Stacking Growth | The B2B Marketing Podcast Integrating CTV into your paid media strategy | August B2B Roundtable
Aug 19, 2025
Matt Sciannella, Kyle Taylor, and Aaron Weekes, all marketing experts specializing in paid media strategies, dive into the world of Connected TV (CTV) advertising. They discuss how CTV enhances audience reach and engagement, emphasizing its non-skippable ads. The trio shares insights on budget allocation, common creative challenges, and measurement techniques. They also explore leveraging LinkedIn for cost-effective targeting, the importance of clear messaging over creativity, and the vital metrics to track for successful CTV campaigns.
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CTV Delivers Screen Dominance
- CTV gives SMB and mid-market B2B companies screen dominance with non-skippable, high-attention creative.
- Matt Sciannella reports consistent lift in hand-raisers after prolonged CTV exposure across clients.
Build Offline Conversion Tracking First
- Set up offline conversion tracking (e.g., LinkedIn CAPI, Zapier) to measure CTV influence on leads, opportunities, and closed deals.
- Use reach, frequency, CPM, impressions, and average watch time as primary in-platform KPIs for awareness.
Run Long Tail Holdout Tests
- Treat CTV as a long-term, 6–12+ month experiment and use geo or temporal holdout tests to prove incrementality.
- Benchmark historical inbound and compare cumulative trajectory after layering CTV to measure lift.