Recently, we’ve heard the same concern come from advertisers across industries. Customers and colleagues alike want to know how to find the right audiences without wasting marketing dollars on inefficient campaigns. In an economy like this one, awareness campaigns need to work more like performance campaigns.
Throughout these conversations, one thing has become clear: CTV will be the crux of media mixes for companies that want to growth at scale. There are various reasons why CTV sticks out as a top priority, but here’s what should matter most to you, as a marketer.
A Demand for Higher Data Quality
We’re at a critical point in customer data. Google announced they won’t depreciate cookies, but they did confirm that they will make cookies optional for Chrome users. Similar to when Apple introduced the opt-out feature for apps on the iPhone, advertisers can expect customer data to drop to 30-40%.
On top of the drop in available data, advertisers are noticing a decrease in the quality of customer data they’re getting on various platforms. With fewer direct signals from customers, audience segments start to form off of assumptions, rather than proof.
CTV offers a way for advertisers to bypass the muddied signals and imprecise data that some other advertising channels are plagued with. They can build audience segments based on real-world behavior, both as a household and for the individuals who live there. The result is showing ads to customers most likely to take action.
CTV Audiences Are Paying Attention
CTV also offers engaged audiences that help advertisers spend efficiently. Right now, when customer attention is fractured and competition is high, companies need to focus on showing up where customers are rather than chasing their attention.
The performance metrics are undeniable for CTV campaigns. Recent numbers put the video completion rate at 95% for 75-second CTV ads. Not only are people watching CTV ads, but they’re engaged with them, as well. In 2024, interactive CTV campaigns had a 5.42% engagement rate, compared to 0.97% for mobile and PC.
When customers ask which channels offer the best return on ad spend, CTV is always my first answer. Viewers are watching CTV for nearly 2 hours every day, and often they are giving their full attention to that show (or true crime documentary). Compare that to the various tasks we’re all doing on our phones throughout the day, and you start to see that not all attention and impressions are created equal. CTV impressions inspire meaningful action from audiences, and they leave a lasting impression that converts into brand recognition and advocacy. All the critical elements of growth.
CTV Refines Messaging for Omnichannel Campaigns
The final reason CTV remains the best bet for marketers is how ads show up. Unlike other channels, CTV ads use every part of advertising—sound, visuals, and text. We know the value of text and video ads, but an underutilized advantage of CTV ads is how they can inform audio ads.
Audio ads are a growing space that is similarly filled with engaged audiences that return to their favorite programs weekly (or sometimes daily). But audio advertising introduces challenges for advertisers. How do you get diners to your restaurant without showing them delicious food?
CTV helps advertisers figure that out. Companies can use CTV’s audio element to test messaging that can be used in audio formats without wasting extra dollars. The scripts that resonate with audiences on CTV can be refined for audio ads and mobile ads throughout the customer journey. At a time when budgets are tight and omnichannel media mixes are imperative for growth, ads that can work for multiple purposes are the most important to invest in.
CTV Puts Real Business Results First
No single channel is the answer to all of marketing’s concerns. All efforts must work together to get to those real business results that companies need. But smart investments into the channels that show the most return can make the difference between a good year and a great year.
