For many business-to-business (B2B) brands, television advertising may seem better suited to consumer-facing companies than businesses selling products and services to other organisations. But as competition for corporate clients intensifies, is this perception causing B2B brands to overlook a potentially valuable marketing channel?

Globally, the question has gained attention following discussions about the limited use of linear television by B2B advertisers. In Nigeria, however, the extent to which business-oriented brands are reluctant to invest in television remains unclear.

Unlike consumer brands, which often target broad audiences, B2B companies typically focus on specific decision-makers, including chief executives, procurement managers and corporate buyers. Consequently, many prioritise direct sales, industry events, professional networks and digital platforms, where they can engage more targeted audiences.

Television, with its broad reach and potentially high costs, may appear less efficient, particularly for businesses operating in specialised sectors such as engineering, enterprise technology and industrial manufacturing.

However, this approach may overlook the role of brand awareness in business purchasing decisions. Familiarity and credibility can influence which companies prospective clients consider when seeking suppliers or partners. Television could help establish that recognition before a sales conversation begins.

For Nigerian B2B brands, the opportunity may lie in using television alongside existing marketing channels rather than treating it as a replacement for direct engagement. An engineering firm, for instance, could use a television campaign to showcase its expertise, completed projects and capabilities, while digital platforms and industry networks support lead generation.

Still, television is not necessarily suitable for every B2B business. Its value depends on the size of the target market, audience viewing habits, advertising costs and the company’s objectives. For firms serving a limited number of potential clients, targeted marketing may deliver better returns.

The challenge, therefore, is determining whether television is genuinely unsuitable for B2B marketing or simply overlooked because of its association with consumer advertising.

Although more local data is needed to establish the extent of this reluctance in Nigeria, the debate presents an important question for marketers: are B2B brands investing enough in building visibility and trust, or are they focusing so heavily on immediate leads that they risk neglecting long-term brand growth?

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