Retargeting Site Visitors on Connected TV (CTV)
Connected TV (CTV) is a large and fast-growing segment of the digital advertising ecosystem. According to Magna Global, CTV is on track to represent 30% of video ad spend by 2021. Beyond its rapid growth, marketers find CTV appealing because of its ability to target users more precisely. By utilizing CTV retargeting, you can precisely serve your ads to those who have visited your site and shown interest in your brand.
Popular Methods for Retargeting Site Visitors on CTV
One of the most popular ways of retargeting on CTV is with an 'ad stack', an automated platform allowing you to connect various data sources to serve highly targeted ads. By syncing cookie data, you can ensure that the most relevant ads are shown to the right viewers and that your budget is spent on those with the highest likelihood of conversion.
Defining Your Retargeting Audience
Once you have your ad stack platform set up, it is time to add data sources and start targeting specific audiences. For example, you can use cookie-based targeting to create lookalike segments of current and potential customers who have interacted with your website, site visitors, and even your email campaign data. You can also create exclusion lists of customers who have already converted or interacted with your brand on other channels.
Branding Vs. Performance Retargeting
Once you have identified your target audiences, it is time to choose the types of campaigns you want to run. Connected TV campaigns can be split into two main categories: branding and performance. Branding campaigns focus more on generating awareness and building customer relationships, while performance campaigns are designed to drive conversions. This can include anything from increasing sign-ups and store visits to driving downloads and purchases.
Setting Up Your Connected TV Campaign
Now that you've identified your target audiences and selected the types of campaigns to run and set up your ad stack, it's time to get into the nitty-gritty of setting up the campaigns. Then, decide the parameters, such as the budget, schedule, and creative elements, such as the ads' messaging and images. It is also essential to consider which platforms and devices you are targeting, as CTV ad delivery varies by platform, with some only allowing targeting with specific device types.
Calculating Your Return on Ad Spend (ROAS)
Finally, you will need to track your key performance indicators (KPIs) to measure the effectiveness of your CTV retargeting campaign. Some of the most critical KPIs marketers follow include impressions, visits, conversions, and ad spending to calculate a return on ad spend (ROAS).
Since CTV retargeting can be complex and costly when you're unfamiliar with connecting your data sources and audience segments, it is best to use a digital advertising agency, like IntelliReach Social, specializing in connected tv advertising to do the retargeting for you, maximizing your return on investment.