How a Paid Search Strategy Will Change TV Advertising Forever
by Jaci Schreckengost
4 Min Read
Are B2B advertising and Connected TV advertising compatible? Here’s all you need to know.
3 Min Read
What better way for B2B brands to increase their share of voice, cut through the noise and impact the full customer funnel, than through Connected TV advertising? After all, why should DTC, B2C, and ecommerce have all the fun? This month, we teamed up with our friends at MarTech to give our B2B friends some much deserved TLC. You can access the full replay here. We are running a monthly series of webinars, workshops and events throughout the year, so sign up to our mailing list to ensure you don’t miss the next one. Otherwise, if you’re a little short on time, continue reading for a summary of yesterday’s conversation.
“There are two key components that make Connected TV advertising valuable to a B2B marketer. The platform needs to have robust targeting and needs to have the capability for you to track campaign performance effectively,” explains Ali Haeri, Vice President of Marketing at MNTN. Let’s break it down, starting with audience targeting. B2B marketers who turn to platforms like LinkedIn and search advertising share one common challenge – audiences on these platforms are likely to be engaged only during business hours. How are you going to reach them after hours?
Connected TV advertising platforms like MNTN Performance TV enables advertisers to reach their target audience during a time when they’re relaxing and watching their favorite shows, since we focus our inventory on premium channels like CNN and ESPN, and then reach these audiences on the networks they’re likely to be watching. “Someone who is a B2B marketing professional will be watching television at any hour of the day, and they’ll be reached by your advertising no matter what,” affirms Haeri. Additionally, since B2B advertisers are usually reaching a niche audience, CTV’s audience targeting features allows advertisers to narrow their targeting with “and/or” statements, similar to the type of criteria that you would find on LinkedIn.
“B2C brands can run campaigns and sleep well at night, but they don’t have the expectation of accountability that a lot of B2B marketers have.” Whether you’re a B2B brand or not, advertisers need a solution that reaches users at every stage of the customer journey. Connected TV advertising does this well, since “it creates a full immersion [in your brand]. You can have a full lifecycle of marketing against your prospects no matter where they stand in the customer journey.”
For example, if you’re looking to drive top-of-funnel activity, MNTN Performance TV’s prospecting features will enable you to reach new users and widen your targeting pool. For more bottom-funnel activity, you can retarget your own customers based on time spent on site, cart abandoners, average purchase size and more on Connected TV, and/or reach your intended audience on their other household devices for a fully-immersive campaign.
“The Connected TV measurement piece [provides an] apples to apples analysis across different channels when you’re using common metrics as opposed to comparing Connected TV advertising to linear TV,” says Haeri. MNTN Performance TV’s integration with Google Analytics displays CTV campaign performance alongside your other marketing efforts to provide a holistic view of your overall digital strategy. This makes it much easier for B2B marketers to expand their digital advertising portfolio beyond the usual suspects and add Connected TV advertising as a complementary channel.
“[MNTN Performance TV’s reporting dashboard] helps brands measure the effectiveness of your campaigns and also track revenue performance. If you’re a business transacting users on your website, you have the capability to track revenue back to your ad platform and see the implications on your revenue. And, as users are being served ads on TV, we have the ability to track cross device behaviour and attribute those to your campaign.”
Ultimately, Haeri stresses the importance of keeping the end user experience in mind – especially for B2B brands as they operate in a more insulated environment than other verticals. “Once you introduce programmatic television, you can reach users off hours and create full immersion – that reason alone makes it well worth exploring.”