Why CTV Changes the Game for B2B Advertising: Better Performance, Smarter Targeting, Real Results

Sam_A

Video advertising continues to evolve in B2B marketing. As buying committees increasingly consume content on streaming platforms, marketers need new high-performing ways to reach them in these premium environments with brand-focused messaging. 

With CTV now available in 6sense, you can run full-screen, audio-on video campaigns on premium streaming channels and devices like NBC, ESPN, and Roku - using the same account segments and workflows already in your platform. No separate logins, no fragmented measurement, just a natural extension of your existing advertising strategy. 

Here's what makes CTV different and how to use it in your campaigns. 

The Performance Advantage 

According to Statista (and many other sources), CTV delivers superior performance across key metrics: 

Completion & Viewability: 

• ~95% of CTV videos watched until the end vs. ~75% for mobile web 
• >90% average viewability rate, outperforming all other digital formats 

Brand Impact: 

• Upwards of 20% lift in brand awareness, 15% lift in consideration, 10% lift in purchase intent 
• Television advertising is the most trustworthy ad channel according to 46% of adults, compared to just 19% for social media 

 

How It Works in Your Workflow 

Use the same account segments you've already built - target your ICP, layer on intent signals, filter by buying stage, add persona targeting. Everything runs in the same dashboard you use for display, social, and email. 

How marketers use CTV: Focus CTV on building brand awareness and improving sentiment at the top of the funnel. Since the format emphasizes full-screen video impact rather than immediate clicks, pair it with display, social, and email campaigns to drive direct response and conversions. 

7 Ways to Use CTV 

1. Building Brand Awareness at Scale 

Goal: Get your brand in front of high-value accounts before they're actively researching solutions 

Recommended approach: 

• Target your full ICP or top-tier account segments with brand spots 
• Keep creative simple and focus on brand recall 
• Use premium channels like BBC, CNBC, ESPN 

 

2. Shifting Brand Perception 

Goal: Change how your target accounts see your brand 

Recommended approach: 

• Target ICP accounts broadly for maximum reach 
• Use customer testimonials, thought leadership, or brand storytelling 
• Leverage multiple premium streaming channels 

 

3. Activating Intent Signals 

Goal: Move accounts showing buying signals forward in their journey 

Recommended approach: 

• Target ICP + intent signals + buying stage filters (Awareness or Consideration) 
• Use value prop or use case videos 
• Coordinate with supplemental display campaigns for multi-channel engagement 

 

4. Competitive Displacement 

Goal: Win business away from competitor accounts 

Recommended approach: 

• Target technographic filters (competitor installs) + competitor keyword intent 
• Use differentiation-focused videos showing competitive advantages 
• Highlight side-by-side comparisons or customer win-back stories 

 

5. Accelerating Active Deals 

Goal: Stay top-of-mind with open opportunities 

Recommended approach: 

• Target accounts with Stage = Opportunity (exclude closed-won) 
• Use product value, ROI stories, or competitive differentiators 
• Coordinate messaging with sales sequences 

 

6. Re-engaging Website Visitors 

Goal: Bring back accounts that visited your site but haven't moved forward 

Recommended approach: 

• Target segments based on website engagement + recency 
• Use creative that addresses common objections or reinforces value props 
• Layer with display and email for comprehensive multi-channel follow-up 

 

7. Expanding Customer Accounts 

Goal: Drive expansion revenue from existing customers 

Recommended approach: 

• Target existing customer accounts 
• Use creative highlighting new features, integrations, or advanced capabilities 
• Focus on expansion ROI and use cases 

What to Measure 

Track these CTV-specific metrics: 

• Accounts Reached 
• Total Video Views 
• Video Completions 
• Accounts Reached, Impressions & Completions by Platform 
• Newly Qualified Accounts (6QAs)

Track downstream account engagement like website visit rates post-CTV exposure and buying stage progression to understand full campaign impact. 

Creative Specs & Best Practices 

Creative requirements:

• Length: 6, 15, 30, 45, & 60 seconds (recommended sizes: 15 & 30) 
• Format: High-resolution video, 720p or 1080p 
• Audio: Should be audio-on 
• File size: Platform handles most files (256MB limit) 

Targeting tips: 

• Start with existing segments you know perform well 
• Layer persona targeting for precision (seniority + job function) 
• Use technographic data for competitive plays 

 

Getting Started 

These seven use cases represent some of the most effective ways to leverage CTV, but they're not the only options. The key is to start with clarity: identify which stage of the funnel needs the most support, choose the accounts that matter most, and select creatives that resonate with where those accounts are in their journey. 

CTV fills a critical gap at the top of your funnel where brand awareness and trust lay the foundation for everything that follows. When you pair CTV's high completion rates and premium placement with your existing display, social, and email campaigns, you create a cohesive multi-channel experience that moves accounts from awareness to conversion. 

Start with one use case that aligns with your current priorities. Build your campaign using the segments you've already created. Upload your creative and launch. Then track how CTV-exposed accounts engage across your other channels to see the full impact. 

Ready to see your brand on the big screen? We think you're going to love it. 

Questions about CTV campaigns? Drop them in the comments below.