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- Are CTV ads the future of ABM?
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You’re watching your favorite streaming channel when an ad pops up.
Ugh, not again. But you watch, are intrigued and before you know it you’re browsing their website to learn more.
This is the power of CTV or connected TV ads.
In recent memory it has only been B2C marketers with the power to strategize, design and execute these TV ads. The game has changed now, as LinkedIn has recently rolled out their own CTV ad functionality.
With LinkedIn’s CTV feature it allows you to target key personas at key accounts using this functionality. Just like you would with an in-feed ad.
The best part? It’s more effective than in-feed video ads in that you can’t scroll past. The viewer has to watch the entire video, or risk turning off their streaming channel or pay an upgrade to remove ads.
Think of the power a CTV ad can have if you launch it for an individual account or a specific vertical. You thought a landing page was cool? Whew!
Example vertical ad for commercial banks
The biggest thing here is the resources needed to create videos for these ads.
My best recommendation is to look through your existing inventory to see if there are any 30-60 second videos to use or slightly customize.
And depending on internal resources you may be able to further customize videos or with the rise of AI video tools or even tools like Canva, you may be able to do more on your own.
If CTV isn’t part of your channel mix now, I’d start thinking about it now. In the coming weeks I’ll cover how I created my first campaign and dissect additional campaign ideas for campaigns in the future.
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