"CTV isn't cheap. You pay a lot for premium impressions. But, building awareness on a highly compelling storytelling platform is a great way to mitigate ever-rising CPCs and CPAs on heavily saturated bottom-funnel channels like Google and, to some extent, Meta. There are still early-adoption advantages Compared to cost inflation on platforms like Google and Meta, CTV's CPMs have stayed relatively static, even as spend on the channel increases."
"CTV's power users tend to be D2C and B2C brands, not B2B. That makes sense given that CTV is already a little tougher to measure than more direct response-focused channels and B2B's longer, multi-person sales cycle adds complexity on top of complexity. But that also leaves room for aggressive B2B brands to stand out from the competition and help shape their highest-value users' purchase journeys from the jump."
Streaming-connected TV (CTV) can function as an upper-funnel investment for B2B by building awareness and offsetting inflated CPCs and CPAs on saturated direct-response channels like Google and Meta. Premium CTV impressions carry higher costs but offer compelling storytelling that supports long sales cycles. CTV CPMs have remained relatively static despite increasing spend, creating early-adoption advantages as inventory grows. B2B faces less competition on CTV compared with D2C and B2C, enabling aggressive B2B brands to influence high-value buyers early. Successful CTV use requires addressing measurement and multi-person buying complexities.
Read at MarTech
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