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How B2B advertising actually works.
Straight answers on how B2B advertising actually works - why awareness beats a crowded funnel, what creative quality is worth, and why media and creative belong under one roof. Every claim traced to its original source.
Why B2B needs awareness advertising
About 95% of your buyers are not in the market today. They will be. Awareness advertising builds your place in their memory before that day comes —…
Read itBottom-funnel is saturated. Escape the crowd or drown in it.
Almost every B2B marketing dollar now chases the ~5% of buyers who are in-market. Per The CMO Survey (Fall 2024), 68.8% of budgets go to short-term…
Read itYour ad should be about them, not you
The best B2B ads are about the viewer’s problem, not the advertiser’s product. Research from CEB and Google found buyers are about 50% more likely to…
Read itCreative budgets got cut. Media budgets didn’t.
B2B marketing budgets keep shrinking. Gartner says the average fell to 7.7% of company revenue, down from 11% before the pandemic. But paid media’s…
Read itNot happy with your media company? It’s your content.
When a campaign underperforms, B2B companies usually fire the media agency. The research points somewhere else: creative quality drives about 49% of…
Read itWhy media + creative under one roof wins
In most B2B companies, one agency makes the ads and a different agency runs them. Research across 22,000+ campaigns (Analytic Partners) shows…
Read itWhat great B2B creative costs (and why)
Market ranges, self-reported by the people doing the selling: most B2B videos run $5,000–$25,000, premium commercial production $50,000–$100,000+,…
Read itAI content: great for your job, bad for your company
AI is a great work tool and a bad face for your brand. Only 7% of consumers trust a brand more for visibly AI-generated content; 31% trust it less…
Read itLive-action vs motion graphics vs testimonials vs product videos
They’re not competitors. They’re positions on a field. Emotional live-action builds memory with the ~95% of buyers who aren’t in-market yet. Product…
Read itOur creative process: zero surprises
Video Brothers takes B2B brands from a 30-minute questionnaire to a library of up to 75 finished ad deliverables through a 10-step process built…
Read itStop asking what the ad costs. Ask what a year on air costs.
A campaign’s price is a one-time number. Its cost is that number divided by the years it stays on air. Most B2B video is priced to be replaced —…
Read itBig ideas are worth a chat.
Talk to one of our Co-Founders to get the full rundown of the Video Brothers Advertising System. No selling, no pressure. We take on two new partners a month; if it isn’t a fit, we’ll say so.
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