How CTV is Shaping the Future of Retail Marketing
Author: Peter Jones, Head of Sales, Premion.
With consumers becoming more choiceful in their spending in today’s uncertain economic climate, retailers are intensifying efforts to attract shoppers. With a greater emphasis on maximizing spend efficacy, many are ramping up investment in performance marketing—where Connected TV (CTV) has emerged as a must-have channel.
CTV now offers deep insights into campaign performance, from tracking website visits to connecting viewership with sales through advanced attribution. This level of measurement helps retailers accurately gauge the ROI of each impression, making CTV a valuable media buy for driving retail success.
The Power of CTV Advertising in Retail
Retail remained the largest category for total local ad spend, with $24 billion projected for 2024, holding steady despite inflation and high interest rates, according to BIA’s U.S. Local Advertising Forecast. The report finds that local CTV/OTT ad sales to retailers are set to hit $244 million in 2025, a 15% jump from 2024, and will continue growing for a 12.3% CAGR from 2024-2026. Top retail CTV/OTT spenders in 2025 include furniture stores, home centers, clothing stores, mattress and sleep centers, and sporting goods stores.
CTV’s retail influence is undeniable—an MRI-Simmons November 2024 Cord Evolution study found that 89% of people who have shopped online or visited malls/shopping centers in the past six months are ad-supported CTV/OTT viewers. Additionally, 50% of ad-supported CTV/OTT viewers remember advertised products when they’re shopping, proving that CTV doesn’t just reach audiences—it drives brand awareness.
Real-World Success Stories with CTV Advertising
Boosting Sales for a High-End Jeweler
A luxury local jeweler known for its exclusive designs and craftmanship sought to increase post-pandemic sales and attract new customers. Premion launched a targeted CTV campaign using precision intender and geographic targeting while measuring reach extension and website attribution. The campaign targeted fine jewelry intenders, including women 45+, younger women 25-64, and adults 45+, all within a 20-mile radius. A sports-focused audience was also engaged with geographic precision. Premion extended reach by connecting with new CTV/OTT audiences not reached through linear TV, while measuring incremental impact. The campaign’s effectiveness was proven by tracking website visits within seven days of ad exposure, demonstrating strong engagement.
As a result, the jeweler experienced its biggest sales year ever in 2023. The campaign drove incremental reach, with 80% of the households reached through CTV/OTT never seeing a local TV spot. It also drove 1,558 website visits, with 75% occurring within the first three days of exposure, highlighting strong audience qualification. Premion’s campaign successfully reignited customer interest and delivered meaningful business results.
Driving Sales for a Regional Furniture Retailer
A growing regional furniture retailer sought to drive brand awareness and boost sales across multiple markets. Premion implemented a data-driven campaign focusing on home furnishing enthusiasts, while measuring brand lift, website visits, and sales.
As a result, we directly attributed 6.2K online and in-store sales within 30 days of exposure to the campaign, generating $5M in sales revenue with an average spend of $809. The campaign also drove 37K website visits within seven days of ad exposure, with 2.2K (6%) of those visitors adding merchandise to their carts, validating the home-furnishing target audience was ready to take immediate action. Across eight regional furniture and mattress advertisers, the Premion campaign delivered a 7:1 ROI, driving 34,120 sales at a $131 cost per sale within 30 days of ad exposure and 297,227 website visits at a $15 cost per visit within seven days of exposure.
With streaming audiences continuing to grow, CTV advertising has cemented its place as a highly effective channel for retailers. By delivering precise audience targeting and measurable outcomes, CTV enables brands to maximize their marketing impact and drive tangible results.
Download our free report, “STREAMING TV TRENDS & OUTLOOK: The Streaming TV Playbook: Winning Strategies for Marketers in a Shifting Advertising Marketplace,” for more insights on developing and implementing an effective CTV advertising strategy.
