You know what’s better than a great first impression?
A well-timed, can’t-ignore-it, streaming-on-your-TV second impression.
That’s what CTV retargeting does. It takes your mildly curious visitors and turns them into “Wait, I’ve seen this before… and I kinda love it” viewers.
In 2025, consumers are hopping between devices, screens, and streaming services faster than most marketers can say “conversion.” But there’s one channel that’s quietly become the glue holding it all together: Connected TV Advertising.
Let’s talk about how to make your ads unskippable and unforgettable.
What Is CTV Retargeting?
CTV retargeting is the art and science of showing up again—but smarter.
It’s a programmatic advertising strategy that lets you serve ads to people who’ve already interacted with your brand. Maybe they visited your website, watched a product video, or engaged with an earlier ad. Whatever the touchpoint, CTV retargeting brings them back—this time via their smart TV while they’re streaming their favorite show.
By syncing data across devices, you’re not just retargeting—you’re storytelling. You’re adding a second chapter to a story your audience has already started reading.
How CTV Retargeting Actually Works (Without the Jargon)
Let’s break it down simply:
- . A person visits your site or app.
- . A retargeting pixel or device ID tracks that interaction.
- . That same person later watches content on a streaming platform.
- . Your DSP (demand-side platform) sees that they’re available for targeting.
- . Boom—you serve a relevant, full-screen ad on their connected TV.
Since most people own more than one device, identity graphs help match that same person across screens. So your message can continue as they move from TV to phone to laptop.
Why CTV Retargeting Deserves a Spot in Your Media Plan
1. Enhanced Audience Targeting
With traditional TV, you’re spraying and praying—hoping your ad reaches someone who cares. With CTV retargeting, you’re laser-focused on people who’ve already raised their hand. That’s not just efficient, it’s respectful of their time.
2. Improved Ad Engagement
CTV isn’t background noise. It’s leaned-in, relaxed, big-screen viewing. That means your retargeted ad isn’t competing with doomscrolling or skipping. It has the full attention of the household—and that’s gold.
3. Cross-Device Storytelling? Check.
CTV retargeting lets you string together a cohesive narrative across screens. Maybe your prospect saw a quick social ad in the morning, clicked your product page at lunch, and now—bam!—they’re watching your 15-second CTV spot that ties it all together. That’s omnichannel marketing, done right.
How to Build a CTV Retargeting Strategy That Performs
1. Start With Smart Segmentation
Don’t treat all retargeting audiences equally. Someone who spent 10 minutes on your site and added to cart deserves a different message than someone who bounced in 35 seconds. Use behavioral data to tailor your ad creative.
2. Invest in Creative Worth Watching
Your audience is comfy on the couch, and all they want is to not be bored. High-quality visuals, emotionally resonant storytelling, and punchy CTAs go a long way. Aim to create big-screen vibes, even if your brand sells socks.
3. CTV Ad Types and Formats
Similar to traditional TV ads, CTV has pre-roll, mid-roll, and post-roll video ads that can be played in-stream before, during, or after streaming content. But CTV advertising offers even more ad formats and types to engage viewers
- Interactive ads allow viewers to play mini-games, answer surveys, click on ads to get information sent to another device, or scan QR codes to learn more about a product or service.
- Overlay and companion ads can be inserted on top of or displayed alongside streaming content so they don’t interrupt the flow of content.
- Shoppable and sequential ads can be used to sell products directly through a viewer’s TV or tell a story over multiple commercial breaks.
4. Extend the Conversation Across Devices
Use your DSP’s capabilities to retarget across mobile, desktop, and video too. So your audience sees one connected message instead of random, disjointed impressions.
But How Do You Measure Success?
Here’s what to keep an eye on:
- Impressions & Reach – Are you getting seen?
- View-Through Conversions – Did someone convert after watching your ad?
- ROAS – Are you making more than you’re spending?
- Frequency & Completion Rates – Are people actually watching your ad? And how often?
For a more nuanced approach, integrate your CTV data with your CRM or analytics tools.
CTV Retargeting Isn’t a Trend Anymore
When users are bombarded with content from dawn to doomscroll, relevance and timing can be everything.
CTV retargeting gives you both. It lets you whisper to your audience, not shout. It shows up in the quiet moments—when they’re unwinding on the couch, remote in hand, attention undivided (and we’re guessing some buttered popcorn is involved, too). And that’s when real connection happens.
You’re not just nudging them to convert. You’re saying, “Hey, we remember you. And we think you’ll like what you see.”
That’s what modern marketing should feel like: a moment to revisit, reconnect, and rekindle interest in a way that feels natural, not noisy. It’s a way to remind your audience not just of your limited time offer but of your presence.
