CTV Retargeting 101: Complete Guide for TV Advertisers

Connected TV

Connected TV ads have opened up an exciting new world of retargeting opportunities for digital marketers. Once reserved for digital marketing channels like search and social, now wide television audiences are retargetable, too. And the adoption rate is fast. Research from eMarketer projects US CTV ad spending to reach $38.3 billion by 2026, with steady growth pushing toward $46.89 billion by 2028 as streaming solidifies its dominance over linear TV.

In the following guide, we’ll dive into what CTV retargeting is, why it works, and how you can implement it in your streaming advertising campaigns to maximize your return on investment (ROI). 

What Is CTV Retargeting?

CTV retargeting is a digital advertising technique that allows you to deliver targeted TV ads to viewers who have previously interacted with your brand. It works by employing users’ behavioral data to retarget them while they’re streaming content on CTV platforms like Roku, Hulu, or Amazon Fire TV.

As an example, suppose someone visits your website and looks at a product, but ultimately does not make a purchase. With CTV retargeting, you can serve that user ads as they stream their favorite shows to remind them about said product. Each follow-up interaction will help keep your brand top of mind and nudge them closer to returning to your website and completing their purchase. 

Benefits of CTV Retargeting

Here are some of the reasons why brands are already using CTV retargeting (and why you should be, too): 

1. Enhanced Audience Targeting

CTV retargeting allows you to target your audience more precisely than traditional TV advertising, as you won’t have to serve content to an entire designated market area (DMA). You can instead focus on people who have already shown interest in your brand.

2. Improved Ad Engagement

Users who have interacted with your brand before are more likely to do so again if you present them with intriguing content. You can even customize your ads with personalized offers that are relevant to their needs and interests. 

3. Better ROI Measurement

Traditional television ad campaigns fail to provide much in the way of data regarding the reach and impact of your ads. You simply have to cast a wide net and hope for the best. CTV retargeting, on the other hand, allows for precise tracking and measurement.

4. Unified Cross-Device Experiences

Perhaps one of the biggest advantages of CTV retargeting is that it allows you to integrate campaigns across multiple devices, like smartphones, tablets, and smart TVs. If you are running OTT ads on all of these touchpoints, you can provide a more consistent experience and connect with users on their terms. 

How Does CTV Retargeting Work?

In a cookieless world, CTV retargeting leverages first-party data and deterministic matching to identify and reconnect with users who have shown prior interest, ensuring relevant ads are displayed to the right households across connected devices. 

MNTN’s particular approach emphasizes the use of CRM-based data and behavioral signals, enabling advertisers to strategically retarget without cookies. 

Here’s a streamlined look at how it works:

• First Party Data Collection: Collect behavioral and CRM data, like page views, shopping activity, or customer emails.
• Audience Matching: MNTN’s integrations connect your CRM or CDP directly to our platform, where audience data is matched across 99% of available U.S. households.
• Ad Delivery: Personalized ads are served on premium streaming networks where your audience is watching.
• Verified Attribution: Using MNTN’s Verified Visits™, cross-device activity is tracked to confirm that the viewer who saw your ad is the same one who visited your site or completed a purchase.
• Automated Optimization: MNTN’s AI-powered optimization engine continuously refines campaign performance, prioritizing the KPIs that matter most, from ROAS to conversion rate.

This method guarantees precise targeting while preserving user privacy.

Types of CTV Retargeting Ads

You need to personalize your content to align with each person’s product preferences and position in the sales funnel. And that means choosing the right type of CTV retargeting ads. 

Here are a few popular options you can integrate into your campaigns:

• Product-Focused: Showcases a specific product or service that the user viewed on your site 
• Strong Call-to-Action (CTA): Spurs the viewer to immediate action
• Limited-Time Offer: Creates a sense of urgency with limited-time discounts or promos to push viewers who are on the fence to make a purchase 
• Brand Storytelling: Deepens the connection with your audience and sets the stage for future interactions 

All of these ad types have a place in your campaign. Storytelling content, for instance, can be a great tool for nurturing consumers who are at the top of the conversion funnel. It is also excellent for nurturing feelings of loyalty among existing customers.

CTA and product-focused ads are all about making the sale. They are useful when someone has already lingered on a product page or added an item to their cart but failed to make a purchase. Limited-time offers play to viewers’ fear of missing out (FOMO), making them feel as though they have to act now.

CTV Retargeting Metrics to Track

The only way to ascertain whether your CTV retargeting campaigns are working is by tracking the right data, which includes marketing metrics like:

• Impressions: The number of times your ad is shown on a CTV platform 
• Conversion Rate: The percentage of viewers who completed a desired action 
• Frequency: How often someone has seen your ad
• Return on Ad Spend (ROAS): The revenue your campaign has generated vs. the total amount of ad spend.
• Incrementality: Additional revenue generated by your CTV campaign versus other marketing efforts.

Connected TV Devices & Platforms

Here’s a breakdown of some of the platforms where you can deploy your CTV retargeting campaigns: 

Tablets, Phones, Desktops

Cross-device retargeting on phones, desktops, and tablets ensures your ads are delivered to viewers on their mobile devices. That helps create a cohesive advertising experience, no matter where or how your audience consumes content. 

OTT/CTV Devices

Devices like Roku, Amazon Fire TV, and Apple TV each provide access to streaming platforms where your retargeting ads can be displayed. They are incredibly popular, too, meaning your ads have the potential to reach a broad audience while still being highly targeted. 

Smart TVs

Smart TVs have built-in apps and internet connectivity. They are one of the most important platforms for CTV retargeting. 

CTV Retargeting Best Practices

CTV has become one of the most popular mediums for running retargeting campaigns. If you want your brand to stand out, you’ll need to do the following:

• Segment Your Audience: Divide your audience into segments based on their behavior and interests. 
• Cap Ad Frequency: Avoid ad fatigue by capping how many times your content is shown to a user.
• Run Always-On Campaigns: Keep retargeting consistent throughout the year to capture demand as it arises.
• Test and Optimize: Run A/B tests to see which versions of your ads hit home with your audience. 
• Invest in High-Quality Creative: Streaming audiences expect premium content. Your ads should match that experience.

You’ll also need to choose a user-friendly and feature-filled platform to manage your campaigns. That’s where MNTN Performance TV shines. 

CTV Retargeting With MNTN Performance TV

Retargeting isn’t just for display and social—CTV brings it to the big screen, turning lost opportunities into conversions. MNTN Performance TV helps you re-engage high-intent audiences with precision, ensuring your brand stays top of mind and drives measurable action. Here’s how:

• MNTN Matched: AI-powered audience targeting reconnects you with past site visitors and high-value prospects.
• Premium CTV Inventory: Serve retargeting ads on top streaming networks, keeping your brand in front of engaged viewers.
• Automated Optimization: Machine learning continuously refines your campaigns to improve efficiency and maximize ROI.
• Verified Visits™ Attribution: Track exactly how your retargeting ads drive traffic, conversions, and revenue.
• Real-Time Reporting: Gain instant insights into campaign performance and optimize your strategy for better results.

Turn first-time visitors into loyal customers—sign up today to get started with MNTN’s self-serve software.

Connected TV Retargeting: Final Thoughts 

CTV retargeting has become an essential tool for modern advertisers. Through retargeting, you can connect with your audience in a meaningful way and deliver personalized ads to those who have already engaged with your brand. 

Now that you know how retargeting on Connected TV works, it’s time to put it into action and reap the results yourself!