As digital marketers and designers, we know that capturing attention on Connected TV (CTV) is only half the battle. The real goal is transforming that high-impact, living-room viewership into measurable web performance. At SizeIM, we’ve seen firsthand how agencies and teams are using display ad creative as the connective tissue between big screens and web actions, maximizing every dollar spent on audience attention.
Why CTV Earns Its Place in the Campaign Mix
CTV ads deliver a unique combination of scale, targeting, and immersive storytelling. The environment is uncluttered compared to traditional display or social feeds, and viewers are often more engaged thanks to long-form, high-definition content. With advancements in identity graphs and device linkage, we no longer have to treat CTV and web traffic as separate silos. In practice, the households we reach via CTV are just a step away from clicking our web ads, searching for our brand, or scanning a QR offer on their mobile.
Step 1: Use Retargeting to Create a Seamless Web Journey
One underutilized tactic is cross-device retargeting. After a viewer sees your CTV ad, you can re-engage them on their laptop or mobile device, aligning ad formats and messaging with new context. There are two main flows:
- TV-to-Web Retargeting: Serve display or in-feed ads to users who viewed your CTV spot, leveraging household IP matching. This keeps your message top-of-mind as viewers move from the TV to the web.
- Web-to-TV Retargeting: Reinforce action among website visitors by serving reminder ads on streaming platforms, especially for cart abandoners or recent site visitors.
Connecting these dots can lower your cost per acquisition substantially, as you’re working with already-engaged audiences.
Step 2: Design Responsive Creatives That Travel With Your Audience
We’ve found that creative consistency across CTV and web dramatically lifts recall and conversion rates. But the challenge is that every platform (from mobile banners to leaderboard ads to vertical video) comes with its own specs. This is exactly why we built SizeIM to let you design once, apply your brand kit, and generate every required size in a few clicks.
- Start with a high-impact CTV creative, making it visually rich and on-brand.
- Leverage SizeIM’s template library and drag-and-drop editor for fast adaptation to every network’s requirements.
- Maintain color, logo, and messaging consistency using your centralized Brand Kit, so your campaign tells the same story everywhere.
- Download a complete set of assets, ready to deploy for CTV retargeting or standard web display placements.
Our clients value that they can now scale effortlessly, handling dozens of variations in the time it used to take for one or two.
Step 3: Embedding Frictionless CTAs in CTV and Web Creative
A key to bridging CTV and web performance is making your calls-to-action (CTAs) utterly simple to follow:
- Add QR codes with on-screen prompts. For example, “Scan for 20% off” or “Scan to book now.” This is especially effective for younger viewers who are quick to interact with their phones.
- Use verbal CTAs and matching URLs, keeping both easy to remember and type.
- When repurposing CTV video for web banners using SizeIM, make sure the CTA remains clear and you add urgency where appropriate (“Limited time offer – claim today!”).
Step 4: Measure and Attribute Cross-Device Impact
To prove the value of CTV in driving web outcomes, it pays to track:
- Video Completion Rate (VCR): High rates signal strong engagement, increasing the odds of post-view web action.
- Site Return Rate: Measure how many viewers revisit your website after a CTV exposure.
- Cost Per Acquisition (CPA) and ROAS: As your message follows the user, you’re likely to see cost efficiency improve over time, especially when layering in retargeting.
Establish attribution windows that suit your buying cycle (for quick action, track web lift within 24 hours; for considered purchases, look at 7, 14, or 30-day increments).
Step 5: Granular Targeting Using Household and Persona Data
The ability to target households rather than just individual users is one of CTV’s most powerful advantages. By weaving together persona data from first-party sources, you can serve personalized creative to entire households or specific roles (decision makers, frequent buyers, etc.). Optimizing frequency (3-7 exposures) ensures your brand is remembered without overwhelming viewers.
Step 6: Create Halo Effects by Integrating CTV with Paid Search & Social
We recommend thinking of CTV as the engine that primes audiences for later funnel activity. Mirror your visual and copy approach from TV creatives in your paid search, display, and social campaigns. Aligning creative and messaging often results in higher lift for branded keyword searches and higher-quality traffic on your landing pages.
If you’re consistent across every creative touchpoint, you’ll not only achieve direct CTV conversions but also raise performance for your entire digital stack. For more tactical guidance on aligning cross-network creative, consider reading One Ad Set, Three Networks—Here’s How.
Step 7: Operationalize, Test, Refine, and Scale
High-performing teams run CTV-to-web tests with a defined budget, using rapid iteration to identify what resonates. With SizeIM’s multi-user and project support (up to 200 on Enterprise), it’s easy to spin up, tweak, and relaunch iterations in hours, not days. Using well-defined metrics at each touchpoint makes it clear which creative or placement is actually moving the revenue needle.
Key Playbook Takeaways: Bringing It All Together
- Design with adaptation in mind—create once, resize everywhere using automation to maintain consistency, brand integrity, and visual impact.
- Leverage cross-device retargeting so your message follows your audience wherever they browse and buy.
- Make every CTA actionable. Remove friction for users to jump from content to conversion.
- Track, measure, and iterate. Let the data reveal what delivers true web performance.
Mastering the art of turning CTV attention into hard web results starts with design, seamless adaption, and data-driven refinement. We’re ready to help you do it at scale—without the production bottlenecks or creative inconsistency.
Curious to see how responsive ad workflows could amplify your own CTV-to-web campaigns? Get started free with SizeIM and discover how your next campaign can be everywhere your audience is, from the big screen to the checkout page.
