CTV & Audio Ads: MarTech 360’s Untapped Lead Gen

Are you ready to supercharge your marketing strategy by tapping into and emerging channels like connected TV (CTV) and digital audio? We’ll walk through using the powerful MarTech 360 platform to craft campaigns that convert. Expect case studies showcasing successful campaigns, marketing that actually drives results, and a roadmap to mastering these exciting new avenues. Are you ready to leave traditional marketing in the dust?

Step 1: Accessing the MarTech 360 Campaign Builder

1.1 Logging into MarTech 360

First, head over to the MarTech 360 platform. Enter your username and password in the designated fields. If you’ve enabled two-factor authentication, you’ll be prompted to enter the code from your authenticator app. Pro Tip: Always double-check the URL to ensure you’re on the legitimate MarTech 360 site to avoid phishing scams. Once logged in, you’ll land on the main dashboard.

1.2 Navigating to the Campaign Builder

From the dashboard, locate the main navigation menu on the left-hand side. Click on “Campaigns.” This will expand a sub-menu. Select “New Campaign.” You’ll then be presented with a screen asking you to choose your campaign objective. Expected outcome: A screen displaying various campaign objectives like “Brand Awareness,” “Lead Generation,” and “Website Traffic.”

Step 2: Setting Up Your CTV Campaign

2.1 Choosing Your Campaign Objective

For this tutorial, let’s assume our objective is “Lead Generation.” Select “Lead Generation” from the list of available objectives. This will tailor the campaign setup process to focus on collecting leads through your CTV ads. Common Mistake: Selecting the wrong objective can lead to misaligned campaign settings and poor performance. Double-check your choice before proceeding.

2.2 Defining Your Target Audience

This is where the magic happens. After selecting your objective, you’ll be directed to the audience targeting section. Here, you can define your ideal customer using a variety of criteria. You’ll see options like:

1. Demographics: Age, gender, income, education, and household composition.
2. Interests: Choose from a comprehensive list of interests, from “Sports Enthusiasts” to “Home Improvement.”
3. Behavior: Target users based on their online behavior, such as frequently visited websites or past purchases.
4. Location: Specify geographic areas, from entire states down to individual zip codes. For example, if we’re targeting potential customers for a new restaurant opening near the intersection of Northside Drive and West Paces Ferry Road in Atlanta, we can use a radius targeting option to focus on that specific area.
5. CTV Specifics: Target based on the types of shows people watch (e.g., reality TV, documentaries, news), the apps they use (e.g., Hulu, Netflix, Tubi), and the devices they use to stream (e.g., Roku, Apple TV, smart TVs).

Pro Tip: Start with a broad audience and then gradually narrow it down based on performance data. The more specific your targeting, the higher your chances of reaching the right people.

2.3 Designing Your CTV Ad Creative

Next, you’ll need to upload or create your CTV ad. MarTech 360 supports various video formats, including MP4 and MOV. Ensure your video meets the platform’s specifications for resolution and file size. You’ll also need to create a compelling call-to-action (CTA) that encourages viewers to take the desired action, such as visiting your website or filling out a form. The CTA button is customizable; you can edit the text, color, and size. I had a client last year who ran a CTV campaign with a generic CTA, and the results were underwhelming. When we switched to a more specific and action-oriented CTA (“Get a Free Quote Now”), their click-through rate tripled.

2.4 Setting Your Budget and Schedule

Now, it’s time to set your budget and schedule. You can choose between a daily budget or a lifetime budget. With a daily budget, you specify the amount you’re willing to spend each day. With a lifetime budget, you set a total amount for the entire campaign duration. You’ll also need to define your campaign start and end dates. Under the “Advanced Settings”, you can specify the times of day your ads will run. Expected Outcome: The system estimates the reach of your campaign based on your budget and targeting settings.

Step 3: Creating Your Digital Audio Campaign

3.1 Selecting “Digital Audio” as Your Campaign Type

Return to the “Campaigns” section in the main navigation menu and select “New Campaign” again. This time, instead of choosing a pre-defined objective, select “Custom Campaign” and then choose “Digital Audio” as your campaign type. This will give you more granular control over your campaign settings.

3.2 Targeting Your Audio Audience

Similar to CTV, you can target your audio audience based on demographics, interests, behavior, and location. However, you’ll also have access to audio-specific targeting options, such as:

1. Podcast Genres: Target listeners based on the types of podcasts they listen to (e.g., business, comedy, news).
2. Music Streaming Services: Target users on specific music streaming platforms like Spotify, Pandora, or local radio station apps.
3. Dayparting: Target listeners during specific times of day when they’re most likely to be receptive to your message. For example, if you’re promoting a coffee shop near the MARTA station at Five Points, you might target commuters during their morning rush hour.

Pro Tip: Consider the context in which your audio ad will be heard. A lighthearted, humorous ad might work well during a comedy podcast, while a more serious, informative ad might be better suited for a news podcast.

3.3 Crafting Your Audio Ad Creative

Your audio ad should be concise, engaging, and memorable. MarTech 360 supports MP3 and WAV formats. Keep your ad under 30 seconds for optimal impact. Include a clear call-to-action, such as visiting your website or calling a specific phone number. Common Mistake: Using overly complex language or jargon. Keep your message simple and easy to understand. We recently ran into this exact issue at my previous firm. We had an audio ad that was packed with technical terms, and it completely bombed. Once we simplified the language, the ad’s performance improved dramatically.

3.4 Implementing Conversion Tracking

To accurately measure the success of your digital audio campaign, it’s crucial to implement conversion tracking. MarTech 360 allows you to track various types of conversions, such as website visits, form submissions, and phone calls. For phone call tracking, you can use a call tracking service and integrate it with MarTech 360. This will allow you to attribute phone calls directly to your audio ads. Here’s what nobody tells you: conversion tracking isn’t perfect, and it will never be. But it’s better than flying blind.

Step 4: Launching and Monitoring Your Campaigns

4.1 Reviewing Your Campaign Settings

Before launching your campaigns, take a moment to review all of your settings. Double-check your targeting criteria, ad creatives, budget, and schedule. Ensure everything is accurate and aligned with your goals. MarTech 360 provides a comprehensive campaign summary that allows you to see all of your settings at a glance. Expected Outcome: Confidence that your campaign is set up correctly and ready to launch.

4.2 Launching Your Campaigns

Once you’re satisfied with your settings, click the “Launch Campaign” button. Your campaigns will then be submitted for approval. MarTech 360’s ad review team will ensure that your ads comply with the platform’s advertising policies. Approval typically takes a few hours. Pro Tip: Launch your campaigns a few days before your desired start date to allow time for the approval process.

4.3 Monitoring Campaign Performance

After your campaigns launch, it’s essential to monitor their performance closely. MarTech 360 provides a real-time analytics dashboard that allows you to track key metrics such as impressions, clicks, click-through rate (CTR), and conversions. Pay attention to these metrics and make adjustments as needed to optimize your campaign performance. If a particular ad creative is underperforming, try A/B testing different versions to see what resonates best with your audience. The analytics dashboard lets you download detailed reports in CSV format for further analysis. A report by the IAB ([Interactive Advertising Bureau](https://iab.com/insights/)) found that advertisers who regularly monitor and optimize their campaigns see a significant increase in ROI.

Step 5: Optimizing for Success

5.1 A/B Testing Your Ad Creatives

Continuously test different ad creatives to identify what resonates best with your target audience. Experiment with different headlines, images, and calls to action. MarTech 360’s A/B testing tool makes it easy to create and run these tests. Simply create multiple versions of your ad and specify the percentage of your audience that should see each version. The platform will then automatically track the performance of each version and identify the winner. For example, we A/B tested two different audio ads for a local law firm. One ad focused on their experience in personal injury cases, while the other focused on their commitment to client service. The ad that focused on client service generated 40% more leads.

5.2 Refining Your Targeting

As you gather data, you may find that certain segments of your audience are responding better to your ads than others. Use this information to refine your targeting and focus your efforts on the most receptive segments. You can adjust your targeting criteria at any time in the campaign settings. Don’t be afraid to experiment with different combinations of targeting options to see what works best. According to [Nielsen data](https://www.nielsen.com/us/en/), precise targeting can increase ad relevance by up to 30%.

5.3 Adjusting Your Bids

Monitor your campaign’s cost-per-click (CPC) and cost-per-acquisition (CPA). If your CPC is too high, try lowering your bids. If your CPA is too high, try improving your ad creatives or refining your targeting. MarTech 360 offers automated bidding options that can help you optimize your bids in real-time. These options use machine learning algorithms to automatically adjust your bids based on market conditions and campaign performance.

By following these steps, you can effectively leverage MarTech 360 to create successful CTV and digital audio campaigns. Remember to continuously monitor your performance and make adjustments as needed to optimize your results. The world of digital marketing is constantly evolving, so stay curious and keep learning! Perhaps consider how AI can enhance your marketing efforts, too.

One area to consider is if CTV & Audio is an Untapped Goldmine for smart marketers. We’re finding that’s exactly the case for many of our clients.

Also, if you’re running into issues with ROI, it may be time to debunk some media buying myths. Many marketers are still stuck in old patterns.

Remember, smarter media buying is the key to ROI secrets in 2026!

The key takeaway here? Don’t be afraid to experiment! CTV and digital audio offer powerful, targeted reach, but the landscape is still evolving. By embracing a data-driven approach and continuously refining your campaigns based on real-world performance, you can unlock incredible growth for your business. So, get in there and start testing!