Are you struggling to reach your target audience effectively? Traditional marketing channels are becoming less impactful, and to succeed in 2026, you need to understand and implement strategies for and emerging channels like connected tv (CTV) and digital audio. Learn how to build successful marketing campaigns and gain a competitive edge in the modern advertising market. Can these emerging channels truly deliver the ROI you need?
Key Takeaways
- Connected TV (CTV) advertising is projected to account for 40% of all TV ad spend by 2028, making it a crucial channel for reaching cord-cutters.
- Digital audio ads, including podcasts and streaming services, offer precise targeting options, allowing you to reach specific demographics and interests with greater accuracy.
- A successful CTV campaign requires high-quality video creatives optimized for larger screens and longer viewing sessions, unlike traditional social media video ads.
The Problem: Marketing in a Fragmented Media World
The media landscape is more fragmented than ever before. Consumers are ditching traditional cable subscriptions for streaming services, and radio listening habits are shifting towards podcasts and on-demand music. This presents a significant challenge for marketers who are used to relying on traditional channels like broadcast TV and terrestrial radio to reach a broad audience. The old methods simply aren’t as effective anymore. We’re seeing diminishing returns, and frankly, wasted ad spend.
For example, a few years back I worked with a local Atlanta law firm, Patel & Miller, whose primary marketing strategy was running ads during the evening news on WSB-TV. It was a strategy that had worked well for them for years. However, as more people in Fulton County started cutting the cord, their reach dwindled, and the cost per acquisition skyrocketed. They needed a new approach, and fast.
| Factor | Connected TV (CTV) | Digital Audio |
|---|---|---|
| Target Audience | Households, Shared Viewing | Individual Listeners, On-the-go |
| Ad Format | Video Ads, Interactive Ads | Audio Ads, Podcast Ads |
| Typical CPM | $20 – $40 | $5 – $15 |
| Measurement | Impressions, Completion Rate, Click-Through Rate | Impressions, Listen-Through Rate |
| Best For | Brand Awareness, Video-Driven Campaigns | Frequency, Repetitive Messaging |
| Creative Flexibility | High; visual storytelling options | Moderate; focus on strong audio creative |
The Solution: Embrace Emerging Channels
The solution lies in embracing emerging channels like connected tv (CTV) and digital audio. These platforms offer new and exciting opportunities to reach your target audience with precision and impact. Let’s break down each channel and how to leverage them effectively.
Connected TV (CTV) Advertising
Connected TV (CTV) refers to televisions that can connect to the internet and stream video content. This includes smart TVs, as well as devices like Roku, Amazon Fire TV, and Apple TV. CTV advertising allows you to deliver video ads to viewers who are watching content on these devices. This is not your grandfather’s TV advertising. We’re talking targeted, measurable, and often more cost-effective campaigns.
Why CTV?
- Precise Targeting: CTV platforms offer advanced targeting options based on demographics, interests, viewing habits, and even location. This allows you to reach specific segments of your target audience with greater accuracy than traditional TV advertising. For example, you could target homeowners in the 30305 zip code who are interested in home improvement shows.
- High Engagement: CTV viewers are typically more engaged than traditional TV viewers. They’re actively choosing what to watch, which means they’re more likely to pay attention to your ads.
- Measurable Results: Unlike traditional TV advertising, CTV provides detailed metrics on ad performance, including impressions, reach, frequency, and completion rates. This allows you to track your ROI and optimize your campaigns for better results.
How to Get Started with CTV Advertising:
- Choose a CTV Advertising Platform: Several platforms offer CTV advertising solutions, including Roku Advertising Platform, Amazon DSP, and Apple Ads. Each platform has its own strengths and weaknesses, so it’s important to choose the one that best fits your needs and budget.
- Define Your Target Audience: Clearly define your target audience based on demographics, interests, and viewing habits. This will help you create more effective ad campaigns.
- Create Engaging Video Ads: Your video ads should be high-quality, visually appealing, and relevant to your target audience. Keep them concise and focused on your key message. Remember, most CTV viewers are watching on large screens, so your creative needs to be optimized for that experience. Forget those shaky, low-res social media videos!
- Track Your Results: Monitor your ad performance closely and make adjustments as needed to improve your ROI.
Digital Audio Advertising
Digital audio advertising encompasses ads delivered through various audio platforms, including streaming music services like Spotify and Pandora, podcasts, and online radio stations. This channel presents a unique opportunity to reach listeners during their commutes, workouts, or while they’re engaged in other activities.
Why Digital Audio?
- Highly Engaged Audience: Digital audio listeners are often highly engaged with the content they’re consuming. This means they’re more likely to pay attention to your ads.
- Precise Targeting: Digital audio platforms offer a range of targeting options, including demographics, interests, location, and listening habits. This allows you to reach specific segments of your target audience with precision.
- Cost-Effective: Digital audio advertising can be a cost-effective way to reach a large audience, especially compared to traditional radio advertising.
How to Get Started with Digital Audio Advertising:
- Choose a Digital Audio Advertising Platform: Several platforms offer digital audio advertising solutions, including Spotify Ad Studio, Pandora AMP, and iHeartMedia.
- Define Your Target Audience: As with CTV, clearly define your target audience to ensure your ads are reaching the right people.
- Create Compelling Audio Ads: Your audio ads should be well-produced, engaging, and relevant to your target audience. Use a clear and concise message, and include a strong call to action. Think beyond just a radio spot; consider creating a narrative or sponsoring a podcast episode.
- Track Your Results: Monitor your ad performance and make adjustments as needed to improve your ROI.
What Went Wrong First: Failed Approaches
Before Patel & Miller found success with CTV and digital audio, they tried a few other approaches that fell flat. One of their initial attempts was to simply repurpose their existing TV commercials and run them as pre-roll ads on YouTube. This didn’t work for several reasons. First, the commercials were too long and didn’t hold viewers’ attention. Second, the targeting was too broad, and they were reaching a lot of people who weren’t in their target market. Third, the ads felt out of place on YouTube, which is primarily a user-generated content platform. They also briefly experimented with influencer marketing, but struggled to find influencers who were genuinely relevant to their target audience and whose values aligned with the firm’s brand. It’s easy to throw money at the newest trend, but without a strategic approach, you’re just burning cash.
Case Study: Patel & Miller’s Success
After their initial stumbles, Patel & Miller decided to take a more strategic approach to and emerging channels like connected tv (CTV) and digital audio. They partnered with a local Atlanta marketing agency, VisionEdge Marketing, to develop a comprehensive CTV and digital audio advertising strategy.
Here’s what they did:
- CTV Advertising: VisionEdge helped Patel & Miller create a series of short, targeted video ads specifically for CTV. These ads focused on specific legal services, such as personal injury and workers’ compensation, and were targeted to viewers in the Atlanta metro area who were watching relevant content, such as news programs and legal dramas. They used Amazon DSP to target households within a 25-mile radius of their office near the intersection of Peachtree Road and Piedmont Road.
- Digital Audio Advertising: VisionEdge also helped Patel & Miller create a series of audio ads for Spotify and Pandora. These ads were targeted to listeners in the Atlanta area who were interested in legal topics. They also sponsored a local podcast about small business law, which helped them reach a highly targeted audience of entrepreneurs and business owners.
The Results:
Within six months, Patel & Miller saw a significant increase in leads and new clients. Their website traffic increased by 40%, and their phone calls increased by 30%. More importantly, their cost per acquisition decreased by 25%. The CTV and digital audio campaigns proved to be far more effective than their previous marketing efforts. They were able to reach a larger, more targeted audience at a lower cost. According to Patel himself, “We were initially hesitant to invest in these new channels, but it turned out to be the best marketing decision we’ve made in years.” I’m not surprised. It’s what happens when you meet the audience where they are. For more on this, read about data-driven marketing in Atlanta.
The Future of Marketing is Here
The shift towards and emerging channels like connected tv (CTV) and digital audio is not a fad; it’s a fundamental change in how people consume media. Marketers who embrace these channels and develop effective strategies will be well-positioned to succeed in the years to come. Those who cling to outdated methods will be left behind. To stay competitive, consider marketing trends you can actually use.
Don’t wait for your competitors to seize the advantage. Start exploring and emerging channels like connected tv (CTV) and digital audio today. By implementing a targeted strategy, you can connect with your audience in new and meaningful ways, ultimately driving growth and achieving your marketing goals. The next step? Research available CTV platforms and schedule a demo. Your future customers are waiting. And be sure to avoid common DV360 myths that can waste ad budget.
What is the difference between CTV and OTT?
While often used interchangeably, CTV (Connected TV) refers to the actual television device connected to the internet, whereas OTT (Over-The-Top) refers to the streaming content delivered over the internet, bypassing traditional cable or satellite providers. Think of CTV as the hardware and OTT as the software.
How much does CTV advertising cost?
CTV advertising costs vary widely depending on factors such as targeting options, ad format, and platform. CPMs (cost per thousand impressions) can range from $20 to $50 or more. Digital audio, on the other hand, often has CPMs in the $5-15 range.
What are some best practices for creating effective CTV ads?
Keep your ads short and visually appealing, use a clear call to action, and target your ads to the right audience. Ensure your video quality is high, as viewers are watching on large screens. A/B test different creatives to see what resonates best with your audience.
How can I measure the success of my digital audio advertising campaigns?
Track metrics such as impressions, reach, frequency, click-through rates (CTR), and conversion rates. Many platforms offer detailed analytics dashboards to help you monitor your campaign performance.
Are there any privacy concerns with CTV and digital audio advertising?
Yes, as with any form of digital advertising, there are privacy concerns. Be transparent with your audience about how you are collecting and using their data. Comply with all relevant privacy regulations, such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR).
Don’t wait for your competitors to seize the advantage. Start exploring and emerging channels like connected tv (CTV) and digital audio today. By implementing a targeted strategy, you can connect with your audience in new and meaningful ways, ultimately driving growth and achieving your marketing goals. The next step? Research available CTV platforms and schedule a demo. Your future customers are waiting.
