Key Takeaways:

• CTV is now direct response TV — measurable and accountable.
• Use postal + email data to target exact households.
• Blend direct buys with programmatic for reach and control.
• Integrate CTV with direct mail, email and digital for a multichannel / omnichannel halo effect.
• Track cost per lead, cost per sale and ROI like digital ads, email and direct mail.
• Consider linear TV for extra reach and credibility.
• Use interactive ads (QR or remote clicks) to drive immediate response.
• Partner with experts who know direct-response TV — CDMG.

 

A CTV revolution is happening.

It’s becoming a “must” do strategy because it’s ROI is so good.

In a sense “Television” Is Back — But Smarter Than Ever

Television is no longer just a branding medium.

Connected TV (CTV) gives you the impact of traditional TV with the precision of digital, the power of direct response advertising.

Yet most marketers still use only a fraction of its power… or none at all.

Here are 11 secrets to unlock its full potential — and make CTV a true direct-response profit engine for leads and sales.

Secret #1 – The New Direct-Response Medium With Real ROI

CTV is measurable down to the penny.

You can now track:
•   Cost per lead
•   Cost per sale
•   ROI per campaign

Closed-loop attribution shows which spot on which platform produced each conversion.

For the first time ever, TV behaves like direct response digital advertising, email and direct mail.

Secret #2 – Real TV Accountability Is Finally Here

Forget Nielsen. CTV now delivers digital-style metrics:

• Household exposures
• Web visits
• Store traffic
• Cost per lead… cost per sale
• Sales conversions

Tools like Innovid XP and TVSquared show which ads drove leads and orders.

Television has become accountable advertising.

Secret #3 – Interactive CTV: Click, Order or Talk Live from the Remote

Today’s CTV ads can do more than play video — they invite action.

You have two lead-generation options (plus hybrids):

1. QR Code / text option / URL and 800 Number
Show a QR code or text option that sends viewers to a landing page with a powerful offer. They can scan, call or visit your site instantly.

2. Remote-Click Interactivity (“Press OK”)
Viewers use their TV remote to click the on-screen CTA.
On supported platforms, that click can:

•   Open a mobile or web landing page
•   Trigger a text message with your offer
•   Even connect to a live representative

Here are some examples:

• Roku Action Ads let viewers press OK to get a text or launch checkout (Shopify integration is now live).
• Amazon Ads and Fire TV are testing “Add to Cart” and “Learn More” remote clicks via Alexa.
• YouTube TV is rolling out interactive product feeds that let viewers click through to brand pages.
• BrightLine and Hulu Gateway Ads offer custom interactive overlays for lead forms and offers.

Always confirm interactivity in your insertion order and test device compatibility.

Provide fallback paths (QR, URL, text, phone) so every viewer has a response option.

CTV is now a true direct-response medium — clickable, trackable, and ready to sell.

Secret #4 – Your Customer List Is Gold — Even Postal Addresses Can Power CTV

Most marketers don’t realize this:

Your postal address file can be a CTV audience.

Here’s how it works:
1. Upload your list of names and addresses (plus emails if available).
2. A data-onboarding partner (LiveRamp, Neustar, Epsilon and others) maps those households to connected devices.
3. Your commercial runs only in those homes of your prospects and your customers.

It’s privacy-safe and compliant. Clean postal data gets 60–80 % match rates; add emails and you can reach 90 %.

You’re literally turning your direct-mail list into a TV audience.

Secret #5 – The Multichannel Halo Effect

CTV supercharges every other channel.

When someone sees your CTV ad and then gets your direct mail, email, or digital retargeting ad, results soar.

That’s the Halo Effect of a multi-channel / omnichannel campaign.
Advertisers report:
•   20–40 % lift in response…
•   89% higher when direct-mail is added
•   And yes, better email click-throughs

CTV is the hub that amplifies every medium you use.

Secret #6 – Programmatic CTV Alone Is Not Enough

Most marketers are testing programmatic buying of CTV.

Programmatic buying does offer flexibility — but not full control.

In reality, programmatic inventory is only a slice of what’s available.

Premium networks (Hulu, Paramount+, ESPN, Fox and others) reserve their best spots for direct buys, not open exchanges.

If you only buy programmatically, you’re competing for leftovers.

The smart move: combine direct insertion orders (DIOs) for guaranteed premium placements with programmatic for testing and reach.

Secret #7 – Premium Streaming Inventory Still Requires Relationships

Top-tier inventory isn’t sold through algorithms — it’s sold through people.

Direct relationships with major streaming publishers unlock:
•   Better pricing and guaranteed impressions
•   Sponsorships and integrations others can’t buy
•   And advanced audience selection.

Those relationships turn TV from “mass media” into a precision marketing tool.

Secret #8 – Direct Buys = Premium Control

Going direct lets you:
•   Choose content categories
•   Lock category exclusivity
•   Guarantee impressions
•   Avoid the “ad-tech tax” of programmatic

Networks like Roku, NBCUniversal, and Paramount+ accept direct insertion orders with first-party data activation.

Secret #9 – Linear TV Still Matters — And You Have the Option

“Linear TV” means traditional broadcast or cable programming viewed in real time.

You don’t have to buy linear — but you can.

It still commands roughly half of daily viewing in many markets.

And direct response TV ads… including infomercials… still work.

Combining linear for mass credibility with CTV for precision targeting is a smart hybrid strategy.

Secret #10 – Identity Graphs Are the New List Brokers

Forget cookies.

CTV targeting relies on identity graphs linking postal, email and device data at the household level.

Own your graph and you own your audience.

Platforms like LiveRamp, Neustar, The Trade Desk and MNTN enable deterministic matching and long-term data control.

Secret #11 – TV and Digital Are Finally One

The smartest marketers don’t separate budgets anymore.

They integrate TV + digital + email + direct mail under one identity framework.

A prospect sees your CTV ad… gets your direct-mail offer… opens your email… and converts through a retargeted digital ad.

That’s omnichannel multichannel performance marketing.

Action:

You don’t have to figure this out alone.

You don’t need to hire a team or risk costly mistakes.

Our CDMG experts are specializing in CTV, digital and multichannel campaigns that generate higher response, more leads and more sales.

Call Michael at CDMG today 615-933-4647 or email him at [email protected].

We’ll create and manage your CTV strategy for maximum ROI.

Note: For direct response, multichannel / omnichannel rules and principles, get my book The New Multichannel, Integrated Marketing: 28 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now.

To get the audio book, click here.

You can also order it on Amazon, here.

Or you can order by phone. Simply call (615) 814-6633.

If you’d prefer, you can order by mail as well. Send a check of $29.95 to:

Craig Huey
Media Specialists
1313 4^th Avenue North
Nashville, TN 37208

FAQs:

Q: What’s the difference between CTV and linear TV?
A: CTV = streaming TV via internet-connected devices (Roku, Fire Stick, Smart TV). Linear = traditional broadcast or cable programming with set schedules.

Q: Can I use my customer list for CTV targeting?
A: Yes — postal and email data can be onboarded through LiveRamp or Neustar to reach specific households.

Q: Is CTV measurable like digital ads?
A: Absolutely. Track impressions, visits, leads and sales by household.

Q: Which platforms allow remote-click interactivity?
A: Roku (Action Ads & Shoppable CTV), Amazon Fire TV, YouTube TV (product feeds), Hulu (Gateway Ads), and BrightLine interactive ads all support some form of remote engagement.

Q: Can a click connect to a live representative?
A: Yes — certain interactive formats trigger callbacks or chat connections via text or browser.

Q: How soon can I launch?
A: With proper onboarding and creative, you can go live in 3–4 weeks.

About Craig Huey:

Craig Huey is president of Creative Direct Marketing Group (CDMG) — a full-service direct-response advertising agency specializing in measurable, multi-channel campaigns. He’s the publisher of Direct Marketing Update and author of The New Accountable Advertising Revolution.

For consulting or campaign help, call Call Michael at CDMG today at 615-933-4647 or email him at [email protected].

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• Proven Success: 120 prestigious awards in 2024 alone. 

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…and much more! 

Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies. 

Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success. 

Let’s discuss your marketing challenges and give you a second opinion. 

Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected]. 

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