CTV isn't just a powerful medium for consumer advertising, it's becoming a key channel for B2B advertising as well.
Yet, accurately targeting small business owners has always been a challenge, with many available data sets based on outdated records. VIZIO is addressing this through a partnership with SMB MediaLabs, Intuit's Retail Media Network.
In a nutshell, this partnership helps advertisers target over 7 million small business owners using Intuit’s QuickBooks line of accounting software across the VIZIO platform.
This capability attracted the attention of ad agency Initiative, which was seeking a solution for reaching business decision-makers on behalf of a Fortune 500 client. SMBLab’s ability to reach small business customers based on the type of business, product, and location seemed a perfect fit.
Working with Initiative, VIZIO helped the client run a series of CTV ads targeted at small business owners leveraging the SMBLabs data. Based on the results of a brand lift study conducted after the campaign, the campaign helped deliver significant results in brand KPIs across the funnel.
As the chart below shows, the campaign helped drive an 8% lift in purchase intent among VIZIO audiences who identified themselves as “primary decision makers” for their business — precisely the audience the Initiative client was hoping to reach.
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