ICP 360 — example.com
- Company
- example.com
- Primary role
- Information Security Managers
- Audience size
- Media day
This vertical is not yet in our library (cloud security not yet keyed) — figures below are directional.
Your buyer is not one person
Four roles decide, and they do not share a media diet.
Information Security Managers
- CISODecision maker
- VP Security EngineeringChampion
- Cloud ArchitectmodeledEvaluator
- ProcurementmodeledGatekeeper
Where they concentrate
Highlighted states carry the density of this audience.
- 1California — Cloud-native HQs and platform engineering hubs
- 2New York — Regulated financial services security teams
- 3Texas — Enterprise relocations and large data-center footprint
Where your ICP spends their media day
Every minute your ICP spends with media in a day, and which channel takes it.
- Connected TV97min
- Meta44min
- YouTube long-form37min
- Podcasts (security & cloud)19min
- LinkedIn thought leadership19min
- Everything else (audio, gaming, news, search)97min
Out of a 312 min/day media day · Nielsen Total Audience
Your 2027 platforms — the opportunity is somewhere new
Same buyer, three platforms. The attention is not where the plan is.
CTV
No skip. The full spot plays, so view time equals ad length.
They give it 8× more attention than you give it budget.
Meta
Skippable by scroll — most of the message has to land in the first seconds.
They give it 1.6× more attention than you give it budget.
Feed autoplay, muted, scrolled past fastest. This is the benchmark.
You give it 7× more budget than they give it attention.
- Denominator
- US working adults, 25–64
- Why shares don't sum to 100%
- Channel shares are measured against the full media day, so they describe slices of a day that also includes audio, gaming, news and search. They are not a closed set and will not add to 100%.
- Do not add these figures
- Budget share is measured against your paid media plan; attention share is measured against the buyer's media day. Different denominators — compare them, never add them.
This is where the rest of the day goes
CTV
Connected TV is the ad-supported streaming your buyer already watches at home — Hulu, Netflix, Amazon Prime Video, Disney+, Paramount+ — bought like digital, watched like television.
- Premium publishers
- Netflix, Amazon Prime Video, Hulu, Disney+, Paramount+. Your brand sits inside content people chose and paid for, not next to whatever the feed served next.
- The content halo builds positioning
- Standing beside prestige drama, live sport and news transfers that quality onto you. This is how a category challenger reads as a category leader — positioning and reputation, not just reach.
- The advantage you cannot get anywhere else
- Full-view advertising. No skip, no scroll: the whole spot plays on a big screen with the sound on, on premium inventory. It is the only place your full story lands intact.
Meta
Meta is where the funnel actually gets built. Facebook and Instagram carry your B2B audience too — the same people, off duty, reachable at a fraction of professional-social costs.
- A funnel, not a single touch
- CTV creates the memory, Meta does the follow-up: sequenced creative, retargeting from video views, and audiences built off the people CTV already reached.
- The middle of the funnel (MOF)
- This is the stage nobody buys: after the buyer knows you, before they raise a hand. Meta carries the proof — case studies, product depth, comparisons — until they are ready.
- Your B2B audience is on Meta
- The same job titles you target on LinkedIn are on Instagram and Facebook daily, matched by interest, behaviour and lookalike modelling rather than by job field alone.
Want a 2027 media architecture built on this?
We will map the channels, the sequence and the budget split for your buyer — and walk you through it live.
Build my 2027 media architecture