Connected TV (CTV) has quickly become a cornerstone of modern advertising. With premium inventory, non-skippable ads, and completion rates of up to 96%, it offers unmatched brand-building opportunities. In fact, CTV campaigns can deliver up to a +19.8% lift in brand awareness.
But success requires more than reach. It means combining local intelligence and omnichannel activation to deliver the right message, to the right audience, at the right time. Here’s how brands can build CTV campaigns with both local and national impact in six simple steps.
1. Pinpoint Your Audience
Everything in advertising starts with knowing your audience. Locala’s Audience Explorer allows brands to go beyond basic demographics to understand not only who consumers are, but where they are most receptive.
By tapping into localized insights, brands can:
- Identify ZIP-level areas with high engagement and brand affinity
- Analyze purchase behaviors, media receptivity, and competitor trends
- Understand mobility patterns and cross-visitation to pinpoint high-value locations
- Leverage socio-demographic and intent data for deeper audience segmentation
The result: Instead of being wasted on broad impressions, CTV budgets reach the right audiences at every level — global, national, multilocal, and local.
2. Bridge the Gap Between Online and Offline
While CTV is a powerful digital channel, real-world outcomes matter. Locala’s Omni Planner bridges the gap between online and offline by unifying consumer insights into a single planning tool.
With Omni Planner, brands can:
- Compare a brand’s store visits and online trends against competitors, nationally and locally
- Define & activate localized tactics at scale and optimize planning with precision
- Optimize CTV campaigns in real-time to maximize ROI
This connection between digital behavior and physical movement ensures your CTV ads don’t just build awareness but also drive measurable outcomes.
3. Combine CTV and Mobile for Full-Funnel Impact
CTV excels at building upper-funnel awareness, but pairing it with mobile creates a full-funnel strategy that drives action. Studies show this combination can increase brand recall by 60% and boost conversion rates by 30%.
Here’s how the channels complement each other:
CTV: Delivers attention-grabbing, non-skippable ads in a premium, brand-safe environment with 98% viewability
Mobile: Retargets users who saw your CTV ads to encourage immediate engagement or purchase
By combining big-screen storytelling with small-screen precision, brands can maintain continuity across devices while ensuring their campaigns resonate from awareness to conversion.
4. Activate with Precision
Once your plan is in place, it’s time to activate with accuracy. Locala’s activation tools are designed to maximize efficiency and minimize wasted impressions.
Tactics for Precision Activation:
- Mobile Retargeting: Re-engage audiences exposed to your CTV ads and drive them toward action, boosting conversions by up to 30%
- Video on Every Screen: Run unified campaigns across desktop, mobile, and CTV (including YouTube) while managing frequency for optimal reach
- Content Targeting: Match your ads with relevant shows, genres, or themes to ensure your message appears in brand-safe, contextually relevant environments
By activating across multiple screens and optimizing frequency, brands create consistent, omnichannel exposure that builds both reach and trust.
5. Elevate Performance with Dynamic Creative
Creative is the final piece of the puzzle, and it’s where campaigns win attention and drive interaction. Locala supports Dynamic Creative Optimization (DCO) to keep ads relevant, engaging, and performance-driven.
- Interactive QR Codes: Turn TV viewers into customers with a single scan, bridging offline and online
- Dynamic Personalization: Serve tailored creative based on audience segments, location, or context
- Optimized ROI: Continuously refine messaging and visuals to maximize impact across publishers and audiences
With high attention scores and ad recall rates, dynamic creative transforms brand awareness into measurable results.
6. Unlock Insights That Drive Growth
Successful campaigns aren’t just launched, they’re learned from. Locala provides advanced CTV insights that allow brands to refine strategy and prove ROI.
Key insights include:
- Media and Performance KPIs to refine optimization and future strategy
- Brand Insights through Brand Lift Studies to measure awareness impact
- Advanced Audience Insights about who and where your consumers are
By unifying data into a single platform, Locala enables brands to track their success, make real-time adjustments, and scale campaigns with confidence.
Locala in Action
Locala’s solutions are already delivering measurable impact for leading brands.
For example, a fast-casual barbecue chain sought to enhance brand awareness and increase visibility of its restaurant locations to potential diners. To achieve this, the brand leveraged smart audience insights and location-based strategies, targeting barbecue enthusiasts and frequent restaurant-goers who were most likely to engage.
By focusing on dynamic commerce areas, such as people within a 15-minute drive and those with strong geo-affinity to its restaurants, the campaign ensured its message reached the right audience at the right time.
The results spoke for themselves:
These success stories demonstrate how Locala combines local precision with national scale to deliver campaigns that not only perform but also resonate.
Ready to Take Your CTV Strategy to the Next Level?
CTV is built for brand impact, but its real power lies in pairing it with deep audience insights, omnichannel planning, and creative innovation. With tools like Audience Explorer and Omni Planner, Locala helps brands achieve both national reach and local resonance.
Book a demo today to see how Locala can unlock growth for your brand with smarter CTV campaigns.