CTV and Audio Parity and Pairing Potential

BY Mikaela Alioto

How CTV and Audio Ads are Equally Promising for B2B Marketers

CTV has transformed the B2B ad tech industry by extending the realm of influence and reach to additional devices that were once considered solely B2C. Now that the digital workplace has taken over, ad exposure integrates differently in the work day of a B2B professional. OTT streaming is a natural filament to our new and ever-evolving virtual world, and both CTV and audio are equally primed to expand the realm of possibilities.

Connected TV

If content is king, then video content reigns supreme–and recent stats prove it. Programmatic CTV spending continues to grow despite a world-wide pandemic. eMarketer projects that CTV ad spending in the US will reach $10.81 billion by 2021 (source), and the increasingly digital nature of the workplace supports continued growth in programmatic streaming. The B2B workplace is no exception. B2B marketers are employing new devices in their workday, opening the door for increased touchpoints.

Programmatic Audio

Programmatic audio advertising is also proving to be ripe with opportunity. According to eMarketer, by 2021, the average US adult will spend 86.88 minutes a day with digital audio (source). Audio is a medium that continues to maintain its worth in 2020 and integrates into B2B strategies already deploying programmatic CTV. Audio ads can deliver impressions to key accounts without requiring visuals in a highly targeted yet minimally disruptive format.

CTV and Audio Pairing Potential

The diversity of devices in the “new” workplace means increased avenues for impressions and trackable ads. CTV and Audio are uniquely poised to fill in gaps in your media type combination and reach your B2B audience wherever they are most engaged–whether it be through programmatic video streaming or audio. So, while the type of ads you choose should strategically align with your target B2B audience, the pairing potential of CTV and programmatic audio is proving to make it a powerful combination for B2B advertisers.
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