Connected TV (CTV) advertising delivers targeted advertisements through internet-connected television devices, such as smart TVs, streaming devices (e.g., Roku, Apple TV), gaming consoles, or mobile devices.
Use of streaming services and CTV platforms continues to rapidly increase, with 62.6 million users projected by 2025. As more consumers cut the cord on cable, pet retailers can use this opportunity to reach pet owners through CTV advertising.
Number of Connected TV Users in the United States from 2020 to 2025, by Generation (in millions)
CTV Advertising vs. Traditional TV Advertising
Pet retailers with varying budgets can use CTV advertising to deliver impactful ads without the high costs associated with traditional TV advertising. While TV advertising certainly has its place, CTV offers more flexibility in terms of ad budgets, targeting options, and campaign durations. In fact, 55% of advertisers believe CTV ads are as effective at driving return on ad spending as linear TV; 36% say it’s more effective.
6 CTV Advertising Tips for Pet Retailers
Follow these tips to leverage CTV advertising effectively and drive more sales for your pet retail business.
1. Target Your Audience with Precision
81% of TV advertisers cite “targeting and efficiency” as the primary reason for shifting ad spend to CTV/OTT and away from linear/cable TV advertising. (Statista)
One of the biggest advantages of CTV advertising is the wide range of targeting capabilities it offers. Pet retailers can use data on pet ownership, types of pets in the household, interests, life events, demographics, browsing activity, shopping behaviors, and more to ensure their ads are shown to consumers looking for pet-related products and services.
2. Create Engaging Video Ad Content
Standard pre-roll CTV ads see a 94% viewer completion rate vs. 74% on PC and 69% on mobile devices. (Statista)
CTV viewers are actively engaged with the content they stream, making them more receptive to ads. Pet retailers can leverage this engagement to create compelling ad content that captures attention and drives interest in their products.
Use this channel to increase brand awareness and promote your offerings on specialty pet products and services. Incorporating vibrant visuals and emotional storytelling in your ad creative can help capture attention and build a connection with pet owners.
3. Personalize the Experience
88% of U.S. marketers have seen measurable improvements due to personalization, with more than half reporting a lift greater than 10%. – Instapage
Pet retailers can leverage rich consumer insights to deliver personalized ads to specific audience segments. For instance, you can target an audience segment that recently purchased cat food with ads highlighting new cat treats or accessories. Providing a personalized experience ensures your target audience only sees ads relevant to their interests, increasing the likelihood of a conversion.
4. Use Localized Targeting to Drive Foot Traffic
Consumers exposed to CTV advertising are 71% more likely to advocate and tell a friend about a brand than consumers exposed to linear TV, with 52% more likely to buy a product and 45% more likely to visit a store or product website. (Tremor Video)
Localized CTV ads help create a sense of proximity and urgency, encouraging your audience to act. If you have physical pet retail stores, utilize CTV’s geo-targeting capabilities to reach pet owner segments in specific regions with local offers, discounts, or events to drive foot traffic to your stores.
5. Integrate CTV Advertising as a Part of Your Multi-Channel Campaigns
Advertisers saw 22% stronger conversion rates for paid search and 9% stronger conversion rates for paid social after launching a CTV campaign. (Digiday)
CTV advertising is most effective when used as part of a multi-channel marketing strategy. It’s recommended to use CTV with other digital channels like social media, email marketing, and display ads. This approach helps you create a cohesive campaign that reinforces your brand messaging across various touchpoints.
6. Routinely Measure & Optimize Your Campaigns
CTV yields ROI 30% higher than that of other marketing channels — even though CTV is averaging just 7% of total spend. (Analytic Partners)
Pet retailers can track metrics such as ad impressions, completion rates, click-through rates, and conversions to gain valuable insights into the effectiveness of their CTV advertising campaigns. Experiment with different ad formats, placements, messaging, and targeting options to identify what works best for your pet retail business. Take a test-and-learn approach to optimize your advertising strategies and allocate your budget more efficiently to maximize your ROAS.
CTV Advertising Solutions for Pet Retailers
CTV advertising is a dynamic and evolving landscape. Are you interested in learning more about how to leverage this powerful channel to drive sales for your pet retail business? Let’s talk!