Why B2B Marketers Are Turning To CTV
If you think Connected TV (CTV) is just for B2C brands selling sneakers or snacks, think again.
In a panel hosted by Marketecture and TVREV, Stu Schwartzapfel, EVP, Media Partnerships at iSpot, and Lee Womer, VP of Product and Business Development at LinkedIn, made a compelling case for why B2B marketers should be leaning into CTV—and how data and measurement are finally making it possible.
The B2B Ad Market Just Got Bigger
B2B advertising is a $43 billion market in 2024, and yet most of that spend has historically stayed far away from TV. That’s because traditional B2B channels—like trade shows, email, and search—focused on low-reach, lower-funnel tactics. But as Lee Womer explained, “71% of B2B decision-makers are now millennials or Gen Z. They grew up on video. They expect authentic, story-driven content.”
CTV delivers on that expectation. And unlike static trade journal ads or cold emails, CTV can reach business decision-makers where they live—literally. “People work from home. They’re watching TV at night. You don’t have to catch them at the office anymore,” said Schwartzapfel.
LinkedIn’s Advantage: Metadata at Scale
The real unlock is targeting. LinkedIn knows who its users are—titles, companies, industries—and that data is always being updated. “When someone gets promoted or certified, that data is refreshed instantly,” said Womer. That’s why LinkedIn can deliver upper-funnel brand campaigns through CTV that still feel precise and measurable.
And precision matters. Especially when, as Womer said, 95% of B2B buyers are “out-of-market” at any given time. Staying top of mind through high-attention media like CTV is critical for being on the shortlist when that status changes.
Download our special report for insights from LinkedIn, iSpot and Salesforce, including proven best practices for maximizing spend and driving outcomes on CTV.
From Brand Awareness to Bottom-Funnel Results
It’s not just about visibility. CTV is now proving it can drive action. Take Dialpad, for instance. A CTV + retargeting campaign on LinkedIn led to a 45% increase in lead form completions and drove $43 million in pipeline.
That kind of performance requires trust in the data. That’s where iSpot comes in. Their Unified Measurement product helps advertisers understand exactly who was reached—across both linear and streaming—and how those exposures impacted performance. And in a unique move, LinkedIn subsidizes the third-party measurement while giving advertisers full access to the results (even LinkedIn doesn’t see them).
A New Era of Transparency and Targeting
As Schwartzapfel put it, “LinkedIn provides the targeting. We verify the performance.” iSpot's platform even enables buyers to compare LinkedIn’s precision against that of major publishers like Peacock or Roku—often showing LinkedIn’s B2B buys are more efficient on the same inventory.
It’s a shift that’s leveling the playing field. “CTV democratizes video,” Schwartzapfel said. “Now small and mid-sized B2B brands can afford premium storytelling with real performance insights.”
What’s Next
The future of B2B CTV will go even further—integrating sales data, automating attribution, and unlocking publisher-to-publisher incrementality. Womer hinted at a not-so-distant world where sales reps will act on campaign signals in real time. Think CRM meets CTV.
It’s not just a nice-to-have anymore. With today’s tools, B2B marketers can finally put their brand messages on the big screen—smartly, efficiently, and measurably.
So the next time someone says B2B and CTV don’t mix, point them to the data. Or better yet, turn on the TV. Chances are, your next customer is already watching.