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Three Things to Know about CTV

The what, how and why of Connected TV (CTV). Datafy discusses what exactly CTV is and why it matters for your advertising strategies and that bottom line.

Written By - Kelly Smith

February 2024

In 2023, advertisers acknowledged that CTV is no longer an emerging tactic. In 2024, we expect brands to stop asking “should I invest in CTV?” and start asking “how should I invest in CTV?” 

Investment in CTV is growing every year, and we can expect it to keep growing as advertisers continue to link CTV campaigns to real business goals and successes. And it’s not just for Coke and Doritos anymore… Creative new programmatic advertising programs offer accessible advertising budgets that make it possible for tourism organizations to dabble in this exciting advertising medium. 

Given its strong results, rapid growth and relevance to the tourism industry, Datafy believes that CTV is one of the topic tactics that our clients need to be considering for their 2024 media mix. And here are a few things about CTV to keep in mind as you and your team are building out your plan: 

  1. CTV is not as expensive as it seems. While CPMs can cause sticker shock when you compare to other digital tactics or even traditional TV, more refined targeting capabilities paired with frequency capping can allow a greater penetration of your core audience segments, and even generate a lower cost per aware household when compared to other tactics.
  2. CTV’s impressions are good. And we mean save-the-city good. CTV offers higher levels of attention, ad recall, and co-viewing than other tactics (yes, including traditional TV). What does that mean? Your lower cost per aware household can still lead to higher destination recall and even more aware people who are engaged with the streaming content - and receptive to the short ad breaks. 
  3. CTV is highly measurable (but it’s still a high funnel tactic). While CTV reporting can often show video completion rate, cross-device digital conversions, and even in-market footfall attribution, this tactic should be supplemented with additional touchpoints designed for engagement or conversions to maximize the tactic’s potential. Not everything needs to be linked directly to a dollar spent in market to have a measurable impact on your marketing efforts.

Interested in learning more about CTV and how it can be leveraged to reach your business goals? Reach out, we'd love to discuss with you. Click here to schedule a chat!



Kelly Smith
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