Connected TV Advertising Surges as Brands Seek Precision and Scale
Case studies show how CTV delivers both reach and efficiency in a privacy-first era
In the evolving world of digital advertising, Connected TV (CTV) has emerged as one of the fastest-growing channels. With audiences migrating from traditional cable to streaming platforms, and regulators tightening privacy rules, advertisers are finding that CTV offers a rare combination of scale, precision, and flexibility.
Recent campaigns show how brands are blending CTV into their media strategies—not only as a top-funnel awareness play, but also as a driver of measurable performance.
Why CTV is Rising
Several forces are fueling the acceleration of CTV and video ad investment:
Audience Shift: Cord-cutting has moved mainstream. More than half of U.S. households now access most video through streaming platforms.
Targeting Opportunities: While third-party cookie targeting is fading, CTV platforms offer contextual, behavioral, and household-level data that advertisers can activate in privacy-safe ways.
Cross-Device Reach: CTV campaigns can integrate with mobile, desktop, and even in-store channels, reinforcing messages across the consumer journey.
Performance Potential: Unlike traditional TV, CTV allows for measurement tied to conversions, making it attractive for both brand and direct-response marketers.
Case Study 1: Metadata Optimization in CTV Advertising
The Approach
Rain the Growth Agency ran a CTV campaign that moved away from reliance on personally identifiable information. Instead, it leaned on metadata signals—such as show genre, device type, and contextual viewership patterns.
The Results
Campaign efficiency improved without compromising reach.
The privacy-safe approach avoided over-reliance on ID-based targeting.
Measurement tools showed brand lift gains while maintaining consumer trust.
Takeaway: Metadata and contextual signals can be powerful substitutes for individual-level identifiers, aligning with both privacy demands and performance goals.
Source: Rain the Growth Agency - Metadata Optimization in CTV Advertising
Case Study 2: Blending Linear and CTV for a Consumer Brand
The Approach
A consumer packaged goods (CPG) company, targeting young mothers, partnered with CTV Media to combine linear television with CTV placements. Linear was used to maximize broad reach, while CTV refined targeting to efficiently reach the desired demographic.
The Results
CTV delivered lower cost per conversion than linear.
Linear still achieved higher raw conversion rates, showing that both channels add value.
The combined campaign achieved strong unique reach at a lower overall cost.
Takeaway: A hybrid strategy leverages the strengths of both traditional and streaming formats. CTV is no longer just a complement—it is a performance channel in its own right.
Source: CTV Media - Linear + CTV Case Study
Implications for Advertisers
The case studies highlight several broader lessons:
CTV is Privacy-Forward
Contextual and metadata-driven strategies allow advertisers to maintain targeting sophistication without running afoul of privacy regulations.Performance is Possible
CTV campaigns can be tied to conversions, not just impressions, thanks to better measurement tools and household-level attribution.Integration Wins
The best results come when CTV is combined with other formats—linear TV, mobile video, or display—creating a multi-touch campaign that balances reach and efficiency.Measurement Challenges Remain
Cross-platform measurement is still fragmented, but early adopters show that creative use of brand lift studies and conversion data can bridge some of the gaps.
The Bigger Picture
The growth of CTV is reshaping the ad market. Streaming platforms are rolling out new ad-supported tiers, from Netflix to Disney+, while traditional networks are doubling down on hybrid models. For advertisers, this means more inventory, more targeting opportunities, and more experimentation with creative formats—from interactive ads to shoppable video.
As privacy regulation continues to reshape digital targeting, CTV’s blend of scale and privacy-safe precision makes it one of the most resilient and promising channels in advertising.