Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free streaming services. B2B marketers are beginning to take advantage of this surge in viewership, leveraging CTV for targeted ad campaigns and market research. CTV has a digital infrastructure that enables performance and measurement data to be used as a powerful research tool, allowing marketers to create targeted campaigns based on job titles, firmographic criteria, and first-party data. This data can be used to inform campaigns across other digital channels, as well as testing different creative formats to determine what messages and visual cues stick with customers and prospects. CTV is a great opportunity for B2B marketers to reach their target audiences, and gain valuable insights into their preferences.
Originally reported by Martech: https://martech.org/how-ctv-can-deliver-market-research-for-b2b-marketers/
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