Kickstart direct-response marketing success with Connected TV


Television has always been an excellent medium for brand advertising and an invaluable tool for agencies to best serve their clients’ marketing needs. By presenting strong, resonant messaging it can help lift a brand’s profile and create a lasting impression on the viewer.

Connected TV (CTV) is no different and has been used successfully for several years as a format to raise brand awareness. However, CTV can also be used to drive performance across direct-response campaigns, a lesser-known fact given that TVs don’t typically have a user interface that enables purchases or website visits on-screen.

How does CTV drive direct-response?

A viewer may be watching TV but browsing on their smartphone, tablet, or laptop at the same time. In fact, almost 70% of U.S. adults use another device simultaneously while they watch TV. This can translate into any number of actions taking place during, or after, an ad is shown.

Purchases and website visits will not occur on the TV itself, but rather on other devices that the viewer has access to.

A typical user flow might look like this:

  • A viewer is watching TV but browsing on their smartphone at the same time
  • The viewer sees an ad and decides to search for more information online, which leads them to the brand website
  • The next day on their lunch break, the viewer decides to buy the product they’ve been thinking about overnight, through their work laptop.

These website visits and subsequent purchases, and any additional follow-on activities such as using a store locator, can be attributed back to the original TV ad shown. Success can be measured by normal direct-response metrics such as return on ad spend (ROAS), cost per landing page visit, etc.

Direct-response CTV use case: App downloads

Suppose you have a client who is looking for a way to increase their app downloads. An easy solution is Connected TV. You can use your DSP, such as dataxu’s TouchPoint™, to run targeted TV ad campaigns alongside your desktop or mobile campaign to achieve measurable results for your client in a two-pronged approach.

First, hit your client’s designated target audience, such as Mobile Gamers or Music Enthusiasts, on their smart TV or OTT device with a positive branded message. This will help increase the ‘stickiness’ of your client’s offering. Then, retarget the same audience members who have viewed your client’s TV spot on their smartphones with an ad containing a direct call to action. For instance, Click to Download Now.

Subsequent app downloads that occur on that smartphone, or on any other smartphone or device within the same household, will be attributed back to the original CTV ad, and total performance can be measured throughout the lifetime of the campaign. You’ll be able to demonstrate to your client how Connected TV had a direct impact on the success of their app, with data to back it up.

Meeting your clients’ goals with CTV

While direct-response is just one example of how you can use CTV to help your clients meet their goals, there are a number of other ways this high-impact format can benefit your clients’ campaigns, whether as a complement to other tactics or as a standalone offering. With audience targeting and attribution capabilities that were only possible with digital until recently, Connected TV is bringing the precision of digital to the effectiveness of TV and enabling today’s agencies, like you, to make a bigger impact for your clients.