A new study by Research Mountain revealed that the majority of respondents (63%) have seen a B2B CTV ad recently. Almost three-quarters (72%) said that a B2B ad was either relevant to them (31%) or relevant to someone they work with (41%). That’s the thing about CTV advertising, if ad creatives can make an impression on the people they care about, they can help spread the word, too.
B2C and B2B ads aren’t too different after all. When asked what made B2B ads stand out, viewers cited humor, solving problems, “non-salesy” ads and addressing personalized needs as best practices that advertisers should follow when producing ad creative.
All signs point to B2B ads getting their moment in the sun. In fact, viewers look for the same creative elements in B2B ads as they do in B2C. The secret to success is leaning into B2B’s superpower: facts, details, and numbers, all addressed in ad creative, all while answering the question, “How is this addressing my customer’s needs?” An industry in-joke or two wouldn’t hurt, either.
