London, 22nd April 2025
1. The role of CTV within a full funnel omnichannel approach
Through a number of successful campaigns we see that CTV works well at driving a range of branding metrics on its own but also it has the ability to boost the performance of other channels when used in combination.
For example, a CTV campaign for a public sector advertiser, saw an increase in uplift of 31 points in ad recall and 20 points in brand image against industry benchmarks . However, when CTV is combined with DOOH the campaign saw significant improvements in upper-funnel metrics for DOOH with an increase in uplift of 22 pts in attribution and 23 pts in interest compared to the uplift for campaigns with stand-alone DOOH activations.
The "first mile" in advertising highlights the significance of generating demand among potential customers at the start of their journey to purchase, a moment when CTV has a critical role to play. By targeting audiences in the comfort of their homes, advertisers can leverage household level intent data such as historical purchases to identify individuals with the most relevant purchase behaviour for their brand, delivering targeted awareness that can prime audiences ahead of mid to lower funnel actions. For the "last mile" where the focus shifts to driving meaningful action ahead of the point of conversion - whether that's online or in-store - layering in the use of DOOH and mobile can help close the loop in an omnichannel campaign.
Our recent omni-channel campaign for leading beauty brand Avène's is an illustrative case of how to integrate CTV into a broader strategy. The campaign launched with prDOOH in proximity to pharmacies and upweighted where store locations were in areas of high affinity for the target audience of 18-54 year old women interested in health and wellness. Mobile display allowed retargeting of audiences exposed to the prDOOH. CTV was then used to target areas which had shown above benchmark CTR across key categories during the display activation, also upweighted in areas with high affinity for the target audience. Not only did the CTV campaign deliver a 13% uplift in consideration vs. health & pharma benchmarks, it coincided with increased performance across other channels with a 5% increase in attribution for DOOH compared with the average of campaigns where it ran in isolation and a 15% increase in consideration for display.
This approach demonstrates that, when CTV is used strategically within an omni-channel campaign, it can act as a performance multiplier, capable of generating significant impact across the entire conversion funnel.
2. Location Intelligence Improves CTV targeting capabilities
One of the biggest challenges in CTV is the limitation in the availability of data for targeting and measurement. The strategic use of location can help here. Through aggregating on and offline datasets through a common unifier of location, CTV has access to many more data sets that can be combined to build richer audiences. Location not only has the power to aggregate data but it also is an ideal way of truly integrating omnichannel campaigns, as every media channel brought programmatically can be bought by location. Location offers a powerful solution to better understand CTV audiences, data sources such as Census or Mastercard for example collect their data by household making them ideal to understand the profile of CTV viewers in certain areas.
By understanding and connecting sociodemographic, mobility and purchase data, CTV campaigns can be activated in the areas with the highest concentration of where their ideal audience resides, reducing wasted investment.
3. Contextual Activations that Optimise Every Moment
To make the most of connected TV, adapting campaigns to changing consumer contexts is essential. This is where contextual activations come into play.
Take the luxury sector as an example: using Mastercard transactional data, we can identify areas where the most active luxury fashion shoppers reside. Rather than mass targeting, we prioritise CTV activation in these areas, optimising budget by focusing on high-value audiences.
Using smart bidding and mobility data as a signal, we increase bids on CTV in times of low mobility, when affluent audiences are more likely to be at home and in front of the TV. In periods of high mobility, we might reduce investment in CTV and move it to Mobile or DOOH, where engagement is higher in shopping areas.
We then further optimise efficiency and personalise our messages to consumers' interests through dynamic creative, increasing the effectiveness of our connected TV creative by including other aspects that generate even more engagement such as QR codes.
This approach moves connected TV closer to a fully adaptable performance channel, moving away from a simple reach and frequency tool to a more effective engagement solution.
Conclusion: A Promising CTV Future
Connected TV is evolving into a more measurable, efficient and results-oriented channel. But for this to happen, it is essential to demand more from our CTV strategies. By leveraging location intelligence and applying contextual activations, we can deliver more integrated omnichannel campaigns that maximise the impact and connect more effectively with our audiences.
The question is: Are you demanding enough from your CTV strategy? It's time to act and take your campaigns to the next level!
