With decision cycles spanning three to six months and involving up to or even over a dozen stakeholders, the most effective B2B marketing teams are adding high-impact channels to their marketing mixes.

Connected TV (CTV) advertising retargeting represents this next evolution: targeted, 30-second ad spots delivered to prospects who have already shown interest by visiting your website or mobile app, bringing television's storytelling power to your nurturing and digital advertising strategy.

Multiple Touchpoints Without Real Impact

You already know the traditional marketing playbook: email campaigns, webinars, content syndication, LinkedIn outreach, and in-person events. B2B purchases require seven to ten meaningful touchpoints spread across months, and companies that nail lead nurturing generate 50% more sales-ready leads.

But most of these touchpoints happen in crowded digital spaces where differentiation is hard. Display retargeting drives clicks back to gated content. Video ads show up as skippable pre-roll. Email open rates continue declining.

With buyers conducting extensive self-directed research before ever engaging with vendors, brands need formats that command attention and create memorable impressions without requiring action.

That's where CTV changes the B2B marketing landscape.

Why CTV Retargeting Works

CTV retargeting starts with a pixel on your website or app that creates an audience pool, but delivers ads on streaming television instead of the web (a critical distinction for engagement and how people consume content).

Marketers get 15 or 30 unskippable seconds on the largest screen in your audience's households, with full performance tracking through metrics like site visits, form conversions, and pipeline impact.

This creates opportunities impossible with display advertising. A 30-second spot can showcase product demos, illustrate pain points, walk through ROI calculations, or feature customer testimonials.

For complex B2B solutions requiring buyer education, this visual storytelling capability—combined with performance tracking—is transformative.

Multi-Touch Nurturing That Actually Engages

CTV fits naturally into multi-channel nurturing as a high-impact touchpoint alongside email, content, and webinars. The possibilities for ad creatives (commercials) are endless: sequential storytelling where each ad builds on the previous one, or testing different angles simultaneously—each tailored to different stakeholder priorities across buying committees.

Because 81% of B2B buyers prioritize trusting their business partner above all other considerations, repeated brand exposure on a premium medium like television builds credibility that banner ads cannot match.

Imagine your prospect seeing an ad for your company—one they've been researching—on their TV. The impact is instant credibility. Your prospects may trust seeing you on television more than on a social media platform already crowded with ads.

Maintaining Momentum Through Long Sales Cycles