Fueling the funnel: How MiQ uses CTV to accelerate B2B conversions

MiQ is a global media partner known for helping brands achieve their goals through data-driven advertising. As more B2B clients looked to reach buying groups across high-impact channels, MiQ saw an opportunity to make CTV a more meaningful part of their omnichannel campaign strategies.

CTV gives advertisers a powerful way to reach engaged audiences in premium video environments. But for B2B marketers, the challenge is whether CTV can reach the right accounts and buying groups with the same precision used across other programmatic channels, then connect that exposure to measurable engagement and conversion outcomes.

MiQ wanted to expand clients’ media strategies to include CTV while maintaining the audience precision and measurement feedback loop that clients demand.

That is why MiQ turned to Bombora digital audiences. Built on a diversity of identifiers, including IP, hashed email, MAIDs, UID 2.0, and specialty CTV IDs, Bombora audiences allow advertisers to target the same strategic audience across multiple programmatic channels. For MiQ, that meant clients could activate coordinated campaigns across CTV, online video, rich media, and display without sacrificing the precision of their audience strategy.

Using Bombora digital audiences, MiQ helped clients reach relevant buying group members across channels and understand how CTV exposure contributed to site engagement and lead conversion.

Influencing the full buying committee

B2B purchases are rarely made by one person. Researchers, influencers, budget owners, and senior decision-makers can all play a role in the buying group, even if they engage with a campaign in different ways.

For MiQ, CTV created an opportunity to reach senior stakeholders who may influence the final decision, but are less likely to take direct response actions.

“At the end of the day, a CEO probably isn’t going to download a white paper, but they’re going to have a say in the final decision.” — Piper Person, Sales Director, MiQ

With Bombora digital audiences, MiQ could use CTV to reach influential buying group members in premium video environments, while supporting the campaign with channels designed to drive site visits and form fills. The result was a more connected omnichannel strategy: CTV helped build influence across the buying group, while online video, rich media, and display helped capture measurable engagement and conversion.

CTV exposure drove stronger engagement

Activating CTV as part of the broader programmatic channel mix elevated reach and engagement relative to prior campaigns. With Bombora audiences, MiQ helped its client add CTV to an omnichannel strategy while maintaining consistent B2B audience precision across channels.

This Intent-powered approach delivered meaningful results:

• CTV-exposed traffic spent 1.6x more time on site
• CTV-exposed visitors converted at a 3.2x higher rate than unexposed users
• One SaaS client saw a 3x increase in qualified site visits using this strategy

Expanding what CTV can do in B2B campaigns

With Bombora digital audiences, MiQ helps clients bring CTV into the broader programmatic mix without losing the precision of their audience strategy. By activating the same strategic audience across CTV, online video, rich media, and display, MiQ can help advertisers reach more of the buying group while keeping campaigns coordinated across channels.

For MiQ clients, that makes CTV a more valuable part of B2B media strategy: a way to extend reach, influence key decision-makers, and support measurable engagement and conversion.