It’s something you’ve heard constantly over the past five years: B2B is becoming more like B2C. Connected TV is the perfect example of this shift, serving ads to customer’s smart TVs as they stream on the couch. While this may strike you as a more B2C-centric marketing technique, 90% of B2B marketers who tried it last year told Demandbase it helped them reach B2B buyers.
LinkedIn believes this is just the beginning for B2B CTV, which is why we’ve introduced LinkedIn CTV, a tool that allows advertisers like you to launch connected TV campaigns and scale them across publishers like Paramount, Roku, Samsung Ads and more – right from LinkedIn Campaign Manager.
This week, B2B experts are abuzz with the opportunity CTV and services like LinkedIn CTV have to offer. Read on for their insights:
What to Read
LinkedIn is All Business with CTV (AdExchanger): Alyssa Boyle interviews LinkedIn’s own Penry Price on the development and launch of LinkedIn CTV, and why we’re so excited about it.
Creative Best Practices for Producing B2B Video on Connected TV (LinkedIn Ads): Just in time to help advertisers get started, Alexa Tierney shares some well-considered and expert-backed best practices for creating engaging video ads on CTV.
The Effectiveness Crisis in B2B Marketing: Why MOps Must Shift Focus Now (MarTech): Bolaji Oyejide argues that B2B marketers have sacrificed effectiveness for the sake of efficiency and suggests a course correction.
Why the Influencer Industry Needs Guardrails (Harvard Business Review): Emily Hund insightfully summarizes the state of influencer marketing in 2024 and suggests good ways to avoid a few all-too-common pitfalls.
Google CEO on the Evolution of Search and SGE (Search Engine Land): Danny Goodwin breaks down Google SEO Sundar Pichai’s recent speech at the 2024 Business, Government & Society Forum into key takeaways.
What to Watch
How to Create Truly Differentiated B2B Content
In the last episode of the podcast B2B Marketers on a Mission, host Christian Klepp talks to content marketing expert Joe Sweeney about how B2B marketers can avoid the pitfalls of generic and boring B2B content, and stand out in a market that’s only growing more crowded.
What to Know
Nearly 60% of B2B leaders have named video the leading technique for brand building
This is according to LinkedIn’s 2023 B2B Marketing Benchmark report, which also found that 67% of those leaders said they would be increasing their use of video in the coming year.
See many more insights on the state of B2B in the full report, or check out our full infographic covering some of the most eye-opening findings on video.
Follow LinkedIn Collective to keep up with the latest B2B discoveries.
Topics: Trends, tips, and best practices
Related articles