CTV emerges as key channel for B2B Marketing, new research shows

According to research released by LinkedIn on October 29, 2024, Connected TV (CTV) advertising is gaining significant traction in B2B marketing. The study, conducted in partnership with MAGNA Media Trials, reveals that CTV ad spending in the United States is projected to reach $30 billion by 2025, marking a pivotal shift in how businesses reach decision-makers.

The research shows that 98% of LinkedIn users watch CTV content in a typical week, compared to 83% who watch linear TV. This high engagement rate is particularly noteworthy as CTV ads deliver a completion rate of approximately 95%, significantly outperforming traditional digital video advertisements.

B2B Decision-Makers show strong receptivity to CTV advertising

Demographics and Decision-Making Power

The study challenges traditional assumptions about B2B decision-makers. According to the findings, Millennials and Gen X professionals hold significant influence in corporate purchasing decisions, with many serving in key organizational roles. The research indicates that 59% of respondents are sole business decision-makers, while 29% share in business decisions.

Engagement Metrics

The data reveals that 94% of LinkedIn's audience watches CTV with ads, demonstrating high receptivity to B2B messaging on the platform. Professional audiences show particularly strong engagement during sports content and early morning programming.

Impact on Purchase Decisions

The research demonstrates CTV's effectiveness in driving business outcomes. Within one week of exposure to B2B ads on CTV:

• 72% of viewers considered purchasing a product or solution
• 67% started a free trial
• 62% made a purchase decision

Future Implications for B2B Marketing

The findings suggest several strategic implications for B2B marketers:

• The importance of targeting Millennial decision-makers through CTV
• The value of early morning and sports programming placements
• The effectiveness of interactive ad formats, particularly for technology and financial services sectors

Key Facts

• CTV viewing reaches 98% of LinkedIn users weekly
• 94% of the LinkedIn audience watches CTV with ads
• 59% of viewers are sole business decision-makers
• Millennials and Gen X professionals dominate B2B decision-making
• Interactive ad formats show high engagement rates
• Early morning viewing times demonstrate strong performance
• Sports content delivers superior engagement metrics
• Technology and finance sectors show highest response rates