While everyone obsesses over social media algorithms, Connected TV (CTV) advertising is quietly delivering some of the best ROAS in digital. It couples the storytelling power of TV with the precision targeting of digital.
Gone are the days when TV ads were only for Fortune 500 companies with massive budgets. Programmatic CTV allows brands to target niche audiences on the big screen in the living room, often with better completion rates than YouTube or Facebook.
Precision Targeting in the Living Room
We can now target households based on purchase intent, lifestyle data, and even lookalike audiences from your CRM. You aren't just buying "slots" on a channel; you are buying specific viewers, regardless of what they are watching.
London Office Report
Our UK team has seen CTV campaigns reduce CPA (Cost Per Acquisition) by 22% compared to linear TV, while maintaining 98% view-through rates. It's high-impact brand awareness that is actually measurable.
Interactive Ad Formats
CTV is evolving beyond the 30-second spot. New formats allow users to send information to their phones via QR codes, or even "add to cart" directly from their remotes. This bridges the gap between passive viewing and active engagement.
The future of TV is not just watching—it's interacting. K&G is at the forefront of testing these new interactive formats for our global clients.