The enterprise decision-maker who approves a 200-seat AR training deployment is not converting on a LinkedIn carousel. They are consuming industry content, technology news, and business programming on connected TV in the evening – the same attention block where B2B CTV advertising delivers its highest engagement rates. Winston Francois builds CTV programs for AR/VR companies that reach the right job titles in the right industries with creative built for the medium, not repurposed from your demo video. The outcome is a pipeline channel that reaches buyers during high-attention moments outside the work inbox.
The Problem
Your current paid channels cannot reach enterprise decision-makers at the right stage
LinkedIn and Google paid search reach buyers who are actively researching your category – but enterprise AR/VR deals often start before the buyer has a formal vendor evaluation underway. The VP of Manufacturing who will eventually champion your AR inspection platform is not searching 'AR inspection software' yet. They are consuming technology business content on streaming platforms. CTV advertising reaches them at the awareness stage, before competitors have engaged them, which means you are shaping how they frame the problem before procurement starts.
AR/VR creative repurposed from product demos does not work in a 30-second CTV spot
The product demo that works in a 15-minute sales call – showing the headset UI, the spatial overlay, the content authoring workflow – does not translate to a CTV spot. Enterprise CTV creative that drives recall and action is built around the business outcome, not the technology experience. An AR/VR company that runs a 30-second spot showing someone wearing a headset and looking at overlaid data will lose to a competitor who shows an operations manager cutting certification time. Creative format is a distinct discipline from product marketing, and most AR/VR teams do not have it.
You cannot justify CTV spend without a measurement framework that connects views to pipeline
Connected TV does not have the click-through attribution of display or search. An AR/VR company that runs CTV without a measurement framework will not know if it is working until sales asks why a prospect mentioned seeing your ad – which is anecdotal, not actionable. Without view-through attribution tied to your CRM, account-level lift measurement, and pipeline influence tracking, CTV spend is either abandoned after one quarter or renewed on faith. Neither outcome is good for a Series A company with a defined runway.
Audience targeting for enterprise AR/VR buyers on CTV requires specialized data layering
The audience segment 'VP of Operations at a manufacturing company with 500 or more employees who is evaluating industrial AR' does not exist as a pre-built CTV audience segment. Building it requires layering job title data, company size data, industry SIC codes, and behavioral signals across multiple data providers. Most CTV platforms offer consumer-grade audience targeting that is not granular enough for enterprise B2B. Running CTV without proper enterprise audience architecture wastes the majority of your impressions on people who will never buy.
How We Help
Winston Francois starts every CTV engagement with an audience architecture sprint: defining the specific enterprise buyer segments for your AR/VR product, mapping them to available data signals on CTV platforms, and building the targeting layer that puts your ad in front of job titles and industry segments that match your ICP.
Creative development for CTV in the AR/VR market follows a specific format principle: lead with the operational problem, not the technology. A 30-second CTV spot for an enterprise AR training platform should open with a number – a technician error rate, a certification time, a compliance failure cost – not a headset. The last five seconds is the category name and your URL. We develop CTV creative in the outcome-first format because enterprise buyers respond to problem recognition before they will evaluate a technology solution.
Campaign structure for AR/VR CTV follows a three-layer approach. The awareness layer targets your broadest enterprise buyer segment with outcome-focused creative at three to five impressions per week. The consideration layer targets companies that have visited your website or engaged with your content using more specific creative that names your category. The pipeline acceleration layer targets active deal accounts from your CRM, running account-based CTV to keep you visible during a 90 to 180-day enterprise evaluation cycle.
Measurement is built before the first dollar is spent. Winston Francois configures view-through attribution in your CRM, sets up account-level lift measurement using matched market methodology, and builds the pipeline influence dashboard that shows how CTV exposure correlates with deal progression. For AR/VR companies with longer sales cycles, we focus particularly on the influence metrics: did accounts exposed to CTV move through pipeline stages faster than non-exposed accounts? Did they have shorter sales cycles?
Optimization cadence for CTV is monthly: creative performance review, audience segment performance analysis, frequency and reach adjustment, and budget reallocation from underperforming placements to overperforming ones. CTV platforms vary significantly in their enterprise audience quality, and monthly optimization prevents spend concentration in channels where your ICP audience is thin.
What we deliver
- Enterprise Audience Architecture – ICP segment definitions, data layer specifications, targeting build across CTV platforms
- CTV Creative Package – 15-second and 30-second spots in outcome-first format, awareness and consideration variants
- Campaign Structure Build – Three-layer campaign setup (awareness, consideration, pipeline acceleration) with audience, creative, and bid configuration
- CTV Measurement Framework – View-through attribution setup, account-level lift methodology, pipeline influence dashboard in your CRM
- Monthly Optimization Report – Creative performance, audience segment analysis, frequency analysis, budget reallocation recommendations
Enterprise AR/VR buyers make category decisions during the awareness stage – before they have opened an RFP. CTV reaches them in that window. The companies that are visible during high-attention evening content consumption are the ones that get added to the evaluation list when procurement formally starts.
Our Methodology
The 90-day sprint starts with 30 days of foundation: audience architecture, creative development, measurement framework setup, and campaign build. We do not run a single impression until the measurement infrastructure is live in your CRM. The most common CTV failure pattern is launching too fast and then being unable to attribute performance, which makes it impossible to optimize or justify the spend.
Days 31-60 launch the awareness and consideration layers with weekly performance monitoring. The first 30 days of a live CTV program are a calibration period – we watch frequency delivery, audience reach, and early view-through signals to confirm the audience segments are delivering at the scale needed to produce meaningful pipeline influence data. Adjustments happen weekly in the first month, not monthly.
Days 61-90 add the pipeline acceleration layer, targeting active deal accounts in your CRM with account-based CTV. By day 90, you have 60 days of performance data across the awareness and consideration layers, one full month of account-based pipeline acceleration, and the first monthly optimization report. The measurement framework is producing account-level lift data that tells you which industry verticals are responding to CTV exposure and which creative variants are driving the strongest view-through engagement. What separates this approach from a media agency: we optimize for pipeline influence, not impressions. Every budget decision is justified against deal progression data, not CPM benchmarks.
How We Work
Engagements begin with a two-week audience and measurement discovery: we review your ICP definition, map available CTV audience signals to your buyer profile, and assess your CRM setup for view-through attribution capability. This gives us the data to set realistic expectations for reach and pipeline influence before the campaign launches.
The core engagement structure is a strategist who owns campaign architecture and optimization, and a creative producer who develops and iterates CTV assets. You provide CRM access for attribution setup, ICP definition input from your sales team, and a designated marketing lead for the monthly performance review.
Weekly cadence: automated performance dashboard delivery covering reach, frequency, view-through activity, and account-level CRM activity. Monthly cadence: a 60-minute optimization review with your marketing lead covering creative performance, audience segment performance, budget reallocation decisions, and pipeline influence data.
Engagements run three to six months. The first 90 days build the infrastructure and launch all three campaign layers. Months four through six focus on optimization and creative refresh – CTV creative fatigues at higher frequency, and refreshing the awareness layer creative in month four is typically the biggest performance lever in a mature CTV program.
- Enterprise buyer awareness in target verticals and job titles
- Pipeline acceleration for active deal accounts
- Sales cycle reduction for CTV-exposed accounts versus non-exposed accounts
- CAC reduction as organic and inbound volume increases from category awareness
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Frequently asked questions
How much does a Connected TV advertising engagement cost for AR / VR / Metaverse companies?
Winston Francois CTV engagements run $10,000 to $20,000 per month in management fees, separate from media spend. Media spend for enterprise B2B CTV programs with proper audience targeting typically starts at $15,000 per month to generate meaningful reach at the enterprise buyer segment level – below that threshold the audience volume is too thin to produce reliable pipeline influence data.
How long before we see results from Connected TV advertising work?
View-through attribution data begins accumulating in the first 30 days of a live campaign. Account-level lift data – comparing deal progression rates for CTV-exposed accounts versus non-exposed accounts – typically has statistical meaning by days 60 to 90 if your deal volume supports it.
How does the Connected TV advertising team integrate with our existing staff?
Winston Francois operates as an extension of your demand generation or paid media function. Our campaign strategist works directly with your CRM administrator to configure view-through attribution and pipeline influence tracking.
What makes Winston Francois different from a traditional Connected TV advertising agency?
Most CTV agencies are built for consumer brands and measure success in CPM and reach. Winston Francois measures success in pipeline influence and deal progression – because for an AR/VR company selling to enterprise, the only CTV metric that matters is whether CTV-exposed accounts behave differently in your pipeline.
How do you measure ROI from a Connected TV advertising engagement?
The primary ROI measurement is account-level pipeline influence: for accounts in your CRM that received CTV impressions, do they progress through pipeline stages faster, have shorter sales cycles, and close at higher rates than matched accounts that did not receive CTV? We measure this using a matched cohort methodology configured in your CRM from day one.
What type of AR / VR / Metaverse company is the right fit for this service?
The right fit is a Series A or B company with a defined enterprise ICP and an average contract value above $30,000 – at lower ACV, the math on CTV media spend against pipeline influence does not work. You need enough deal volume in your CRM (at least 20 to 30 active deals) to run a meaningful matched cohort analysis.
