Connected TV Advertising: 3 Brands, 3 Breakthrough Strategies

The Connected TV Revolution

We’re witnessing a seismic shift in how people consume video content. The days of gathering around a single TV with two knobs and an antenna are long gone. Today, viewers are streaming over 700 million hours of YouTube content on TV devices daily.

But this isn’t just about viewing habits. It’s about a fundamental transformation in how brands connect with audiences.

The Experimental Landscape: What Three Brands Discovered

Frito-Lay: Ruffles Chips Redefines Targeting

The Experiment

• Split media budget between traditional and Connected TV channels
• Target: Younger families, millennials, urban consumers

The Results Were Remarkable

• Exceeded performance benchmarks across:
  • View rates
  • Ad recall
  • Sales lift
• Maintained cost efficiency
• Achieved higher ROI without sacrificing reach

Key Takeaway: Connected TV isn’t just a channel. It’s a strategic opportunity to reach precise audience segments.

L’Oreal USA: Scaling Creative Strategies

The Strategic Approach

• 102% increase in YouTube investment
• Committed to consumer-centric creative
• Focused on attracting next-generation consumers

Breakthrough Insights

• 6% average sales lift across campaigns
• 6:1 return on ad spend on CTV screens
• Majority of impact came from new consumers

Key Takeaway: Your existing creative strategies can scale to CTV—if you’re willing to experiment.

DocuSign: Breaking Action Campaign Myths

Initial Hesitation

• Worried about lack of click-through options
• Concerned about conversion potential on TV screens

Surprising Discoveries

• 33% lift in ad recall
• 126% relative conversion lift for trial sign-ups
• Reached audiences previously untapped

Key Takeaway: Don’t let traditional limitations restrict your thinking. CTV can drive real, measurable actions.

The Broader Implications

Viewer Perceptions Matter

• 59% of viewers find YouTube ads on TV more relevant than linear TV
• Viewers are more engaged on the living room screen

Strategic Considerations for Brands

1. Audience Targeting
   • CTV allows hyper-precise demographic targeting
   • Move beyond traditional broadcast limitations
2. Creative Flexibility
   • Treat CTV as a unique creative canvas
   • Design content specifically for the living room experience
3. Measurement Evolution
   • Traditional metrics don’t always apply
   • Develop new ways to measure CTV campaign success

The Future of Connected TV Advertising

Emerging Trends

• Personalized content experiences
• Real-time audience engagement
• Blurring lines between traditional and digital advertising

Recommendations for Brands

• Experiment fearlessly
• Invest in understanding CTV dynamics
• Create platform-specific creative strategies

Conclusion: The CTV Opportunity

Connected TV isn’t just another advertising channel. It’s a transformative platform that:

• Reaches highly engaged audiences
• Offers unprecedented targeting capabilities
• Provides measurable, actionable results

The brands that win will be those who:

• Are curious
• Take calculated risks
• Understand viewer behavior
• Create genuinely compelling experiences

Your Next Steps

1. Audit your current video advertising strategy
2. Allocate budget for CTV experiments
3. Measure, learn, and iterate

The living room screen is no longer just a screen. It’s your new strategic battlefield.