For decades, an agency would rightfully get fired for recommending national TV for B2B campaigns. National television largely belonged to consumer brands with mass-market appeal. Think Coca-Cola and Nike.
Because customers in the B2B space typically include huge numbers of customers in urban and suburban areas, TV buys were prohibitively expensive. The safe play for B2B brands with industrial grade machinery or software platforms was targeting audiences through trade publications, industry events and digital ads.
Large ag brands have been running TV campaigns for years because rates their target market have typically been more affordable. But ag brands with smaller budgets faced the same budget challenge as other B2B marketers.
Then something remarkable happened as the TV landscape transformed over the decade. What was once off-limits is now an efficient, measurable and highly targeted channel for B2B marketing, specialty ag advertising and niche agricultural brands.
The death of old TV, the rise of precision video
The TV business as we knew it (prior to 2015) has vanished. It’s been replaced by a complex, dynamic and surprisingly accessible video advertising ecosystem. This isn't just about a name change. It's a fundamental shift in how content is delivered and how ads are bought and sold.
The good news? This new, byzantine world of video advertising has created a game-changing opportunity for B2B and specialty ag advertisers. You can finally put your message on the biggest, most premium screen in the house: the television. And with a level of efficiency and targeting that was once unimaginable.
The key to this revolution is Connected TV (CTV).
What is Connected TV (CTV)?
Connected TV, or CTV, refers to any internet-enabled device that allows you to stream video content on a television including:
This technology replaced the old TV model of fixed schedules delivered via cable or satellite. The content that flows through these devices is called Over-the-Top (OTT). It includes ad-supported services like Hulu, Peacock or Tubi, as well as the ad-supported tiers of services like Netflix and Disney+.
Here’s what makes this powerful for B2B marketing and niche ag advertising: While a viewer might be watching Yellowstone or the latest NFL game on their smart TV, the ad they see isn’t a traditional TV, also known as linear TV, commercial. It’s a precisely targeted CTV ad, delivered to their specific household based on their demographics like occupation, age or location.
This seemingly small distinction is the difference between a budget-burning, mass-market tool into a precision instrument for B2B and niche ag marketing.
Old TV vs. new video: Opening new opportunities for B2B marketers
To understand CTV’s power for B2B and specialty ag brands, you have to understand how it contrasts with traditional TV advertising:
How it works
Targeting capabilities
The precision targeting also presents opportunities for ag brands that have historically relied on Linear TV. They can now target very specific audience segments with surgical precision.
Ag brands targeting farmers can target by:
For the first time, you can show your farm management software ad to a corn grower in Nebraska. Or target your drone technology to precision agriculture adopters. All without wasting dollars on urban viewers who’ve never set foot on a farm and have no interest in your product.
Measurement & Analytics
You can track exactly how many farmers saw your drone equipment ad and then visited your dealer locator, downloaded your comparison guide or requested a consultation. This makes calculating ROI possible and allows optimizations based on performance, not guesswork.
Cost & Scalability
Start with a modest test budget during planning season and scale up as you prove campaign effectiveness.
The psychology of the living room: Why “lean back” matters
Beyond the technical advantages, CTV offers a powerful psychological benefit for agricultural advertising.
When that progressive farmer is in their office reviewing yield maps or commodity prices, they're in a "lean-forward" mindset. They’re working, focused, with multiple distractions competing for attention. Your LinkedIn ad about variable-rate seeding might get lost in the noise.
But when that same farmer is at home, relaxed in their living room watching ESPN or Succession, they're in a "lean-back" mindset. They're receptive, engaged, and trusting of the premium content environment.
Your well-crafted marketing message that tells a story about solving real challenges is more likely to resonate and create lasting brand recognition in this credible, distraction-free environment.
Creative excellence: Crafting ag ads for the big screen
While the targeting advantages are undeniable, creative execution requires a different approach for CTV success in B2B marketing and specialty ag advertising.
The creative that works on LinkedIn or Facebook often fails on CTV. Here's why:
This approach works equally well for B2B marketing across industries. Tell stories that resonate with your audience's daily challenges.
Implementation Strategy for Agricultural Marketers
Ready to leverage CTV for your agricultural marketing campaigns? Here's your roadmap:
The future of B2B marketing is in the living room
CTV is not a new channel to test; it’s the future of B2B and niche and specialty ag marketing. It perfectly combines premium, credible environments with hyper-specific audience targeting a combination that's historically been impossible for niche ag agricultural advertising and most B2B marketers.
The living room is no longer off-limits to ag tech brands, for example. With creative built for the couch instead of the conference room, CTV represents the next great frontier for B2B brand building and lead generation.
Your competitors are probably still debating whether decision-makers watch streaming TV. (Spoiler alert: they do, and they're highly engaged.) The question isn't whether CTV will work for niche marketing; it's whether you'll be early enough to gain a competitive advantage.
Need help determining how CTV can fit into your marketing? We can help! Drop us a note to get the conversation started.
See how forward-thinking brands are winning. Check out our case studies and start shaping your next campaign with proven insights.