Connected TV (CTV) advertising is evolving as a powerful complement to traditional search engine marketing. Companies can now build brand awareness through streaming platforms that directly leads to increased search traffic and conversions.
The rise of streaming services such as Netflix, Amazon Prime, and YouTube has made television advertising accessible for companies with smaller budgets. CTV combines the visual impact of television with the targeting precision of digital marketing. While traditional TV advertising often requires large budgets, companies can now start with just a few hundred euros per month.
Direct impact on search behavior
Research shows that CTV ads directly lead to increased search volume for brands. Consumers who see a compelling video ad on their smart TV often search for more information via search engines shortly thereafter. This combination of video exposure and search marketing mutually reinforces each other.
Google Ads and Microsoft Ads have integrated CTV advertising into their existing platforms. YouTube, available on almost all connected TV devices, offers the lowest entry barrier with costs starting at €0.03 per view. Microsoft Ads provides access to premium inventory on Netflix, Roku, and Paramount+ with CPM rates ranging from €20 to €40.
Strategic advantages for companies
CTV fills a crucial gap in the marketing mix by reaching consumers earlier in their purchasing journey. While search marketing focuses on existing demand, CTV creates new demand by stimulating brand awareness and consideration. Companies can use their existing remarketing lists to re-engage website visitors through the big screen.
The targeting options include demographic segmentation, behavioral analysis, and contextual placement. Companies can display ads to specific audiences based on viewing behavior, interests, and location. This level of precision was previously only available in digital channels.
Implementation and measurability
Successful CTV requires professional video content optimized for television quality. Most platforms accept ads lasting 15-30 seconds in 1080p resolution. Audio plays a central role as CTV ads are typically played with sound.
Measurability remains a strength of CTV. Companies can compare branded search volume between regions with and without CTV exposure to quantify the incremental effect. This closed-loop measurement helps to optimize both channels together.