As more consumers switch from cable or satellite TV to streaming platforms, brands must adapt their marketing strategies to keep up with this change. Connected TV advertising provides a solution. This approach allows brands to tailor their ads for over-the-top (OTT) devices, including smart TVs, streaming channels and video game consoles.

With 98 percent of surveyed consumers watching streaming content every week, connected TV ads provide a valuable opportunity to ensure your campaigns are visible and relevant on platforms that users frequently engage with. Unlike traditional linear TV advertising, connected TV ads allow for precise audience targeting, real-time data tracking and seamless integration with other online marketing efforts. Whether you’re new to connected TV advertising or looking to refine your strategy, here’s everything you need to know to maximize your return on investment (ROI).

The Benefits of Connected TV Ads

In the U.S. alone, the investment in connected TV ads is projected to reach 42.4 billion dollars by 2027. This high projection is a testament to the value and potential of this market. Before we delve into leveraging connected TV ads, let’s explore the benefits contributing to this growth and why it is essential to prioritize a connected TV ads strategy now. The future of marketing is bright and connected TV ads are a key part of it.

  • Targeted Advertisements: To make your ads more visible to the right audience, tailor each campaign to reach specific viewers based on consumer behavior, interests, location or other relevant demographics
  • Measurable Performance: Monitor analytics (views, impressions, dwell time, QR scans, etc.) in real time to evaluate the ads’ performance to help you adjust to user preferences for a more effective campaign
  • Omnichannel Integration: Automate connected TV ads to align seamlessly with other marketing channels, such as paid search or social media, to promote a cohesive brand message across numerous platforms 
  • Higher Conversion Rates: Create a personalized, interactive experience that allows users to choose their advertising content, increasing interest, attention and recall to boost conversion rates

How to Optimize Your Connected TV Ads Strategy

Now that we understand the benefits of connected TV ads, let’s discuss how to integrate them effectively into your overall marketing plan. When optimized to their full potential, this strategy yields a 30 percent higher ROI than other digital channels. Here are five actionable steps to optimize the success of connected TV ads.

1. Choose the Right Platforms 

Selecting the ideal platforms for your connected TV ads will help you reach the target audience more efficiently, increase brand awareness and maximize ROI. Consider budget flexibility, advertising placement, and viewer demographics when determining which platforms to invest in. Here are some options worth considering:

  • Streaming Channels: Amazon Prime, Netflix, Hulu, Peacock, Max, Paramount+
  • Smart TV Devices: Roku, Amazon Fire, Google TV, Apple TV, Chromecast
  • Network Television Apps: ABC, NBC, CBS, ESPN, Sling TV, Pluto TV
  • Video Game Consoles: Xbox, PlayStation, Nintendo, Mobile Games 
  • Demand-Side Platforms (DSPs): The Trade Desk, Google DV360, Xandr, Choozle (DSPs allow brands to use programmatic buying tactics to place their connected TV ads across various streaming platforms automatically)

2. Define Campaign Objectives

The most successful campaigns start with clear, definitive goals that you can measure with key performance indicators (KPIs) like views, conversions, and cost-per-acquisition rates. So, once you’ve chosen the right platforms, ask yourself: “What do I want to accomplish through my connected TV ads?” Defining clear campaign objectives will help inform your approach and keep your marketing strategy focused and strategic.    

  • Brand Awareness: Reach your target audience with high-frequency brand exposure built into their preferred streaming content and channels.
  • Lead Generation: Use powerful messages, dynamic visuals, and strong calls to action to entice consumers to check out your landing page.
  • Product Sales: Convert potential leads into serious customers through persuasive and memorable campaigns around a particular product or service.

3. Create Seamless Alignment

Don’t let your connected TV ads operate in isolation—integrate them with other virtual marketing tools and tactics. A cohesive strategy will significantly improve brand visibility, enhance user recall, and create multiple touch points to guide the customer journey. Align your connected TV ads with the following marketing channels:

  • Social Media: Harness audience viewing metrics from TikTok, Instagram, YouTube, Facebook, or other social media networks to retarget them with complementary content and exclusive promotions on their streaming platforms.
  • Paid Search: Track how often users search Google for your products or services after seeing your connected TV ads. Then, ensure paid search ads are timely and visible in the SERP to reinforce your campaign’s success.
  • Website and Email: Use automated website tracking and email marketing initiatives to redirect consumers from the connected TV ads to your relevant landing pages. This will boost traffic and nurture casual viewers into customers. 

4. Make Your Ads Compelling

All content, including connected TV ads, must be compelling and creative to engage your audience effectively. Each visual element of your campaign should be intentional and resonate with your target audience. The more value your ads provide, the higher your conversion rates. Here are some best practices to consider:

  • Deliver a short and impactful message: To maintain the viewer’s attention, keep the length of your connected TV ads between 15 and 30 seconds.
  • Issue a clear and straightforward call to action: After viewing, urge consumers to visit your website, scan a QR code or sign up for a promotional offer.
  • Feature attractive, high-quality visuals: Crisp, action-oriented visuals and clear branding elements create an optimal viewer experience.
  • Test various formats to see what works: Experiment with interactive media, in-content placement, sequential storytelling techniques and other creative formats to determine which connected TV ads your target audience prefers.

5. Use Metrics for Continuous Improvement

Connected TV ads provide valuable data insights that can help you enhance the effectiveness of your campaign in real time. It’s essential to continuously monitor performance and make strategic adjustments to expand consumer reach, improve efficiency and maximize return on investment (ROI). Focus on the key metrics below to optimize your connected TV ads campaign and strengthen your overall marketing strategy.

  • Impression and Completion Rates: Track the number of viewers who watch your ads from start to finish.
  • User Interaction Metrics: Measure all user clicks, searches, QR scans, conversions, and website visits generated from your ads.
  • Audience Demographics: Analyze which consumers often interact with your ads based on interest or location. 

Need Help with Connected TV Ads? 10x Digital Has You Covered

In an era when 99 percent of all U.S. households subscribe to at least one streaming platform, there’s no better time for brands to harness the potential of connected TV ads. If you’re curious about how this tool can reinforce—and level up—your marketing efforts, contact our team of specialists here at 10xDigital. We’ll seamlessly integrate connected TV ads into your marketing plan for an omnichannel strategy that will lead to lucrative results.