Connected TV: The Next Channel for Direct & Data-Driven Marketing

By Jeff Cracolici

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Marketing Manager & Digital Expert

“The marketing industry is becoming ever more direct” has been a line we’ve believed in since the early 2010s. As digital marketing became more prominent, we saw advancements in Audience Onboarding for data-driven, direct marketers to insert their expertise and thrive. We are now seeing the same trend in Connected TV (CTV).

With the rise of streaming services and internet-enabled televisions, CTV has revolutionized how people consume content and will change how brands can reach their target audience. In this blog post, we will delve into what Connected TV marketing is, its benefits, and how to use it in your marketing strategy.

What is Connected TV Marketing?

A more apt name would be “Direct TV,” but for obvious reasons, “Connected TV Marketing” is the name of this direct marketing channel. Connected TV Marketing refers to platforms that leverage internet-connected televisions and streaming devices to deliver targeted advertisements to viewers. Unlike traditional TV advertising, CTV marketing utilizes programmatic advertising and data-driven strategies to reach specific demographics and individuals, resulting in higher engagement and better ROI.

The Power of Connected TV Marketing

Precise Targeting

Connected TV platforms offer advanced targeting capabilities based on demographics, interests, location, and behavior. This enables marketers to tailor their messages to the right audience, ensuring maximum impact and efficiency.

Target Across TV Channels and Apps

You no longer have to pick a station and buy air-time. Connect TV platforms span channels and apps so you can get in front of your audience no matter what they are viewing at the moment.

Extended Reach

With Connected TV, brands can extend their reach beyond traditional TV viewership. Streaming services have gained significant popularity, attracting a wide range of viewers who are difficult to reach through traditional broadcast channels (aka cord cutters). This increased reach opens up new opportunities for brands to connect with potential customers.

Enhanced Engagement

Connected TV advertising allows for interactive and engaging experiences. Viewers can interact with ads, explore additional content, and make direct purchases, leading to a more immersive and personalized brand experience.

Measurable Results

Unlike traditional TV advertising, Connected TV marketing provides in-depth analytics and measurement tools. Marketers can access real-time data on ad performance, impressions, viewability, conversions, and more. This data-driven approach enables constant optimization and greater accountability.

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How to Incorporate Connect TV Into Your Marketing Strategies

Treat CTV Marketing as an extension (or replacement) of your digital and social media campaigns. If running a 30-day campaign on Facebook/Instagram, run the same video on Connected TV. If you are sending a direct mail piece, run CTV ads two weeks before and after it arrives in-home.

There are some budget considerations, of course. CTV platforms typically have a campaign minimum, so there is more of a commitment upfront. However, CPMs are pretty reasonable. We found that, for the most part, they are cheaper than some digital platforms. However, it is subject to more seasonality. For example, you will see an increase in CPMs around this year’s Election or the Superbowl as it becomes more competitive for ad units.

How to Buy Connected TV Advertising

The media buying process is almost exactly the same as setting up a video campaign on Facebook. You upload a 15- or 30-second video, choose or onboard an audience (we recommend the latter), select the start and end of your campaign, and set a budget.

Depending on your chosen platform, you want to install their tracking pixel before you walk through the campaign setup. Determining the campaign’s success will be vital so the tracking pixel can help with attribution. There are also other tips our marketing experts will gladly provide.


Connected TV marketing has emerged as a game-changer in advertising, providing brands with unprecedented opportunities to connect with their target audience. As the digital landscape continues to evolve, it is evident that Connected TV marketing will play a crucial role in the future of advertising. Brands that adapt to this changing landscape and harness the power of CTV will be ahead of the competition.

About LiftEngine

Since 2005, LiftEngine's primary mission has been to help clients better understand and connect with their most responsive prospects and customers, online or offline. Our expertise is behind the marketing campaigns of 400+ clients.

Behind LiftEngine is LiftBase, our proprietary addressable consumer database. Comprised of 250 million US consumers, 140 million US households, and 1,000+ enhanced data elements, LiftBase powers our audience development services and industry-leading products, PortalLink and LaunchPad.

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Published on Jun. 15, 2023, Last Updated on Nov. 08, 2023