Research finds 98% of LinkedIn users watch Connected TV, redefining advertising opportunities for business decision makers
October 29, 2024 — New York, NY —MAGNA Media Trials collaborates with LinkedIn to explore Connected TV (CTV) ad effectiveness in reaching B2B audiences. The new study – “Catching the Professional Eye: How B2B Marketers can Reach Decision Makers with CTV” — uncovered that 98% of LinkedIn users, of which 59% were sole decision makers, watch Connected TV weekly, signaling that it’s an effective way to reach B2B professionals. The study illustrates that going beyond traditional business channels such as broadcast cable/satellite, blogs or news websites, and podcasts could expand the marketing mix and reach new audiences for advertisers.
With video uploads growing 34% year-over-year on LinkedIn, the research dives into how video solutions, including CTV, can reach and engage decision makers creatively. According to the findings business decision makers are well represented among CTV viewers and are also receptive to B2B advertising. An impressive 94% of these viewers opt-in to ad supported CTV. This data underscores CTV as a powerful medium that drives meaningful actions and accelerates the deal cycle for B2B brands by either starting a free trial (79%) or purchasing (83%) a product or solution.
“The widespread accessibility of Connected TV is transforming B2B advertising, especially for decision makers,” said Kara Manatt, EVP of Intelligence Solutions, MAGNA. “This shift creates new opportunities for broadening audience reach and delivering even more innovative marketing strategies.”
Key Report Insights:
- Young Decision-Makers: Contrary to the belief that business decision makers skew older, the study reveals that the majority of CTV viewers in this demographic are now Millennials.
- Ad Readiness Across Genres: 94% of decision makers watch CTV with ads, including during comedy and drama programming, which were traditionally considered less receptive environments for B2B advertising.
- Timing Matters: The best times to engage these decision makers are during early morning hours (52%) and in educational (69%) or news (66%) content when they are watching programs to stay informed.
- Storytelling is Key: The research emphasizes the importance of incorporating a storytelling angle into CTV ads, suggesting that a narrative-driven approach resonates more effectively with this audience. Compared to average (100), ads that are funny (over-indexed at 131), emotionally appealing (over-indexed at 111), and feature relatable characters (over-indexed at 109) are highly preferred.
“Catching the Professional Eye” is one of the first studies to deeply explore B2B engagement on CTV, and its unique insights can transform how marketers’ approach professional audiences.
To access the full report and learn more about leveraging CTV for B2B marketing, click here.
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IPG Mediabrands / MAGNA
