The High-ROI Holiday Series: CTV & Cross-Screen Campaigns
Digital Marketing
Oct 19
Connected TV (CTV) has completely transformed how brands approach holiday television advertising. Big-screen ads are no longer reserved for massive corporations with huge budgets. Streaming platforms allow targeted TV campaigns that reach specific households with complete precision.
However, running streaming ads in isolation isn’t enough. To get the highest return on ad spend (ROAS), your CTV strategy must work directly alongside your mobile, search, and display channels.
Connect Big-Screen Viewing To Smartphone Action
Most people watch streaming TV with a smartphone sitting right in their lap or hand. You can capitalize on this dual-screen habit by building direct pathways from the television screen to the mobile phone.
Interactive QR Codes: Place clear, scannable QR codes on your TV creative alongside a direct prompt, such as scanning to unlock an early discount or view a holiday gift guide.
Immediate Mobile Retargeting: Use cross-device tracking to identify households that watched your TV spot, then follow up on their mobile devices with display or social ads within minutes of the view.
Connecting these two screens turns passive TV viewing into active browsing while your brand is fresh in the viewer’s mind.
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Build Familiarity To Lower Search Costs
Running streaming ads early in the quarter pays off directly in your search campaigns later. When shoppers see your brand on their TV in October or early November, it creates immediate trust and familiarity.
When those same consumers search for products during Cyber Week, they are far more likely to click on your paid search ads over competitors they don’t recognize. This higher click-through rate improves your ad relevance scores, which directly lowers your cost-per-click (CPC) on search engines during the most expensive weeks of the year.
Control Ad Exposure Across Platforms
Nothing exhausts a potential customer faster than seeing the same ad ten times a day across different devices. Without proper limits, cross-screen campaigns can accidentally over-saturate your target audience and waste valuable ad dollars.
Establish cross-platform frequency limits across all your ad networks. Set boundaries so a single household only sees your video creative two to three times per week. Once they hit that limit, shift their ad exposure to lighter formats like display banners or audio ads to stay top-of-mind without causing ad fatigue.
Sequenced Messaging via Omnichannel Networks
Advanced advertising platforms like The Trade Desk allow you to set up precise omnichannel objectives that guide how your messages are delivered across different formats.
Rather than showing random ads on every channel, build a sequential exposure flow:
Initial Impact: Deliver your primary video story on CTV to introduce your brand or product line.
Reinforcement: Trigger secondary channels—like digital audio or native display ads—specifically for households that completed the TV ad.
Conversion: Follow up with direct offer ads on mobile and web to drive the final site visit.
By linking your streaming ads directly to mobile follow-ups and controlling viewer frequency, you build a unified presence that drives lower acquisition costs across your entire media plan.
Maximize Your Holiday Ad Spend
Download Adtaxi’s 2026 Holiday Marketing Guide to learn how to capture early buyer demand, balance your ad spend across key digital channels, and refine your messaging to drive conversions all season long.
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