Connected TV (CTV) — also known as Over-the-Top (OTT) advertising — is streaming TV delivered over the internet through platforms such as Hulu, YouTube TV, and Netflix. It combines the visual impact of traditional TV with the targeting precision of digital advertising.
Sample CTV Chanels
CTV isn’t just a buzzword (or buzz acronym), it’s now a mainstream part of how people watch.
- 73% of U.S. households are streaming content on their TVs
- And it’s not just younger viewers. CTV adoption spans every age group, making it a powerful channel for reaching homeowners, decision-makers, and key customer segments.
But beyond awareness, CTV is proving its value at the bottom of the funnel — improving performance in channels like search and Local Service Ads (LSAs).
The Challenge
A Triad-based home services company wanted to understand how Connected TV could support its lead generation efforts, specifically whether adding CTV to its media mix would improve conversion rates and cost efficiency on performance channels such as Google PPC and LSA.
To test CTV’s impact, we ran a controlled comparison:
- Greensboro DMA: CTV was added to the media mix early in 2025.
- Charlotte DMA: Media strategy remained unchanged (no CTV).
Both markets continued to run robust PPC and LSA campaigns throughout the period.
The Approach
The Greensboro DMA became the testing ground for CTV’s halo effect on paid search performance.
- CTV creative was built to drive brand awareness and recall, targeting decision makers across popular streaming platforms.
- Targeting focused on households within the Greensboro DMA.
- Measurement was aligned across markets, focusing on conversion rates and cost-per-conversion in PPC and LSA
The Results
Greensboro (CTV Activated)
- 82% increase in conversion rate across PPC and LSA
- 2% decrease in cost-per-conversion
Charlotte (No CTV)
- 34% increase in conversion rate across PPC and LSA
- 20% increase in cost-per-conversion
While both markets saw seasonal lift, Greensboro’s performance significantly outpaced Charlotte’s. And critically, CTV was the only major media change made in Greensboro, isolating its impact on overall marketing performance.
The Takeaway
Adding CTV to the media mix didn’t just boost awareness; it made lower-funnel channels work harder. Paid search and LSA performance improved dramatically where CTV was running, showing how top-of-funnel engagement can accelerate action when buyers are ready.
