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  • Writer's pictureOrigin

Best practices to capture and hold consumer attention across screens.

We are excited to share an article by Amy Benicewicz from LBDIGITAL which arose following a discussion she had with Origin's COO and co-founder Stephen Strong.

In the fiercely competitive world of advertising, attention is essential for driving success. That's where the power of CTV (Connected TV), email marketing, and display advertising come into play. Combining CTV advertising with email and display retargeting can create a formidable force that not only captures your audience's attention but also drives down costs and boosts your return on investment (ROI).

The Rising Influence of CTV Advertising

Connected TV has witnessed an exponential rise in popularity, with more consumers embracing streaming platforms for their entertainment needs. In a study of more than 550 advertisers, it was reported that global CTV impressions in 2020 increased 60% year over year and CTV accounted for 40% of all video impressions, up from 31% in 2019.

Marketers can tap into the vast potential of CTV advertising, accessing the big screen to reach their audience and deliver captivating video content. It's a prime opportunity to connect with your audience in an impactful and memorable way. An Innovid and Digiday report, for example, found that 59% of advertisers said investing in CTV advertising raised their brand awareness.

Yet CTV doesn’t come cheap and CPMs on CTV are more costly than linear television impressions. The average CPM for a linear television ad is between $10 and $15 while the CPM for YouTube is from $20 to $25. CTV, on the other hand, can cost between $35 and $65 CPM. So how can advertisers ensure they get the most bang for their buck on CTV?

Maximizing Reach and Impact with Retargeting

Advertisers can enhance their ad spend efficiency and minimize ineffective impressions by strategically retargeting engaged audiences across various channels. Studies indicate that campaigns leveraging multi-channel strategies have shown up to a 24% increase in ROI compared to single-channel campaigns. The ability to reach their audience through various touchpoints maximizes the impact of their advertising dollars and ensures marketers are driving results.

One of the key benefits of CTV is that it can fit in seamlessly with an existing omnichannel strategy. Studies have shown brands combine CTV with other channels such as social media and display.

By retargeting engaged CTV viewers across display platforms, marketers can maintain a consistent presence throughout their online journey. This powerful synergy helps increase brand recognition, reinforce messaging, and drive conversions. Display retargeting allows marketers to reach their audience at different touchpoints, enticing them to take action.

Email is another great choice to combine with CTV as it’s a favored second screen activity. In fact, 1 in 6 adults check their email while watching TV. What’s more, consumers check their personal email every 2.5 hours on average on a typical weekday, and more often during television commercials. Coordinated email and CTV ads maximize attention and retention to your offer.

Take a brand like Toyota, for example. Imagine this scenario: You're comfortably settled on your couch, when a captivating Toyota ad flashes across your CTV screen. As someone in the market for a new vehicle, your interest is piqued. The ad ends, and you want to share this Toyota offer with your partner. But the crucial lease details, such as the down payment, monthly fee, lease duration, and expiration date of the offer, slip your memory. Frustration sets in as you struggle to follow up.

Thankfully, shortly after the commercial airs, an email lands in your inbox from Toyota, with a comprehensive breakdown of everything the ad showcased. Now, equipped with this information, you're ready to progress in your buying journey. Through the seamless integration of CTV and email marketing, Toyota has expertly guided you from the awareness stage to the consideration stage.

By integrating email marketing into their advertising strategy, marketers can reinforce their brand message, nurture customer relationships, and drive engagement. Using targeted email campaigns, marketers can reach their audience with personalized content, exclusive offers, and tailored messages that resonate on a personal level.

As Stephen Strong, Co-Founder & COO of ORIGIN explains, “Everything we do at Origin is tied to increasing attention. We can't do that if the targeting isn't right. Leveraging email and other data allows us to really dial in to the right consumer and better tailor ad experiences based on that data."

Stay Ahead of the Curve

As the advertising landscape continues to evolve, leveraging the power of CTV, email, and display advertising is a game-changer. By combining these channels, marketers can capture and hold their audience's attention, reinforce their brand message, and drive conversions. The cohesive approach of CTV with email and display retargeting not only enhances engagement but also drives down costs and increases ROI.

Stay ahead of the curve by leveraging the expertise of an omnichannel marketing data provider. At LBDigital, we empower marketers with the tools and data-driven insights needed to thrive in this dynamic landscape. Unlock the full potential of CTV, email, and display advertising and take your campaigns to new heights of audience engagement and profitability.


Origin is an award-winning creative technology company whose zero code TV advertising solutions have reshaped the way marketers captivate and communicate with consumers inside and outside the home.

Fusing pioneering CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's products are embraced by brands, agencies and platforms who are looking to deliver a truly personal storytelling experience to their audience.

Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to challenge tradition and enrage the status quo. Learn more at


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