Television advertising was, for years, the domain of B2C marketers who worked for big brands with large audiences and plentiful buyers.
The advent of connected TV (CTV) brought online-style targeting to television ads and opened the door for B2B marketers to get in on the action. But it was more complicated than it sounds. Many B2B marketers were unfamiliar with the creative needs of television ads, and CTV measurement was something of a mystery.
Today, we’re talking to Chris Modzelewski, EVP, ad solutions and data monetization at Intentsify, about the opportunities and challenges in CTV for B2B marketers.
Episode guide
0:48: <a href="http://<iframe width="560" height="315" src="https://www.youtube.com/embed/1mCq1tvmeRs?si=zo_upbiBY9bcegcZ&start=48" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen>Meet Chris Modzelewski
1:40: <a href="http://<iframe width="560" height="315" src="https://www.youtube.com/embed/1mCq1tvmeRs?si=lYLHuC35nUW3LLW5&start=100" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen>What is the current state of CTV?
2:43: <a href="http://<iframe width="560" height="315" src="https://www.youtube.com/embed/1mCq1tvmeRs?si=lYLHuC35nUW3LLW5&start=163" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen>What barriers remain for CTV advertisers?
6:08: <a href="http://<iframe width="560" height="315" src="https://www.youtube.com/embed/1mCq1tvmeRs?si=lYLHuC35nUW3LLW5&start=368" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen>What’s the best use of CTV in your B2B marketing strategy?
8:02: <a href="http://<iframe width="560" height="315" src="https://www.youtube.com/embed/1mCq1tvmeRs?si=lYLHuC35nUW3LLW5&start=482" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen>Are B2B organizations hiring more B2C marketers?
9:55: <a href="http://<iframe width="560" height="315" src="https://www.youtube.com/embed/1mCq1tvmeRs?si=lYLHuC35nUW3LLW5&start=595" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen>What does CTV measurement look like?
12:41: <a href="http://<iframe width="560" height="315" src="https://www.youtube.com/embed/1mCq1tvmeRs?si=F-sKA5wMKJKLg-sl&start=761" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen>What will be the big CTV topics in the coming year?
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