Halo From the Other Side: How CTV Lifts Every Ad Channel

4 Min Read

Connected TV has transformed the television into a performance marketing powerhouse, but the platform isn’t just changing the face of TV: it’s boosting outcomes across the advertising board. Leading marketers are using CTV’s halo effect to amplify existing efforts in channels like paid search, social, and even linear TV—and resuscitate underperforming campaigns as well. 

Jon Zucker, Senior Product Marketing Manager at MNTN, and Ashlee Anderson, Senior Growth Marketing Manager at Rumpl, recently spoke to eMarketer about the opportunities that CTV’s halo effect unlocks, how your brand can harness it, and how Rumpl successfully did just that by partnering with MNTN. 

You can watch a full recording of “The (Real) Ring of Power: CTV’s Halo Effect on Other Ad Channels” here—or you can keep reading for a high-level recap of what was discussed. 

All Mixed Up

While Connected TV has had a stellar year and continues to establish itself as a premier performance marketing platform, other ad channels remain an important part of the marketing mix. “You need to be able to diversify those channels to drive the best performance possible,” noted Zucker. “Today’s consumers use an omnichannel approach to research and reading reviews before marking a purchase. All of these different touchpoints are important—from driving initial branding down to the consumer making a purchase on your website.”

Zucker noted that advertisers are deploying the same omnichannel marketing strategy by creating a presence on multiple channels to meet these consumers and drive them down the sales funnel. “This omnichannel approach is more important than ever,” said Zucker as he noted that relying on one ad channel alone would cap the number of customers you could drive to conversion. “Paid search only captures prospects actively searching for your product, and paid social ads appear in scroll-heavy environments that make it difficult to tell your brand’s story.” Zucker noted that when CTV is added, its targeting, measurement, and non-skippable ads create a halo effect that improves ad impact.

Advertising’s Promised Land

“CTV is a situation where a rising tide lifts all ships,” said Zucker. He pointed to an internal MNTN study that found that advertisers who add CTV to their mix see better site traffic and conversions. “This creates a halo effect that generates more attention, more qualified site visits, and more opportunities to convert on other channels,” said Zucker. “We found that people who watched a CTV ad and visited a site stayed there 49% longer than people driven to the site from paid social, and 19% longer than those driven by paid search.” 

And it’s not just B2C brands that benefit from this halo effect phenomenon; CTV is boosting outcomes for B2B brands as well. “90% of B2B purchasing decisions are made from companies in the initial consideration set. So when it comes to closing the deal, it’s critical to be in those early conversations.” Zucker noted that when buyers spend more time on a website, they’re learning more about B2B products and placing the brand into their initial consideration sets—and will revisit later when they’re ready to enter the buying cycle.

Rumpl Showcases Their Halo

Rumpl’s Anderson took over to share her brand’s halo success story and how they achieved it with MNTN. “So MNTN Performance TV created a halo effect for us by boosting our underperforming ad channels,” said Anderson. “Specifically on paid search, which saw a significant increase after adding MNTN.” Anderson broke it down by the numbers:

• 2%: Rumpl’s paid search conversion rates 90 days before adding MNTN
• 5%: Rumpl’s paid search conversion rates 90 days after adding MNTN
• 163.5%: The total increase in paid search conversion rates

“But CTV has driven more than just paid search conversion rates [for Rumpl]. MNTN drove 51% longer average session durations than our Facebook ads,” said Anderson. “So people who see a CTV ad are coming to our website and staying longer. This means they got better information and felt more engaged on our website.” Anderson noted that CTV’s high-impact audio-visual messaging allowed Rumpl to reach new customers and showcase its products in a new and exciting way.

Finally, Anderson talked about MNTN’s Creative-As-a-Subscription program. “This program has been a halo effect in itself,” said Anderson. “With Creative-as-a-Subscription, we get a new ad quarterly bundled with our media spend. So the budget that we were going to spend on production and a TV ad itself is now saved. We can take that money and put it back into our paid media dollars, taking our budget further than we did before.” This cost savings and reallocation of funds has boosted Rumpl’s campaign performance, enabling them to run more successful campaigns with greater reach and higher ROAS. 

To Finish is Divine

We’re just scratching the surface—Zucker and Anderson had much more ground to cover on the halo effect. Learn more about Rumpl’s halo effect story, hear the strategies and tips they’re offering other brands, and discover other ways that CTV boosts cross-channel performance—including on linear TV. Click here to watch the full recording.