4 Tests to Maximize the Success of Your CTV Ads

As digital marketing trends evolve, CTV (connected TV) ads are becoming a favored strategy for businesses to reach a broad and engaged audience.

CTV ads offer a unique combination of the targeting precision of digital ads and the immersive experience of traditional real-time TV commercials. As more consumers shift towards streaming platforms (also referred to as “cord-cutters”), mastering CTV advertising is becoming increasingly important.

However, to fully leverage the potential of CTV ads, it’s important to test different components of CTV campaigns to maximize your campaign performance. In this post, we’ll walk through 4 tests you can use to optimize your CTV advertising campaigns and achieve superior results.

Introduction to CTV ads

Connected TV (CTV) advertising refers to video ads delivered on internet-connected TVs (smart TVs). A connected TV lets viewers watch TV shows and other video content on streaming platforms and apps like Amazon Prime, Disney+, Hulu, and Netflix. Similarly, streaming devices, such as Roku or Amazon Fire TV Stick, provide the same access.

While you may hear the terms “CTV” and “OTT” (over-the-top) used interchangeably, they have unique roles. OTT encompasses all digital streaming viewership (including laptops, TVs, gaming consoles, and mobile devices), while “CTV” refers to viewership that occurs on a TV, whether through a streaming service or a smart TV.

Benefits of CTV Ads

Precise targeting: Unlike traditional linear TV ads, CTV ads allow you to target specific audiences based on demographics, location, behavior, interests, first-party data, and more.

Increased engagement: Connected TV ads are extremely engaging, especially since some ad formats are unskippable and seamlessly integrated into streaming content.

Enhanced brand authority: Ads on smart TV screens benefit from high quality and prominent placement, boosting brand awareness and perception.

Measurable impact: CTV platforms provide detailed metrics like reach, engagement, viewability, and conversions, offering better performance insights than traditional TV.

Why It’s Important to Run Tests and Optimize Your Connected TV Ads

Effective CTV advertising requires more than just a compelling video; it demands a strategic approach to testing and optimization. Each element of your CTV ad—from the creatives to the call to action—plays a crucial role in capturing viewer attention, driving conversions, and maximizing the return on ad spend (ROAS).

Testing these components helps you identify what resonates most with your target audience, enhancing video completion rates and conversion rates. Let’s explore four tests that can elevate your CTV advertising strategy.

4 Tests to Try In Your CTV Campaigns (and Which Metrics to Keep an Eye On)

1. Voice Over

The voice-over in your CTV ad can significantly influence how your message is perceived. Whether you opt for a calm, soothing tone or an energetic, enthusiastic delivery, a voice-over can capture attention quickly, setting the mood and tone of your ad. To find the most effective voice-over, create multiple versions of your ad with different voice styles and test them across your target audience.

We recommend analyzing metrics such as viewer engagement, completion rates, and click-through rates to determine which voice-over variant drives the best results. This test can reveal surprising insights into your audience’s preferences and help you craft a more compelling narrative—which you might consider incorporating into your brand’s social media presence and other paid or organic marketing strategies.

2. Call to Actions

A well-crafted call to action (CTA) is vital for driving viewer engagement and conversions. However, the effectiveness of different CTAs can vary widely based on the ad content and audience. Test multiple CTAs, such as “Learn More,” “Shop Now,” or “Get Started,” to see which prompts the best conversion rate.

Additionally, consider the placement of the CTA within the ad—whether it’s integrated seamlessly into the narrative or presented prominently at the end. By experimenting with various CTAs, you can identify the most persuasive prompts and encourage viewers to take the desired action.

3. Lifestyle vs. Product Shots

The visual style of your CTV ad can significantly impact its effectiveness. Ads featuring high-quality lifestyle shots that show people using your product in real-life scenarios can create an emotional connection and illustrate the product’s benefits.

On the other hand, product shots that focus on the features and details can more explicitly highlight the value proposition. Testing both approaches helps you understand which style resonates more with your audience. You might find that lifestyle shots work better for building brand affinity, while product shots are more effective at increasing your conversion rate.

4. End Cards

End cards are a crucial component of CTV ads, providing a final opportunity to reinforce your message and prompt action from your audience. Experiment with different end card designs, messages, and CTAs to determine the most effective combination.

Consider variables such as color schemes, text size, and adding social proof or urgency cues (e.g., limited-time offers). The right end card can leave a lasting impression and significantly boost your ad’s performance.

Maximizing the Impact of Connected TV Ads

CTV ads represent a dynamic and impactful way to reach your target audience. By rigorously testing different components—voice-over, CTAs, visual styles, or end cards—you can optimize your ads in a data-driven manner, maximizing engagement and conversions.

Remember, continuous experimentation is the key to successful CTV advertising. Implement these tests in your CTV strategy to uncover valuable insights and drive impactful results for your business.