2025 is the year of B2B brands launching CTV. CTV may not be the first platform that comes to mind to reach B2B target audiences, but it actually presents a great opportunity for B2B brands. Demand Gen’s 2024 State of CTV Advertising report shows that 70% of B2B advertisers who were surveyed are running ads on CTV, and there is a good reason why. CTV is addressable. B2B brands can target audiences, personalize creative and even interact with interested customers.
But how are B2B brands creating compelling content for the TV screen? One reason that B2B marketers avoided TV in the past, other than a lack of precise audience targeting, was the cost of creative production. That challenge, in addition to the costs associated with producing premium content to run on CTV, is finally giving way to a much more approachable market.
Great CTV creative developed for specific audiences is something Spaceback helps advertisers with every day. By taking the URL from any social media video, B2B advertisers can quickly repurpose social media content for CTV including LinkedIn, which has a big overlap with CTV audiences. That means no production costs and launching quickly.
Our B2B brands that have run on CTV have found measurable success with our Social CTV ad creative. Let’s take a look at one brand that recently launched a campaign for the big screen: Rollo.
Rollo is a leading shipping platform that supports hundreds of thousands of small businesses and content creators. Its wireless printer went viral on social media, so Rollo wanted to capitalize on this viral moment by bringing this same content to other channels.
Rollo was able to quickly recreate these viral videos from social media as Social CTV ad creatives using Spaceback’s platform, making them ready to launch on Roku Ads Manager. However, Rollo wanted to maximize engagement. With Roku’s help, Rollo was able to include an Action Ad overlay with the Social CTV ad creative.
As a result, this was the first time a vertical Social CTV creative ran with Roku’s interactive action ad overlay. It reached over 700K households and reduced the cost per site visit by 76%. Additionally, the average order totaled $182, which signaled that many viewers in the target audience were first-time buyers and not necessarily returning customers.
Making the jump to CTV is seamless when you use Spaceback’s platform to build ad creatives and reach the right audiences.
Spaceback has also partnered with Roku to make it even easier for advertisers who are using CTV for the first time. Roku covers the cost of creative fees, removing the barrier to entry for SMBs in particular to test CTV.
Interested? You can be next in finding success on CTV! For more information on our partnership, head to our landing page.
