HOW TO USE CTV STRATEGICALLY IN THE MARKETING FUNNEL

by Dean Meyer (Senior Business Development Manager – esome)

Key Takeaways

CTV turns the big screen into a full-funnel performance channel.

• • Drives awareness with high reach and emotional storytelling, and boosts engagement through second-screen interactions.
  • Enables precise targeting and conversion tracking with programmatic delivery and attribution tools.
  • Works best when integrated with search, social, and display for a seamless user journey.
    Treat CTV not just as a branding tool—but as a measurable engine across the entire funnel.

Connected TV in the Marketing Funnel: From Awareness to Conversion with Data-Driven Strategies

Connected TV (CTV) has emerged as a key channel in digital marketing. The ability to target audiences on internet-enabled TV devices opens new opportunities for brands across the entire marketing funnel. But how can CTV advertising be optimally used at each funnel stage? This blog post offers a practical overview – with a clear focus on data-driven CTV marketing.

The Role of Connected TV in the Marketing Funnel

Connected TV marketing is defined by its versatility. Brands can use CTV campaigns to reach users effectively across all stages of the funnel – from awareness to conversion.

Awareness Phase: Building Brand Awareness with CTV

The goal in the awareness stage is to generate brand visibility and reach. Connected TV is particularly powerful here due to:

• High reach: CTV campaigns deliver brand messages to broad, TV-savvy audiences in premium environments.
• Emotional brand storytelling: The big screen enables storytelling that resonates and drives memorability.

Key performance indicators at this stage include ad recall, brand awareness, and view-through rates – essential metrics for understanding CTV’s brand impact.

Consideration Phase: Driving Relevance and Engagement

During the consideration phase, the focus shifts to building interest. CTV targeting and digital integrations play a vital role:

• Targeted retargeting via programmatic CTV: Re-engage users who have already interacted with the brand.
• Second-screen experiences: Mobile landing pages or QR codes enable seamless cross-device engagement.

Important KPIs in this phase include click-through rates (CTR), website visits, app installs, and engagement rates.

Conversion Phase: Driving Purchase Decisions with CTV

In the lower funnel, performance counts. Programmatic Connected TV enables:

• Personalized household-level targeting based on behavior, interests, and purchase intent.
• Performance-focused CTV advertising, including interactive formats and dynamic ads.

KPIs in this phase include conversion rate, cost per acquisition (CPA), CTV ROAS, and attributed sales via CTV attribution tools.

Cross-Channel Strategy: Boosting Impact Through Synergies

CTV campaigns reach their full potential when integrated with other digital channels:

• Search & CTV: CTV should be paired with optimized brand search, as users often look up brands online after seeing a TV ad.
• Social media retargeting: CTV-generated attention can be extended through paid social campaigns.
• Display advertising combined with CTV: This creates a seamless path from passive TV contact to active engagement on mobile devices.

Technological Foundation: Data, Attribution, and Delivery

To ensure sustainable CTV success across the funnel, brands need a solid tech stack:

• CTV household targeting: Enables precise campaign control through programmatic platforms.
• Multi-touch attribution for CTV: Connects different touchpoints across the funnel – ideal for complex CTV conversion journeys.
• View-through attribution: Shows how CTV advertising drives conversions without direct clicks – for instance, through subsequent search or website visits.

Actionable Recommendations for CTV Marketing

To deploy Connected TV strategically throughout the funnel, consider these key steps:

• Funnel-specific CTV strategies: Tailor content, formats, and goals to the awareness, consideration, and conversion phases.
• Cross-channel integration: CTV marketing should never operate in isolation – integrate it with display, social, search, and mobile.
• Flexible budget allocation: Adjust investments across funnel stages based on performance metrics.
• Prioritize measurability: Define clear KPIs for each stage – from brand lift to CTV conversions – and continuously optimize.

Conclusion: Connected TV as a Holistic Performance Channel

When used strategically in the marketing funnel, Connected TV delivers more than reach – it creates relevance, drives engagement, and generates measurable results.

The combination of big-screen impact, data-driven delivery, and digital measurability positions CTV as a powerful success driver for brands aiming to effectively engage and convert modern audiences.