The 2026 CTV for ABM Playbook

Key findings

• The pricing gap is real, and temporary: roughly 41% of B2B ad budgets go to LinkedIn alone, with CPMs up 28% year over year. CTV reaches the same executives for $20 to $50, and 98% of B2B teams plan to increase CTV spend this year.
• A company becomes a TV audience in four moves: account, contacts, household, account. Upload a CSV, sync a HubSpot list, or build on firmographics. Reporting rolls up per company, not per household.
• Proven on our own ABM list: 251 target accounts, 439K households, 3.7M impressions, and a 97.5% completion rate. 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 actually connects a CRM full of work emails to a couch, how to enrich a list so it matches, how to run a pilot with a randomized holdout, and how to report at the account level instead of the impression level. Built with HubSpot.

What you'll learn

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, how to build an account audience three ways (CSV, HubSpot sync, or firmographic targeting on Vibe's 120M ID graph), what a credible pilot looks like down to the creative spec, and how completion, attribution, and incrementality stack into proof your CFO will accept.