Connected TV isn’t often considered a primary channel by B2B marketers to target their desired audiences. But Lenovo is not only making the case for CTV as a valuable venue for B2B, it’s also touting the channel’s use for eliminating ad waste. Specifically, the electronics company boasts achieving over 90% reach against specific enterprise audiences using first-party data matched to target account lists.
“We just finished up a campaign at the end of January that we were really excited about. It’s for our enterprise AI solution running with both our ISG and SSG business groups and we were using CTV to run against a target account list,” Rick Corteville, executive director for the Global Media Center of Excellence at Lenovo, told Beet.TV contributor David Kaplan. “Being able to take that first party data that we had and really hone in on a specific core set of audiences that were trying to promote our overall solution was key.”
The campaign also generated high engagement rates while building frequency against targeted decision makers.
Precision requires data accuracy
Precision at scale depends on maintaining current, accurate first-party data while ensuring intent partners continuously layer additional information into campaign execution for optimal targeting effectiveness.
“When I think about precision at scale, I think there’s a number of things that opens up for us — being able to highlight how we’re always looking to keep that first-party data as up to date and accurate as possible, not only with our own database, but then making sure that our intent partners are continually layering in their data,” Corteville said.
User experience remains critical, as highly targeted campaigns fail without personalized, efficient messaging that drives KPI achievement throughout the customer journey.
Ad tech stack standardization
Lenovo’s team builds internal tools including standardized lead source codes that track all company touchpoints over time, enabling campaign optimization by revealing complete interaction histories with target accounts.
“We have a group building tools around things like standardizing lead source code so that when we’re looking at how we’re able to hit a specific target audience, we’re able to look at all the different touches that we had against that company over a period of time,” Corteville said.
This comprehensive tracking approach significantly improves campaign optimization speed and effectiveness.
Premium inventory, verification defines winners
CTV success in B2B marketing requires premium inventory placement, customer data platform utilization for audience verification, and continuous testing roadmaps that incorporate AI automation partners.
“Making sure that you’re highlighting your brand against really premium inventory — there’s a lot of partners out there that are offering CTV, but making sure that we’re showing up in those quality places,” Corteville said. “Also leveraging a customer data platform and being able to really verify those audiences that you’re going after.”
Lenovo is evaluating AI partners that auto-optimize campaigns and reduce manual labor required for media effort adjustments and tweaks.
“We’re looking at a number of different AI partners to help us auto optimize our campaigns and just cut down on that manual labor in terms of being able to change and tweak the different elements of our media efforts,” Corteville said.
You’re watching “Unlocking the True Potential of CTV Through the Power of Deterministic Data,” a Beet.TV Leadership Series at CES 2026, presented by Intuit SMB MediaLabs. For more videos from this series, please visit this page.
