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Integrating CTV with PPC Channels for a Full-Funnel Growth Loop
Connected TV (CTV) is rapidly becoming one of 2025’s fastest-growing advertising channels. Two primary factors contribute to its rise:
- Big-screen storytelling capabilities that captivate your audience.
- Digital targeting functionalities that personalize viewer experiences.
However, while CTV is an exciting tool, it’s important to recognize that it’s not a stand-alone revenue driver. Instead, its true power lies in its ability to amplify your other marketing channels. Let’s dive into how CTV can seamlessly integrate with your PPC strategies for holistic growth.
When to Add CTV to Your Marketing Mix
Before diving into CTV, it’s crucial to assess your current marketing efforts. If you’re capturing demand effectively through paid search, paid social, or retargeting, you might not yet need CTV. However, if you’re struggling to reach your target acquisition goals or facing rising CPAs, it may be time to embrace this innovative medium.
Think of CTV as an accelerant for growth. It acts as an ultimate funnel driver, bringing new customers into the ecosystem and guiding them to the purchase intent stage.
How to Assess CTV’s Growth Impact
To understand how CTV impacts your sales, you first need to gauge its overall value in your marketing funnel.
Many CTV partners such as MNTN, tvScientific, TTD, and Tatari provide insightful analyses showcasing CTV’s incremental value. For a more impartial assessment, consider using Marketing Mix Modeling (MMM) partners like Measured or Rockerbox.
If you’re operating on a tighter budget, Meta’s Robyn offers a cost-effective option, requiring some coding but providing ample insights for small and medium businesses (SMBs).
Keep in mind that for MMM analyses to be accurate, a wealth of historical data is necessary, and brands with developing marketing capabilities may need to rely on lift tests for broader insights.
Measuring CTV’s Impact Across Your Channel Portfolio
One of my preferred methods for assessing CTV’s influence on other channels is geo-lift testing. This holdout testing method allows you to compare performance between control and test audiences in similar locations.
Key metrics to evaluate include:
- Conversion Rates (CVR)
- Direct Traffic
- Unique User Acquisition
- Brand/Product Searches
Additionally, consider measuring brand recall and sentiment, even if they are qualitative metrics.
Integrating CTV with Other Channels
Design a Complementary Creative Strategy
The magic of CTV lies in its ability to enhance your multi-channel campaigns. While some brands stick to uniform messaging across channels, it’s vital to adapt your strategies according to the unique contexts of prospecting versus retargeting.
With CTV, you can create an immersive and unskippable ad experience that captivates new users. Use this impactful introduction to your brand as a springboard for retargeting campaigns aimed at deeper engagement.
Build Retargeting Funnels
By leveraging Device IDs or IP addresses, you can create retargeting pools for CTV viewers. Focus on users who engaged with your ad but didn’t convert on your site.
Caution: Don’t overdo retargeting; excessive frequency can lead to ad fatigue among your audience.
Utilize First-Party Data
This strategy may require a healthy budget, but for mid-sized brands with strong CRM data, it’s a game-changer. Use your data to:
- Train platform algorithms for custom bidding
- Create lookalike audiences
- Apply contextual targeting effectively
For example, if your CRM shows that softball moms are a significant target segment, you can tailor your advertising to specific shows or channels, like ESPNU during prominent sports events.
Closing Thoughts
Getting the most out of your CTV campaigns requires setting realistic expectations. On its own, CTV may not drive immediate revenue gains, but when strategically utilized alongside your existing performance channels, its impact can be transformative.
Remember, leveraging CTV to enhance other channels is not just a smart tactic; it’s the primary advantage of including it in your marketing strategy. Align your efforts and measurement strategies before making any significant investments in CTV, and watch your growth loop flourish.
For further reading, check out insights on how to create CTV ads that resonate and the barriers advertisers must overcome to leverage CTV.
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