Connected TV Marketing Strategies: CTV Advertising Examples

CTV isn’t just reshaping how people watch, it’s redefining how marketers build and measure brand growth. In 2025, it has become one of the most critical investments in a modern media mix.

Today, over 88% of U.S. households have at least one connected TV device, and streaming accounts for more than one-third of total TV time. With ad-supported tiers from Netflix, Disney+, and Amazon Prime Video expanding rapidly, CTV has become a mainstream channel for both awareness and acquisition.

Unlike linear TV, which targets audiences by program or geography, CTV allows for IP and device-level precision. Brands can target based on first-party data, interests, or viewing behavior, reaching households that align with specific customer personas. This shift allows marketers to build campaigns that convert viewers into customers with far less wasted spend.

CTV typically delivers lower CPMs than traditional broadcast while offering digital-grade attribution. Brands can measure results from impressions to site visits, providing a clear link between ad exposure and business outcomes. For both emerging and enterprise advertisers, that balance of reach, precision, and accountability is redefining what “TV advertising” means.

A strong CTV strategy combines the right audience data, creative, and measurement tools. Based on best practices from leaders in the space like StackAdapt, here’s what marketers should prioritize.

Use a blend of first- and third-party data to define audience segments. Behavioral, contextual, and lookalike targeting help ensure every impression is intentional. The goal is to reach not just a large audience, but the right one—whether that’s high-value consumers or B2B decision-makers.

CTV ads should be high-quality, high-definition, and story-driven. Keep creative between 15 and 30 seconds, include strong visual cues, and end with a clear CTA. Consistency across your broader campaign assets (landing pages, email, social) helps reinforce brand recall and drive conversions.

The most effective campaigns use a mix of formats: in-stream, pre-roll, and mid-roll placements for reach, and interactive overlays for engagement. These formats can encourage action without disrupting the viewing experience.

Modern CTV strategies rely on multi-touch attribution, tracking everything from ad impressions to conversions and pipeline value. This visibility allows brands to optimize budget allocation and improve overall campaign efficiency.

Let’s look at how top-performing brands are translating strategy into success.

A children’s clothing brand partnered with Power Digital to run a CTV campaign ahead of the holiday season. By integrating household-level targeting and custom creative tailored to family demographics, the campaign increased brand searches and in-store velocity by double digits. The creative leaned into storytelling, showcasing real families and everyday wearability, resulting in a measurable lift in both online conversions and retail sell-through.

Read the full children’s clothing brand CTV growth case study to see how creative strategy translated into measurable ROI.

A SaaS company wanted to reach IT decision-makers across mid-market accounts. Using CTV alongside account-based marketing (ABM) and CRM retargeting, the campaign delivered targeted impressions to verified business domains. Custom CTAs encouraged viewers to book demos, leading to a 35% increase in qualified pipeline.

This approach demonstrates that CTV isn’t just for consumer brands. It’s rapidly becoming a high-performing channel for B2B growth as well.

A direct-to-consumer guitar brand integrated CTV with its paid social and search strategy to amplify top-of-funnel reach. Viewers exposed to CTV ads were retargeted on YouTube and display with dynamic creative that mirrored the on-screen visuals. The result was a 21% lift in site traffic and a 17% increase in overall conversion rate.

Explore the direct-to-consumer guitar brand growth case study for a breakdown of this full-funnel strategy in action.

To turn CTV into a true performance driver, marketers should focus on alignment, integration, and continuous optimization.

Awareness campaigns should emphasize storytelling and emotional connection, while conversion-focused ads should lean into direct response with compelling CTAs. Tailoring creative to each funnel stage ensures maximum efficiency across your spend.

Your CTV shouldn’t exist in isolation. Integrating with your programmatic advertising agency stack ensures unified targeting and reporting across DSPs, CRM systems, and retargeting workflows. This alignment helps brands reduce frequency waste and improve attribution accuracy.

Testing is critical. Brands that continually refresh creative, experiment with CTAs, and analyze completion rates outperform static campaigns. Even subtle changes—like swapping background music or tweaking color palettes—can lift performance significantly over time.

Even as adoption grows, marketers still face challenges in CTV execution. The good news is that each can be solved with the right approach.

CTV inventory isn’t infinite, especially during high-demand seasons. Power Digital helps brands forecast availability and secure premium placements early to ensure consistent delivery.

Attribution remains a top concern, particularly in multi-device households. Our data and analytics team uses cross-device graphs and incremental lift studies to close that visibility gap, helping marketers connect CTV exposure to real business outcomes.

High-quality video production can be expensive, but repurposing assets from YouTube or social campaigns can significantly reduce costs. Explore how we helped Catalina Crunch scale creative assets efficiently in our Catalina Crunch case study.

“CTV gives marketers what they’ve always wanted from TV: transparency, targeting, and the power to prove impact.” – Katelynn Larson, Director of Paid Advertising, Enterprise at Power Digital

The next wave of CTV innovation is already here, and it’s transforming how consumers and brands interact.

Interactive formats are bridging entertainment and eCommerce. With QR codes and direct-to-cart experiences, viewers can buy products or sign up for services without leaving their couch.

Artificial intelligence now enables real-time creative testing and audience matching. Campaigns can automatically serve the most effective variation to each viewer based on engagement signals and purchase intent.

B2B brands are increasingly using CTV to reach senior decision-makers in contextual, high-attention environments. Expect continued growth in CTV adoption across the enterprise space as more teams realize its role in account-based strategies.

CTV has evolved from an experimental test channel into a cornerstone of modern marketing strategy. The most successful brands combine data-driven targeting, high-quality creative, and integrated measurement to transform impressions into impact.

Power Digital helps brands achieve this balance by aligning strategy, creative, and analytics under one roof. Whether you’re launching your first campaign or scaling globally, our paid media services team is ready to guide the way.

Ready to turn your CTV strategy into measurable ROI? Request an audit with Power Digital today.