We recently introduced Connected TV (CTV) advertising to enhance an existing digital strategy, including search and social campaigns, for our D2C clothing recycling client.
We conducted an incrementality test to measure its impact by selecting specific DMAs and comparing their performance against control markets without CTV exposure. Our goal was to understand whether CTV would elevate visibility and stimulate audience engagement beyond traditional digital channels.
Our approach involved observing search behavior and ad interactions across two distinct DMA groups:
- Target DMAs (CTV-exposed): New York, Chicago, Los Angeles, Dallas
- Control DMAs (No CTV exposure)
By comparing performance over a six-week window both before and during the CTV campaign, we isolated the specific effects of adding TV advertising into the mix.
Key Findings
Sustained Visibility Amidst Market Declines
- Target DMAs: Impressions declined by only -5.89%
- Control DMAs: Impressions dropped by -8.74%
Despite declining overall market impressions, markets exposed to CTV maintained significantly better visibility, demonstrating CTV’s effectiveness at preserving brand presence in challenging conditions.
Improved Ad Effectiveness and Engagement
- Target DMAs: Click-Through Rate (CTR) rose by +28.98%
- Control DMAs: CTR increased by +21.00%
The higher CTR in CTV markets indicates that these ads resonated more effectively with the audience, driving greater interaction and interest.
Positive Halo Effect on Paid Search
- Target DMAs: Search clicks surged by +21.39%
- Control DMAs: Search clicks increased by only +10.42%
CTV exposure notably enhanced the performance of paid search ads, confirming a tangible halo effect. Consumers, influenced by TV advertising, actively sought out the brand online, boosting clicks substantially.
What This Means for Your Marketing Strategy
- Enhanced Multi-Channel Impact: CTV doesn’t just raise brand awareness—it actively supports and strengthens performance across other channels like search and social.
- Reliable Measurement: Incrementality testing provides concrete data, allowing marketers to confidently attribute results to specific campaigns.
- Maintaining Brand Strength: During periods when overall market activity declines, CTV can effectively sustain or even enhance visibility.
- Cost-Effective Testing: Starting small with focused DMA tests allows brands to validate performance gains before expanding their investment.
In short, integrating CTV advertising into your marketing mix not only improves visibility and audience engagement but also magnifies the effectiveness of your existing digital campaigns.