A Checklist for Your First CTV Advertising Campaign

Transitioning from traditional broadcast or digital search ads into Connected TV (CTV) is an incredibly exciting step for a local business. However, it requires a unique approach to ensure your budget is effectively deployed.

Before you hit "launch" on your very first campaign, walk through this comprehensive 5-step checklist to guarantee you are set up for massive success.

1. Define Your Target Geography

Do not waste impressions on zip codes that fall outside of your legitimate service area or delivery zone.

• Have you compiled a specific list of the zip codes that generate 80% of your current revenue?
• If you are a brick-and-mortar storefront, have you mapped an exact 10 or 15-mile radial geofence around your location?

2. Dial In Your Audience Targeting

CTV allows for hyper-specific demographic and behavioral targeting. Do not skip this step by accidentally running a "broad" campaign.

• Do you know the specific household income levels that usually buy your product?
• Are there "in-market" behaviors that signal a purchase intent (e.g., users who recently searched for mortgage rates, or people whose auto leases expire in 3 months)?
• Have you defined the ideal age ranges to target?

3. Perfect the Video Creative

A brilliant targeting strategy will completely fail if the commercial itself is boring or confusing.

• Does the commercial immediately grab attention within the first 3 seconds?
• Is your logo and business name visible on screen throughout the entire ad, or at least prominently featured at the end?
• Most importantly: Is there a clear Call to Action (CTA)? (e.g., "Scan this QR code now," "Search for us online," "Visit our showroom today.")

4. Setup Conversion Tracking

CTV is performance marketing. Ensure you have the tools in place to measure the exact results of the campaign.

• Have you requested and installed the CTV platform's tracking pixel on your website's global header?
• Have you identified what constitutes a "conversion" on your website (e.g., a form fill, a phone call click, a product purchase)?
• If tracking physical visits, have you provided the exact street addresses for foot traffic attribution?

5. Integrate with Other Channels

CTV performs best when it is the powerful tip of the spear in a multi-channel digital strategy.

• Is your website fully optimized for mobile devices, knowing that users will likely search for you on their phone while the TV ad plays?
• Are you running digital retargeting ads (like Facebook or Google Display) to re-engage the people who visited your site after seeing the CTV commercial?