Your CTV campaign generated 2,000 website visits and 50 phone calls.
Your competitor’s campaign generated 500 website visits and 200 phone calls.
Same spend. Same market. Different response types. Why?
The answer involves spot length, CTA placement, viewer context, and what you’re optimizing for.
The Two Response Paths
When someone sees your CTV ad, they have two primary response options:
- Call the phone number. Immediate, high intent.
- Visit the website. Research, comparison, form fill.
Neither is inherently better. But they represent different viewer states and different funnel positions.
What Affects Response Type
Spot Length
| Length | Strength | Weakness |
|---|---|---|
| 15 seconds | More frequency per dollar | Less time for message + CTA |
| 30 seconds | Full story + clear CTA | Lower frequency per dollar |
General pattern:
- 15s spots favor efficiency and reach
- 30s spots favor comprehension and action
For PI, 30s is typically preferred because:
- Complex value proposition
- Required disclosures
- Need for emotional arc (pain → solution → proof → CTA)
- Phone number needs 3+ seconds of visibility
CTA Emphasis
| CTA Emphasis | Result |
|---|---|
| Phone number dominant | More calls |
| URL dominant | More website visits |
| Both equal | Split response |
If your phone number is 100px on screen for 5 seconds and your URL is 60px for 2 seconds, you’ll get more calls. And vice versa.
This is controllable. Decide what you want, then design accordingly.
Viewer Demographics
| Age Group | Tends Toward |
|---|---|
| 55+ | Phone calls |
| 35-54 | Mixed |
| Under 35 | Website/search |
Older viewers grew up calling. Younger viewers grew up searching. Your audience demographics influence response type.
Time of Day
| Time | Behavior |
|---|---|
| Morning (6-9am) | Lower response (commuting) |
| Daytime (9am-5pm) | More calls (business hours) |
| Evening (5-10pm) | More website visits (relaxed browsing) |
| Late night (10pm+) | Website/forms (won’t call at midnight) |
If you’re optimizing for calls, weight your delivery toward daytime. For web visits, evening works fine.
Viewer Activity
| Context | Behavior |
|---|---|
| Watching alone, focused | Higher response |
| Watching with family | Lower immediate response |
| Second-screening | Faster website visits |
| Background TV | Lower response overall |
You can’t control this, but you can understand that response rates vary based on attention, not just creative quality.
The Urgency Factor
High Urgency Viewers
Someone just got in a car accident yesterday. They see your ad. They’re calling now.
- Spot length: Doesn’t matter as much
- CTA emphasis: Phone number critical
- Response: Immediate call
Low Urgency Viewers
Someone has chronic back pain from a workplace injury. They’re thinking about it. They see your ad.
- Spot length: 30s helps with persuasion
- CTA emphasis: Both phone and URL
- Response: Website visit, comparison, maybe call later
You can’t control urgency. But you can design for both scenarios.
Calls vs Visits: Which Is Better?
Option A
Option B
The Answer
Track both. Optimize for signed cases, not response type.
A campaign that generates 500 calls and 5 signed cases isn’t better than a campaign that generates 100 visits and 10 signed cases.
Testing Spot Length and CTA
A/B Test Structure
| Test | Variable | Measure |
|---|---|---|
| Test 1 | 15s vs 30s (same CTA) | Total response rate |
| Test 2 | Phone-dominant vs URL-dominant | Call/visit ratio |
| Test 3 | Daypart weighting | Response by time |
What to Track
- Total calls
- Total website visits
- Total form submissions
- Signed cases by source
- Blended CAC by creative version
Recommendations by Goal
Goal: Maximize Calls
- 30s spot with phone-dominant CTA
- Phone number on screen 5+ seconds
- Large font (100px+)
- Spoken CTA: “Call now at…”
- Daypart weight toward business hours
- Target 55+ demographics heavier
Goal: Maximize Website Traffic
- 30s or 15s works
- URL-dominant or balanced CTA
- Strong message match to landing page
- Evening/late night dayparts acceptable
- Target younger demographics if appropriate
Goal: Maximize Signed Cases
- 30s for full persuasion
- Both phone and URL prominent
- Strong landing page for web visitors
- Retargeting for non-converters
- Branded search capture
- Track all paths to signed case
The Full System
Spot length is one variable. What about the landing page visitors hit? What about retargeting non-converters? What about branded search?
For the complete architecture, see our Full-Funnel CTV guide.
Frequently Asked Questions
Should I use 15-second or 30-second spots?
For PI, 30 seconds is typically preferred. It allows for a full emotional arc, clear value proposition, required disclosures, and adequate CTA visibility. 15s works for frequency and reach but sacrifices depth.
How do I get more calls vs more website visits?
Emphasize the phone number: larger font (100px+), longer on-screen duration (5+ seconds), spoken CTA, and daypart weighting toward business hours. For more web visits, emphasize the URL and allow evening/late night delivery.
Why do different campaigns get different call/visit ratios?
Viewer demographics (older = more calls), time of day (daytime = more calls), urgency level (high urgency = calls), and CTA emphasis all affect response type. Two campaigns with the same spend can produce very different ratios.
What should I optimize for: calls or website visits?
Neither. Optimize for signed cases. Track both response types through to case outcomes. A campaign with fewer calls but more signed cases is better than one with more calls but fewer cases.
References
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IAB. “CTV Takes Center Stage: Global Benchmarks Report.” 2022. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf
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MNTN. “CTV Ad Specs Guide.” 2025. https://mountain.com/blog/ctv-ad-specs/
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Advocado/Harris Poll via RetailWire. “Second Screens: Engaging Consumers.” 2024. https://retailwire.com/discussion/second-screens-engaging-consumers/