Dive into the dynamic world of digital marketing with Anastasia Braitsik, a globally recognized leader in SEO, content marketing, and data analytics. With her finger on the pulse of emerging trends, Anastasia has been at the forefront of integrating connected TV (CTV) advertising with search marketing strategies. In this interview, we explore how CTV is reshaping the advertising landscape, its powerful synergy with search campaigns, and practical ways marketers can leverage this medium to build brand demand. From understanding the basics of CTV to crafting compelling video content and measuring its impact on search behavior, Anastasia shares her expert insights to help marketers navigate this exciting space.
How would you describe connected TV (CTV) to someone new to the concept, and what sets it apart from traditional TV advertising?
Connected TV, or CTV, refers to any television that can stream digital content over the internet, beyond the old-school cable or satellite setup. Think smart TVs, devices like Roku or Amazon Fire Stick, and even gaming consoles that let you watch Netflix or YouTube. What makes CTV different from traditional TV advertising is its precision and flexibility. Unlike the blanket approach of classic TV ads that target everyone watching a channel, CTV allows us to programmatically deliver ads to specific households or audience segments. It’s much closer to the targeting we’re used to in digital spaces like social media or display ads, with options for pre-roll, mid-roll, or even non-skippable formats.
What’s fueling the rapid rise of CTV advertising among marketers in today’s landscape?
The surge in CTV advertising comes down to a massive shift in how people consume content. More and more viewers are ditching traditional TV for streaming platforms like Netflix, Amazon Prime, or YouTube, where they spend hours daily. This migration has made TV advertising accessible to brands that couldn’t afford the hefty price tag of traditional broadcasts. Now, with programmatic buying and lower entry costs, even smaller businesses can test the waters. Plus, the ability to target specific demographics or behaviors on these platforms gives marketers a level of control and measurability that old-school TV could never offer.
In what ways does CTV advertising enhance search marketing efforts?
CTV and search marketing are a powerful duo because they tackle different parts of the customer journey. CTV excels at the top of the funnel, building brand awareness and consideration before someone even thinks to search. When a viewer sees a compelling ad on their connected TV, it often sparks curiosity, prompting them to hop on a search engine to dig deeper about the brand or product. Essentially, CTV plants the idea, and search captures that interest, turning it into actionable traffic or conversions. It’s about influencing intent early on, which search alone can’t always do.
Can you share some standout benefits of pairing CTV with search advertising in a campaign?
Absolutely. One major benefit is how CTV fills the gap at the top of the marketing funnel. While search often focuses on capturing existing demand—people already looking for something—CTV helps create that demand by introducing your brand to a broader audience. Another advantage is retargeting; through platforms like Google or Microsoft Ads, you can reconnect with folks who’ve already interacted with your brand, reinforcing your message on the big screen. I also love the storytelling potential with sequential messaging on CTV. It lets you craft a narrative over multiple touchpoints, building a deeper connection that search ads can then convert.
How can marketers effectively track the influence of CTV ads on search behavior?
Measuring CTV’s impact on search is all about connecting the dots with data. One way is by analyzing branded search volume in areas where your CTV ads ran compared to regions where they didn’t. This shows you the incremental lift in searches directly tied to your campaign. Closed-loop measurement is also key—it lets you track performance across both CTV and search in tandem, so you’re not optimizing in silos. By looking at metrics like reach, completion rates, and search conversions, you can fine-tune both channels to work together more effectively and maximize your return.
What’s the simplest way for search marketers to dip their toes into CTV advertising?
For search marketers, starting with YouTube through Google Ads is the easiest entry point. It’s already integrated into a familiar platform, and YouTube is on virtually every connected TV device out there. You can run campaigns optimized for TV screens, use the same remarketing lists or in-market audiences from your search efforts, and track everything in one dashboard. Another great option is Microsoft Ads, which offers access to premium inventory like Netflix or Roku. Both allow you to start small, with budgets as low as a few hundred dollars on YouTube, making it low-risk to test and learn before scaling up.
What should marketers keep in mind when creating video content specifically for CTV ads?
Creating video content for CTV is a different beast compared to social media or other digital formats. First, the specs are stricter—think 1080p resolution, 16:9 aspect ratio, and typically 15 or 30-second spots in formats like MP4. Audio is huge since CTV ads play with sound on by default, unlike social media where viewers often scroll silently. Your voiceover and music need to be top-notch. Quality matters too; audiences expect TV-level production, so invest in good lighting, clean editing, and professional branding. A tip is to lead with your brand in the first few seconds and end with a clear call-to-action like “Search our name to learn more,” tying it directly to your search campaigns.
What’s your forecast for the future of CTV advertising and its role in digital marketing?
I see CTV advertising only growing in importance as more consumers shift to streaming and away from traditional TV. It’s becoming a cornerstone of digital marketing because it blends the emotional impact and reach of television with the precision and measurability of online ads. In the next few years, I expect even tighter integration with search and other channels, with more advanced tools for cross-channel attribution. Marketers who embrace CTV now—learning to balance creative storytelling with data-driven targeting—will have a serious edge in building brands that not only capture demand but create it from the ground up.
