The last few months of the year signal one major change to advertisers everywhere. Competition for audience attention is about to increase. Between holiday shopping and end-of-year goals, everyone wants to get in front of their target customers with messaging that drives real business results.
In 2024, the best way to do that is to integrate CTV into your media mix. Not only does CTV provide a fully engaged audience, but it’s also a powerful way to get in front of new customers to nurture into next year. To help you build successful media plans around powerful CTV strategies, we’ve put together these 3 steps that will work across all industries.
Start with the Right Audiences
Getting in front of the right audiences starts by defining the right audience. Not all audience segments are created equal, however. To get the most efficient Return on Ad Spend (ROAS), advertisers need to use precise segments based on accurate, real-world behavior. Evaluate how your ad-tech platform builds audiences, where they pull customer data from, and, critically, how the platform verifies data.
After you find a trusted platform, be ruthless and proactive about your segmentation. Make sure that you’re optimizing segments throughout the funnel. Lean on retargeting efforts to help clarify who you should target in awareness campaigns. Use the customers with verified in-store visits to inform mid-funnel messaging. The more accurate your segmentation, the better your CTV ads will perform.
Work the Entire Funnel
CTV, like linear TV, is often thought of as a channel that works exclusively for awareness campaigns. The audience is diverse, the engagement is high, and people use their CTV devices all throughout the day. It makes sense that awareness would be one of its unique benefits.
But the true power comes when CTV ads are combined with other channels, like mobile, across the funnel. For example, use CTV to remind previous customers about a seasonal special. Then, offer them a limited-time offer via email marketing. Or, announce a new location to audiences that live within five miles of that retail block with your CTV ad. Then, use mobile ads to get diners to make a reservation or plan their stay. No matter what your goals are CTV can make a memorable impression that other ads can capitalize on.
Test Across Different CTV Networks
When competition is high, precision is what will set your campaigns apart. The right message shown to the most accurate data will result in real business results. The variety of streaming services available for CTV devices make it a powerful targeting tool for advertisers.
Instead of spending your budget on a single streaming service, spread your spend across multiple networks to learn which audiences respond best to your different messaging. After a period of testing, you can use the winning campaigns to bid on premium placements. Constantly refining campaign targeting with real-world behaviors from your audiences will result in success against even the fiercest competition.
Get Real Business Results with GroundTruth
To get started with your next CTV campaign, schedule a demo with GroundTruth today. We’ll show you how CTV and mobile campaigns can result in 7.8% incremental sales lift, increased foot traffic, and more.
