There are more ways than ever to generate both wide and targeted ad reach. As a result, marketers are now increasingly focused on outcomes—honing in not only where ads appeared and how many people saw it, but importantly, whether airings actually yield web visits that can create sales conversions.
That goes double for business-to-business advertisers, who are regularly pitching products and services to a limited audience of potential buyers. For B2B brands, though, one conversion is worth far more than a single bag of chips or a can of soda.
iSpot’s Q3 Unified TV & Video Ad Snapshot digs into 30-day online conversion lift for B2B advertisers, highlighting how sports programming is key, even when ads are few and far between—as is the case for soccer matches.
Soccer on NBCU properties, largely English Premier League matches, converted B2B web outcomes at a higher rate than other programming in Q3, with nearly six per one thousand viewers. It’s an impressive level considering the length of B2B sales cycles, but also the limited ad breaks for soccer, primarily confined to halftime and immediate postgame.
Sports were generally popular for B2B conversions, as eight of the top 10 programs were categorized as sports (either live or documentary). Women’s sports were also particularly effective. WNBA games on Scripps properties hit 3.5 conversions per 1,000 B2B ad viewers.
However, B2B advertisers can also find value in non-sports programming. Q3 data shows Paramount Global popular music programming near four conversions per 1,000 B2B ad viewers. Quiz & giveaway programming on TelevisaUnivision performs similarly, also showcasing the growing value of Spanish-language inventory across industries.
Business outcomes aren’t just a nice-to-have. Reach out to iSpot to learn more about how your ads are converting, and download iSpot’s Q3 Unified TV & Video Ad Snapshot today.