4 CTV challenges for B2B and how to overcome it | Farmer

CTV advertisements introduce unique challenges in targeting, measurement and the creative offer -and that is only for B2C brands. Take in the long sales cycle of B2B, the measuring nuances that are accompanied by it and the wrinkle of humanizing services or technical products by large creative. You can understand why B2B brands CTV had slow in their marketing portfolios.

Now it doesn’t mean strategic. There are many advantages available for B2B companies that are willing to do the work to perform CTV campaigns, including relatively low (compared to Google and LinkedIn) and the chance to build a brand that is distinguished from CTV-SHY competitors.

In order to fully realize the potential of CTV, B2B marketers must overcome four important challenges:

• Making fascinating creative.
• Focused on the right audience.
• Measuring Bottom tunnel impact.
• Reach meaningful scale.

1. B2B Creative for CTV

Making creative doll for B2B is difficult for a number of reasons.

• The product or service is often based on technology, which of course does not lend itself to emotional attraction.
• The needs of the public are businesslike related instead of personal, creating a low distance.

Add to that the fact that about 95% of the B2B buyers are not on the market and are looking for what you could sell, and you can see that the development of creative that connects is a fairly long task.

The challenge is best to be tackled on two fronts:

• The development of general brand Creative that emphasizes the most important value propositions for consciousness.
• The development of problem -solving creatives aimed at buyers who approach a decision and are focused on the specific pain points that your product or service will solve.

As far as emotions are concerned, although humor and heart strings are reliable options for Great B2C Creative, B2B is much less about heart rays. Ideate how you can lie in humor and ensure that the creative feels relatively to the buyer persona. Are people shown in the advertisement representative who would benefit from your product?

If a potential buyer (or buy influencer) can laugh and recognize himself in your creative, you have helped to build up affinity and consciousness for your brand, regardless of the user’s intention phase.

Dig deeper: How to make CTV advertisements that get stuck

2. B2B Targeting

With the exception of LinkedIn, most platforms have much easier to focus on B2C campaigns, either through interests, demography or a combination of both. There are many reasons for this.

For example, there is no such thing as a B2B impulse purchase. Only a small proportion of people who watch TV would see your offer as relevant. Yet there are also a few ways to prevent it:

• IP -address targeting (both business and household) is a core base from the outset. Device graphics that bind IPs to business/personal e -mails make this effective.
• Firmographic data (eg company size and industry) will become more popular as LinkedIn takes CTV -Push seriously.

Many platforms are still on B2C-Centric and cookie-dependent, but the CTV-Push from LinkedIn offers potential by combining its rich user data with Targeting at IP level for B2B precision.

Targeting on the IP address that connects to LinkedIn user profiles, you can use LinkedIn access to professional data from Firsty, such as function, industry and company, which is not something that you get from other platforms.

Digperer: LinkedIn introduces CTV advertisements for B2B campaigns

3. Bottom tunnel measurement

I have written a lot about how I can measure the real impact of CTV. ((Tl; Dr.: Strategic tests and be prepared to show the influence of CTV on other, more performance -oriented channels.) However, the initiative is a challenge with the long sales cycles of B2B and buying committees with multiple users.

The key is to set expectations and implement robust measurements to follow contact points over time. For example, someone who saw an advertisement six months ago and is now visiting the website. With the right tracking, long sales cycles can still be connected to CTV exposure.

4. B2B scale

Apart from remarkable exceptions such as Salesforce and Hubspot, very few B2B products or services have the target group size of a B2C product. Scale can be a huge challenge for B2B campaigns on any channel.

Fortunately we do not measure B2B campaigns as we do B2C campaigns. In B2B, scale is less about fast victories and more about ensuring that you consistently reach the right people and follow their actions in the funnel.

Because the sale is usually large ticket income, you do not have to focus millions of people to get an advantage and you have to focus on the right people, so that they choose your brand when it is purchasing time.

Instead of fast response statistics, you concentrate on cumulative range and frequency about long intervals with the right audience. If you touch the right target group with effective creative and messages, you will see an impact on your pipeline and income.

Dig deeper: 2025 is the year for B2B brands to embrace CTV

Shutdown

Apart from huge brands such as IBM, there are not many B2B companies that do not play in the CTV (or Linear TV, in that regard). This means that you can use CTV’s storytelling options to help your brand build consciousness and affinity faster than your competitors.

You may not receive a direct sale (or a Cannes Award) to do this, but well done (and effectively measured) over time, CTV pays you back in kicking.