Why CTV is Essential for a Complete TV Strategy

Author: Peter Jones, Head of Sales, Premion.

Consumers are in the driver’s seat, controlling how and where they spend their time, with attention spread across multiple screens and platforms. Marketers are racing to keep up, seeking the best ways to engage their audiences. The rise of ad-supported streaming and Free Ad-Supported Television (FAST) services has opened new doors for advertisers to connect with high-value audiences like never before.

While online video and pre-roll ads may offer lower CPMs, Connected TV (CTV) combines the precision of digital targeting with the immersive big-screen experience, creating a powerful opportunity for advertisers seeking both reach and relevance. As linear TV and CTV buys increasingly converge, advertisers must consider their entire audience. Over 40% of U.S. households can now only be reached through streaming TV* — and our 2024 CTV/OTT Advertiser Study found that more than half (56%) of CTV/OTT budgets are now managed by hybrid teams. Moreover, 80% of CTV/OTT advertisers view streaming as an extension of their linear TV strategy, with seven in ten agreeing that combining the two enhances full-funnel ROI (74%), improves ad recall (74%), and boosts brand awareness (71%).

Marketers who are not yet integrating CTV as part of a complete TV strategy are overlooking a significant portion of their audience — and missing the opportunity to connect with today’s diverse, fragmented viewers.  Additionally, advanced measurement capabilities allow advertisers to plan their media spend more effectively, providing insights into incremental reach and frequency across CTV and linear campaigns. With unduplicated reach metrics, advertisers can identify households that didn’t see their ads on linear TV, making CTV essential for maximizing campaign effectiveness.

Here’s how we demonstrated extended reach for three brands, effectively connecting with new audiences through targeted CTV campaigns:

Reviving Post-Pandemic Sales for High-End Jeweler

To boost post-pandemic sales, we developed and executed a targeted CTV campaign for a high-end local jeweler, focusing on fine jewelry intenders, including women 45+, younger women 25-64, adults 45+, and sports fans within a 20-mile radius. The campaign extended reach to CTV/OTT viewers who weren’t reached by linear TV and tracked strong engagement through website visits within 7 days. This strategy reignited customer engagement, delivering impactful results — 80% of the CTV/OTT households reached by this campaign had not seen their linear TV commercial. Additionally, the campaign drove 1,558 website visits, 75% of which occurred within the first 3 days, highlighting strong audience targeting.

Establishing Trust with New Clients for Prominent Law Firm

To expand awareness as a trusted legal resource and grow its clientele, we launched a streaming TV campaign for a prominent law firm, targeting new audiences largely missed by their broadcast efforts. The campaign focused on driving qualified prospects to the firm’s website in search of legal representation. The campaign delivered impressive results, achieving an 85% incremental reach, meaning the households reached via OTT/CTV had never seen a local TV spot. This allowed the firm to effectively engage potential clients and establish itself as a reliable resource during critical times.

Expanding the Customer Base for a Leading Home Service Provider

One of the largest home service providers in a top 25 market sought to grow its business and reach new customers. We launched a campaign targeting potential clients who were not service plan members and hadn’t been exposed to the company’s linear TV efforts. The goal was to validate the campaign’s impact on website engagement and key brand awareness metrics. The results were remarkable — 74% of households exposed to the campaign had not seen the company’s linear TV spots. The campaign drove 45,000 website visits, demonstrating strong interest from potential customers. Our approach also suppressed 44,000 current customer households, ensuring that the campaign reached new prospects. Brand lift results were significant, with a +106% increase in aided brand awareness, +162% in brand preference, and +127% in brand consideration.

In today’s fragmented viewing landscape, advertisers must adopt a holistic media strategy that reaches viewers no matter how they watch — maximizing audience reach and engaging the largest potential audience at scale. By prioritizing CTV and integrating it with linear TV, brands can unlock the full potential of both mediums, ensuring better results, deeper engagement, and enhanced ROI. Partnering with reputable CTV providers that offer data-rich targeting and outcomes-based measurement is key to driving ROI and delivering proof of performance.

For more CTV advertising insights, let’s have a conversation.

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*MRI-Simmons 2024 August  Cord Evolution: © MRI-Simmons 2024. The data herein derives from a confidential, proprietary syndicated product owned by GfK US MRI, LLC.