The 2027 CTV for ABM Playbook
A B2B purchase now involves 5 to 16 buyers across 4 functions, scattered across channels and messages. Vibe resolves your account list to real, matched IDs so the same story reaches the whole committee on the same screen. Here's how account-based teams run it.
Key findings
- B2B is barely in the streaming auction: 47% of TV viewing is now streaming, but the channel was built for B2C. The result is a pricing gap: $20 to $50 to reach the same senior titles you are paying $55 to $150 for on LinkedIn.
- Four ways to build an account audience: upload a CSV, connect the CRM, CDP, or warehouse you already run, sync a list from Clay, or build on firmographics directly. Reporting rolls up per company, so you see which target accounts you actually reached.
- Proven on our own ABM list: 251 account campaigns, 439K households, 3.7M impressions, 97.5% completion. Built and launched in under 15 minutes at a 98% match rate.
Summary
Account-based teams have mastered three auctions where every competitor is bidding on the same titles. Meanwhile 47% of TV viewing is now streaming, and B2B is barely in that auction. This playbook is the operating manual for the gap: how identity resolution connects a CRM full of work emails to the screens those people actually watch, four ways to build the account audience from sources you already own, how to run a pilot with a randomized holdout, and how to report at the account level instead of the impression level.
What you'll learn
- How a company becomes a TV audience in four moves
- Why a work email alone won't resolve to a household, and what enrichment fixes it
- Four ways to build the account audience from sources you already own, up to firmographic targeting on Vibe's 120M ID graph
- What a credible pilot looks like — a randomized holdout, down to the creative spec
- How completion, attribution, and incrementality stack into proof your CFO will accept
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