The power of CTV ads lies directly in the audience. The only device people spend more time on than their CTV screen is their smartphone. What’s more, audiences watching their favorite TV show are much less distracted than a driver passing an out-of-home ad, for example.
Despite the direct link to highly attentive audiences, companies still struggle to link real business results, like foot traffic, to their CTV campaigns. Many are stuck using this powerful ad channel for awareness campaigns. We’re here to change that mindset.
We’ve put together 3 proven strategies to drive more store visits with your CTV campaigns based on real-world success stories from our brand and agency partners. We know it will work for your company, because we’ve seen it work for others. Without further ado, let’s dive in.
Use CTV for Entire Customer Journey
As we mentioned, many marketers assume CTV should only be used as an awareness play. They assume audiences won’t take direct action based on CTV ads. This may be true right now (although, shoppable CTV ads are on the rise!) but that doesn’t mean that CTV can’t be used throughout the funnel.
Because CTV ads have an average 90% completion rate, they are a perfect channel to test messaging for retargeting ads, re-engaging lapsed customers, and growing positive sentiment from existing customers. Use the captive audience to understand which messages, products, or limited-time deals resonate most across your audience segments. Then use those learnings to improve campaigns across the other advertising channels.
Diversify Screens for Each Household
No matter what your goals are, omnichannel advertising will help you reach your goals faster, and with better results. For example, a restaurant might announce a new menu item to households within five miles of their locations via CTV ads. That could be enough to get a family to consider your restaurant on their next meal out. However, by adding mobile ads to the mix, you increase your chances of getting them in the door, and ordering more.
Consider running retargeting ads to mobile devices connected to households that saw the original CTV ad. When they’re within five blocks of your location, you can run a limited-time offer that gives them a deal on appetizers. Now, you’ve invested marketing dollars specifically pushing diners through the consideration and action stages of the customer journey rather than spending extra dollars casting a wide net to an imprecise audience.
Invest in Premium Placements Based on Audience Segments
Much like linear TV, CTV offers the unique opportunity to invest in premium placements. With watch parties and binging shows a staple of audience behavior, it gives advertisers a chance to invest in their most engaged audiences. Unlike linear TV, however, marketers can make direct links between ad impressions and store visits.
Instead of estimating the increase in store visits based spend for premium ad placements, marketers can see verified visits that resulted from their ads. What’s more, they can get those performance metrics in real time, rather than waiting for the end of the month, or end of quarter reports.
With performance reporting, marketers know what messaging is working, what audiences are responding with real-world behaviors, and how to invest their dollars for the best ROI. Who could ask for anything more?
Get Real Business Results with GroundTruth
To learn more about how GroundTruth helps marketers drive real business results, like foot traffic, with CTV, watch our most recent webinar with AdWeek. Our panel outlines tips for getting customers through your doors in an efficient and effective way.
