{"id":4384273,"date":"2021-01-21T09:30:11","date_gmt":"2021-01-21T07:30:11","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/connected-tv-retargeting-digital-advertising\/"},"modified":"2025-12-08T13:44:24","modified_gmt":"2025-12-08T11:44:24","slug":"connected-tv-retargeting-digital-advertising","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/connected-tv-retargeting-digital-advertising\/","title":{"rendered":"Connected TV retargeting & digital advertising"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tConnected TV retargeting & digital advertising\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tSam Huston\t\t
\n\t\tCSO of Growth, Americas\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t21 January 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\n\t\tHow to incorporate your CTV buy into a full-funnel campaign\t<\/h2>\n\t\t\t\t\t
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\n\t\tAdvertisers made big new investments in connected TV (CTV) in 2020. Per eMarketer<\/a>, CTV spend was up 27% YOY and is on track for a 40% increase in 2021. It makes perfect sense, right? More people than ever are spending more time at home (because of the pandemic), and shifting their entertainment dollars away from cable and into ad-supported streaming services.\t<\/p><\/div><\/div>\n\n
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\n\t\tThe upshot: CTV is here to stay. It\u2019s a growing share of programmatic buys and awareness campaigns, and as with most digital media, measurability is a key benefit of the format. We have more data than ever, but CTV campaigns are often treated and measured by linear metrics (GRPs, reach and frequency, etc.) that aren\u2019t very well incorporated into holistic metrics of multi-layered, full-funnel media campaigns.

So how can we better integrate our CTV campaigns into a full-funnel campaign? Wouldn\u2019t it be great if we could track all of those users who watched our CTV ads and follow up with lower-funnel mobile or desktop ads? Well, actually, we can!\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t