How to Find Your Next CTV Advertising Customers

Streaming Is the New Normal

Streaming is no longer a newbie in the content consumption world; it’s become the new normal. As of 2023, 89% of U.S. households have at least one streaming subscription. The average number of subscriptions is 2.9.

It’s Americans’ go-to when they want to watch TV. Streaming has also become home to live sports, which is another blow to linear TV, as sports were once their sure bet. It’s one more reason this way of watching keeps growing.

Reaching consumers in this environment is also easier now. Almost every streaming service has an ad-supported tier, and people are choosing this to reduce costs. The proliferation of FAST (free ad-supported TV) also creates more inventory for CTV advertising. There’s a FAST channel for just about every niche.

With all these forces at play, you no longer have to make the case for CTV ads. Advertisers can clearly see the value. However, they may still have objections.

Clearing Up Misconceptions About CTV Advertising

Local advertisers often hesitate about CTV for two reasons: they think creative costs will be too high or they’re unsure how targeting works.

Creative Solutions:
A CTV video does need to be high quality, but companies don’t have to spend thousands of dollars to achieve this.You can offer several solutions for help with video assets. Businesses can use stock-video tools, freelance creators, existing campaign videos, or AI tools like Waymark to produce quality assets without large budgets. 

Targeting confusion is the second misconception. CTV ads are delivered through an SSP, similar to other programmatic campaigns.

Before reviewing targeting options, it’s important to set expectations:
Audience interests on CTV/OTT are very limited and not always available. Because of this, and to ensure transparency, interest-based targeting is not available on NXT Digital. CTV also does not support contextual targeting, since content is delivered through channels and networks rather than specific sites or apps.

Targeting options for CTV include:

• Behaviors and interests
• Demographics (e.g., gender, age, household income, education level, parent status)
• ZIP codes (and/or radius around a ZIP code)
• State
• City
• DMA (designated market area)

Your advertisers can also receive detailed reporting on performance metrics. Explaining it this way should help clear up confusion.

Let’s look at some strategies for CTV advertising prospecting next.

Target Local Companies Buying Broadcast TV Ads

One smart way to find CTV ad prospects is to watch local channels and note who’s advertising. These companies have the creative ready, so there won’t be an objection there. They may not realize the value of CTV ads versus traditional TV.

You don’t have to tell them to move all those ad dollars. Instead, talk about how CTV expands their presence with crucial targeting. Remind them that CTV ads play on the “big screen” of smart TVs, so they get the same exposure.

By moving some money from TV to CTV, they have the chance to get in front of the most relevant audience members in a format viewers can’t skip.

Focus on Industries Spending on CTV

CTV is ideal for businesses that rely on strong brand presence and high-impact storytelling. These advertisers aren’t chasing clicks; they want visibility in front of engaged households. Some of those include:

• Grocery stores
• Hospitality
• Legal and Financial Services
• Auto dealerships
• Quick-serve restaurants

• Healthcare providers

• Higher-education institutions

• Home services (HVAC, roofing, plumbing)

• Local government, community initiatives, or PSA

These verticals benefit from the quality of the placement, the larger screen, and the ability to deliver longer-form video messages.

Identify Current Customers That Are a Great CTV Fit

You have strong relationships with many local businesses. They’re buying radio from you and possibly some digital. Based on what you know about their goals, initiate a conversation about the benefits of CTV and how you can execute it for them.

Talk about how it’s a great complement to radio and other digital tactics. Insightful research noted that CTV and radio fill the declining linear TV reach gap.