For B2B marketers, the evolution and proliferation of content sources raises both a challenge and a new opportunity: How do you deliver cohesive brand messaging and drive measurable outcomes across diverse media environments?
This opportunity was the focus of a conversation at the recent CTV Connect 2025event in New York City, where Spectrum Reach’s GVP of National Sales, Dan Callahan, joined Ramon Vinluan, Sales Director at LinkedIn Marketing Solutions, in a panel to discuss how their companies are working together to bridge the gap between professional digital platforms and premium CTV content for B2B advertisers.
Reaching Decision-Makers Where They Work and Where They Watch
Spectrum Reach and LinkedInare combining LinkedIn’s vast professional audience data with Spectrum Reach’s expansive CTV inventory, enabling B2B marketers to connect with decision-makers where professional intent meets personal engagement.
On LinkedIn, advertisers can precisely target professionals by criteria including job title, industry, seniority, and company size -- reaching audiences in a high-intent, work-focused mindset. However, professionals don’t stop consuming media at the end of the workday, which means B2B marketers often miss out on valuable opportunities to target decision-makers across platforms.
Spectrum Reach - with access to 30 million addressable households and more than 450 streaming networks and publishers - provides the scale and premium content environment needed to extend the reach of professional decision makers into the living room, where viewers may be more relaxed and receptive.
“The lines between professional and personal media consumption are blurring, “ Callahan said. “B2B marketers who can navigate that continuum with cohesive messaging will build stronger, more lasting connections with the audience they’re aiming to reach.”
Measuring Cross-Platform Impact
Advertisers are increasingly demanding clear, verifiable measurement that shows how each platform contributes to campaign performance -- both in isolation and in concert.
Through partnerships with Ispotand other measurement solutions, Spectrum Reach and LinkedIn are delivering on those expectations. Advertisers gain insights into incremental reach, frequency, and comparative response rates across both environments, bringing clarity to how digital and CTV campaigns reinforce each other.
“At the end of the day, it’s not just about impressions - it’s about outcomes,” Callahan said. “That requires sophisticated measurement frameworks that can track real business impacts across multiple screens.”
THE FUTURE OF CROSS-PLATFORM COLLABORATION
This collaboration between Spectrum Reach and LinkedIn is more than just a case study in B2B marketing. It’s a proof of concept for how data-driven audience intelligence and premium, scalable inventory can come together in a privacy-focused way to unlock smarter, more effective cross-platform strategies, Callahan added.
“By aligning LinkedIn’s professional audience data with Spectrum Reach’s premium inventory, this approach allows advertisers to connect with consumers across screens in a cohesive, privacy-compliant way,” he said. “As brands and agencies explore other strategic data partnerships -- whether based on lifestyle, purchase behavior, or geography -- the potential for innovation only grows. This is just the beginning.“
To watch the full conversation and learn more about how Spectrum Reach is helping brands and agencies push the boundaries of cross-platform marketing, go to:
https://www.spectrumreach.com/articles/connecting-audiences-where-they-are
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.