Google Shouldn’t Get All the Credit—CTV is the Champion Behind the Scenes

When we talk to higher ed marketers about what’s working in their enrollment strategy, one thing becomes clear quickly: digital channels—especially Google and social—get all the credit. They’re trackable, immediate, and they look great in dashboards. But there’s one powerful channel that’s still being underestimated when it comes to attribution and ROI: Connected TV (CTV).

And no, we’re not talking about traditional broadcast. We mean streaming TV—video ads that run on platforms like Hulu, YouTube, Tubi, and Roku, served to the right students in the right households. CTV is reshaping how we influence student behavior across the enrollment funnel—and it’s time our attribution models caught up.

Thanks to our partners at tvScientific for shining a light on this often-overlooked channel. Here’s why CTV deserves more credit in higher education marketing:

1. Students See the Ad… Then Convert Somewhere Else

Here’s the reality we see in the data across multiple campaigns: the first thing most students do after seeing a CTV commercial is search. They grab their phone or laptop and look up your school name on Google.

Why? Because you can’t click a commercial. Connected TV builds awareness, curiosity, and emotional connection—but the action happens after the screen goes dark. What happens next is often a visit to your website, a click on a paid search ad, or an engagement with one of your social media posts.

And that’s exactly why search and social get all the credit. They’re the first measurable clicks after a TV exposure. But they’re not necessarily what drove the intent.

In our reporting at AmbioEdu, we consistently see spikes in branded search traffic that align with when commercials run. Students are engaging—but it’s CTV that’s kicking off the journey. And this is exactly why we need to start prioritizing CTV attribution in higher education marketing analytics.

2. CTV Is the Most Under-Credited Channel in the Funnel

tvScientific’s research shows what our own data backs up: CTV is consistently under-credited in marketing attribution models. Yet it’s one of the most impactful tools for driving awareness, recall, and downstream engagement.

When a student sees your :30 spot on a full screen, in a trusted space, without distractions—they remember you. It builds emotional connection in a way that static ads or emails can’t.

And with Performance TV (what we do at AmbioEdu), you’re not guessing who saw it. We use household-level tracking to show which families saw your ad and then visited your site, started an app, or signed up for a campus event. CTV attribution technology makes that insight possible.

This shift in measurement is especially critical for enrollment marketing teams. In a world where every inquiry, application, and deposit counts, connected TV advertising gives you visibility into performance that traditional media simply can’t offer.

3. The Halo Effect Is Real

One of the most powerful things about CTV? It makes everything else in your campaign perform better.
We’ve seen it again and again: once a Performance TV campaign launches, schools see an immediate and sustained lift in:

• Paid search click-through rates
• Social ad engagement
• Organic traffic and direct visits
• Email open and click rates

That’s not coincidence. That’s memory, repetition, and brand reinforcement at work. It’s the halo effect in action—and it’s one of the clearest arguments for making CTV part of your integrated strategy.
We’ve also noticed that after repeated exposure to a streaming TV ad, students are more likely to engage with retargeting ads on social or click into your search ads, because the brand is now familiar. These signals are crucial for schools looking to drive movement down the funnel—from interest to inquiry to action.

4. OTT vs. CTV: What Higher Ed Needs to Know

There’s often confusion between OTT (Over-the-Top) and CTV (Connected TV). While the terms are closely related, they aren’t exactly the same—and it matters in higher ed marketing.

OTT refers to the delivery of TV and video content via the internet, bypassing traditional cable or satellite providers. Connected TV advertising, on the other hand, refers specifically to ads served through internet-connected devices like smart TVs, Roku, Apple TV, or gaming consoles.

In student recruitment, the distinction is important because of where and how you’re reaching your audience. CTV provides the full-screen, lean-back experience that commands attention—especially when parents are in the room. OTT includes that, but also encompasses mobile and desktop streaming experiences.

When we build campaigns at AmbioEdu, we include a mix of OTT and CTV placements to maximize reach and frequency, especially for hard-to-reach demographics.

5. It’s Time to Rethink Attribution in Higher Ed

Last-click attribution might work for e-commerce, but in higher ed? It’s a flawed model.
Enrollment decisions are long, complex, and emotionally driven. Students are influenced by a dozen channels and hundreds of micro-moments. If we’re only giving credit to the last click, we’re ignoring the story behind the decision.

CTV isn’t the final step—it’s the spark. And if your reporting doesn’t account for that, you’re undervaluing one of your most powerful tools.

When schools shift toward multi-touch attribution models—or even consider view-through attribution for CTV—they get a much clearer picture of how students are actually moving through the funnel. That kind of insight empowers better investment decisions and stronger outcomes.

6. Streaming TV Advertising Meets Strategy

At AmbioEdu, we don’t just plug your ads into a streaming network and hope for the best. We design higher education marketing strategies that integrate streaming TV advertising with digital, search, and social—so you’re surrounding students with relevant, personalized messaging throughout their journey.

We start with your goals. Whether you’re building awareness with juniors or driving deposits from admitted seniors, we align messaging and targeting to support your objectives. Then we measure everything—from ad exposures to site visits to conversions.

That’s what makes Performance TV different. And it’s why more schools are turning to CTV as an essential part of their enrollment marketing mix.

The Bottom Line

Connected TV and OTT advertising are no longer “nice to haves” in higher education—they’re must-haves. Streaming TV advertising doesn’t just raise awareness; it drives behavior, influences decision-making, and lifts the performance of your entire digital strategy.

If your student recruitment strategy is still relying on last-click attribution, it’s time to change the channel—and give CTV the credit it deserves.

This blog was inspired by insights from our partners at tvScientific, who continue to lead the way in showing the true performance power of streaming TV.