Television has been a brand awareness tool for marketers since time immemorial. While TV advertisements offered numerous benefits, B2B marketers still turned to performance-focused solutions like paid and social search.

Near long ago, we saw the advent of CTV as an effective advertising solution. The new entrant offered measurable performance for the TV screen and proved itself as a demand-generation machine.

Let us tell you how including CTV in your performance strategy can generate results and drive your brand performance efforts. Without wasting time, we will dive into CTV advertising right here.

How can CTV Drive Demand Generation?

Today, connected TV (CTV) has become an indispensable tool for advertisers who want to generate demand and avoid an audience plateau. While paid search and emails still hold importance, their actual strength lies in capturing the existing demand. On the other hand, CTV tries to reach out to potential target groups where everyone interested in the brand would benefit from the ad.

Here is how CTV becomes an ultimate Demand Generation Machine:

• One cannot skip CTV ads and so, marketers can be assured that their message is being heard and understood.
• These ads are a combination of digital targeting along with high-impact audio-visuals and motion TV advertising.
• Unlike traditional TV ads, CTV ads can measure and verify the impact of the marketing strategy.

Such kind of advertising is quintessential in B2B, as the Harvard Business Review recently found that most B2B decision makers purchase from the companies they already know. That said, advertising through connected TV enables B2B brands to place themselves in the consideration set with the help of a highly engaging ad format.

90% of B2B decision-makers purchase from the companies they already knew at the start of the buying process.

CTV Advertising Offers Precise Audience Targeting

The kind of audience targeting CTV offer becomes an essential part of the demand generation. B2B brands can use targeted advertising to reach their ideal customers and the people who make the buying decisions. While it is easier to think that your target audience is mostly found on their desks and are best reached during work hours. However, we cannot deny the fact that such an audience return home, watch television with family, and they are often home in a hybrid work model and so stay near a TV set.

Here are some valuable audiences to consider during the CTV campaigns:

• Decision Makers – Try to target people who hold the position to make decisions. This way you will be influencing those who will ultimately make the buying decisions. CTV ads allow you to be hyper-specific and target decision-makers within the given field.
• Spending power – You must reach potential clients who possess the ability to purchase so you can target users who have the budget to purchase your products and services.
• Job Titles – You can target audiences based on their job titles, the titles that are most likely to become your customers.

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How does CTV work with paid ads?

While connective TV advertisements are gaining popularity, it doesn’t mean the demand for paid searches has gone down. Honestly, both can work together, and complement each other for fantastic results.

By using paid search, users identify their interests and intents themselves. They search based on what they need. Thus, it becomes quite easy for advertisers to take advantage of this situation, but there is a presence of break-neck competition as well. CTV can further add alayer of awareness for a product or service, which means users are performing an increased number of specific searches.

That said, a connected TV is also an added advantage to a website. CTV can drive visits, but the only requirement is that your website should be optimized for conversions once the users get there.

Measuring and Optimizing CTV Ads

To turn your CTV campaigns into a demand generation powerhouse, you need to continuously measure and optimize your efforts:

1. Track Key Metrics: Monitor essential metrics such as ad completion rates, click-through rates, and conversion rates. Keep a check on the data to identify what is working and what is not.
2. A/B Testing: A/B testing has been an integral part of marketing campaigns. Conducting such tests helps us to compare different ad creatives, content, and targeting strategies.
3. Budget Allocation: You can allocate your budget based on the metrics extracted. You must keep aside the budget for the campaigns generating more demand.
4. Creative Refresh: Keep your CTV ads fresh and engaging by periodically updating the creative elements. Stale content can lead to viewer fatigue and reduced effectiveness.

Wrapping up

Connected TV combines audio, visuals, and motions of TV screens with the solid potential of digital targeting. It helps to increase brand awareness and push user actions down the funnel. When marketers follow a multi-screen approach, it drives valuable results and strengthens the conversion rates of the other efforts driven by the brand.

The demand captured by CTV advertisement ensures that all boats rise with the tide.

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