Connected TV (CTV) means ads shown on streaming apps through smart TVs, sticks and consoles. Streaming audio covers music and podcast apps. Both bring the persuasive power of TV and radio with targeting that traditional broadcast never had — and both can drive inbound calls if the creative and tracking are right.
How to buy CTV
- Self-serve platforms let small advertisers buy streaming TV ads with modest budgets, targeting by location, age, household and interests.
- Programmatic DSPs give more control and inventory, usually with higher minimums.
- Direct deals with streaming services suit larger budgets.
Creative for a TV call to action
A TV viewer cannot tap the screen. The phone number must be memorable and visible:
- Show the number in large type for at least the last 10–15 seconds, and say it out loud twice.
- Use a vanity or easy number if you can.
- Say exactly what happens when they call and who answers.
- Include required disclaimers on screen long enough to read.
Thirty seconds is the standard length; fifteen seconds rarely leaves enough time for a phone number.
Attribution: unique numbers per campaign
CTV calls arrive later and less directly than search calls. Give every CTV campaign — and ideally every creative or region — its own tracking number. Then measure:
- Calls to that number during and after the flight.
- Lift in branded search and website visits in the targeted areas.
- Billable rate and cost per billable call, the only numbers your buyer cares about.
Match ads to call center capacity
TV can produce sudden spikes. Coordinate with your buyer so agents are staffed when ads air, and set daily caps. Unanswered calls are wasted money for you and a bad experience for the consumer.
Streaming audio
Audio ads on music and podcast apps work like radio. Host-read podcast ads can be especially persuasive for financial and insurance products. Use a short, repeatable phone number or a simple web address and a promo code so you can attribute response.
Budgeting
Treat CTV as a test: set a fixed budget, run for two to four weeks, and judge it on cost per billable call compared with search and social. If it works, it can deliver volume those channels cannot.
Running TV or audio at scale? Talk to BFOUNT about campaigns with the capacity and hours to absorb broadcast spikes.