Retargeting CTV Audiences Across Channels
CTV-exposed households are 40% more likely to visit. Allocate 10-20% of video budget to retargeting. Display $3-8, Meta $8-15, YouTube $10-20 CPM.
CTV builds awareness. Retargeting reinforces it. Extending your CTV reach through other channels multiplies impact and improves conversion.
Why Retarget CTV Audiences?
The Awareness Gap
Someone sees your CTV ad:
- They’re watching TV
- No immediate call to action
- Life continues
- Ad is forgotten
Without reinforcement, awareness fades.
The Retargeting Bridge
Follow up across devices:
- CTV ad plays on living room TV
- Retargeting ad appears on phone
- Brand reinforced
- Recognition strengthened
CTV-exposed households are 40% more likely to visit advertiser websites. Retargeting pushes that number higher.
How CTV Retargeting Works
CTV Retargeting Process
Retargeting Channel Options
Display Retargeting
How: Banner ads across web Reach: Broad Cost: Low CPM ($3-8) Impact: Reinforcement, frequency
Meta (Facebook/Instagram) Retargeting
How: Custom audience upload or integration Reach: High (most users on Meta) Cost: Moderate CPM ($8-15) Impact: Strong visual reinforcement
YouTube Retargeting
How: Video ads to CTV-exposed households Reach: Very high Cost: Moderate CPM ($10-20) Impact: Video continues video story
Programmatic Video
How: Pre-roll across video publishers Reach: Broad Cost: Moderate CPM ($15-25) Impact: Video-to-video consistency
Search Retargeting
How: RLSA (Remarketing Lists for Search Ads) Reach: When they search Cost: Enhanced CPC Impact: Higher search conversion
Building the Retargeting Sequence
Immediate (Days 1-3)
High frequency reinforcement:
- Display ads
- Social ads
- Brand message repetition
- Keep awareness fresh
Mid-Term (Days 4-14)
Continued presence:
- Lower frequency
- Multiple creative variations
- Value messaging
- Differentiation points
Extended (Days 15-30)
Maintenance presence:
- Low frequency
- Reminder creative
- Special offers (if applicable)
- Capture delayed intent
Creative for Retargeting
Consistency Requirements
- Same visual identity as CTV
- Recognizable elements
- Message continuation
- Brand alignment
Format Adaptation
| Channel | Format | Considerations |
|---|---|---|
| Display | Static/animated banner | Simplified message |
| Meta | Image/video | Thumb-stopping visual |
| YouTube | :06/:15 pre-roll | Quick brand reminder |
| Programmatic | Various sizes | Consistent across all |
Message Progression
Don’t just repeat CTV message:
CTV (awareness): “When you’ve been hurt, we fight for you” Retargeting (reinforcement): “25 years fighting for injury victims” Retargeting (action): “Free consultation. Call now.”
Frequency Management
Cross-Channel Frequency
CTV + retargeting adds up:
- CTV: 8 exposures/month
- Display: 15 exposures/month
- Social: 10 exposures/month
- Total: 33 exposures/month
That may be too many.
Frequency Caps
| Channel | Recommended Cap |
|---|---|
| CTV | 8-10/month |
| Display | 10-15/month |
| Social | 8-12/month |
| Total | 25-35/month |
Cross-Channel Coordination
Ideal: Single platform manages total frequency Practical: Set conservative caps per channel
Attribution Considerations
Retargeting Attribution
Retargeting gets credit it may not deserve:
- CTV builds awareness
- Retargeting shows last
- Retargeting gets conversion credit
Proper Attribution
Multi-touch models credit appropriately:
- CTV: First touch credit
- Retargeting: Middle touch credit
- Final action: Last touch credit
See Multi-Touch Attribution for CTV.
Budget Allocation
Retargeting extends CTV investment:
| Total Budget | CTV | Retargeting |
|---|---|---|
| $30K | $27K (90%) | $3K (10%) |
| $50K | $42K (84%) | $8K (16%) |
| $100K | $82K (82%) | $18K (18%) |
Retargeting is typically 10-20% of total video budget.
Platform Integration Options
Native CTV Platform Integration
Some CTV platforms offer built-in retargeting:
- MNTN cross-device retargeting
- Tatari audience export
- Platform-specific solutions
Pros: Seamless, unified data Cons: Limited to platform capabilities
Third-Party Integration
Export audiences to other platforms:
- LiveRamp matching
- Custom audience uploads
- Data clean room connections
Pros: Flexible, cross-platform Cons: Additional setup, matching complexity
Manual Coordination
Export CTV audiences, upload to Meta/Google:
- Weekly audience refreshes
- Manual management
- Basic but functional
Measuring Retargeting Impact
Key Metrics
| Metric | What It Shows |
|---|---|
| Retargeting impressions | Reach within CTV audience |
| Retargeting CTR | Engagement level |
| View-through conversions | Brand reinforcement impact |
| CTV audience conversion rate | Total impact on exposed HH |
A/B Testing
Test retargeting impact:
- Group A: CTV only
- Group B: CTV + retargeting
- Compare conversion rates
Lift shows retargeting value.
Common Retargeting Mistakes
Mistake 1: No Frequency Caps
Overexposure creates annoyance, not recognition.
Mistake 2: Disconnected Creative
Retargeting creative doesn’t match CTV. Confusion instead of reinforcement.
Mistake 3: Attribution Over-Credit
Retargeting looks great on last-click. Reality: it’s reinforcing CTV’s work.
Mistake 4: Ignoring Platform Mix
Only retargeting on one platform misses significant audience.
For comprehensive funnel strategy, see the full-funnel brand alignment guide.
Related Reading
- Full-Funnel Brand Alignment: Complete integration strategy
- Multi-Channel Retargeting for CTV Visitors: Deep dive on channel tactics
- Multi-Touch Attribution for CTV: Measuring what works
References
- JamLoop. (2025). CTV attribution modeling and ROI measurement. https://jamloop.com/ctv-attribution-modeling-roi-measurement/
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/