Connected TV (CTV) has rapidly evolved from a brand-awareness medium into one of the most promising performance marketing channels in digital advertising. With viewers cutting the cord and shifting to streaming platforms, CTV is no longer just a complementary channel—it’s a new growth engine for user acquisition (UA).
Marketers are waking up to its power: a large, engaged audience, high-impact ad formats, and the precision of digital targeting. But unlocking CTV’s full potential requires a performance mindset. Let’s explore how CTV is reshaping UA and how to get it right.
Why CTV Is a Game-Changer for Performance Marketing
Unlike traditional TV, CTV offers the best of both worlds: the immersive experience of television and the data-driven precision of digital. With measurable outcomes, it allows advertisers to reach users on smart TVs, gaming consoles, and streaming devices like Roku, Fire TV, and Apple TV.
Key advantages:
- Audience Reach: Millions of viewers are now unreachable via linear TV, but accessible through CTV.
- Targeting Capabilities: Household-level and behavioral targeting rival what you’d expect from programmatic web and mobile channels.
- Brand-Safe, Premium Inventory: Ads run in premium environments—on platforms like Hulu, Peacock, and Tubi—often during long-form, ad-supported content.
- Performance Measurement: Thanks to deterministic matching, you can track impressions, installs, and post-install actions like purchases or subscriptions.
Creative Tips: Capture Attention and Drive Action
CTV offers a lean-back experience, so your ad creative must work harder to engage users without direct interactivity.
Here’s what works:
- Front-Loaded Messaging: Viewers can’t click immediately, so grab their attention in the first few seconds with a clear value prop.
- Visual Clarity: Use bold visuals and minimal text. Remember: this is a 10-foot viewing experience.
- Call to Action (CTA): While users won’t tap your ad, they’ll reach for their phone, so direct them. Phrases like “Download Now” or “Search [Your App]” help drive intent.
- QR Codes: Including a scannable QR code can bridge the gap between TV and mobile, offering a direct path to the app store.
Targeting Tips: Reach High-Intent Audiences
CTV allows for nuanced targeting, far beyond traditional TV segmentation. Take advantage of:
- Demographic and Behavioral Targeting: Serve ads to households based on age, interests, location, and streaming behavior.
- Lookalike Audiences: Use your first-party data to find new users who resemble your best customers.
- Retargeting Across Devices: CTV ads can reinforce mobile and web campaigns, boosting recall and conversions.
For best results, coordinate CTV targeting with your broader UA campaigns. CTV works well as a top and mid-funnel driver when aligned with mobile retargeting and programmatic media.
Measurement Tips: Prove Performance, Not Just Presence
One of the biggest shifts in CTV is the rise of deterministic attribution. You’re no longer guessing ROI—you can measure it.
Track these KPIs:
- Impressions and Reach: Understand how many unique households your campaign reached.
- App Installs and Site Visits: Use cross-device matching to attribute installs to CTV exposure.
- Conversion Metrics: Look at post-install behavior—sign-ups, purchases, retention rates—to evaluate true LTV.
Work with MMPs (mobile measurement partners) or CTV-specific analytics providers to ensure reliable attribution and granular reporting. A/B testing creative and placements is also key to optimizing performance.
CTV Is Here to Stay—Are You Ready?
Connected TV is no longer just a branding tool—it’s a core part of a full-funnel UA strategy. When paired with mobile and digital campaigns, CTV can amplify your reach, attract high-quality users, and drive real business outcomes.
The opportunity is massive—but only for marketers willing to adapt their creative, targeting, and measurement strategies to the medium. As the lines between TV and digital continue to blur, those who master CTV now will have a serious competitive edge.