Lenovo CTV
The Lenovo CTV engagement scaled connected-television programmatic for an enterprise tech brand at a moment when most B2B buyers had assumed CTV was a B2C-only channel. The program proved otherwise — and at a CPM that beat linear.
The engagement was scoped to test a hypothesis most enterprise tech brands had quietly written off: that connected television, deployed with the right audience targeting and creative, could move B2B brand and consideration metrics at a CPM that beat linear TV. The program ran across premium CTV inventory and the results closed the question.
From discovery
to compounding.
Three steps in the engagement narrative — challenge, solution, results. Each card expands for the longer detail.
Challenge
CTV in B2B enterprise tech was an unproven channel. Linear TV CPMs were unsustainable for the audience scale, but the alternative — display and social — wasn't moving brand lift at the velocity the team needed. The premium CTV inventory was available; nobody on the enterprise side had built the targeting and creative stack to use it effectively.
Solution
Built a CTV operational stack scoped to enterprise B2B audience targeting. Identified premium CTV inventory aligned to the enterprise-buyer media diet. Created CTV-native creative — not adapted from existing display or social assets. Established a measurement framework that captured brand lift, consideration, and downstream pipeline contribution.
Results
Brand lift +412%. Viewability 96%. CPM 32% below linear TV equivalent. The premium CTV thesis closed: B2B enterprise tech can scale on connected television without paying the linear-TV premium. The program continues at scale.
Brand work
in production.
Premium CTV inventory mix — business news + streaming alignment
Real production work. Live on the brand’s domain. Not mockups — what’s actually deployed and earning revenue.
Linear TV CPMs unsustainable. Display and social not moving brand at velocity. Premium CTV inventory available, but the B2B targeting and creative stack didn't exist.
Built the CTV stack from audience to creative to measurement. Premium inventory selection scoped to enterprise-buyer media diet. The brand lift numbers closed the question.
Strategy by
discipline.
CTV inventory selection + audience targeting for enterprise B2B.
Built a layered audience stack — firmographic, intent, account-based exclusion — running against premium CTV inventory aligned to the enterprise-buyer media diet. Business news, premium streaming, sports — not generic CTV ad networks. The inventory mix is what drove the 96% viewability and the brand-lift velocity.
CTV-native creative + downstream measurement framework.
Developed CTV-native creative scoped to the format, not adapted from existing display or social assets. Brand lift and consideration studies running alongside the campaign captured the metric movement that closed the internal debate about CTV's role in the B2B portfolio. Downstream attribution into the existing pipeline-measurement stack proved the channel contribution.
Programmatic display and paid media operating as one. CTV-native creative paired with the audience and inventory stack that made the premium pricing worth it.
What the program
actually delivered.
Real and measured. Compounded. They didn’t arrive all at once.
The premium thesis closed. Brand lift, viewability, and CPM all came in better than the linear-TV alternative. The B2B enterprise CTV question is no longer a question.
Brand lift +412% above pre-flight baseline. Viewability 96% on the premium inventory mix. CPM 32% below the linear-TV equivalent for the same audience definition. The program scaled past the initial test budget and continues at production scale. The audience targeting, creative scope, and measurement framework are now reusable across the broader B2B portfolio — the operational stack that didn't exist when the engagement started now does.
It’s our business
to get proven results.
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