Are you struggling to reach your target audience through traditional marketing channels? The marketing world is constantly evolving, and to stay competitive, you need to explore and emerging channels like connected TV (CTV) and digital audio. Want to see how innovative brands are using these platforms to create memorable campaigns and drive real results?
Key Takeaways
- CTV ad spend is projected to reach $30 billion by 2027, making it a crucial channel for reaching cord-cutters.
- Digital audio advertising, including podcasts and streaming radio, offers precise targeting options based on demographics, interests, and listening habits.
- Combining CTV and digital audio within a cohesive marketing strategy can significantly boost brand awareness and drive conversions by creating multiple touchpoints.
Sarah Chen, marketing director at “The Daily Grind,” a local Atlanta coffee shop chain with 12 locations around the perimeter, was facing a challenge. Their traditional radio ads on 99X and billboards along I-285 weren’t bringing in the foot traffic they used to. “We were pouring money into channels that felt like shouting into the void,” Sarah confessed. “We needed a way to reach coffee lovers in a more targeted and engaging way.”
I remember having a similar conversation with a client last year. They were dumping cash into Google Ads without a clear strategy, and their ROI was abysmal. The problem? They weren’t reaching the right people. They needed to diversify. That’s where connected TV (CTV) and digital audio come in.
CTV, in its simplest form, is television accessed through the internet. Think streaming services like Netflix, Hulu, and Sling TV. Digital audio encompasses podcasts, streaming music platforms like Spotify, and online radio. According to a recent eMarketer report, digital audio ad spending is projected to surpass $9 billion in 2026, showing its increasing importance in the marketing mix.
Sarah, initially skeptical, decided to explore these newer channels. Her first step was to research local CTV advertising options. She discovered that many local news channels, like WSB-TV Channel 2, now offer streaming apps with targeted advertising opportunities. She also looked into programmatic CTV advertising, which allows her to target viewers based on demographics, interests, and even location – a critical factor for driving traffic to her specific coffee shop locations.
“The key is precise targeting,” I explained to Sarah during our initial consultation. “You don’t want to waste impressions on people who aren’t likely to visit your shops. Think about your ideal customer: where do they live, what do they watch, what do they listen to?”
According to a report by the Interactive Advertising Bureau (IAB), digital audio advertising revenue increased by 14% in 2023, signaling its growing effectiveness and popularity among advertisers.
Sarah decided to allocate 30% of her radio ad budget to a combined CTV and digital audio campaign. For CTV, she created a 15-second video ad showcasing the Daily Grind’s signature latte art and highlighting their convenient locations near popular neighborhoods like Buckhead and Midtown. The ad ran on the WSB-TV streaming app and through a programmatic CTV platform, targeting viewers within a 5-mile radius of each Daily Grind location.
For digital audio, Sarah partnered with a local podcast network that focused on Atlanta lifestyle and food. She sponsored a series of episodes featuring interviews with local chefs and restaurant owners, with a short ad spot promoting the Daily Grind’s new seasonal menu and offering a discount code for listeners. She also ran audio ads on Spotify, targeting users who listened to coffee-related playlists or podcasts.
One of the biggest advantages of digital audio is its ability to deliver highly targeted messages. Google Ads, for example, allows you to target users based on their interests, demographics, and even their purchasing habits. This level of precision is simply not possible with traditional radio advertising.
Here’s what nobody tells you: setting up these campaigns can be tricky. You need to understand the different ad platforms, targeting options, and measurement metrics. It’s easy to waste money if you don’t know what you’re doing. That’s why it’s often worth consulting with a marketing agency that specializes in CTV and digital audio.
After the first month of the campaign, Sarah started to see some promising results. Website traffic increased by 20%, and online orders jumped by 15%. More importantly, she noticed a significant increase in foot traffic to her coffee shops, particularly during the weekends. Customers were even mentioning the podcast sponsorship and using the discount code.
To track the effectiveness of her CTV campaign, Sarah used the analytics dashboards provided by WSB-TV and the programmatic CTV platform. These dashboards provided data on impressions, reach, frequency, and completion rates. She also used Meta Business Suite to track website conversions and attribute them to the CTV and digital audio campaigns.
“We were able to see exactly which ads were driving the most traffic and conversions,” Sarah explained. “This allowed us to optimize our campaigns in real-time and make sure we were getting the most bang for our buck.” The ability to adjust bids, creative, and targeting on the fly is a huge advantage over traditional media buys.
We ran into this exact issue at my previous firm. A client was running a CTV campaign, but they weren’t tracking conversions properly. They assumed the campaign was failing, but when we dug deeper, we discovered that it was actually driving a significant number of offline sales. The lesson? Always track everything, and don’t make assumptions.
What about the cost? CTV and digital audio CPMs (cost per thousand impressions) can vary widely depending on the platform, targeting options, and ad format. Generally, CTV CPMs are higher than digital audio CPMs, but they also offer the potential for greater reach and engagement. A Nielsen study found that CTV ads have a 74% completion rate, compared to just 54% for traditional TV ads.
By the end of the three-month campaign, Sarah had seen a 35% increase in overall sales. The Daily Grind was attracting new customers, engaging with existing ones, and building a stronger brand presence in the Atlanta community. She even started exploring other emerging channels, like in-store digital signage and location-based mobile advertising.
“I was a skeptic at first, but now I’m a believer,” Sarah said. “CTV and digital audio have completely transformed our marketing strategy. We’re no longer shouting into the void. We’re reaching the right people, with the right message, at the right time.”
Sarah’s success story demonstrates the power of CTV and digital audio. By embracing these innovative platforms, businesses can reach a wider audience, engage with customers in new ways, and drive real results. The key is to develop a targeted strategy, track your results, and be willing to experiment.
Stop thinking of CTV and digital audio as “nice to haves.” They’re essential for survival in 2026. Start small, test different approaches, and see what works best for your business. Investigate options from platforms like Amazon Advertising, which offers solutions for both CTV and digital audio.
What is connected TV (CTV) advertising?
CTV advertising involves running video ads on television sets connected to the internet, primarily through streaming devices or smart TVs. This allows for targeted advertising based on demographics, interests, and viewing habits.
How does digital audio advertising work?
Digital audio advertising encompasses ads played on streaming music platforms, podcasts, and online radio stations. Advertisers can target listeners based on their demographics, listening habits, and interests.
What are the benefits of using CTV and digital audio in my marketing strategy?
CTV and digital audio offer precise targeting, increased reach, and higher engagement rates compared to traditional advertising channels. They also provide detailed analytics to track campaign performance and optimize your ad spend.
How much does CTV and digital audio advertising cost?
The cost of CTV and digital audio advertising varies depending on the platform, targeting options, and ad format. CPMs (cost per thousand impressions) can range from a few dollars to over $20, depending on the specific campaign parameters.
How can I measure the success of my CTV and digital audio campaigns?
You can measure the success of your CTV and digital audio campaigns by tracking metrics such as impressions, reach, frequency, completion rates, website traffic, online conversions, and offline sales. Using attribution models can help you understand the impact of these channels on your overall marketing performance.
Don’t just take my word for it – start experimenting with and emerging channels like connected TV (CTV) and digital audio in your next marketing campaign. The future of advertising is here, and it’s streaming directly to your audience. The single most important thing you can do right now? Identify one podcast or CTV app that aligns with your target audience, and explore their advertising options. If you’re in Atlanta, you might consider how Atlanta marketing can win in ’26.
