Knowledge
Jun 23, 2026
Rikard Jonsson
Rikard Jonsson is Founder & CEO of Hey Sid and a five-time entrepreneur with a background in B2B SaaS, sales, and brand building. He believes B2B marketing is overcomplicated and writes about going back to basics: visibility, positioning, and consistent presence among the accounts that matter.
Account-Based Marketing Meets Connected TV: A New B2B Growth Channel for 2026
TL;DR
Connected TV advertising reaches households associated with B2B decision-makers on personal screens at home, outside the professional context where most digital ads are skipped.
CTV completion rates run significantly higher than display or social video, as most placements are non-skippable. Viewers are far less likely to leave mid-ad than on other digital channels.
This guide covers five CTV strategies for ABM teams: pipeline acceleration, buying committee saturation, new market entry, and post-event follow-up.
CTV works best when coordinated: running CTV as a standalone channel rarely converts. Pair it with outreach and content targeting the same named accounts.
Part of the Connected TV Advertising Hub: What Is Connected TV Advertising? A Complete Guide for B2B Marketers | Connected TV vs Linear TV: Which Delivers Better Results for B2B in 2026? | Best Connected TV Advertising Platforms and Services for B2B in 2026 | How to Target Specific Companies with Connected TV Ads in 2026
What CTV Brings to ABM That LinkedIn and Display Cannot
B2B advertisers have two reliable channels for reaching named decision-makers: LinkedIn and programmatic display. Both work. But both share a structural limitation: they reach people at their desks, in professional mode, with their filters up.
Connected TV changes the context. Three properties make CTV distinct for ABM:
Personal screen access. CTV reaches households in the evening, outside of work hours. The psychological posture is different. The same VP of Marketing who skips your LinkedIn ad during a morning scroll is in a different context that evening without an inbox to check.
Lower-skip completion. Most CTV ad placements are non-skippable. Completion rates run well above display and social video benchmarks as a result. Your message has a far better chance of finishing than it does in other digital formats.
Household-level targeting using professional audience data. CTV platforms use probabilistic identity graphs to associate professional data, such as company affiliation and job function, with household devices. The matching is not deterministic: you are reaching households that are likely associated with your target accounts, not confirmed individuals at verified addresses. But for ABM teams, even probabilistic reach into the right households adds a channel that LinkedIn and display cannot access.
These three properties do not replace LinkedIn or display. They add a third surface where your brand appears. That repetition across surfaces is what builds the familiarity that converts sceptical B2B buyers.
For a full overview of how CTV works as a channel, see What Is Connected TV Advertising? A Complete Guide for B2B Marketers (Please upload the live URL when articles are published).
1. Hey Sid: CTV as Executive Visibility Layer in the Influence Loop
Strategy: Hey Sid integrates CTV advertising into its Influence Loop, placing video ads on streaming platforms via probabilistic matching to households associated with decision-makers at target accounts, while simultaneously running LinkedIn display and automated outreach to the same accounts. CTV acts as the visibility layer that warms the account before outreach lands.
What makes it different: Most B2B advertisers run CTV as a brand awareness play, separate from account-based outreach. Hey Sid treats CTV as one channel in a coordinated sequence. Always On handles person-level advertising on LinkedIn and display, with CTV extending reach into household screens associated with the same target accounts. Authority Builder runs thought leadership content to the same individuals on LinkedIn. Precision Connect sends outreach only after the account has seen multiple touches across all three surfaces.
Channels used: CTV (streaming platforms via probabilistic household matching), LinkedIn display (Always On), LinkedIn outreach (Precision Connect), thought leadership content (Authority Builder)
Client | Key result | Additional impact |
Mercuri International | 85% reduced ad spend *(client-reported)* | One of their biggest deals in a decade *(client-reported)* |
Devotion Ventures | 45+ qualified meetings in 4 months *(client-reported)* | Consistent pipeline from named accounts *(client-reported)* |
Risk Ident | 2.5x shorter sales cycles *(client-reported)* | 40% higher engagement, GDPR compliant *(client-reported)* |
Why it works: The Influence Loop creates compounding familiarity. By the time Precision Connect sends a LinkedIn message, the account has already been exposed to the company's ads on display and on streaming. The outreach lands as a familiar name, not a cold interruption. CTV adds the one surface that neither LinkedIn nor display can reach: the home screen.
Key takeaway for your team: You do not need Hey Sid's full stack to start. The principle is coordination: run your CTV campaign against the same named account list you use for outreach. The sequence matters more than the channel count.
Book a demo: Hey Sid, Book a demo
2. Pipeline Acceleration: CTV for Late-Stage Deals
Strategy: When a deal is in late-stage evaluation, the risk is not awareness: it is competitive displacement. CTV addresses this by extending your brand's presence into household screens associated with buying committee members, reinforcing recall during a period when other vendors are pushing hard.
What makes it different: Most teams increase email and call frequency at late stage. CTV works differently. A short video ad on a streaming platform runs in household screens associated with contacts at a target account on a Tuesday evening, outside of the evaluation spreadsheet. It is not trying to generate a click. It is maintaining brand presence in a context where competitors are almost certainly absent.
Channels used: CTV (household-matched campaign to target account contacts), LinkedIn display (reinforcement), direct outreach (concurrent)
Why it works: Late-stage deals stall when champions lose internal momentum. CTV extends your brand's visibility into a context the champion's colleagues may encounter at home, making it easier for your champion to reference a name their stakeholders have already seen. That ambient familiarity can reduce internal friction.
Key takeaway for your team: You do not need a large CTV budget to run this. Build a list of contacts at your top 20 open opportunities. Run a CTV campaign targeting households matched to those contacts for the duration of the evaluation period. Set a frequency cap of 3 to 5 impressions per week to avoid overexposure. Note that CTV matching is probabilistic: not every contact will be reached, and your actual audience will be households associated with your list rather than confirmed individuals.
3. Buying Committee Saturation: CTV Across All Stakeholders
Research from Gartner shows that B2B purchase decisions typically involve 6 to 10 stakeholders. Most ABM programs reach one or two: the champion and sometimes the economic buyer. CTV can extend reach into households associated with a broader set of stakeholders, because targeting is based on household and device matching rather than individual profile engagement.
What makes it different: LinkedIn targeting at the individual level is expensive when you need to cover 6 to 10 people per account across 50 to 100 target accounts. CTV campaigns built from company contact lists can reach households associated with multiple stakeholders at lower per-impression cost than LinkedIn, making broader account coverage more affordable for mid-market ABM programs. The match rate is partial and probabilistic: expect to reach a portion of your target contacts, not all of them.
Channels used: CTV (household matching from account contact lists), LinkedIn display (champion and economic buyer focused), programmatic display (account-based retargeting)
Why it works: Buying committees stall when stakeholders arrive at internal review meetings with unequal levels of awareness. One person knows the vendor well; three have never heard of them. CTV extends the possibility of brand exposure beyond the contacts your outreach reaches directly, distributing awareness more broadly across the account.
Key takeaway for your team: Start with your Tier 1 list: your top 20 to 30 accounts by revenue potential. Build a CTV audience from your contact list for each account and run for 60 days before your outreach sequence begins. Treat CTV reach as supplementary to, not a replacement for, direct engagement with individual stakeholders.
4. New Market Entry: CTV for Brand Building Before Sales Moves In
Strategy: When entering a new vertical or geography, the first problem is not pipeline: it is brand recognition. No one returns outreach from a name they do not recognise. CTV addresses this by running a brand presence campaign to households associated with decision-makers at target companies before any sales activity begins.
What makes it different: Display advertising for brand awareness is cheap but forgettable. LinkedIn video competes with professional content in a cluttered feed. CTV runs on the living room television, where production quality is expected and attention span is longer. A 30-second video ad on a streaming platform leaves a stronger impression than a display banner seen for less than a second.
Channels used: CTV (brand video, target account list), LinkedIn display (secondary reinforcement), programmatic display (awareness retargeting)
Why it works: The first 60 to 90 days in a new market are a brand-building window. Outreach without name recognition is noise. CTV in this phase increases the probability that your brand is familiar when subsequent outreach lands.
Key takeaway for your team: You do not need a large creative production budget. A single 30-second brand video, built once, can run for 90 days across a target account list of 50 to 100 companies. Prioritise production quality over volume.
5. Event-Based CTV: Extending the Trade Show Halo
Strategy: Trade shows generate a concentration of in-market buyers at one time. The problem is the 90-day post-event window, when relationships formed at the booth go cold. CTV extends the event halo by running follow-up video ads to households associated with event attendees after the show, keeping the brand visible during the period when follow-up emails are being ignored.
What makes it different: Post-event email follow-up is universal. Every vendor at the show is sending the same sequence. CTV adds a channel where post-event follow-up is rare. Matching event attendee lists to household device data is probabilistic and partial: not every attendee will be reached, and the match rates vary by list quality and identity graph. But even partial household reach on a channel where competitors are absent creates a meaningful presence advantage.
Channels used: CTV (event attendee list, post-show household matching), LinkedIn display (attendee retargeting), outreach sequence (concurrent with CTV window)
Why it works: The window after a trade show is a known buying moment. Attendees are in evaluation mode. Most follow-up fails because it competes in the inbox. CTV extends brand presence into a different surface during the same period, reinforcing the booth interaction in a context where no competitor is active.
Key takeaway for your team: You do not need the full attendee list. Build your CTV audience from your booth scan list: the contacts who specifically interacted with your team. That list of 200 to 500 people, targeted for 45 days after the show, represents a focused, time-limited CTV campaign. Expect partial match rates: household matching is not one-to-one with your contact list.
Comparing CTV ABM Strategies
Strategy | Account list size | Budget level | Primary goal | Best for |
Hey Sid Influence Loop | 50-200 accounts | Mid-range | Pipeline + awareness | Teams wanting managed coordination |
Pipeline Acceleration | 20-50 accounts | Low to mid | Win rate improvement | Late-stage deal support |
Buying Committee Saturation | 20-100 accounts | Mid-range | Broader account coverage | Complex enterprise deals |
New Market Entry | 50-200 accounts | Mid-range | Brand recognition | Geographic or vertical expansion |
Event-Based CTV | 200-500 contacts | Low | Post-event follow-up | Conference-heavy GTM motions |
How to Apply These CTV ABM Patterns
Start with your account list, not your creative. Every strategy above begins with a defined list of named accounts or contacts. Build the list first: Tier 1 accounts by revenue potential or deal stage. Match that list to CTV audiences before deciding on the ad format.
Coordinate CTV with your outreach sequence. CTV running in isolation produces brand exposure with nowhere to go. Pair it with a concurrent LinkedIn outreach sequence or direct sales follow-up so that when the familiarity is established, there is a conversation to receive it.
Run for 60 to 90 days before measuring. CTV impact on B2B pipeline is not visible in 30 days. The channel builds familiarity over time. Set a minimum 60-day window before evaluating whether CTV is influencing deal velocity or meeting rates.
Match your video to the stage. Brand video (30 seconds, no CTA) works for new market entry and early awareness. Product video (15 to 30 seconds, specific use case) works for pipeline acceleration and buying committee saturation. Do not run a brand-awareness video to late-stage deals.
For a managed approach, Hey Sid runs CTV as part of its Influence Loop, coordinating Always On advertising, Authority Builder content, and Precision Connect outreach against the same target accounts. See account-based advertising for B2B for a fuller picture of the channel mix.
FAQ
What is connected TV advertising for B2B?
Connected TV advertising for B2B uses streaming platforms to place video ads on household devices associated with business decision-makers. Unlike digital advertising that targets job titles or company names at the browser level, CTV reaches household screens via probabilistic identity matching using professional audience data. The targeting is not individual-level: you are reaching households likely connected to your target accounts, not verified named individuals. It is used in ABM programs to extend brand presence beyond LinkedIn and display into a channel most competitors do not use.
How much does B2B connected TV advertising cost?
CTV CPMs for B2B audiences typically range from $20 to $50, depending on targeting specificity, audience size, and platform. Account-based CTV campaigns built from named account contact lists generally require a minimum spend of $5,000 to $10,000 per month to achieve meaningful reach. Campaigns targeting broader job-title audiences can run at lower CPMs but sacrifice the account-specific precision that makes CTV valuable for ABM.
How do you measure connected TV advertising in a B2B ABM program?
The primary metrics for B2B CTV are reach into target accounts (what percentage of your account list was matched and served), frequency (average impressions per matched household), and downstream influence signals: deal velocity, meeting rates, and win rates on accounts that received CTV impressions versus those that did not. CTV rarely drives direct-response actions, but it can influence measurable downstream signals such as branded search volume and direct site visits. Measure it as an influence channel against pipeline outcomes, not as a standalone demand generation tool.
Does CTV work for small B2B teams with limited budgets?
Yes, provided the account list is focused. CTV is not effective as a broad awareness channel for small teams because CPM costs do not scale efficiently at low volumes. It works best when the target account list is tight: 20 to 50 accounts. At that scale, a budget of $3,000 to $5,000 per month can deliver meaningful household-level reach. Keep in mind that CTV matching is probabilistic and partial: your effective audience will be a subset of your contact list, not all contacts. The event-based CTV strategy in this guide is particularly well-suited to small teams, as it activates a time-limited campaign against a warm list of booth contacts.
Conclusion
Connected TV advertising reaches households associated with B2B decision-makers in a context where other channels cannot: the home screen, in the evening, outside professional mode. Whether you are accelerating late-stage deals, building broader account coverage, or maintaining visibility after a trade show, CTV adds a surface that compounds with your existing ABM channels.
The five strategies above are not alternatives to LinkedIn and display. They are additions. CTV performs best when coordinated with outreach and content targeting the same named accounts, so that your brand appears across multiple contexts over the same 60 to 90 day window.
For teams building their broader account-based approach, see intent data for B2B for targeting signals, and the ABM strategy playbook for the full multi-channel framework.
Book a demo: Hey Sid, Book a demo
Sources
Connected TV Advertising Hub: What Is Connected TV Advertising? A Complete Guide for B2B Marketers | Connected TV vs Linear TV: Which Delivers Better Results for B2B in 2026? | Best Connected TV Advertising Platforms and Services for B2B in 2026 | How to Target Specific Companies with Connected TV Ads in 2026
