How to Pitch CTV Advertising for Your Clients

In today’s fast-paced digital world, standing out across multiple platforms is key to any campaign’s success. Connected TV (CTV) is making waves as the perfect blend of traditional TV’s big-screen magic and digital marketing’s precision targeting. For agencies, adding CTV to the mix can unlock game-changing opportunities for clients, delivering a whole new level of impact.

If you’re looking to introduce clients to CTV, we’ll walk you through the key selling points and provide an approach to effectively pitch CTV advertising as a fresh, results-driven part of their digital strategy.

1. The Unique Power of Big-Screen Advertising

CTV ads bring the big-screen magic right into viewers’ homes, delivering an immersive experience that captures attention. Whether on a large TV, gaming console, or streaming stick, CTV reaches viewers when they’re relaxed and focused. With US adults expected to spend an average of 2 hours and 15 minutes a day watching CTV in 2024 — well ahead of desktop use — it’s the perfect way to reach audiences where they’re already engaged.

This creates an unbeatable opportunity for brands: the impact of traditional TV combined with precise digital targeting. It’s a winning formula for making a lasting impression where it matters most.

💡 Key Takeaway: Let your clients know that CTV allows them to harness the emotional impact of traditional TV with the added benefit of data-driven, targeted ads.

2. Compete Locally Without Big Brand-Sized Budgets

One of the biggest perks of CTV advertising is its pinpoint accuracy: CTV allows you to target audiences down to specific metros, cities, states, or zip codes, ensuring your ads reach the right local viewers. This is perfect for local businesses that want to make a splash in their community without stretching the budget.

Imagine this: McDonald’s might advertise coast-to-coast and want everyone everywhere to know its name, but a local restaurant just wants to be its neighborhood's go-to spot. This “hyper-local” targeting makes it easy for small businesses to connect with their community in a big way, offering impactful advertising that fits their budget.

💡 Key Takeaway: CTV allows local businesses to reach audiences where it counts — right in their own backyard — boosting visibility and delivering a competitive edge in the market.

3. CTV is More Affordable Than You Might Think

A common misconception about CTV advertising is that CTV ads come with a big TV price tag — but they’re actually budget-friendly! CTV lets you target exactly who you want, so every dollar counts, and you’re only paying to reach the right audience.

Plus, with programmatic buying, CTV makes TV advertising easy and effective for businesses of all sizes. For clients interested in linear TV ads or cross-channel TV advertising, Simulmedia offers an excellent option to expand reach across platforms seamlessly.

💡Key Takeaway: Highlight the cost-effectiveness of CTV advertising. Let clients know that CTV isn’t reserved only for big brands — it’s accessible and scalable for businesses of all sizes, from small local shops to medium-sized enterprises.

4. Boost Beyond the Plateau: CTV Delivers the Results You’re Looking For

As search and social campaigns start to plateau, CTV steps in to give that extra push for ongoing growth. CTV is not just about raising brand awareness; it’s also a channel that drives tangible, measurable results. CTV advertising offers trackable insights into conversions, website visits, calls, and more, like paid search or social media ads.

Clients who are focused on performance marketing will be excited to know that CTV is more than just “TV branding” — it’s a powerful addition to a performance-driven digital strategy. CTV ads can lead directly to conversions and customer acquisition and even impact search and social engagement.

💡 Key Takeaway: Position CTV as a performance channel. Clients who have relied on digital for conversions will see CTV as a valuable addition that can drive direct results, just like their paid search and social campaigns.

5. Data-Driven Insights for Ongoing Campaign Optimization

We provide access to comprehensive, real-time data, allowing agencies to continually refine and improve campaign performance. With Skybeam’s CTV advertising manager, you have full control over all campaigns, allowing you to make data-driven adjustments to targeting, creatives, and placement to ensure optimal results for your clients.

The power of these insights means you as an agency aren’t just running ads — you’re constantly improving campaigns based on data, driving better ROI for clients over time. This data-driven approach aligns with the expectations of clients used to digital metrics, allowing them to see the same level of accountability and optimization from their CTV ads.

💡 Key Takeaway: Highlight the ability to optimize Streaming TV advertising campaigns in real time. Show clients that CTV campaigns are not just set-it-and-forget-it ads — they’re dynamic, data-informed campaigns that improve as they run.

Bonus: Prepare Your Pitch with the Skybeam TV Impact Forecaster

Show clients the potential impact of CTV advertising. The Skybeam TV Impact Forecaster makes it easy to forecast campaign results before the ads even launch. Like Google Ads, our forecaster provides estimates on key metrics such as impressions, website visits, and even incremental clicks on social and search.

You can provide clients with predictions on how CTV can impact their overall marketing efforts and strengthen their other digital channels. Showing data-backed insights builds trust and excitement, making it easier for clients to commit to CTV advertising.

💡Key Takeaway: Using the Skybeam Insights Hub, go into the pitch with solid projections. Clients can see the estimated impact on their goals, providing them the confidence to invest in CTV with measurable expectations.

Drive Client Success with CTV Advertising

Adding CTV advertising to a client’s digital strategy unlocks fresh opportunities for impact and growth. With precise targeting and measurable performance, CTV combines the best of digital with the engaging experience of television, all without the hefty costs of traditional TV. When pitching CTV, emphasize how it’s an accessible, affordable, and results-driven way to elevate their advertising.

We’re here to help you deliver impactful results for your clients. Ready to elevate your campaigns? Start planning your first CTV campaign with Skybeam today!