CTV Website Retargeting

Imagine checking out etsy.com during a lull at work and then closing the tab to join a meeting. That evening, you turn on Pluto TV to watch the local news, and an Etsy ad plays at the commercial break.

Coincidence? Perhaps. But it could also be an example of connected TV (CTV) website retargeting, where brands run streaming TV ads to people who recently visited their website to lure them back for a second look.

CTV website retargeting is one of the many ways that programmatic CTV ads can be targeted to specific households based on viewers’ interests, browsing behavior and more. And at Strategus, it's our top-performing tactic.

Want to learn more? Let’s dig in. 

What Is Website Retargeting?

Website retargeting, broadly speaking, involves running ads to people who viewed your website without taking any action. It allows brands to stay top-of-mind for people who took the initial step without making a purchase or submitting a contact form.

This technology has existed for years and is a popular tactic for Facebook and Google Ad campaigns. And while traditional TV advertising doesn’t allow for this type of cross-device coverage, programmatic CTV does. 

As such, CTV website retargeting takes basic display and social remarketing to another dimension  — allowing advertisers to re-engage interested users on the biggest screen in the house.

Website retargeting is our #1 performing tactic at Strategus.

How Does CTV Website Retargeting Work?

There are two primary approaches to CTV website retargeting: list-based and pixel-based. List-based retargeting requires uploading a list of known customers or website visitors to a CTV advertising platform. While this can be effective, it often requires manual updates and may not capture all website visitors. 

At Strategus, we rely on the list-based method when targeting existing customers or building look-alike audiences. For website retargeting, though, we use tracking pixels to automate the process.

Pixel-Based Retargeting 

Pixel-based retargeting involves placing a small piece of code (a pixel) on your website to track visitor behavior and automatically build retargeting audiences. This allows CTV ads to reach the most relevant viewers, even as website traffic changes over time.

In the context of CTV, pixel-based retargeting involves matching website visitor data with CTV viewership data through privacy-safe methods. This ensures that user data is handled responsibly and in compliance with privacy regulations. 

CTV Website Retargeting Benefits

In a sentence: CTV website retargeting lets advertisers seamlessly extend their digital efforts and increase the likelihood of conversions. Let’s drill into some of the specific reasons why this approach drives better results.

Captures Lost Interest

92% of first-time website visitors do not make a purchase (The Drum)

Converting website visitors on the first visit is a challenge for all marketers. CTV website retargeting provides a way to re-engage those potential customers and remind them of the products or services they showed interest in. 

By delivering a targeted message on the biggest screen in the house, advertisers can nudge high-intent visitors back towards completing a purchase. This is especially crucial in today's competitive digital landscape, where consumers are constantly bombarded with ads and messages.

Connects the Dots Across Devices and Channels

It takes 7 or more touch points before customers are ready to buy (Forbes)

Building brand awareness and trust often requires multiple interactions with potential customers. CTV website retargeting helps reinforce a message and maintain top-of-mind awareness as consumers move through their decision-making journey.

Given that it can take seven or more exposures to a brand before customers are ready to make a purchase, this approach delivers the persistence needed to convert prospects. It also helps create cohesive omnichannel experiences where every interaction builds on the last.

Turns CTV Into a Performance Channel

54% of advertisers cite quantifiable results (sales, store visits, and leads) as the primary KPI used in CTV campaigns (IAB)

While traditional TV advertising only delivers on brand lift, CTV retargeting transforms the living room TV into a performance channel that drives results. 

Because these campaigns target viewers who are already familiar with a given brand, it ensures a more relevant viewing experience. As a result, advertisers are able to minimize ad waste and boost campaign performance. 

What’s more, compared to a simple display ad or a fleeting social media post, CTV ads command attention and create a lasting impression. This makes CTV website retargeting especially effective for high-consideration purchases or products that benefit from visual storytelling.

Go Beyond Website Retargeting With Full-Funnel CTV

Many CTV providers use the broad term ‘CTV retargeting’ to refer specifically to ‘CTV website retargeting.’ But the truth of the matter is that CTV retargeting can go both ways. It can mean showing CTV ads to prospects (as detailed in this article), or it can take the form of delivering follow-up ads to users who’ve already been exposed to a brand on the living room TV. 

Some examples of the latter include:

• Retargeting users who've been exposed to your brand on CTV with a display ad.
  
  
• Retargeting users who've been exposed to your brand on CTV with an audio ad.
  
  
• Retargeting users who've been exposed to your brand on CTV with an online video ad.
  
  
• Retargeting users who’ve been exposed to your brand on CTV with an in-game ad.

At Strategus, we take a unique approach to CTV advertising that combines big-screen ads with retargeting across the programmatic ecosystem. This multi-channel approach creates a surround-sound effect, reinforcing your message and driving consumers towards conversion. The goal is to re-engage the same viewers who’ve already encountered your brand until they’re ready to buy.

After all, the average household now has 16 connected devices. And because it can take seven or more exposures to a brand before customers are ready to buy, integrating all of these devices into a cohesive strategy is key to converting prospects.

Meet Your Customers Where They Are

Programmatic CTV lets advertisers pinpoint buyers like never before and deliver relevant campaigns across disparate devices and channels. But to get all of this right, you either need a managed services CTV partner like Strategus or substantial in-house resources and expertise.

If you’re ready to find out how our team of experts can work with you to develop a CTV retargeting campaign, contact us today.