7 Secrets to Boosting Impact with Effective CTV Ads for Higher Ed Institutions

Higher ed marketing and admissions teams, let’s have a real talk: if your institution is still betting the farm on a narrow digital-only media mix—think social, search, and display—without realizing that streaming TV is now one of the most powerful digital channels in that mix, it’s time for a reality check. Streaming TV is no longer the future—it’s the now, and smart TVs are just another digital device—one that your audience already uses daily. If you want your message to land where students and parents are actually paying attention, it’s time to double down on effective CTV ads. The kind that spark curiosity, stop thumbs, and, yes, drive enrollment.

This breakdown unpacks seven essential secrets to making your CTV ads stand out in 2025. Spoiler: you need more than pretty visuals (although that’s a good start). We’ll cover messaging, targeting, visuals, timing, analytics, and what to avoid—so you walk away knowing how to maximize results. Want to see where students are really watching? Check out the latest TV viewership trends.

Secret #1:
Understand What Makes a CTV Ad Effective

The most effective CTV ads in higher ed do three things: grab attention, tell a story, and clearly communicate what’s in it for prospective students.

That sounds obvious—until you scroll through a string of forgettable college commercials. The difference between background noise and real impact comes down to intention.

Effective CTV ads:

• Speak directly to a target audience (not “everyone”)
• Elicit emotion (inspiration, curiosity, excitement, trust)
• Show—not just tell—what your college or university really stands for
• Deliver a memorable takeaway

And for universities, that takeaway better be more than “Apply Now.”

Secret #2:
Craft a Message That Actually Resonates

Your ad needs more than a great script. It needs a story arc.

Nine times out of ten, undergraduate students aren’t choosing a school based on an institutional ranking or a list of programs. They’re choosing transformation. They’re choosing identity. They’re choosing a future. So the question becomes: how do you make your college or university feel like the launchpad to that future?

Tips to shape your message:

• Focus on the student, not the institution. Your college is the guide; the student is the hero.
• Speak their language. Skip the academic jargon and lean into real, relatable dialogue.
• Show authentic moments. Real students. Real stories. Real impact.
• Get specific. Generic ads blend in. Personal stories stand out.

Secret #3:
Tell a Story with Every Scene and Sound

Here’s where most institutions miss the mark: they forget that CTV is visual storytelling. Slideshows and talking heads? Instant skip.

Instead, aim for immersive sound design, crisp cinematography, and movement that pulls the viewer in—or go the opposite route with raw, authentic student and faculty-shot footage that feels honest and unscripted. Both styles work when they align with your message.

Think in scenes, not slides:

• A student holding their acceptance letter, parents hugging in the background
• A professor leading a hands-on lab, students wide-eyed with curiosity
• A move-in day montage that feels like the start of something big

And don’t underestimate the power of sound: narration, music, and even silence can amplify your message. Use them with intention.

Secret #4:
Nail the Timing and Frequency

One of the biggest myths in TV advertising? That timing doesn’t matter.

Spoiler alert: It does. A lot.

With CTV, you’re no longer stuck buying slots during primetime or hoping someone’s watching cable at 7:30 PM. You can deliver ads when students are most likely to be watching: evenings, weekends, or even during study breaks.

And frequency? It matters just as much. According to marketing benchmarks—backed by insights into why frequency caps drive engagement without fatigue—audiences often need to see your message 5 to 7 times before it sticks. That means one-and-done campaigns won’t cut it.

AmbioEdu’s CTV campaigns are designed to optimize both timing and frequency, ensuring your college or university stays top-of-mind without oversaturating or annoying your audience. Learn more about our CTV & OTT solutions.

Secret #5:
Study the CTV Ads That Actually Work

Think about the last CTV ad you actually remembered. Odds are, it did at least one of these things:

• Told a captivating, student-centered story
• Broke expectations or made you laugh
• Featured polished visuals that wowed
• Showcased genuine, unpolished footage
• Left you with a clear, actionable idea

In higher education, success often lies in embracing purpose over prestige. Arizona State University’s recent campaign video proves it by spotlighting one student’s journey to become an engineer in a male-dominated field. In just 30 seconds, the video captures resilience, ambition, and impact by focusing on her story rather than the institution. It does so without flashy visuals or a scripted voiceover, relying instead on emotion and substance.

Ads like these don’t just look good. They drive results. Because they’re felt.

(Need proof that CTV ads work? We unpack the ROI in our Benefits of TV Advertising breakdown.)

Secret #6:
Avoid the Mistakes That Kill Engagement

Let’s be blunt. There are some mistakes that still haunt higher ed campaigns:

• Trying to cram in every program, accolade, and stat (Most schools have stats—but when that’s all you lead with, your message sounds like everyone else’s. It puts the focus on your wins, not the student’s goals.)
• Casting actors instead of students (Audiences can sense when something feels staged. Real students bring credibility, relatability, and trust you just can’t fake.)
• Forgetting a clear CTA (A strong ad needs a strong action. “Learn more” doesn’t always cut it—tell them exactly what to do next, and make it matter.)
• One-size-fits-all messaging (Not all programs—or audiences—are the same. Tailor your message to speak directly to who you’re trying to reach.)

Your commercial is not a sales brochure. It’s not a ranking list. It’s a story worth watching.

Secret #7:
Measure What Matters—Enrollment Impact

This is where CTV slays traditional broadcast. With AmbioEdu’s performance-driven campaigns, you can:

• Track who saw your ad and if they visited your site
• Attribute completed applications back to specific ad campaigns
• Measure lift in awareness, conversions, and enrollment interest

In other words, you finally get answers to the question: Did it actually work?

That kind of insight is why higher ed institutions are moving away from guesswork and embracing CTV campaigns that are designed to deliver enrollment outcomes. Our take? It’s not just about media impressions anymore. It’s about measurable impact.

Dig deeper into the analytics possibilities in TV Advertising’s Transformation: Higher Ed’s Opportunity to Lead.

Ready to Boost Your CTV Ad Impact?

The future of TV advertising isn’t coming. It’s already here. And higher ed institutions that want to stay relevant? They’re already embracing CTV.

With AmbioEdu, you get:

• A creative and strategic partner who knows higher ed inside and out
• Hyper-targeted CTV and Performance TV campaigns
• Fresh, fierce creative that grabs attention and moves people
• Attribution tools that track enrollments and prove ROI

This is your moment to rethink how your college or university shows up in students’ lives. Not with cookie-cutter ads. Not with stats and rankings. Not with safe, static messaging. But with bold stories, smart strategy, and screen-first thinking.

When you’re ready to lead (and win), we’re ready to talk.