, Conversion Rates, Revenue, ROAS, Cost Per Completed View, and more. We also measure data with integrity, which means that we only take credit for performance that is directly attributed to your CTV ad, through our Cross Device Verified Visits model.
If you want to find out more, let’s continue the conversation at our Martech webinar next week. We look forward to seeing you there!