You have definitely seen CTV, but you may not know what it’s called. Connected TV (CTV) refers to TVs and electronic devices that are connected to the internet, allowing viewers to access streaming video content from various online platforms rather than traditional broadcast or cable channels. This shift has transformed how people consume content, with CTV platforms including smart TVs, gaming consoles, streaming devices like Roku or Amazon Fire TV, and even mobile devices when used for streaming on larger screens. CTV advertising has revolutionized the way brands engage with audiences, offering unprecedented opportunities to enhance Return on Investment (ROI) through targeted campaigns and measurable outcomes. From precise audience targeting capabilities to enhanced measurability and interactive engagement, CTV campaigns offer a robust platform for advertisers to efficiently and affordably achieve their marketing objectives whether that be launching a new product or promoting your next big nonprofit event gala.

#1. Data and targeting galore! Unlike traditional TV advertising, which often is used to cast a wide brand-awareness net, CTV allows advertisers to target specific demographics based on viewing habits, interests, location data, and more. By leveraging this enormous capability, brands can ensure their messages reach the most relevant audience segments, which will in turn increase the likelihood of engagement and conversion.
CTV campaigns also offer enhanced measurability compared to traditional TV ads. With advanced analytics and tracking technologies, advertisers can precisely measure the impact of their campaigns in real-time. Metrics such as completion rates, click-through rates, and conversions provide actionable insights into campaign performance, allowing for ongoing optimization to maximize ROI. Advertisers can adjust their targeting parameters or even the brand’s creative strategies based on these metrics, ensuring that every advertising dollar spent on CTV contributes effectively to the bottom line.

#2. CTV is a powerful ROI conversion tool in an integrated marketing program because this layer of media is a format that is often leveraged to address the “objections phase” of the sales cycle. The longer, more interactive format of CTV allows users to hear the story of a brand and be educated on the points of differentiation that exist between that brand and its competitors. Our digital campaign development team finds most of our integrated marketing campaigns with CTV will convert at a rate 3% to 6% higher than a similar campaign without this sticky media format. The transformative impact of CTV on ROI is undeniable. As consumer behavior continues to shift towards digital and streaming platforms, embracing CTV advertising becomes increasingly crucial for brands seeking to maximize their advertising investments.

#3. Integration! This advertising format can be tracked and integrated with a number of commonly used digital advertising tactics such as in-network display ads, PPC or even SMM. This means that when your audience has reached their frequency cap (aka the total number of ads per user) and they haven’t converted, our advertising team can shoo them out of the paid advertising funnel and welcome fresh, new qualified users into the advertising campaign. This saves business owners and non-profit event marketing teams valuable impressions. Integrating this format with other marketing tools often comes with enhanced reporting abilities like foot traffic attribution and time to conversion estimates.

As a bonus, one CTV unique feature that’s not to be overlooked is that CTV advertising also presents opportunities for interactive and engaging ad formats that drive higher engagement rates. Unlike traditional TV ads which are often passive, CTV ads can incorporate interactive elements such as clickable overlays, interactive videos, and personalized content. These interactive features not only capture viewers’ attention, but also encourage immediate action, such as visiting a website or making a purchase. By enhancing viewer interaction and engagement, CTV campaigns can significantly boost conversion rates, thereby delivering a higher ROI compared to conventional TV advertising methods.

If you want to know more about how CTV can be leveraged to overcome sales objections, watch the video above!