Connected TV (CTV) and programmatic audio have emerged as powerful channels for reaching audiences in previously untapped moments.

Remember when watching TV meant sitting through the same commercials as everyone else and radio ads were just random jingles hoping to catch someone’s attention? Those days are gone. CTV and digital audio advertising have completely changed the game, offering ways to reach audiences that would make traditional advertisers’ heads spin. Let’s dive into what this means for you and your advertising strategy.

The Connected TV Revolution

Think Netflix, Hulu and YouTube TV – but with smart advertising capabilities. Connected TV isn’t just regular television with an internet connection; it’s a whole new way to reach viewers. Instead of broadcasting the same ad to everyone watching The Office reruns, you can show different ads to different households based on their interests and behaviours.

What makes CTV special:

• Precise targeting at the household level
• Real-time performance metrics
• Interactive ad formats
• Lower waste compared to traditional TV
• Ability to reach cord-cutters and streaming-only viewers

The Audio Evolution

While everyone’s been talking about video, audio has quietly become a powerhouse channel. Think about your own day – how many hours do you spend listening to Spotify, podcasts or streaming radio? Audio ads reach people during commutes, workouts and work hours – times when they’re not looking at screens.

The beauty of digital audio advertising:

• High engagement rates (people rarely skip audio ads)
• Less ad fatigue (audio is less intrusive)
• Intimate connection with listeners
• Perfect for multitasking moments
• Voice-activated calls to action

Making Them Work Together

Here’s where it gets interesting. CTV and audio aren’t just separate channels – they’re complementary forces that can amplify your message. Think about it: you can reach someone with an engaging video ad while they’re relaxing at home, then reinforce that message through audio ads during their morning commute.

Smart strategies for integration:

Sequential Storytelling

• Start with impactful CTV ads
• Follow up with audio reminders
• Use each channel’s strengths

Cross-Channel Frequency Management

• Coordinate messaging across platforms
• Avoid over-saturation
• Maintain consistent brand voice

Audience Insights

• Learn from behaviour on both channels
• Refine targeting based on combined data
• Create more effective campaigns

Measuring Success

One of the best parts about CTV and audio advertising? You can actually measure what works. Unlike traditional TV and radio, these channels provide detailed metrics about who saw or heard your ads and what they did afterward.

Key metrics to watch:

• Completion rates
• Household reach
• Cross-device attribution
• Engagement metrics
• Conversion tracking

The future of advertising isn’t about choosing between channels – it’s about making them work together seamlessly. Start by understanding the strengths of each platform: use Connected TV for visual impact and storytelling and audio for personal, on-the-go messages.

Remember that your customers don’t think in terms of channels – they just want relevant, helpful information when it matters to them. By coordinating your TV and audio efforts, you’ll create a more effective and engaging advertising experience.

Start small, test different approaches and focus on creating experiences that add value for your audience.

Check out my other blog post on Connected TV!