Audience and contextual targeting delivers B2B audiences

Slack on laptop screen


Slack wanted to increase awareness and drive consideration in the UK among C-suites and business decision-makers of its messaging software as an effective tool for team communication.


Slack developed a series of banner ad creatives featuring several of its clients’ use cases of the platform. Using a combination of audience segments and contextual targeting, we ran a highly focused digital campaign on alongside an awareness-building connected TV campaign to ensure we achieved all of Slack’s KPIs.

Slack banner ad on


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5m Digital ad impressions
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0.74% Click through rate
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97% CTV video completion rate

Campaign Deliverables

Audience Targeting

Using CNN’s proprietary digital account-based targeting capabilities we directed the creative specifically to a UK-based business-decision-making audience on Our contextual analysis tool also scans text and audio from CNN articles and videos to reach Slack’s audience in a relevant and brand-suitable environment.

Slack in line banner ad on CNN Business website page

Connected TV

CNN’s connected TV offering delivered Slack’s 30- and 60-second commercials directly to its specified business audience in the UK while they are viewing CNN International.

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