Behavioral targeting on Connected TV uses viewers’ online activities – like browsing history, app usage, and content engagement – to deliver highly relevant ads on streaming platforms. This approach boosts engagement and ROI for digital agencies by reaching high-intent audiences precisely, unlike broad linear TV buys.
Why Behavioral Targeting Excels in CTV
CTV reaches over 85% of U.S. households with 4+ hours of daily streaming, creating prime ad inventory powered by IP-level data. Agencies leverage past behaviors (i.e. fitness app users seeing workout gear ads) to predict intent, cutting waste by 30-50% compared to demographics alone.
Behavioral data from first-party sources (your CRM) and third-party providers enables cross-device matching, linking mobile actions to TV viewing for full-funnel impact. This precision drives lifts in search volume and conversions, ideal for franchise clients optimizing paid media.
Follow these steps to launch effective behavioral CTV campaigns:
- Gather Data Sources: Combine first-party data (site visits, purchases) with third-party behavioral segments (e.g., “recent home remodelers” from app installs). Use data clean rooms for privacy-compliant matching across 100M+ CTV households.
- Define Audience Segments: Build layers like “browsing behaviors” (industry content readers) or “past engagement” (brand interactors). Start broad (2M+ households) for awareness, then refine with intent signals for performance.
- Select Platforms & DSPs: Partner with DSPs like The Trade Desk or StackAdapt that support behavioral inputs.
- Create Tailored Creatives: Match 15-30 second HD ads to behaviors – storytelling for browsers, direct CTAs for retargeting.
Implementing behavioral targeting for Connected TV advertising helps ensure you’re reaching the right audience for the greatest impact possible from your campaign. With this step-by-step guide, you can create powerful Connected TV advertising campaigns that will help ensure you’re winning with your target audience.
