Connected TV has evolved into a measurable, targetable channel – valuable for construction tech when it's centered on genuine B2B targeting and brand-building goals, rather than handled like a broad consumer awareness push.
The Challenge
Many construction tech companies write off CTV as too broad or consumer-oriented for B2B
Connected TV advertising has a reputation as a mass-reach consumer channel, which leads most construction tech marketers to skip it entirely in favor of LinkedIn and search, even though CTV platforms now support household- and firmographic-level targeting that can reach specific company sizes, industries, and geographies with real precision. Skipping the channel outright means missing a way to build brand awareness with decision-makers who are increasingly hard to reach through paid social alone as costs rise.
CTV campaigns without B2B-specific targeting waste budget reaching the wrong households
When a construction tech company does try CTV without proper targeting setup – geo-fencing around commercial construction hubs, firmographic data overlays, or connected data partnerships that identify business decision-makers – the campaign effectively becomes a generic local ad buy with B2B pricing, and budget gets burned reaching households with no connection to construction industry purchasing decisions.
Without a clear measurement framework, CTV is cut at the first budget review
Connected TV is a brand and awareness channel, not typically a last-click conversion channel, but many teams evaluate it against the same last-touch attribution model they use for search or paid social. Without a measurement framework built for how CTV actually contributes – lifted branded search, improved account engagement in ABM programs, faster sales cycle recognition – the channel looks like it's underperforming and gets cut before it has time to show its real effect.
How We Support You
We begin by assessing whether CTV is the right channel for your particular stage and objectives – it's a brand and awareness play best suited to companies with defined target accounts or a clear ICP, not an early-stage business still searching for product-market fit, and we're straightforward about that fit before recommending any spend. When it makes sense, we shape targeting around genuine B2B signals: geo-fencing commercial construction and development hubs, layering firmographic and business data available through modern CTV platforms, and when budget permits, syncing account-level targeting with your ABM target list so the same accounts your sales team is pursuing encounter your brand at home. We create ads specifically for a 15- or 30-second connected TV spot, a different discipline from producing a display banner or social video – it must work under the default assumption that sound is off and communicate one clear message quickly, and we feature real product substance instead of generic brand visuals that could represent any company.
We establish a measurement framework aligned with what CTV actually does well: measuring increases in branded search volume, direct site traffic during flight windows, and changes in account engagement among exposed accounts in your ABM program, rather than imposing last-click attribution on a brand channel. We schedule flight windows around your sales cycle and significant industry events or conferences, allowing awareness building to reinforce other go-to-market activity instead of operating alone. We handle the complete media buy and platform relationships so you don't have to learn CTV ad ops from the ground up, and we deliver reporting that ties spend to pipeline-adjacent signals your leadership can genuinely trust.
What we deliver
- Channel fit assessment – honest evaluation of whether CTV suits your current stage and goals before recommending spend
- B2B-appropriate targeting setup using geo-fencing, firmographic overlays, and account-level sync to ABM target lists where available
- Connected-TV-specific creative built for sound-off viewing and a single clear message in 15-30 seconds
- Measurement framework built around brand lift, branded search, and account engagement rather than last-click attribution
- Full media buy management and flight scheduling aligned to your sales cycle and industry events
CTV isn't simply a consumer channel that also happens to reach B2B buyers – it's a targetable branding channel that many construction tech companies overlook because they're judging it through the wrong measurement model.
Our Methodology
Our CTV sprint for construction tech runs for 90 days. Weeks 1-3: channel fit evaluation, targeting strategy, and account or firmographic data setup to verify the campaign can truly reach relevant construction decision-makers. Weeks 4-7: creative development designed specifically for connected TV, along with measurement framework design aligned to brand-lift and account-engagement signals. Weeks 8-12: campaign launch, hands-on flight management, and an initial measurement readout against the framework, followed by adjustments based on early results. What sets this apart from a generic media buying agency: we begin with a candid fit assessment specifically for B2B construction tech, then evaluate the channel based on what it actually does well rather than imposing consumer-style attribution on a brand campaign.
Our Working Process
First 30 days: channel fit evaluation, targeting and data setup, plus creative briefing. Weeks 5-8: creative production and measurement framework development, with review before launch. Weeks 9-12: campaign launch, hands-on management throughout the first flight window, and a complete measurement readout. Our team includes specialists who have managed CTV specifically for B2B and account-based programs, rather than only general media buyers adapting a consumer playbook. You supply brand assets, ICP and target account data when available, and analytics access for measurement setup. We manage targeting, creative production, media buying, and reporting. Monthly reviews assess flight performance against the brand-lift and account-engagement framework. Engagements generally last 4-6 months, covering at least one complete flight cycle and measurement validation.
- Brand awareness with decision-makers at target accounts outside of work hours and away from ad-blocked feeds
- Measurable lift in branded search and direct traffic during flight windows
- Increased engagement from ABM target accounts exposed to the campaign
If your construction tech company needs connected tv advertising leadership, we should talk.
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Frequently asked questions
What does connected TV advertising cost for a construction tech company?
CTV media spend for a substantial B2B flight generally begins at around $15K-30K per quarter, based on target geography and account list size, plus a one-time creative production fee of $8K-15K for a properly developed spot. Once it's targeted to a specific account list, this is typically more efficient than it may sound because you're not funding the broad mass-market reach required by a consumer CTV campaign.
How soon will we see results from a CTV campaign?
Campaigns generally go live within 8-10 weeks, including creative production and targeting setup, while early brand-lift signals such as branded search volume typically appear during the first four-to-six-week flight window. Since CTV is a brand-building channel, its complete impact on the sales cycle and pipeline usually builds across multiple quarters instead of appearing immediately.
How does CTV advertising work with our current ABM and demand generation programs?
If you already have an ABM target account list, we align CTV targeting with that same list to give accounts consistent exposure across channels, and we coordinate flight timing around any major planned campaigns or events. CTV performs best as a brand layer that supports an established demand generation motion, rather than as a standalone channel operating in isolation.
What differentiates Winston Francois from a general media buying agency offering CTV?
General media buying agencies frequently use a consumer CTV playbook and evaluate it through consumer-style attribution, making B2B campaigns appear unsuccessful even when they're performing exactly as a brand channel should. We base targeting on genuine B2B and account data, develop creative specifically for the format, and measure brand-lift signals that accurately represent what CTV does best.
How is ROI measured for a connected TV advertising engagement?
We measure lifts in branded search volume during and after flight windows, shifts in direct site traffic, and for ABM programs, changes in engagement among exposed target accounts versus a control group where feasible. We present these as leading indicators instead of asserting direct last-click attribution, because that isn't how brand channels such as CTV actually drive conversions.
What kind of construction tech company is best suited to CTV advertising?
The best fit is companies with a defined ICP or active ABM target account list and budget beyond performance marketing alone, as CTV serves as a brand and awareness layer rather than a direct-response channel. Early-stage companies that are still validating product-market fit or lack budget beyond essential lead generation channels will generally find more immediate value in other channels first.
