Connected TV (CTV) – those streaming apps and smart TVs delivering video content via the internet – is quickly becoming a power channel for B2B marketing. Not long ago, “TV advertising” seemed out of reach for B2B brands. But times have changed. B2B decision-makers are cutting the cord and flocking to streaming content, and savvy marketers are following suit. In fact, CTV is now one of the fastest-growing channels in advertising, with spending expected to jump 13.8% in 2025 (Forrester).
For SMBs and agencies, this is great news: CTV advertising is more accessible, cost-effective, and impactful than ever.
So, let’s break down how TV became a B2B power channel – and what it means for your business.
Your B2B audience is probably on CTV right now. Professionals might end the workday by streaming their favorite series or catching up on industry news via smart TV apps. In a study by MAGNA Media Trials, 88% of viewers considered purchasing a product or solution after seeing a B2B ad on CTV, and 83% actually made a purchase of the advertised service (QuickFrame).
This high engagement isn’t so surprising when you think about the context. Unlike a busy social media feed or a crowded email inbox, CTV commands full-screen attention. CTV ads are often non-skippable, meaning your message actually gets seen and heard without the quick “scroll-past” reflex.
CTV viewership has exploded to over 233 million U.S. viewers in 2024 (StackAdapt). Nearly 40% of business decision-makers watch TV (including streaming) daily to keep up with business trends (Forrester). According to recent research, 96% of B2B brands are embracing CTV, and 73% have already integrated it into their marketing mix (DemandGen Report).
Why? Traditional digital channels are getting harder to scale. CTV offers a new path, combining TV’s visual impact with digital precision.
CTV began as an awareness channel, but today it drives full-funnel results. Siemens, for example, found CTV campaigns were 33% cheaper to reach each viewer than other platforms (LinkedIn).
But it’s not just branding. A LinkedIn study found that 72% of professionals considered a purchase within a week of seeing a CTV ad. MAGNA found 79% started a free trial after seeing a relevant ad (QuickFrame).
One of the biggest advantages of Connected TV for B2B marketers is the ability to target your exact audience — not just broadly, but by profession, industry, and even company.
With Skybeam, you can go far beyond general demographics. Our platform gives you access to detailed occupation-based targeting, allowing you to serve ads to professionals like:
IT and software professionals
Executive leaders
Middle management
HR and finance professionals
Sales reps and small business owners
Engineers, logistics, and manufacturing professionals
…and dozens more. Whether you’re targeting C-suite decision-makers, department heads, or niche industry roles, Skybeam helps you get in front of them while they’re streaming.
This level of precision also makes Account-Based Marketing (ABM) on CTV is not only possible —but powerful. You can tailor campaigns to reach specific roles within them, showing up in their living rooms with messaging that speaks directly to their business needs.
When inboxes are overflowing, and digital ads blend into the background, CTV gives you a fresh way to connect with real B2B buyers — right where they’re tuned in and paying attention.
CTV advertising is becoming more accessible every day. With more platforms—like Amazon Prime Video—opening up to ads, costs are coming down and opportunities are opening up for everyone, especially small and mid-sized businesses (AdExchanger).
You no longer need a massive budget to get on TV. With Skybeam, you can launch a campaign for just $50/day, with no contracts or signup fees.
It’s an easy, flexible way to try out B2B CTV advertising, see what works, and scale up when you’re ready.
Don’t have a ready-made video? You don’t need a production crew to get started. With Skybeam’s built-in AI tools, you can now generate a polished TV commercial in just minutes — straight from your website.
Thanks to our integration with Waymark, all you need to do is click “Create Video” and we’ll instantly pull content from your site to build a professional 15- or 30-second commercial. No editing skills, no scripts, no stress. It’s the fastest way to get your brand on the big screen — without a big budget.
Prefer to upload your own creative? That’s easy too. Just drag and drop your finished video into the platform.
Define your goal and audience. Are you building awareness, generating leads, or supporting your marketing mix?
Pick an inventory. Pick premium networks and platforms that match your audience and campaign goals.
Upload or Create your video. Use our AI-powered TV creatives generation tool or hire a freelancer to produce a short, clear message.
Start with a test run. Launch a pilot campaign with a small budget and test targeting.
Integrate with other channels. Align your messaging across search, social, and email.
Track results and optimize. Monitor key metrics like cost-per-view, site traffic, and lead quality to improve results.
CTV has opened the door for B2B marketers to reach real decision-makers at scale. It’s powerful, cost-efficient, measurable, and, yes — available to businesses of every size.
CTV is no longer the future. It’s the now.
Ready to get started? Try our self-serve TV advertising platform and launch your first TV campaign in minutes.
Olena Svietlova
2025-04-10 • 5 min to read
