Navigating the Growing Connected TV Advertising Landscape
by Jaci Schreckengost
3 Min Read
Social marketers are experts at launching new channels–CTV should be the next one
3 Min Read
Change can be scary. But social marketers don’t need to fear the newest channel for B2B. Connected TV is an essential tool to differentiate your B2B business and with its digital roots, it’s an easy one to implement.
Eric Hatzenbuhler, Senior Marketing Manager at MNTN, knows that advertising on social or CTV isn’t so different. He will be joining Ascent to discuss how to make the leap and what to do once you’ve launched your first campaign.
The TV screen wasn’t always the best place for B2B advertisers. It was expensive and impressions were often wasted trying to target a hard-to-pinpoint B2B audience with limited contextual targeting on linear TV. With the shift to Connected TV, however, these concerns have been addressed. Connected TV offers:
In a crowded social landscape with B2B advertisers competing for attention with the same social tactics, CTV offers the opportunity for you to differentiate and drive a true, measurable impact on your KPIs.
Launching on Connected TV is not only easy, but it also closely mirrors the setup of social platforms like LinkedIn. As a social marketer, once you’ve mastered your craft, it’s easy to apply your skills to the newest platform that your audience is using. The same is true for CTV.
First things first, you need to define your campaign parameters, just like you would on LinkedIn. This will include flight dates, as well as campaign goals and budget.
Next, select your target audience. Oracle Data Cloud has thousands of audiences to target, including key B2B audiences. Here, you can pull directly from your LinkedIn campaigns, selecting the top-performing audiences to reach on the TV screen.
Finally, add your creative. This doesn’t have to be a million-dollar 30-second spot created for a Super Bowl campaign. You can repurpose your LinkedIn videos. This allows you to get started testing CTV today. As you see the results from your initial tests, you can then explore testing new formats for the TV screen.
If you don’t have video readily available, don’t panic. Services like Quickframe by MNTN allow you to fit video creative into your budget, without the premiums.
Quickframe’s Marketplace will allow you to connect with a creator team who is experienced in making the exact type of CTV ad creative you need. You’ll have access to B2B creative experts who can capture your message and brand voice, creating highly engaged and effective video ads. And since you’ll be avoiding the creative agency overhead, you can use your budget to produce various versions for A/B testing, as well as for creative refreshes over the course of the year.
Eric will be sharing his insights on launching CTV ad campaigns, as well as tips on how to maintain these campaigns after launch. Be sure to sign up for the Ascent Webinar “The LinkedIn Marketer’s Guide to CTV” to learn from an insider.