Innovative Advertising: Leveraging Connected TV (CTV) to Prioritize Our Client’s Campaigns

In the rapidly evolving world of digital marketing, Connected TV (CTV) has emerged as an invaluable tool for reaching engaged audiences. At our agency, we saw CTV not as an oversaturated market but as a promising, underutilized space where we could prioritize our client’s needs, securing impactful placements and building long-term value.

Why CTV?

CTV provides advertisers the opportunity to deliver targeted, high-quality ads directly to viewers through streaming platforms and smart TVs. With its expanding reach and the growing number of households using smart TVs, CTV offers access to a prime audience—without the saturation that often plagues other digital channels. Whether viewers are watching on their big glass screen at home or engaging with content through streaming services, CTV gives us the ability to reach them wherever they’re consuming TV content, in a more layered and strategic way.

Voters don’t know whether they’re on a FAST app, broadcast linear, or cable. We can reach them wherever they watch TV, and CTV enables us to do this across multiple layers and platforms, ensuring a seamless and comprehensive approach to targeting.

Rather than competing in a crowded space, we saw CTV as a market full of untapped potential for impactful, strategic advertising. The key to success in this area is ensuring our clients’ messages are consistently reaching the right people with the right level of exposure. That’s why we turned to programmatic guaranteed deals and Private Marketplace (PMP) deals to lock in premium placements and maximize both reach and frequency.

Programmatic Guaranteed Deals & PMPs: Securing Reach & Frequency

To ensure our client’s campaigns were delivered at the optimal cadence, we utilized programmatic guaranteed deals and PMPs. These agreements allowed us to secure highly targeted ad placements on major streaming platforms like Roku, Paramount, and Hulu. Our goal with these deals was to ensure that the right people saw our client’s message at the right frequency, delivering consistent visibility without oversaturation.

By locking in premium placements on these platforms, we could guarantee exposure to key audiences while controlling frequency to avoid overwhelming viewers. This strategic approach helped us strike the perfect balance between reach and repetition, ensuring our client’s message landed with the audience in a meaningful and impactful way. The result? A more effective advertising campaign that resonates without drowning in the clutter of linear and traditional ad formats.

Expanding Our Client’s Reach: Billboards & Gas Station TV Screens

Taking things further, we combined CTV placements with other out-of-home (OOH) strategies like digital billboards and gas station TV screens, integrating these into the larger media mix. This expanded the campaign’s reach, ensuring that the message was delivered in both digital environments and high-traffic physical locations, reinforcing brand visibility across diverse platforms.

Digital billboards and gas station screens allowed us to target commuters and drivers, extending the campaign beyond the home and into real-world settings. This omnichannel approach provided additional opportunities to keep the message top-of-mind, while reinforcing key points in environments where people are more likely to be receptive to external media—whether they are consuming content through CTV or more traditional linear ads.

The Impact of CTV for Our Clients

The result? A more effective and holistic advertising strategy that reached a wide range of engaged consumers. By focusing on a less saturated market like CTV, and strategically investing in programmatic guaranteed deals and PMPs, we ensured that our client’s message reached their target audience at just the right frequency and at the perfect moment. This helped prevent ad fatigue while maximizing the impact of every interaction.

Further bolstered by OOH tactics like billboards and gas station TV screens, this integrated approach allowed us to significantly amplify our client’s reach, keeping their messaging consistent and highly visible across multiple touchpoints. With CTV continuing to grow, advertisers have the opportunity to break free from the noise of linear TV and traditional digital ad spaces, making each campaign more personalized and impactful.

Connected TV offers a powerful advertising solution, particularly for clients looking to break through the noise of more crowded digital channels. By utilizing programmatic guaranteed deals, PMPs, and integrating OOH placements, we were able to prioritize our client’s campaign in a market that’s still ripe for exploration. As CTV continues to grow and evolve, staying ahead of the curve with strategic deals and placements will ensure we’re delivering maximum value to our clients, all while maintaining the right balance of reach and frequency. With big glass screens becoming more central to home viewing, now is the time to prioritize CTV in the media mix.