Connected TV (CTV) is not just another standalone option; it’s a crucial component of a multi-channel approach that can amplify the impact of your campaigns.

Recent research conducted by tvScientific sheds light on the significant role CTV plays in consumer behavior. A staggering 78.2% of viewers engage with their mobile devices while streaming TV content, with 31.2% conducting research or making purchases related to products they’ve encountered through CTV advertising. This statistic alone underscores the importance of integrating CTV into your marketing mix.

Rather than viewing CTV advertising as a substitute for search and social marketing, it’s more advantageous to see it as a complementary tool that enhances the effectiveness of your overall strategy. In many households, multiple screens are in use simultaneously, creating an opportunity for cross-channel engagement. By leveraging Performance CTV’s multi-touch attribution capabilities, you can accurately measure the impact of each channel and optimize your campaigns accordingly.

Cross-channel retargeting emerges as a powerful strategy, particularly for engaging prospective students who have interacted with your brand through other channels. When executed effectively, CTV ad creative harnesses the potential of this cross-channel approach, moving beyond the limitations of an “either/or” strategy to embrace a “both/and” solution.

For instance, concluding your CTV ads with a compelling call to action (CTA) or integrating a QR code can seamlessly bridge the gap between digital and traditional marketing channels. Remarkably, QR code scan rates within CTV ads often surpass those observed in other digital channels, highlighting the effectiveness of this crossover strategy.

In essence, by incorporating CTV into your marketing arsenal and embracing a holistic approach that encompasses multiple channels, you can unlock new levels of engagement and drive tangible results for your institution. It’s time to harness the power of cross-channel marketing with CTV and stay ahead of the curve in today’s dynamic digital landscape.