INTRODUCTION
Connected TV (CTV) advertising places video ads on internet-connected televisions through streaming services like Hulu, Peacock, Paramount+ and YouTube. Unlike traditional cable or broadcast advertising, CTV ads can be purchased programmatically, allowing advertisers to reach specific audiences rather than relying primarily on a program’s general viewership.
For restaurants, CTV advertising offers a valuable opportunity to reach young professionals through targeting based on location, demographics, interests, and, depending on the platform, past behaviors.
WHY CTV ADVERTISING WORKS FOR YOUNG PROFESSIONALS
CTV advertising is particularly relevant to young professionals because younger audiences are more likely to watch TV through streaming services. For restaurants looking to reach this demographic, CTV offers a chance to connect with potential customers where they already spend their time.
CTV ads also allow restaurants to target audiences based on geography and interests. This can make ad spend more efficient and enable messaging tailored to young professionals’ lifestyles and preferences.
As an alternative or supplement to static display or search ads, CTV is highly engaging and visually appealing. For restaurants, this creates an opportunity to showcase more than just food and beverages. Atmosphere, social experiences and convenience can all influence where young professionals choose to dine.
HOW TO GET STARTED WITH CTV ADVERTISING
CTV ads can be purchased through self-serve platforms or with the help of advertising sales representatives and managed service providers. There are benefits to each option, depending on your experience, budget and goals.
If you’re new to CTV advertising, consider working with a professional who can help you understand the process, develop targeting strategies and navigate ad buying. Some providers also offer training to help you eventually manage campaigns on your own.
For restaurants with smaller budgets or short-term promotions, like a holiday special, self-serve platforms can offer greater flexibility and control. For larger or more complex campaigns, professional support may be beneficial. However, budget isn’t the only deciding factor. Consider your experience and available resources, too.
Keep in mind that some platforms require professional management or a minimum spend. Others offer self-service through demand-side platforms (DSPs), which allow advertisers to purchase digital ad space programmatically. Often, your desired level of control or reach determines whether you need an ad rep or not.
Regardless of your approach, look for a platform with the geographic and audience targeting capabilities needed to reach young professionals in your restaurant’s area.
HOW RESTAURANTS CAN USE CTV ADVERTISING TO EFFECTIVELY TARGET YOUNG PROFESSIONALS
To use CTV advertising to its full potential, restaurants should follow a few best practices.
Highlight the experience, not just the products. Young professionals may be looking for more than a good meal. Whether it’s happy hour after work, a casual weeknight dinner or a night out with friends, showcase the experiences your restaurant offers. While food and beverages are certainly important, they shouldn’t be the only focus of your messaging.
Create engaging, memorable ads. Use a strong visual or audible hook to grab attention and make sure your restaurant’s name or logo appears within the first few seconds. Design your ads for the big screen. Unlike social media videos, CTV ads are generally viewed on televisions, making clear visuals, strong voiceovers and quality audio particularly important.
Use location and audience targeting strategically. Consider where young professionals live, work and spend their free time. You could target households in neighborhoods with a high concentration of young professionals or use available audience segments based on interests and behaviors.
Depending on the advertising platform, location-based audience data may also allow you to reach people who have previously visited places like business districts, office campuses, entertainment venues or competing restaurants. This can be particularly useful for promoting after-work specials, weekday dining or other offers that align with their routines.
HOW TO MEASURE YOUR CTV ADVERTISING EFFORTS
As with any advertising campaign, it’s important to measure your CTV advertising efforts. Use your advertising platform’s reporting tools to track metrics like video completion rates (VCR), cost per completed view (CPCV), reach and frequency. Some platforms may also offer attributed website or in-restaurant visits.
It’s also important to create your own traffic signals when possible. Since most traditional CTV ads aren’t clickable, use a memorable call to action (CTA), such as encouraging viewers to “mention this code during your next visit.” Depending on the platform and ad format, you may also be able to incorporate scannable QR codes or other interactive features.
Review these results to help you make adjustments during the campaign and identify opportunities for future optimization.