Connected TV (CTV) advertising has been gaining traction in recent years, with the increasing popularity of streaming services and connected devices. Unlike traditional broadcast TV, CTV allows for audience targeting — a must for B2B buyers.
Before we dive in, a note on terminology. Is it CTV or OTT? CTV used to refer to the actual device that streams TV shows or movies, such as an internet-connected television, Roku, or Amazon Fire stick. OTT (short for “over-the-top”) referred to the content shown on the CTV (ex: an episode of “The Last of Us” streamed on HBOMax). Those distinctions have blurred over time, and now people often use the terms CTV and OTT advertising interchangeably. In this article, I’ll use CTV.
First, one of the primary benefits of advertising on CTV is the ability to reach a highly targeted audience. CTV platforms offer advanced targeting capabilities, including demographic and behavioral targeting, that can help B2B companies reach the specific audience they are trying to reach. For example, a SaaS company can use CTV advertising to target business owners and decision-makers.
Advertising on CTV can also help B2B companies maximize their brand awareness. By creating engaging ads, B2B companies can ensure that their brand is being seen by a large number of potential customers. CTV advertising can be an effective way to introduce a brand to new audiences and increase brand recognition.
And finally, people like video ads! Video content is one of the most effective ways to engage audiences. With CTV, B2B companies can create ads that are more memorable and impactful than traditional display ads.
With the rise in CTV viewing, there has been a surge in ad buying platforms that specialize in CTV advertising. Let’s take a closer look at the best ad buying platforms for B2B companies considering CTV advertising.
MNTN (pronounced Mountain) is a CTV advertising platform that has been gaining popularity in recent years. The platform uses machine learning and artificial intelligence to optimize campaigns in real-time, ensuring that ads are delivered to the right audience at the right time.
MNTN offers a variety of ad formats, including pre-roll, mid-roll, and post-roll ads, and it provides access to premium inventory from top publishers like CBS and Fox. The platform also provides custom audiences for your spot, including categories such as “IT Decision Makers,” to ensure that campaigns are reaching specific audiences.
You can also import your CRM to retarget prospects already in your sales funnel. Additionally, MNTN provides real-time reporting and optimization, allowing advertisers to adjust their campaigns as they go to achieve the best results.
The Trade Desk
The Trade Desk is one of the most popular programmatic ad buying platforms for CTV advertising. With access to over 11,000 publishers, including major networks like NBC and ESPN, The Trade Desk offers advertisers a wide range of inventory options.
An advantage of The Trade Desk is their omnichannel offerings, which allow you to run your campaign on both CTV and online publishers from one platform.
Additionally, the platform provides advanced targeting capabilities that allow advertisers to reach their desired audiences with precision.
SpotX is a global video advertising platform that offers access to premium CTV inventory from over 600 publishers. The platform offers advanced targeting capabilities, including first-party and third-party data, to ensure that advertisers can reach specific audiences.
SpotX also provides real-time reporting and optimization to ensure that campaigns are running at peak efficiency.
Brandzooka is a CTV advertising platform that offers a unique approach to ad buying. The self-service platform is designed to be user-friendly, allowing advertisers to create and launch campaigns with ease. Because it’s self-service, you can start with much lower budgets than some of the other options in this article.
The platform provides access to inventory from top publishers, including Hulu and Peacock, though it seems to have a slightly smaller partner list than some other platforms.
As with other platforms, Brandzooka also provides targeting capabilities, including demographic and geographical targeting, and it offers real-time reporting and optimization.
Instead of going through a platform with lots of inventory available, you can also work directly with CTV providers. When you work with a provider directly, you may be able to negotiate a better price for your first campaign.
If you are experimenting with CTV/OTT advertising for the first time, it’s a good idea to consider talking to the direct options.
Once you choose your platform, make sure you read our guide on getting started with CTV advertising.