Is Connected TV right for your organization’s media mix?

June 23, 2021

We’ve all seen them, and perhaps been unnerved by them … those precisely targeted ads for the new Cuisinart stand mixer that keep popping up while we’re binge-watching “Chopped” via Hulu on our Apple TV. Those, my fellow marketers, are well-executed Connected TV (CTV) ads.

CTV is an emerging digital channel that allows advertisers to serve video ads to targeted audiences at a fraction of the cost of traditional TV ads. CTV adoption is growing exponentially, with more than half of all households in the U.S. “cutting the cord,” moving away from cable and satellite providers and switching to CTV platforms and streaming services. In addition to increased supply and demand, CTV allows for data-driven audience targeting based on location, demographic and psychographic data — meaning we’re able to efficiently reach people who are most likely to engage with your cause.  

Having rich targeting insights allows us to develop purposeful creative that inspires immediate attention and action. As CTV audiences are likely to be multiscreening while watching TV, we develop content that motivates viewers to look up from their phones, engage with the organization and click through to integrated mobile and desktop supporter experiences.  

Is CTV right for your nonprofit or cause-driven organization? If you’re looking for a cost-effective way to raise awareness and expand your media mix, the answer very well may be yes. CTV is a great addition to an already strong digital and offline marketing program. And, while mainly an awareness-generating channel for reaching new audiences and demographics, it can also be a fruitful direct fundraising strategy.

With change ever present in this season, now is also an opportune time to wisely refine your digital strategy and media mix. We’d love to talk to you about ways to enhance your cause’s awareness and fundraising channels — and the chocolate chip cookies we just made with our new Cuisinart stand mixer.