Connected TV (CTV) has become a powerful tool for performance marketers seeking to re-engage mobile users across screens. With viewers now splitting their attention between mobile and TV—and media costs continuing to rise—brands can’t afford to waste a single impression. Creative excellence is the new competitive edge in CTV retargeting. But what does that actually look like?
According to iSpot, the stakes for CTV campaigns are higher than ever due to four key industry challenges:
Scattered Audiences: Today’s viewer doesn’t rely on a single streaming service—in fact, the average viewer uses 12 TV services, from Netflix to FAST channels. To capture their attention, your creative must be immediately compelling and relevant.
Rising Media Costs: CTV is a premium environment. Costs are up 41% year over year, making it critical to ensure every impression drives performance.
Creative Clutter: With over 650,000 creatives aired last year, breaking through the noise demands strategy—not just spend.
ROI Struggles: 73% of marketers say they struggle to drive ROI with their ad spend. Smart creative testing and execution can close that gap.
The message is clear: when it comes to CTV retargeting, your creative is your campaign’s greatest lever. Below, we break down the best practices to ensure your assets work as hard as they should.
Contrary to what many assume, high-budget production isn’t a prerequisite for success on CTV. What matters more is message clarity and timing.
Start strong: Ensure your value proposition is communicated early—ideally within the first 5 seconds. CTV viewers are lean-back but not passive; if they’re not hooked quickly, they’ll mentally check out.
Focus on performance, not polish: Performance-driven creative can be scrappy—as long as it’s smart. Focus on delivering relevance over aesthetics.
Highlight app utility or user benefit early: Whether it’s gameplay, a special offer, or a key feature, put the payoff upfront.
The CTA is where your CTV ad stops being a story and becomes a strategy. Every ad must include a compelling and direct invitation to act.
Use actionable prompts like “Download Now,” “Start Playing,” or “Shop Today.”
Best practice: End the spot with a search bar visual showcasing your app or product name. This drives recall and reinforces the CTA.
Consider QR codes: These are gaining popularity, especially when paired with motion or copy that says “Scan Now.” Just be sure to test performance across different audiences and devices.
CTV is often watched in group settings, on mute, or in noisy environments. To increase engagement and clarity, your ad should work with or without sound.
Always include subtitles. This isn’t just an accessibility feature—it ensures your message lands, even on mute.
Voiceovers are more effective than background music alone. VO helps guide the viewer through the narrative and emphasizes your CTA.
Create multiple versions: One with subtitles only, one with VO and subs, and test performance across different segments.
Seasonal themes are proven performance drivers. CTV viewers are often in a celebratory or event-driven mindset—your creative should meet that moment.
Align with holidays and cultural moments: From July 4th to Halloween to the World Cup, campaigns perform better when they tap into shared sentiment.
Light thematic customization goes a long way: A snow effect, color shift, or seasonal voiceover can lift engagement significantly without requiring a full reshoot.
Testing is essential for creative success in CTV. Use A/B tests to find what resonates with your audience—and invest in what works.
Test elements individually: Try a version with a QR code and one without. Run versions with different CTAs. Experiment with timing, VO tone, or offer messaging.
Let data guide iteration: Retargeted audiences are warm—they already know your brand. The right creative can reignite interest and push them to convert.
Test fast, optimize faster: Running short tests early in a campaign can prevent costly missteps later.
If your app or product supports multiple geos, localizing creatives is a no-brainer. This means more than just translating text.
Translate both subtitles and voiceovers. Cultural fluency goes a long way in driving trust and action.
Tailor visuals or offers to local norms: A call-to-action that works in the U.S. might not land in Japan or Brazil.
A/B test localization where possible: In some markets, English might outperform native language creatives depending on the audience and category.
The connected TV screen is a high-impact canvas—but it comes with high expectations. Success in CTV retargeting depends on:
Deliver your message early and clearly
Include strong, simple CTAs with visual cues
Design for both sound-on and sound-off scenarios
Customize for seasons and local markets
Run structured A/B tests for creative performance
CTV creative is not about being the loudest or flashiest—it’s about being intentional. With the right strategy, you can turn the TV into a conversion engine that re-engages mobile users at scale.
Ready to Level Up Your CTV Retargeting?
YouAppi helps performance marketers deliver cross-channel retargeting campaigns that convert across mobile and CTV. From creative strategy to campaign execution, our team is here to help you scale with confidence.
🎯 Let’s talk about building your next high-performing campaign.
👉 Contact us today to get started.