TV ads don’t only work on TV; other marketing channels may also win! The phenomenon of the positive impact of TV advertising that influences other marketing channels and enhances their effectiveness is called the 

. Sometimes, only one push caused by a TV ad may boost the performance of different marketing channels (search, social, etc.). Brands may gain +360% in web traffic and +439% in conversions after starting to run a TV ad campaign. Let's talk about how TV advertising drives broader marketing success.

In 2025, digital performance campaigns dominate budgets. Marketers chase quick sales and immediate results, using short-term metrics to define success. However, to truly win, advertisers need to think beyond isolated tactics and consider the bigger picture.

TV ads — both traditional and streaming — create a halo effect by extending its broad reach and emotional impact beyond the screen. They strengthen brand awareness, build credibility, and amplify the effectiveness of other marketing channels. When consumers see a brand on TV, it legitimizes the brand in their minds, making them more likely to engage with digital ads, search for the brand online, or visit a website.

Think of TV as the first domino in a chain reaction. It sparks brand recall, increases purchase intent, and shapes consumer perception in a way that makes every other marketing effort work harder.

Branded search activity on Google, Bing, etc.

Higher engagement with social media ads (Meta, YouTube, etc.).

With tools like the TV+ platform, TV ads can be as measurable as digital, but TV isn't just about direct response — it enhances the performance of all other touchpoints.

How we measure TV impact: Incremental Lift Studies and Pixel Tracking

The halo effect of TV ads is not just words; it's real numbers. At Simulmedia, we use Incremental Lift Studies and Pixel Tracking to show how linear and CTV exposure influences consumer behavior across multiple channels.

Incremental Lift Studies help advertisers determine the true effect of TV campaigns by comparing those who were exposed to an ad with a statistically identical unexposed control group. This methodology isolates the direct impact of TV on:

 – how many additional visitors come to the brand's site after seeing a TV ad?

 – Tracking increases in downloads and registrations.

 – Identifying the lift in purchases or sign-ups driven by TV exposure.

By using synthetic control groups, advertisers can remove external factors and focus purely on what TV advertising contributed rather than what it simply touched.

Simulmedia TV+ Pixel enables brands to track users' post-TV exposure and analyze where website traffic originates. By identifying referral sources, advertisers can see how TV primes consumers to engage across digital touchpoints, including:

 (Google, Bing, Yahoo, etc...) – TV increases branded search activity, leading to more website visits.

 (Facebook, Instagram, and other platforms) – TV-exposed audiences are more likely to engage with paid social campaigns.

 – Consumers visit brand websites directly after being exposed to TV ads.

 – TV ads drive incremental lift across industry-specific websites.

Key Benefits of TV+'s Incremental Lift Measurement

Simulmedia's approach provides a data-backed view of how TV enhances marketing effectiveness:

Optimized media planning – Identifies which networks, dayparts, and creatives drive the most conversions.

Cross-channel insights – Proves how TV boosts performance across search, social, and direct website traffic.

No additional cost – Incremental Lift Studies are included with Simulmedia's TV+ platform, making it easy for advertisers to measure impact without extra investment.

Regardless of industry, TV consistently enhances digital marketing effectiveness. Here are some average numbers that we received after providing Incremental Lift Studies for some of our customers from different industries that show how TV ads improve traffic and conversions.

 → +16% in website traffic, +62% in conversions.

 → +62% traffic lift, +80% incremental conversions.

 → +360% increase in web traffic, +439% incremental conversions.

 → +179% in traffic, +138% in conversions.

Case Study: TV's Impact on Digital Engagement for Healthcare Brand

A leading healthcare brand sought to measure how its TV campaigns influenced digital traffic and engagement. While the company observed an increase in website visits during the campaign, it needed precise measurement to determine whether these conversions were directly attributable to TV exposure or influenced by other marketing efforts.

The brand aimed to understand the incremental impact of both traditional and streaming on website traffic and referral sources. Specifically, they wanted to analyze how TV exposure influenced consumer behavior across search, social media, and direct website visits and which medium—linear TV or CTV — drove the strongest impact.

The company leveraged Simulmedia's Incremental Lift Study and Pixel tracking to track attributed website visits from users exposed to TV ads. The study identified referral sources and measured engagement within a 14-day attribution window, isolating TV-driven conversions from other marketing activities.

Results: How Linear TV and CTV Drove Website Visits

The findings confirmed the halo effect of TV advertising, demonstrating how linear TV and CTV work together to enhance digital performance, but with distinct impacts:

 – Nearly half of all website visits after TV exposure came from Google, proving that TV ads stimulate active consumer interest and increase search volume.

Linear TV was the strongest driver of direct website traffic

, showing that traditional TV still plays a major role in brand engagement for healthcare brands.

, increasing branded search activity and social media interactions at a meaningful scale.

 – Some visitors engaged with social media ads after seeing a TV spot, demonstrating how TV strengthens digital marketing performance across channels.

TV ads trigger a halo effect—boosting web traffic, search, and social engagement. Brands see up to +439% conversions with multi-channel impact

How To Lift Performance Across all Marketing Channels with TV Ads

Automate all processes, entrust them to programs, check them, and rejoice in the successes. Isn't that a dream? Let's learn everything about programmatic advertising and how it can help improve ad strategy.

Programmatic TV advertising is the automated buying and selling of television ad inventory using data-driven technology. It combines the precision of digital advertising with the reach of traditional television, allowing advertisers to target specific audiences with personalized messages.

In 2024, programmatic advertising across web, mobile, CTV, DOOH, and digital audio reached an estimated $52 billion in the U.S.

 Programmatic Transparency Benchmark report. CTV accounts for 28% of all programmatic ad spending in 2024, surpassing desktops and closing in on mobile/tablet leads. More than 80% of marketers in the ANA Benchmark study now use CTV, signaling a strong industry shift.

The main idea of programmatic advertising is to deliver ads to highly targeted audiences.

So, let's talk about what tools a marketer uses when running a programmatic ad campaign. The two main platforms worth mentioning here are - 

 (SSP). The main difference between these platforms is that DSP is a media buyer's or advertiser's tool. On the other side of the media landscape, media sellers or publishers - use SSP. So, the main goal of an advertiser is to buy ad impressions at the lowest prices (and, at the same time, to get the maximum conversions, not just cheap impressions). On the other hand, SSP's main goal is to get the best offer (the one with the highest price proposition) for ad impressions.

The process of running programmatic advertising is simple for media buyers and marketers. They need to choose the platform that is going to be used to run such a campaign. Almost all platforms use typical algorithms.

Data Collection and Audience Segmentation

Detailed profiles are crucial because, before starting to run an ad, marketers should find an audience that will be interested in a product or service. So, the first step is to collect data from various sources, including viewer demographics, interests, and viewing habits. Based on these data, marketers can segment the audiences.

: Advertisers bid for ad inventory in real-time auctions to secure spots

: Advertiser agrees to buy a certain amount of inventory for a fixed price. This guarantees the advertiser access to premium inventory and the publisher a certain amount of revenue.

: Targeting specific audiences across multiple platforms.

: This is an invite-only marketplace where a publisher invites specific advertisers to bid on their inventory. The auction mechanics are similar to the open auction, but there is less competition because only the invited advertisers can bid.

 The cheapest option. Any advertiser can bid on the ad inventory that a publisher has made available in the open auction. Bidding is done in real-time, and the highest bid wins. This type of deal is fully automated and operates on a large scale.

It is also worth mentioning that PMP's share in 2024 was 66% of programmatic ad spending, up from just 41% in 2023. The average PMP CPM for CTV was $15.00, while Open Marketplace (OMP) CTV is just $5.54, indicating a market shift toward premium inventory

After the ad-buying method is chosen, an auction takes place; SSP decides the winner and displays the ad on the TV screen.

Marketers track ad performance using metrics like impressions, clicks, conversions, etc. Campaigns can be optimized in real-time based on collected data to improve ad effectiveness.

Pixels (1x1 pixel image trackers) are embedded in websites to capture user actions after ad exposure. In OTT attribution, pixel data is matched with ad server data to measure:

This pixel data, when timestamped and paired with IP info, enables accurate CTV attribution — even without cookies.

There's no one-size-fits-all for campaign optimization. However, some best practices include:

Focus on a single KPI (e.g., conversions, site visits)

Wait at least 1–2 weeks before making changes.

Use automated optimization algorithms but validate decisions.

Avoid cutting large amounts of inventory too quickly — test before eliminating

Balance performance with branding needs (e.g., performance may say Bravo, but the brand may say no)

The main benefit of programmatic ads - is the automation of the processes, which means that the speed of the process is higher. However, there are other advantages for marketers who use automation:

Audience segments are created on the base of demographic, geographic, and behavioral data to ensure that ads are delivered to viewers who are more likely to be interested in the brand's product or service.

Programmatic advertising allows for the customization of ad creative based on targeted customer segments so that messages can be more personalized.

It helps advertisers optimize budgets by bidding only on high-value ad spots, leading to better ROI.

Brands can reach audiences across various channels and platforms simultaneously.

Advertisers can interact with local and national broadcasts, offering a massive reach.

Real-time data and analytics make it easier to track campaign performance and improve on the fly for better outcomes.

Disadvantages of Programmatic Advertising for TV

Programmatic TV is often more expensive than traditional due to the detailed audience segmentation, data analysis required and complexity of the workflow which has many vendors in the flow. The need for precise targeting and data-driven strategies can increase setup costs.

Programmatic TV data may not always be accurate or up-to-date, which can affect targeting effectiveness. It also can be challenging to determine the origin of the data and whether it accurately represents the target audience.

Some TV networks are hesitant to adopt programmatic models. The quality of available ad inventory can vary, and not all networks offer programmatic options.

Advertisers may not always know where their ads will appear, which can lead to brand safety issues. Ads can be placed alongside inappropriate or offensive content, which can harm brand reputation.

70% of all CTV ad spend is concentrated in just 20 domains/apps (e.g., Disney, Hulu, Roku), often transacted via Deal IDs, emphasizing limited inventory concentration and the need for due diligence.

 affecting campaign effectiveness. Advertisers can get reports with fake impressions or misrepresent ad delivery on CTV platforms.

The ANA study found that 15% of ad spending in 2023 went to Made-for-Advertising (MFA) sites. That number dropped to 6.2% in 2024, but some marketers still spent 25%+ on MFA — highlighting the continued need for vigilance.

How Much Does Programmatic Advertising Cost?

The same as all other types of TV ads, the cost of programmatic advertising could be different.

According to the ANA report, only 43.9 cents of every dollar entering a DSP reaches the consumer — an improvement from 36 cents in 2023, thanks to better supply chain transparency and reduced waste.

In 2024, the average CPM across all programmatic media rose to $5.82, up from $2.23 in 2023 —driven by rising CTV investments and shifts toward premium PMP deals.

The biggest mistake many advertisers make is focusing on quantity over quality. A more effective strategy is to shift attention from CPM to real value. Cheap CPMs can be deceptively expensive — if impressions don't drive meaningful outcomes, they're wasted spend. Low-cost impressions that fail to perform ultimately increase the total cost per action. That's why working with a trusted partner backed by a proven track record is essential.

The most successful approach centers on tangible results — driving ROI, acquiring new customers, and strengthening loyalty among existing ones.

Programmatic TV advertising is the automated buying and selling of television ad inventory using data-driven technology.

Programmatic Advertising 2025. All You Need to Know

Is the customer journey an individual unpredictable story or a mathematical model with clear and unbreakable rules? Marketers would prefer the second because it is easy to navigate; all they need to do is change the variables in the formula. However, everything is more complicated because there can be a lot of formulas and variables, and consumers can behave unpredictably and contrary to what is written in the guides. Before making a data-driven decision, advertisers should choose which attributional model they are going to use. Today, let's compare two of them - first-touch attribution and last-touch attribution.

The first-touch attribution model is a marketing measurement model that assigns 100% of the credit for a conversion to the first interaction a customer has with a brand's advertising. For example, a viewer sees a QR code during an episode of a TV show, scans it with a smartphone, and visits a connected landing page. Due to the UTM tag connected to the QR code, in the analytic tool (Google Analytics, for example), an advertiser can see that the visit was from TV, and this visit could be marked as the first touch.

 The model tracks the customer's journey from the moment they first encounter a brand's TV ad.

 All credit for a conversion is given to this initial interaction, regardless of subsequent interactions with the brand.

 If a viewer sees a TV ad for a product or service and buys it after multiple interactions with the brand, the TV ad would receive 100% of the credit for the conversion.

Usually, advertisers prefer the first-touch attribution model for brand awareness campaigns because it is easy to implement and track. There is no need to wait until the end of the customer journey. It is possible to test a few campaigns on a few sources simultaneously to understand what works best for the brand. For example, run a campaign with two variants of messages on streaming and see which message works best to attract customers to subscribe on social media. That is how this model helps businesses allocate resources more effectively by identifying which channels, CTA, or type of content are most effective at capturing initial engagement.

Of course, this model has disadvantages. One is oversimplification. Focusing on the first interaction overlooks the impact of subsequent touch points in the customer journey. The other is applicability. It doesn't work for all and is best suited for businesses with shorter sales cycles or those focusing on brand awareness rather than complex, multi-step conversions.

How to measure the effectiveness of first-touch attribution in a campaign

There are a few steps that can help to create and measure the first-touch attribution approach's effectiveness and impact.

The campaign's goal must be clear and measurable. For example, it could be - "to increase brand awareness," "to drive website traffic," "to attract subscribers to the brand's socials," etc. Certain metrics, such as conversion rates, revenue generated, and the number of subscribers, should have KPIs.

Platforms like Google Analytics, HubSpot, or Facebook Analytics help to track the first touchpoint for each customer interaction. Data should be collected from all marketing channels where the campaign runs.

At this step, the first-touch attribution model can be applied to assign 100% of the credit for conversions to the initial interaction.

Advertisers assess which channels are most effective at driving initial engagement and conversions and calculate each channel's ROI.

Based on the data received, marketers identify the high-performing channels and allocate more budgets to them. Advertisers can also refine messages and change content to improve customers' interactions at the initial touchpoint.

In the context of TV advertising, first-touch attribution can be particularly useful for understanding how initial brand exposure through TV influences customer behavior.

Last-touch attribution is a marketing attribution model that assigns 100% of the credit for a conversion to the last interaction a customer has with a brand's advertising before making a purchase or taking a desired action. This model focuses on the final touchpoint in the customer journey. For example, the viewers saw a TV ad during the movie that ran on streaming with CTA "Buy with discount by promo code 'Movie name'" and made a purchase using this promo code. This ad would receive 100% of the credit for the conversion under last-touch attribution.

The model identifies the last point of engagement with the brand's ad before a conversion occurs. This final interaction receives all credit for the conversion, regardless of previous interactions with the brand.

Last-touch attribution is straightforward to implement and understand, making it accessible for marketers. It helps improve the conversion rate in the last stages of the customer journey by refining ad content, messaging, and CTAs.

However, like the first-touch attribution model, it has some challenges. For example, it may overlook the impact of earlier interactions in the customer journey. This model stimulates marketers to focus solely on being the last touchpoint, which can lead to strategies that prioritize short-term gains over long-term customer engagement. Last-touch attribution does not provide a clear picture of the incremental impact of each channel on conversions, making it difficult to assess true ROI.

This approach is good for campaigns with shorter sales cycles or if immediate conversions are needed.

In the context of TV advertising, last-touch attribution can be particularly useful for understanding which final interactions drive conversions. This is especially true with the rise of streaming, which allows for more precise tracking and attribution than traditional linear TV.

Best Practices for Last-Touch Attribution in TV Ads

Identifying goals is most important here, whether it's driving sales, website traffic, or brand engagement.

Customers can watch from different devices - whether a small old kitchen TV or the latest model of Smart TV in the living room - and advertisers should track all of them while staying compliant.

3. Monitoring and Optimizing in Real-Time

Real-time reports and insights enable tracking campaigns' performance and adjusting strategies on the fly.

Platforms like TV+ offer real-time reports, AI-driven insights, and real-time optimization to help improve campaigns on the fly.

Last-touch attribution and first-touch attribution are two distinct marketing attribution models that differ primarily in how they assign credit for conversions.

First-touch focuses on the initial interaction a customer has with a brand. It assigns 100% of the credit for a conversion to this first touchpoint. It works perfectly for brand awareness campaigns and is used by marketers to identify which channels are best for attracting new customers.

The last-touch model concentrates on the final interaction before a conversion occurs. It gives 100% of the credit to this last touchpoint, highlighting its impact on driving the conversion. This approach is useful for analyzing the previous stages of the customer journey and pinpointing which interactions are most influential in leading to deals.

Both models can be useful, but marketers should continuously test different attribution models, creatives, and targeting strategies to identify what works best for the campaigns on the various stages of sales funnels and customer journeys.

It is also very important which industry marketers represent because what works for pharma may not work for real estate.


First-touch gives credit to the first interaction; last-touch credits the final one. Both help optimize TV ads but suit different stages of the customer journey.

First Touch vs Last Touch Attribution. Models Explained

Years ago, the customer journey was much longer than now. After seeing an ad on TV, customers looked for additional information from offline sources like newspapers or catalogs, then had to go to the mall and choose between proposed goods. But the internet changed everything. Now, the audience may know everything about the product and company without standing up from the couch. They can even buy without leaving home. Interactivity in CTV advertising is a great tool that helped to change passive TV ad watching into an engaging experience. Interactive CTV advertising leverages advanced creative features such as clickable elements, QR codes, dynamic overlays, and gamification to encourage viewer interaction directly from their connected devices, such as smart TVs or streaming media players.

Key Features of Interactive CTV Advertising

: Allows viewers to browse and purchase products directly from the ad

: Immersive gaming experiences within ads

: Showcase multiple products or stories in a rotating format

: Viewers can scan to access more information or purchase directly

Interactive CTV ads not only have higher engagement compared to traditional formats but also provide valuable data on viewer interactions with advertisements, and this helps to optimize existing campaigns, improve future ad campaigns, and make CTV ad targeting smarter and more effective.

What is a QR Codes and How to Use Them on TV Ads

QR (Quick Response) codes are visual elements in TV ads that viewers can scan with a smartphone or tablet to get additional information about the product. The QR codes usually lead to some web content (product service description, instruction, landing page, video, etc.).

Advertisers use QR codes to enhance viewer engagement, driving immediate actions and providing measurable insights into campaign performance.

QR codes capitalize on the common practice of viewers using their smartphones while watching TV so advertisers can capitalize on the "second-screen" phenomenon. This allows advertisers to reach customers across multiple devices simultaneously and increase interactions with brands.

QR codes provide real-time data on scan rates, locations, and times, offering valuable insights into viewer behavior and ad effectiveness. This data helps marketers evaluate campaign success and optimize future strategies. By tracking QR code scans and subsequent actions (e.g., purchases or "follow" clicks in social media), advertisers can directly attribute conversions to specific ads.

With detailed metrics, advertisers can refine their targeting and ad spend allocation, ensuring that resources are used more effectively to maximize ROI.

Incorporating brand logos and colors into QR codes enhances brand identity and trust. QR codes can also direct viewers to personalized content or offers (for example, QR codes could lead to different content depending on the movie or TV show genre that viewers are watching), increasing relevance and engagement.

How to use QR codes in TV Ads at Different Stages of the Sales Funnel

It may seem that QR codes work only in the purchase stage when advertisers add these codes with a "Buy now" call to action and lead their customers to the purchase page. Still, there are many more opportunities for QR codes to improve communications and conversions at every stage of the 

QR codes can be used to introduce viewers to a brand by linking to engaging content or interactive experiences that capture attention and generate interest. For example, a QR code might direct viewers from some TV show to a brand's YouTube channel or Instagram page.

In the second stage, QR codes can lead to detailed product information, tutorials, or testimonials. Personalized content that helps improve engagement and curiosity about the product can reach an audience that has already shown interest.

At this stage, advertisers can try more conversion-focused messages, such as suggesting viewers watch a demo of the product or offering an exclusive deal or discount that works only if viewers use this specific QR code.

QR codes can create shoppable ads by linking directly to the purchase or checkout pages (or chatbot), facilitating immediate buying. This helps minimize barriers and complete a sale.

Best practices with QR codes in TV advertising

QR codes are a great tool for helping advertisers improve TV ads, but they are not perfect. Their effectiveness can be limited by factors such as screen size, QR code visibility, and the need for clear calls to action. Here are some best practices that can help make QR codes more effective.

The QR code should be visible and tested on every screen type on which the ad will run. At the same time, it shouldn't be annoying or distracting from the show or move (it is better to place it in the screen corner).

The QR code should respond to the call-to-action. For example, if the CTA is "Buy Now" or "Get Exclusive Deal" the QR code should lead to the product purchase\exclusive offer page and not to the reviews or product description.

The QR code should be on the screen for enough time for viewers to notice it. Some test campaigns with small budgets could help advertisers determine the perfect duration of the QR code on the screen. To maximize engagement, it's better to align the QR code display with key moments in the ad.

QR codes provide real-time data on scan rates, locations, and times, allowing advertisers to measure campaign effectiveness and optimize future advertising strategies.

Interactive CTV ads boost engagement with clickable elements, QR codes, and gamification, turning passive TV viewing into measurable, data-driven ad experiences.

QR code on TV commercials. How Interactive CTV Ads Boost Conversions

Relevance is everything in advertising. A message that resonates in one region might be completely irrelevant in another. That’s why geotargeting is a crucial tool - it allows advertisers to tailor campaigns to local culture, consumer behavior, and even climate.

Take a company selling heaters in February. A commercial featuring snowfall and freezing temperatures might drive sales in New York, but in Florida, where winter is barely noticeable and rains are a bigger problem than snow, the same ad would miss the mark. Similarly, promoting the arrival of spring in March might make sense in the Northeast but would feel out of place in Texas, where warm weather is already in full swing.

Geotargeting helps advertisers align messaging, visuals, and promotions with regional realities, making campaigns feel more relevant and personal. When ads reflect what consumers are actually experiencing, engagement increases, response rates improve, and brands build stronger connections with their audience.

Geotargeting in Streaming TV (CTV) advertising means that an ad is delivered to viewers based on their geographic location. The advertiser may use different ads in different places (cities or states) to improve ad conversions. Some streaming apps may request permission to access the device's location services, similar to how mobile apps do. This allows for more precise location targeting, especially if the viewer has enabled location sharing on their device.

Viewers stream content through their devices and platforms. These platforms collect viewer location data, often through the IP address of the household or subscriber information, which includes zip codes.

During the ad break, the CTV app sends the ad server a signal with viewer location details. The ad server uses this information to determine whether to serve a geotargeted ad to the viewer's device.

There are several geo filters that advertisers may adjust to reach their target audiences, such as:

Advertisers receive insights about how different groups respond to ads in other regions. This helps them make data-driven decisions about improving existing ad campaigns to meet marketing goals or creating new ones for the future.

 The ecosystem is very fragmented, and CTV platforms face challenges in collecting and utilizing accurate location data. IP addresses can be unreliable due to dynamic assignments and VPN usage. This can lead to inaccuracies in targeting, affecting the effectiveness of geotargeted campaigns. The solution here is to Implement identity resolution technologies to unify audience data across platforms, enhancing targeting precision. 

 CTV inventory is spread across multiple platforms, devices, and networks, making it difficult to achieve scale and consistency in geotargeting efforts. To solve this problem, a trusted partner is needed. Unified platforms, like Simulmedia 

, consolidate inventory across multiple streaming services and devices to guarantee consistent campaign delivery.

 IP-based targeting can be vulnerable to ad fraud, where bad actors manipulate IP addresses to generate fake ad impressions. As a result - wasted ad spending undermines the credibility of geotargeting efforts. Advertisers should work only with reputable ad exchanges and ad verification services and not try to find the lowest CPMs. It is better to analyze campaign metrics regularly to identify and address potential fraud issues or find a trusted partner who guarantees that the ad will be shown to a real audience that resonates with the company’s service product.

Strategies for Measuring Geotargeting Effectiveness

Advertisers should clearly understand the effectiveness of the geotargeting approach in CTV advertising. A few methods can help with this.

 Some platforms can provide advertisers with detailed insights into audience behavior and engagement in different locations, allowing advertisers to optimize campaigns based on this data.

 It is always better to conduct a few tests with small budgets to compare different targeting strategies and ad creatives and identify the most effective solution.

 Low CPM and high frequency are not the keys to success. It’s better to focus on objective goals such as growth in sales or application numbers, and relevant performance data can help to understand how to reach these goals.

 If it worked once, it doesn’t mean it will always work. Too many factors can impact campaign effectiveness - new competitors, new big groups that migrated to specific living areas,  and even weather conditions may change the market. Continuous monitoring allows for timely adjustments to improve campaign performance. It’s better to optimize resource allocation and campaign effectiveness.

Running CTV ads based on geotargeting could be an effective approach to finding new customers or building strong connections with existing customers, improving brand loyalty. Here are a few reasons to try it.

Advertisers can target very specific geographic regions or even individual households and create and reach relevant audiences that are more likely to engage with content and be more interested in the brand’s product or service.

Geotargeting on CTV helps minimize ad waste by focusing on areas where the product or service is available or relevant. This means advertisers can allocate their budget more effectively by targeting regions that are most likely to drive conversions and maximizing ROI without going national, where TV ads are very expensive.

CTV geotargeting is a good choice for local businesses. The brands can reach audiences allocated to specific geographical areas (cities, suburbs, neighborhoods, etc.). This works well for offline companies, as geotargeting can drive foot traffic to physical locations.

 provide real-time performance metrics so advertisers can track campaign effectiveness. The ability to measure campaign success in specific regions helps advertisers refine their targeting to maximize impact and ROI.

There is no one perfect solution for making the CTV ad campaign successful, and the geotargeting approach is no exception. It’s always better to rely on a few strategies combining geo and, for example, behavior targeting to reach the audience. But here are a few tips that help improve geotargeting:

Leverage accurate location data such as zip codes or IP addresses to target specific geographic areas effectively.

Integrate geotargeting with other data, such as purchasing behavior or age

Continuously monitor campaign performance and optimize according to received insights

Use local references or signifiers. It makes ads more personalized and relevant to the audience.

Geotargeting in CTV ads tailors campaigns to local audiences, boosting relevance and engagement. It improves efficiency, local promotions, and measurable impact.

Geotargeting 2025. What Is It? How Does It Work?

Usually, brand and performance marketing are both parts of the strategy. If we are talking about measurable results, such as sales, growth, clicks, and leads, it's all about performance marketing, and some suggest that brand marketing isn't worth investing in. But is it? Let's take a look at the companies that have been successful for years and even decades - they spent millions and even billions on brand awareness, and the customers can recognize the company's product by a few musical notes from a TV ad or by a small logo on a billboard.

Brand vs performance marketing is not a competition; it's a powerful union, and only those marketers who find the perfect balance can succeed.

When advertisers talk about performance marketing, they usually mean driving immediate actions like sales, clicks, or conversions. Performance campaigns are mostly short-term and results-oriented, and marketers use different metrics to measure campaign results.

: CPC = Total Advertising Cost ÷ Total Number of Clicks.

: Helps control and optimize ad spending by ensuring more clicks for the same budget.

Measures the percentage of users who click on an ad after seeing it.

: CTR = (Total Clicks ÷ Total Impressions) × 100.

: Indicates ad effectiveness and relevance to the target audience.

Measures the cost of acquiring a customer or lead.

: CPA = Total Advertising Cost ÷ Total Number of Acquisitions.

: Shows campaign efficiency in converting users into customers.

Measures revenue generated per dollar spent on advertising.

: ROAS = Revenue Generated from Ads ÷ Advertising Cost.

: Evaluates campaign profitability and helps allocate budgets effectively.

Measures the percentage of users who complete a desired action.

: Conversion Rate = (Total Conversions ÷ Total Visitors) × 100.

: Reflects campaign effectiveness in turning visitors into customers.

Balancing brand and performance marketing is key. Brand builds trust, while performance drives results. Brandformance TV combines both for lasting impact.

Q4 TV Advertising: Guide to the Holiday Season

What This Guide Will Cover: