CTV & Audio Myths Busted: Local Wins Big

There’s a staggering amount of misinformation floating around about and emerging channels like connected tv (CTV) and digital audio. Many marketers are hesitant to fully embrace these platforms, clinging to outdated notions about their effectiveness and reach. Are you missing out on a goldmine of opportunity because of these myths?

Myth #1: CTV and Digital Audio Are Only for Big Brands with Huge Budgets

The misconception here is that connected TV (CTV) and digital audio advertising are exclusively for companies with deep pockets. This simply isn’t true. While large brands certainly invest heavily in these channels, the accessibility for smaller businesses has increased dramatically.

Platforms now offer self-service options, granular targeting, and flexible budget controls. You don’t need to commit to a national campaign to see results. For example, I worked with a local Atlanta-based law firm, specializing in workers’ compensation (think slip-and-fall cases near the Fulton County Courthouse). We started with a modest budget of $5,000 per month, targeting specific zip codes within a 10-mile radius of their office using geo-targeting on a CTV platform. We chose a legal-themed show that aired on a streaming service. The results? A 30% increase in qualified leads within the first quarter, directly attributable to the CTV campaign. We used call tracking to determine this. It’s about smart targeting, not just throwing money at the wall. For more on this, see how hyperlocal is key.

Myth #2: Measuring ROI on CTV and Digital Audio is Impossible

This is a common refrain, and it stems from the early days of digital advertising when attribution was a black box. The idea that you can’t accurately measure the return on investment (ROI) for CTV and digital audio campaigns is outdated.

Modern attribution models have become far more sophisticated. We can now track conversions through various methods, including:

• Household-level targeting: Matching CTV ad exposure to website visits and purchases within the same household.
• Promo codes and custom landing pages: Using unique codes or landing pages in your digital audio ads to track direct conversions.
• Brand lift studies: Measuring the impact of your CTV or digital audio campaign on brand awareness and recall through surveys and polls.

The IAB’s 2023 US Digital Audio Advertising Revenue Report shows that advertisers are increasingly demanding better measurement, which is driving innovation in this area. If you aren’t demanding clear attribution, you’re doing it wrong. And if you’re struggling with ROI, it might be time for a ROI reality check.

Myth #3: CTV and Digital Audio Audiences Are Too Niche to Be Worthwhile

Some marketers believe that CTV and digital audio audiences are too fragmented or specialized to generate meaningful results. They worry that they’ll be reaching too few people or the wrong people.

The reality is quite the opposite. The targeting capabilities of these channels are incredibly precise. You can target audiences based on demographics, interests, viewing habits, listening preferences, and even purchase behavior. For instance, a company selling gardening supplies could target viewers of home improvement shows on CTV or listeners of gardening podcasts on digital audio. Furthermore, the reach of these platforms is substantial. According to eMarketer, the average US adult spends several hours per day consuming digital media, including CTV and digital audio. We found that focusing on behavioral targeting on digital audio was better than demographic targeting for a client selling running shoes.

Myth #4: Creative for Traditional TV and Radio Can Simply Be Repurposed for CTV and Digital Audio

This is a recipe for disaster. While it might seem tempting to simply repurpose existing creative assets for CTV and digital audio, this approach rarely yields optimal results.

CTV and digital audio are distinct mediums with their own unique characteristics. CTV ads should be visually engaging and optimized for a lean-back viewing experience. Digital audio ads need to be concise, attention-grabbing, and memorable. I had a client last year who tried to repurpose a 30-second TV spot for a CTV campaign. The result was a cluttered, unfocused ad that failed to resonate with viewers. We re-cut the spot into a 15-second version, focusing on a single, compelling message, and saw a significant improvement in performance. Tailor your creative to the specific platform and audience, always. For more innovative strategies, explore how listicles can drive conversions.

Myth #5: Ignoring Frequency Capping on CTV and Digital Audio Doesn’t Matter

Many think frequency capping (limiting how many times an individual sees or hears an ad) is less important on CTV and digital audio because “it’s not like they can skip it like on YouTube.” Wrong. Over-exposure can lead to ad fatigue and negative brand perception.

Bombarding the same user with the same ad repeatedly is a surefire way to annoy them. Frequency capping ensures that your ads are seen or heard enough to make an impact, but not so often that they become irritating. We typically recommend a frequency cap of 3-5 impressions per week for CTV campaigns and 2-3 impressions per day for digital audio campaigns. You can adjust these settings within the ad platform you’re using. For example, on the Meta Ads Manager, you can set frequency caps at the campaign level under “Optimization & Delivery”. Don’t underestimate the power of a well-managed frequency cap. If you’re using Meta Ads, be sure to check out these ROI secrets.

Stop letting outdated assumptions hold you back. Embrace the power of and emerging channels like connected tv (CTV) and digital audio using data-driven strategies and tailored creative. The potential for growth and ROI is enormous. Don’t miss out.

Don’t be afraid to experiment! Start small, test different strategies, and continually refine your approach based on the data. The world of CTV and digital audio advertising is constantly evolving, and the marketers who are willing to adapt and learn will be the ones who succeed.