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The surge in Connected TV (CTV) and Over-the-Top (OTT) services opens new avenues for businesses to engage with viewers.
Analyzing successful CTV ad examples can provide valuable strategies for crafting ads that draw in customers and generate leads.
CTV advertising refers to placing digital ads into streamed video content on Connected TV devices (e.g., smart TVs). Advertisers can reach specific audiences with tailored messages based on CTV viewer data and preferences.
š Related article: Connected TV (CTV) Advertising: What It Is & How It Works
Discover more about what CTV advertising is and how to take advantage of its growing popularity.
Explore 9 Connected TV (CTV) advertising examples that showcase innovative strategies and creative executions.
See the full CTV ad example here.
In the “Introducing The Ambience Concept” CTV advertisement, Volvo takes viewers on a journey through the vehicle’s luxurious interior and sleek exterior. The ad highlights the serene ambiance and cutting-edge design that set Volvo apart.
By weaving a narrative that connects emotionally with the audience, Volvo showcases the Ambience Concept’s features and encapsulates the lifestyle it promises.
Aside from the highly captivating content, the content increases viewer engagement rates by motivating potential customers to explore further by visiting a dealership.
What should brands keep in mind when crafting clickable CTAs?
“A well-defined CTA guides potential customers to a desired action. Use language tailored to where they are in the funnel. In the awareness stage, opt for educational CTAs like “Learn More” to gently draw in your audience. As they move to consideration, switch to more specific actions like “Download Guide,” aligning with their deeper interest. Finally, in the decision stage, direct CTAs like “Start Your Free Trial” cater to their readiness to commit, effectively turning interest into action. Keep in mind, though, that although the tailoring strategy will increase clicks, it isn’t always better for the bottom line, so success depends on the measurements you use to track it. A better measure of success may be tracking visits, conversions, or revenue.”
See the full CTV ad example here.
David’s Bridal adeptly navigated the pandemicās challenges, particularly when numerous weddings were postponed or canceled. By introducing and highlighting their virtual appointment services, the ad reassures potential customers that their dream wedding attire is still within reach despite the unprecedented circumstances.Ā
By addressing their audienceās immediate needsācouples navigating wedding planning amidst the pandemicāDavidās Bridal communicated that dreams do not need to be put on hold despite challenges. Viewers felt comforted and inspired to act, leading to an increase in virtual appointment bookings.
See the full CTV ad example here.
Buick’s interactive CTV ad captivates viewers by presenting choices in ad contentāInterior, Design, or Envyātailoring to individual preferences and boosting engagement. The interactivity heightens viewer involvement and brand perception by offering a more personalized and memorable advertising experience.
Its interactivity increases viewer interest and investment in the content, potentially leading to higher message retention and more favorable brand sentiments.
š Related article: Interactive CTV Ads are the Secret to Higher Engagement and Longer Viewing Rates
Learn more about increasing engagement with interactive elements in your CTV ads.
See the full CTV ad example here.
CarBravo’s commercial “Hair Usedphoria” cleverly taps into the euphoria of buying a used car from their service, depicting exaggerated joyful reactions to emphasize customer satisfaction.Ā
This humorous angle uses relatable emotions and dramatizes the positive experience CarBravo aims to provide.
Everyone buys a car at some point in their lives, and through comedy, this ad reassures viewers of a stress-free and delightful purchasing experience. This also increases brand memorability and encourages viewer connection.
See the full CTV ad example here.
Using a case study approach, Fiverr showcases the transformative impact their services can have on businesses. The narrative focuses on a real success story, providing a tangible and relatable example of growth and evolution facilitated by Fiverrās platform.Ā
It builds credibility and trust by showcasing real-world applications and outcomes, motivating potential customers to explore Fiverr’s offerings, and drawing more entrepreneurs to their platform.
See the full CTV ad example here.
Meineke’s comedic CTV campaign cleverly juxtaposes the concept of financing with a humorous scenario: a man proposing with a paper ring because he hasn’t paid off a real one. This lighthearted approach spotlights the absurdity of not having financing options, calling attention to Meineke’s financing solutions.Ā
Meineke’s comedic CTV campaign was strategically aired during NHL and NFL games, targeting sports fans. This yielded a 63% higher conversion rate for live sports ads and significantly drove foot traffic.
How can you align your ad placements with events that draw your desired demographic (e.g. live sports) to increase engagement?
“Through detailed audience research, we can identify the content your target demographic is most engaged with. By combining this with precise interest targeting and aligning ad placements on networks and platforms where your desired content thrives, we can significantly increase engagement.”
See the full CTV ad example here.
The North Freeway Hyundai ad presents a selection of vehicles, sales details, and warranty information, delivering its message succinctly.
North Freeway Hyundai used a straightforward approach, clearly conveying the dealership’s identity, product offerings, pricing, and actionable steps for customers.
See the full CTV ad example here.
Paramount+ās Super Bowl ad, “Sir Patrick Stewart Throws a Hail Arnold,” features an ensemble of characters, including Tua Tagovailoa, Patrick Stewart, and Drew Barrymore, alongside animated figures Arnold and Peppa Pig, humorously combining live-action and animation.Ā
Trapped on a glacier, the group’s escape plan hinges humorously on using Arnold’s football-shaped head for a throw to safety, leading to a series of comical mishaps.
The ad strategically targeted Millennials with nostalgic elements. The humor and celebrity star power engage CTVās most popular viewer baseāMillennials and Gen Z in order to increase conversion potential.
š Related article: Super Bowl Marketing for <7 Million
Learn how to make a lasting impact with clever marketing strategies, regardless of budget.
See the full CTV ad example here.
āScan Nowā used a QR code that led to CEO Gabriel Leydon’s Twitter account and offered a “free digital collectible.ā The ad invited viewers to interact with their mobile devices in real time by integrating QR codes.
The ad’s interactivity closed the gap between the viewer’s passive experience and active participation, a hallmark of successful CTV advertising strategies.
As viewers increasingly turn to streaming platforms for content, marketers have unique opportunities to engage these audiences with targeted, interactive, and compelling advertisements.
Here are the best practices to follow when crafting your CTV ads:
To get the most out of CTV ads, focus on being direct, staying relevant, customizing messages, keeping things consistent, and letting viewers choose their experience.
These top CTV ad examples showcase the medium’s creativity and versatility and highlight the importance of aligning your advertising efforts with the needs and habits of your target audience.
Ā Whether leveraging nostalgia, humor, or the latest in digital interactivity, the key to CTV advertising success lies in delivering content that speaks directly to viewers, offering them value, and inviting them to engage with your brand on a deeper level.
With KORTX, you gain access to comprehensive performance tracking and insights, empowering continuous optimization of your campaigns.
Ready to transform your CTV strategy? Reach out to KORTX today and begin your journey to advertising success!
Eric Simone is the lead designer at KORTX. He is a design wizard and a pro at commercial editing, UX, and project management. Eric has made it his mission to deliver eye-catching designs that pack a punch.
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