Discover how CTV can take your brand to new heights.
Most companies focus much of their marketing on lower funnel campaigns, targeting those who already have high intent to buy. The problem with only focusing on the bottom of the funnel is that you miss a huge group of potential customers who are not actively searching for your product or service, yet could still be a great fit.
Still not convinced brand awareness campaigns matter? When you think about grabbing a nice cold soda, what brand comes to mind first? Probably Coca-Cola, thanks to the strong awareness campaigns they’ve run over the years. When you’re looking for something refreshing, their brand is already top of mind. That’s the real power of brand awareness campaigns.
Okay, now you’re probably thinking, “Sounds great, but I don’t have a Coca-Cola-level budget.” That’s exactly where Connected TV (CTV) comes in. It gives you the reach of a TV commercial without the massive price tag.
CTV is a smart investment for brands that want to grow awareness in a more cost-effective way.
CTV vs. Traditional Commercials
There are a few key differences between CTV and traditional TV commercials beyond just the price tag.
With CTV, you get much more precise targeting. There’s a wide range of audience segments to choose from, including:
- Demographics like age and income
- Interests like cooking, traveling, or shopping
- Behaviors such as past purchases or app usage
- Life events like newly married or new homeowners
- Location and even first-pasty data like your customer lists
So, for example, if you’re a company selling dog leashes and you want to target millennials who are interested in animals, watch Animal Planet, earn over $100,000, and live in the Philadelphia area, CTV makes that easy. With CTV’s precise targeting, you can make sure your ads are getting in front of the right audience without wasting budget the way you often do with traditional TV, where you end up reaching people who might not even own a pet.
CTV Do’s & Don’ts
To run a successful CTV campaign, the first step is to figure out which CTV platform best aligns with your goals. That starts by defining how you measure success.
- Are you looking for an overall increase in site traffic?
- Are you including a QR code in your ad to drive people directly to a product page or form?
- Who is your target audience, and what budget are you working with?
Each CTV platform offers different audience targeting options and CPMs, so these factors matter when choosing where to run. And finally, a successful CTV campaign needs strong creative. This isn’t something you want to slap together and put spend behind. You want creative that looks professional and positions your brand in the right way. Get that TV impact without the TV cost!
Ready to Launch Your CTV Campaign?
Before you jump headfirst into your first CTV campaign, make sure you have everything we talked about above covered. Know your campaign goals, budget, understand your audience, and decide which CTV platform is the best fit for you.
I know, it’s a lot to think through before you can get a campaign off the ground. If it feels overwhelming or you need a little help, look no further. Arc Intermedia is here. We’ve helped dozens of clients run successful CTV campaigns, and we’d love to help you, too.
