Top 5 Reasons to Include Connected TV in Your Next Media Buy

May 30, 2024
Top 5 Reasons to Include Connected TV in Your Next Media Buy

In the dynamic world of digital marketing, staying ahead of the curve is essential. One of the most powerful tools at your disposal is Connected TV (CTV). As traditional TV viewership declines, CTV emerges as a potent alternative, offering unique advantages that can significantly enhance your advertising strategy. Here are the top five reasons why you should include Connected TV in your next media buy.

1. Unmatched Audience Reach

Connected TV provides access to a vast and diverse audience. As more households cut the cord and switch to streaming services, CTV viewership continues to soar. According to recent studies, over 80% of U.S. households have at least one internet-connected TV device. This expansive reach allows advertisers to connect with a broad spectrum of viewers who are increasingly difficult to target through traditional TV. Whether you're aiming to engage millennials or older demographics, CTV offers a platform where your ads can be seen by millions.

2. Enhanced Targeting Capabilities

One of the standout benefits of CTV is its advanced targeting capabilities. Unlike traditional TV, where ads are broadcast to a general audience, CTV enables precise targeting based on a variety of factors such as demographics, interests, and viewing behaviors. This means you can deliver tailored messages to specific segments of your audience, increasing the relevance and effectiveness of your ads and limiting wasted spend. Programmatic advertising on CTV allows for real-time adjustments and optimizations, allowing advertisers to pause, change and increase budgets at any moment.

3. Superior Engagement and Ad Recall

CTV offers a more engaging viewing experience, which translates to higher ad recall and better brand recognition. Viewers tend to be more attentive while watching content on CTV, as it often involves on-demand viewing where users are more intentional about their choices. Ads on CTV are typically unskippable and appear in a less cluttered environment compared to traditional TV as the ad breaks are shorter, leading to higher viewer retention rates. This increased engagement ensures that your brand message is more likely to stick with your audience.

4. Measurable Performance Metrics

One of the challenges with traditional TV advertising is the difficulty in measuring its impact. CTV solves this problem by offering robust analytics and performance metrics through pixel tracking. Advertisers can track a wide range of data points, from impression counts and view-through rates to conversions and ROI. This level of insight allows you to assess the effectiveness of your campaigns with precision, making it easier to justify your ad spend and optimize future strategies. By leveraging these metrics, you can make data-driven decisions that enhance your overall marketing efforts.

5. Cost-Effective Advertising

Despite the premium nature of CTV, it can be a cost-effective advertising option. The ability to target specific audiences reduces wasted ad spend, ensuring that your budget is used efficiently. Additionally, the high engagement rates and measurable performance metrics mean you can achieve better results with potentially lower investment compared to traditional TV advertising. CTV also offers flexibility in pricing models, including cost per impression (CPM) and cost per completed view (CPCV), allowing you to choose the approach that best fits your budget and campaign goals.


Incorporating Connected TV into your media buy strategy offers numerous advantages that can drive your advertising success. From expansive audience reach and precise targeting to superior engagement, measurable metrics, and cost efficiency, CTV stands out as a powerful platform for modern marketers. By embracing this technology, you can stay ahead of the competition and ensure your brand remains top of mind for today's digital-savvy consumers. Please contact us today to discuss your next CTV campaign.