High-impact ads for high-value accounts

Connected TV (CTV) is effective for ABM because it allows marketers to deliver personalized, account-targeted ads to key decision-makers across all their digital devices capturing their attention in a high-impact format. By using CTV’s targeting capabilities, ABM campaigns can reach specific accounts with precision, enhancing engagement and brand recall.

Incorporating CTV in your ABM strategy enables you to reach B2B buyers during their off-work hours, when they are more receptive to content. With advanced targeting, CTV ensures that only relevant accounts see your ads, increasing the efficiency of your marketing spend and strengthening brand visibility.

Success in ABM CTV campaigns is measured through metrics like account reach, engagement rates, and subsequent site visits or content engagement. Integrating these metrics with your CRM can help attribute conversions or pipeline acceleration back to specific CTV campaigns.

A key market gap in CTV is the lack of targeting capabilities for B2B marketers, as most CTV advertising is traditionally B2C-focused. ABM Connected TV fills this gap by using intent data to target specific accounts, allowing B2B brands to reach their audience with precision and relevance, even on a traditionally broad-reaching channel like CTV.

Connected TV devices are hardware platforms that enable users to stream digital content directly on their televisions over the internet, bypassing traditional cable or satellite services. Examples of CTV devices include smart TVs with built-in streaming capabilities, streaming boxes like Apple TV, Roku, and Amazon Fire TV, and gaming consoles such as PlayStation and Xbox, which allow viewers to access streaming apps and services. These devices transform traditional television screens into versatile digital platforms for both entertainment and targeted advertising.