CTV Targeting: 7 Proven Strategies for Audience Targeting

Connected TV

In the U.S., 90% of households use at least one Connected TV (CTV) device at least once per month. This widespread adoption has transformed CTV into a powerful advertising channel, enabling marketers to reach engaged audiences, acquire new customers, and build lasting brand growth. But if you want to make the most of CTV advertising, you’ll need to master the art of CTV targeting.

When it comes to CTV audience targeting, there are lots of ways to aim your ads. Some of the most impactful approaches include:

1. Demographic Targeting

Think of demographic CTV targeting as the first layer of your audience targeting strategy. By focusing on audience traits like age, gender, income, marital status, education, and household size, you can create audience profiles. From there, you can ensure your streaming TV ads are seen by the individuals most likely to be interested in your product or service based on broad life characteristics.

You can use demographic-based CTV audience targeting as a standalone strategy, or you can combine it with other targeting techniques to obtain more granular insights into your ideal customer.

2. Geographic Targeting

Do you have a local event or a regional product launch that you want to promote? Geographic targeting lets you shine the spotlight on specific areas, from a single ZIP code to the whole country. Geographic CTV targeting allows you to enhance local TV advertising campaigns and drive regional sales.

Like demographic targeting, the geographic approach is often combined with other audience segmentation strategies. For instance, you could target a specific geographic region and then pinpoint specific households based on factors like age and marital status. 

3. Behavioral Targeting

Behavioral targeting digs into past online activities to predict which TV ads might resonate with viewers. By analyzing web visits, search history, and past purchases, you create a bespoke ad experience that speaks to each viewer’s habits and preferences.

Using behavioral data as your guide can increase your ad’s relevance and impact. More importantly, you can avoid targeting consumers who have no interest in your products or services, thereby minimizing waste. 

4. Interest-Based Targeting

Interest-based targeting gets to the heart of what excites your audience. Whether they’re into cooking, hiking, or streaming sci-fi shows, this strategy aligns your ad content with viewer passions. It’s about making that perfect connection between what they love and what you offer.

CTV platforms now offer more robust interest-based segments than ever before, built from aggregated content consumption, browsing behavior, and purchase data. When done right, interest-based targeting makes ads feel more relevant, which is one of the strongest predictors of ad effectiveness.

5. Retargeting (Remarketing)

Ever had a customer browse your site but leave without buying? Of course, you have. Nearly 70% of online shoppers ditch their carts. The good news is that you still have a chance to turn things around through CTV retargeting. Retargeting reels customers back in by reminding them of what they’re missing, allowing you to bring them into your sales funnel. 

Think of CTV retargeting as a second chance to leave a great first impression. Because CTV ads are non-skippable and viewed in premium environments, retargeting on TV often delivers stronger recall and higher conversion lift, turning missed opportunities into measurable revenue.

6. First-Party Data Targeting

First-party data targeting involves using the information you collect, such as CRM lists, email subscribers, loyalty members, or past purchasers, to reach out to people who’ve already shown interest in your brand. First-party data targeting is great for nurturing high-quality leads and drawing them deeper into the sales funnel.

This approach is especially valuable as privacy regulations continue to evolve and third-party cookies fade from relevance. First-party data targeting allows brands to maintain control, accuracy, and compliance, while delivering highly relevant messaging.

7. Cross-Device Targeting

The modern consumer’s life is multi-screen. Cross-device targeting ensures your message follows them wherever they go, whether they’re on a phone, tablet, or lounging in front of a CTV. You can deliver curated advertising content that strengthens their impression of your brand.

Cross-device targeting is more important than ever, as customers rarely purchase after a single interaction. Generally, you’ll need to interact with a customer seven or eight times to earn a sale. When CTV is integrated into an omnichannel strategy, marketers often see stronger performance across paid search and paid social due to increased brand familiarity and intent.

Reach Your Audience With MNTN Performance TV

Want to make sure your CTV ads reach the right audience at the right time? MNTN’s platform combines AI-powered targeting with premium inventory, ensuring your TV advertising campaigns are served to high-intent viewers most likely to engage. With real-time optimization and precise attribution, every impression works harder to drive measurable results.

Here’s how MNTN Performance TV helps marketers refine CTV targeting:

• MNTN Matched – AI-driven targeting pinpoints audiences based on demographics, interests, and purchase intent.
• Premium CTV Inventory – Secure high-quality ad placements on top streaming networks, ensuring brand-safe and engaged viewership.
• Verified Visits™ Attribution – Tracks site visits and conversions tied directly to ad exposure, proving audience engagement effectiveness.
• Automated Optimization – AI continuously fine-tunes campaigns in real-time, improving efficiency and eliminating wasted spend.
• Reporting Suite – Access real-time insights to analyze audience behavior, refine targeting, and maximize ROI.

Reach the right streaming audiences with precision—sign up today to get started with MNTN’s self-serve software.

CTV Audience Targeting: Final Thoughts

Connected TV offers exceptional targeting precision compared to traditional advertising channels. With the ability to zero in on audiences by demographic, geographic, behavioral, interest-based profiles, and more, you can craft campaigns with laser focus. Take the guesswork out of CTV advertising. Leverage these CTV targeting strategies and design campaigns that resonate with your viewers, maximize return on ad spend (ROAS), and deliver impactful results.