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Catching the Professional Eye: How CTV is Reshaping B2B Advertising

A look into the Magna-LinkedIn report on CTV’s potential to engage business decision-makers

solli
31st October 2024
In today’s increasingly fragmented media landscape, reaching decision-makers where they spend their time is crucial for B2B marketers. According to a new report by Magna and LinkedIn, connected TV (CTV) has emerged as a powerful tool for engaging professional audiences, including influential business decision-makers. The report, Catching the Professional Eye, offers insights into the media habits of LinkedIn users and explores how CTV can drive engagement and impact within B2B campaigns.

In this article, we’ll cover the report’s findings on decision-maker behavior, ad receptivity, and the potential for CTV to accelerate the buyer’s journey in the B2B space with a particular lens for those working in the pharma media industry in the US.

Debunking Myths: Business Decision-Makers Embrace CTV

One of the report’s primary takeaways is that CTV isn’t just a space for B2C advertising. 98% of LinkedIn users surveyed watch CTV at least weekly, compared to 83% who watch linear TV. Surprisingly, the professional audience on LinkedIn not only prefers CTV but actively engages with ad-supported content. 94% of respondents reported watching CTV with ads regularly, indicating that business decision-makers are more open to CTV-based messaging than previously thought.

The findings suggest that pharma media professionals targeting healthcare decision-makers and other key stakeholders may benefit from diversifying their advertising strategy to include CTV, tapping into a media...

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