CTV Advertising Tactics to Capture Shoppers This Year
As connected TV (CTV) consumption continues to rise, advertisers have a unique opportunity to engage high-intent shoppers at scale. Whether consumers are researching products, comparing brands, or making final purchase decisions, CTV is a powerful channel for influencing buying behavior throughout the customer journey.
According to eMarketer, 43 percent of CTV viewers find TV ads helpful when shopping, reinforcing the growing impact of streaming media on purchasing decisions. With consumers increasingly shopping across multiple channels — online, in-store, and through mobile devices — advertisers must leverage CTV to connect with them at the right moments.
Why CTV Matters for Shopper Engagement
CTV is no longer just for brand awareness; it has become an essential performance channel for driving measurable outcomes. As streaming platforms and free ad-supported streaming TV (FAST) channels expand, more shoppers are turning to CTV for product discovery and purchase inspiration.
At the same time, retail shopping behaviors are evolving. Fifty-seven percent of shoppers make purchases online, 46 percent shop at department stores, and 45 percent prefer discount stores. This shift in consumer habits highlights the need for advertisers to meet shoppers where they are — across multiple platforms and shopping environments.
With CTV serving as a bridge between digital and physical shopping experiences, brands implementing strategic advertising tactics will be better positioned to capture high-intent shoppers and maximize conversions in an increasingly competitive landscape.
Proven CTV Advertising Tactics for 2025
1. Test and optimize early … but stay agile.
With same- and next-day delivery now widely available, consumers are making purchase decisions closer to their actual needs rather than planning far in advance. This shift in behavior requires advertisers to test campaigns early and remain flexible with real-time optimizations. Launching tests early allows brands to refine messaging, targeting and creative based on initial performance data. As shopper activity increases, advertisers should take advantage of narrower audience segmentation to reach the most relevant consumers. Additionally, continuous performance monitoring is essential for adjusting bidding strategies in response to engagement and conversion trends.
2. Leverage fresh and accurate data.
Effective CTV advertising depends on real-time, high-quality data. Many brands make the mistake of relying on outdated targeting information, which can result in missed opportunities to reach engaged shoppers. To stay ahead, advertisers should regularly update customer data to reflect the latest shopping behaviors and preferences. Collaborating with agencies to share first-party insights, such as purchase trends and cross-sell opportunities, can also improve targeting accuracy. Furthermore, artificial intelligence-powered dynamic creative optimization (DCO) enables advertisers to tailor messaging in real time, ensuring campaigns remain relevant and effective throughout their duration.
3. Focus on efficiency, not just reach.
With increasing competition in both retail and e-commerce, advertisers must balance broad reach with efficiency to avoid overspending on audiences that are unlikely to convert. Instead of casting a wide net, brands should focus on precision targeting to engage shoppers who are actively in the market for their products. Contextual and behavioral data can help identify the moments when consumers are most receptive to ads, allowing for more strategic ad placements. Additionally, keeping a close eye on bid strategies ensures that cost per thousand impressions (CPMs) remain competitive without unnecessary overspending.
4. Use competitive conquesting to capture market share.
Winning over shoppers who are considering competitor brands is a valuable tactic, especially when using automatic content recognition (ACR) data to retarget viewers who have already seen competitor ads. Advertisers should activate strict ID targeting to ensure their campaigns reach high-intent consumers who are most likely to convert. Breaking out targeting tactics by line item within a demand-side platform (DSP) allows brands to compare performance across different audience segments and refine their approach accordingly. Analyzing competitor engagement trends can further help identify where and when consumers are interacting with rival brands, offering valuable insights for strategic ad placements.
5. Expand KPIs beyond lower-funnel metrics.
Many advertisers focus too heavily on lower-funnel strategies, such as direct conversions. However, CTV is a powerful full-funnel tool that helps fill the pipeline with new potential customers. To fully leverage this channel, brands should look beyond traditional return-on-ad-spend (ROAS) and cost-per-acquisition (CPA) metrics and consider buying on CPMs to maximize exposure to high-intent shoppers. Adjusting creative strategy based on different funnel stages — blending brand messaging with direct response tactics — can increase engagement and conversion rates. Additionally, shifting consumer behaviors present an opportunity for advertisers, as shoppers are more open to discovering new brands, making it an ideal time to capture their interest.
5. Continuously refresh creative based on performance.
With AI-driven DCO, advertisers can quickly adapt messaging to maximize relevance and maintain engagement throughout the campaign cycle. Testing multiple creatives early in the campaign helps identify which versions perform best. AI can then be leveraged to generate new ad variations based on real-time data, keeping content fresh and engaging. Monitoring engagement trends and adjusting creative elements accordingly ensures that campaigns remain effective and continue to resonate with the target audience.
Final Thoughts: Winning Shoppers With Smarter CTV Strategies
CTV advertising presents an unprecedented opportunity to influence shoppers throughout their buying journey. By adopting data-driven targeting, creative optimization, and competitive conquesting tactics, brands can ensure they capture more engaged consumers and drive measurable business outcomes.
With the right approach, advertisers can turn CTV into a high-performance shopping channel, fueling growth, engagement and long-term brand loyalty.
Angelina Marmorato is the associate vice president of sales and partnerships for North America at Lemma, an omnichannel platform for emerging media.
