CTV Advertising: Performance-Driven Tactics That Actually Work

Connected TV (CTV) has surpassed linear TV in terms of reach in the United States, a shift that should interest performance marketers, media directors, and marketing executives alike¹. While CTV still trails linear TV in terms of consumer time and ad spending, this is likely to shift in the future, making now a good time to tap into the power of CTV performance marketing².

CTV refers to television content that’s streamed over the internet using platforms like Netflix, while linear TV refers to traditional broadcast or cable television. While the basis of linear TV transmission is a set schedule, CTV offers users the flexibility to watch at their convenience, based on program availability.

This opens the door to unique marketing opportunities, as CTV combines the engagement of television with the targeting, real-time optimization, and granular measurement capabilities of digital channels. Despite this, many marketers still approach CTV with the same mindset they would for linear TV spending. As a result, they miss the performance opportunities that make CTV uniquely suited for driving measurable business outcomes.

Below, we highlight CTV performance marketing best practices needed to help those shifting from linear to CTV spending.

CTV Has Entered the Performance Chat

Traditionally, CTV has been viewed exclusively as a branding tool. However, performance-focused teams that approach CTV with the same discipline they bring to paid search or paid social campaigns can reap the rewards, using targeting, measurement, iteration, and budget control to generate tangible business impact.

Already, more direct-to-consumer (DTC) and eCommerce brands are exploring streaming. 

When you look at the numbers, it’s no surprise why:

• Consumer research suggests that 23% of CTV viewers made a purchase after viewing an ad³.
• CTV ad conversions appear to have a halo effect, correlating with increased returns in other performance channels, including paid search and paid social. (3)
• CTV ads usually can’t be skipped, resulting in a high completion rate of up to 90%⁴.

It used to be that the main barrier to effective CTV ad spend was Cost Per Mille (CPM), referring to how much an advertiser pays per 1,000 ad impressions. These days, the primary issue isn’t cost but poor measurement.

Many marketers struggle to connect CTV campaigns to business outcomes, relying on outdated metrics, like reach and frequency, instead of conversion tracking and attribution models that drive success in other performance channels. Socium’s CTV ad teams address this gap by focusing on CTV ad spending that drives measurable brand lift, not just reach.

The 4 Pillars of Performance-Driven CTV Campaigns

These tips can help you prove your CTV return on investment (ROI). Learn how to structure campaigns, align with first-party data, and use incremental testing to unlock cross-channel attribution and scale.

Audience Targeting Beyond Age/Demo

First-party data refers to data you collect directly from your customers, such as purchase history or email sign-ups. Such information can be invaluable in targeting CTV campaigns. For example, instead of a linear ad approach that targets a broad category, like women aged 16-25, you might target people who have visited your eCommerce website and abandoned their shopping cart within the past 30 days.

Interest graphs can help you further with your targeting. An interest graph shows you what your consumers are genuinely interested in based on their online behavior, like what they watch, click, or follow.

Such behavioral data can help you in various ways, for instance, by identifying audiences similar to your highest-value customers. This approach mirrors the sophisticated targeting used in paid social campaigns, resulting in impressions that are more likely to convert.

Creative Built for TV, Not Repurposed from Social

Your creative for CTV ads needs to be fit for purpose. What’s successful on social media might not necessarily impress in a CTV ad, which is more likely to be viewed on a laptop, tablet, or XL smart TV screen rather than on a smartphone. CTV ads deserve premium production with bold visuals, sharp audio, and a clear call-to-action (CTA) integrated into the narrative. Native formats of 15 to 30 seconds are ideal.

Additionally, don’t miss out on the opportunity for A/B testing. Build modular creatives with interchangeable components you can swap and test, such as different hooks, CTAs, opening images, or product shots. This approach unlocks optimization opportunities that traditional TV ads lack completely.

Platform + Placement Strategy Matters

Each platform has its pros and cons, and picking the right one depends on your purpose. Consider your objectives when deciding on a platform. For example, while a brand awareness campaign requires reach, a conversion-focused campaign needs precise attribution and audience quality over volume.

Just as important as the platform is the placement strategy. Instead of behavioral placement, based on who the user is, place ads based on contextual placement, referring to what they’re viewing at the moment. This could mean showing pet food ads during an animal documentary, for example, or fitness ads during workout content.

Real Measurement: Incrementality, Not Impressions

Basic metrics, like impressions, don’t reveal much about actual business impact. To assess actual brand lift instead of correlation, you can use geo holdouts. This means serving ads in some markets while holding others as control groups. You can then measure variations in conversions, site traffic, or revenue between the exposed and unexposed area audiences.

To further assess the halo effect of your CTV ads, you can track incremental return on ad spend (iROAS), cost-per-visit, and attribution across your entire funnel.

View-through conversion (VTC) windows also capture the influence of CTV downstream. A VTC refers to an instance in which a user sees an ad and doesn’t click it immediately, but later completes a conversion (like a purchase or sign-up) within a specified time frame. The VTC window refers to the time it takes for the conversion to occur after the person views the ad.

How to Integrate CTV into a Full-Funnel Plan

The above tips can support an eCommerce or DTC CTV campaign capable of generating positive business outcomes. To amplify that impact, tap into the CTV’s potential to create a halo effect by incorporating it into a full-funnel plan. These tips for CTV for eCommerce and DTC can help:

• Consider the use case: Use CTV for top-funnel awareness to drive new customer acquisition and mid-funnel consideration for existing customers. Define whether you intend to use it as a prospecting channel or for nurturing post-purchase loyalty.
• Avoid budget cannibalization: Rather than shifting budget away from proven channels like Meta and paid search, use CTV to complement what’s already working. Test incremental budget first, checking to see if CTV is expanding your audience or just shifting conversions from other touchpoints.
• Look at attribution: Attribution assigns a conversion to a specific touchpoint in the customer journey. In the case of a full-funnel plan that integrates CTV, look at blended attribution. You can use incrementality testing, VTC windows, and multi-touch attribution models to measure how CTV influences the entire journey.

Socium’s Approach to Modern CTV

Socium’s CTV strategies show demonstrable results, attesting to the halo effect this performance marketing tactic can have. One of our clients, a women’s fashion brand, saw a 160% increase in total site revenue and 114% increase in sessions within 30 days of launching CTV ads. Based on these results, we’re using connected TV incrementality to scale.

With this strong partner stack and a performance-first methodology that treats CTV like any other measurable channel, Socium can help its clients make the most of their CTV ad spend. Learn more about our CTV services.

FAQs About CTV Advertising

Is CTV really a performance channel or just for branding?

With the right targeting and measurement stack, CTV can drive incremental revenue and DTC conversion. It’s no longer just a top-of-funnel play.

How can I measure the ROI of a CTV campaign?

Use geo-based incrementality testing, ACR data, or matched market lift studies to determine iROAS and true performance impact.

What’s the difference between Hulu, Roku, and YouTube TV in a media plan?

Each has different ad units, targeting abilities, and cost models. Strategic planning, not just inventory access, is key to performance.

Can CTV creative be tested and optimized like Meta ads?

Yes, when built with modular assets and distributed via DSPs that allow variation testing. You don’t need $100K productions to iterate effectively.

Sources

1. March 19, 2024). CTV Reach Widening Gap with Traditional TV. Marketing Charts. Retrieved June 16, 2025, from https://www.marketingcharts.com/industries/media-and-entertainment-232424
2. (January 21, 2025). The Vast Majority of US TV Ads Are Still Seen on Linear TV. Marketing Charts. Retrieved June 16, 2025, from https://www.marketingcharts.com/industries/media-and-entertainment-234646
3. (February 6, 2023). How Rumpl and Replacements Got Creative with CTV Ad Production and Media Buys. DigiDay. Retrieved June 16, 2025, from https://digiday.com/sponsored/how-rumpl-and-replacements-got-creative-with-ctv-ad-production-and-media-buys/
4. CTV Measurement Is Gaining Ground Despite Adoption Challenges. The Viewpoint. Retrieved June 16, 2025, from http://theviewpoint.com/insights/ctv-measurement-is-gaining-ground-despite-adoption-challenges