CTV Retargeting: Why Web-to-TV Retargeting Drives ROI
80% of US households have a CTV device, and it’s likely this massive audience is only going to keep growing. But CTV’s power isn’t just in the size of its audience. The channel enables advertisers to engage with TV audiences in ways only traditional digital channels once allowed. Now, advertisers can run CTV retargeting campaigns.
If you’re interested in leveraging this emerging advertising channel to help you convert more of the curious into consumers, then read on. From top use cases to the core benefits, we will explore the entire world of CTV retargeting.
To start boosting your campaign performance with CTV retargeting, reach out today.
What is CTV Retargeting?
CTV retargeting is the practice of showing follow-up CTV advertisements to a consumer previously exposed to a brand in some fashion. These consumers could have visited the brand’s website. Or, seen the brand’s ad on social media. And perhaps nearly purchased something from the brand. Brands can set up CTV advertising campaigns that retarget these consumers by leveraging available user tracking information. This can include data from third-party providers. Retargeting has been used in advertising for years to improve campaign performance. And it is proving to be just as — if not more — effective when deployed in a highly targeted TV environment.
The Benefits of CTV Retargeting
Experts estimate that advertisers dedicated 21% to 40% of their budget to CTV in 2021 – and expect that percentage to only increase this year. Why such growth? Because CTV advertising is a powerful channel with numerous benefits. Like effectively retargeting potentially interested consumers. What makes CTV retargeting so effective is its accuracy and its enhanced measurement capabilities. Additionally, it provides a quality ad experience as well as comprehensive campaign coverage.
Let’s look at each of those benefits in detail:
Traditional TV advertising is infamous for its questionable targeting capabilities. CTV advertising brings the accuracy of digital to this impactful entertainment experience. CTV advertising platforms like ours are compatible with all major third-party data sources. This allows advertisers to build retargeting campaigns with the precision previously only possible on the web. This ensures their ads are only seen by a high intent audience while they’re engaging with high-quality content.
Quality Measurement and Attribution
Like targeting, traditional TV advertising has long struggled with “lower funnel” metrics that connect campaigns to consumer activities. But with CTV advertising you now have access to digital-like tracking capabilities. Affording advertisers with quality measurement and attribution. This means they can assess the effectiveness of their CTV retargeting efforts much like they would on any digital channel.
Premium Ad Experience
Unlike digital retargeting, CTV retargeting only connects with audiences while they are in the mood to passively consume content. Consumers on the web are often on the go. And are usually engaged in other tasks. This puts them in a poor state of mind to receive a brand message, regardless of its relevance. On the other hand, with connected tv retargeting, the messaging is delivered to the consumers when they are most receptive. These are consumers who are relaxed, on the couch, and ready to be entertained. This difference in the audience’s disposition significantly impacts the quality of the ad experience. Resulting in boosted brand lift created by a retargeting campaign.
CTV retargeting also delivers ad creative on a much larger screen, giving brands more room to create exceptional ad experiences. The average computer monitor ranges between 21- to 27-inches — and most smartphones have a five- to six-inch screen. TVs are gigantic by comparison: typically 32- to 72-inches. With so much visual real estate, brands have a unique degree of freedom when it comes to developing compelling and immersive advertising.
Comprehensive Ad Coverage
CTV advertising is opening the doors for smaller companies to realize a genuine omnichannel approach. For most of advertising history, television has been dominated by massive brands. But CTV advertising’s improved targeting, measurement, and attribution capabilities are making TV a cost-effective channel for the average brand. Allowing smaller brands to finally tell a unified story across the entire consumer content landscape. Whether their audiences are on desktop, mobile, or TV, brands can deliver advertising that reinforces what their consumers have seen elsewhere . And reminds them to take the next step.
Top Web-to-TV Retargeting Use Cases
Now that we’ve reviewed the benefits of CTV, let’s explore a few of its most powerful use cases. The following examples will give you a good sense of what’s possible with this channel. It is important to note that it’s not an exhaustive list. CTV advertising is new, and the space will develop rapidly over the coming years.
Consumers Who’ve Seen Your Ads on Another Channel
Many advertisers are content to develop their entire strategy on digital platforms. However, enhancing this approach with a CTV retargeting follow-up can significantly improve campaign performance. Advertisers build CTV campaigns that target consumers who have, for example, viewed an ad on Instagram. This engaged audience would then be met with a non-skippable ad while subsequently viewing content on their CTV device. Thus, reigniting their interest in the brand.
Consumers Who’ve Nearly Made an Online Purchase
CTV retargeting provides advertisers with another means of nudging highly interested consumers over the finish line. The average ecommerce store only converting on 25% of filled carts. Advertisers can undoubtedly capture more of that potential revenue by adopting this tactic. Brands can now reconnect with consumers during their favorite CTV program. Meaning that shopper who got distracted ordering their new couch can finally complete their purchase.
Consumers Who’ve Been to Your Site
For years, advertisers have been using retargeting campaigns to draw their site visitors back for a second look. But they’ve never been able to extend those efforts to their audiences’ televisions. CTV advertising platforms like ours make it easy to start reaching these consumers. Additionally, we feature a straightforward setup process that allows advertisers to get up and running in no time.
How to Add CTV Retargeting to Your Advertising Arsenal
CTV retargeting allows advertisers to keep consumers engaged across all their devices. And to reach them when they’re most likely to listen. For forward-thinking brands, adoption is a must.
Our CTV advertising platform makes it easy for any advertiser to begin leveraging the power of CTV retargeting. In just a few steps, you can get your web-to-TV retargeting campaign up and running. Allowing you to reconnect with your most valuable visitors using the highest impact ad creative on the most influential screen in media. Why wait? Get started today.