“It’s Like DRTV With Triple the Return!”: Why the Time for Connected TV Testing is Now

The nonprofit industry has seen more digital acceleration in 2020 than any year before. Without face-to-face fundraising, we’ve often had to shift budget into other channels where donors are spending more of their time. Connected TV may seem like the wild, wild west for nonprofits, and without the changes of this year, it’s likely the channel would have remained in that far-off distant future of media formats you might have tried in a few years. But the streaming renaissance is real and it’s here, and CTV is not only effective at reaching donors where they are, but it’s also cost effective.

We know, you’ve probably got questions. Like, how can I trust that my investments will pay off when CTV isn’t driving direct revenue that I can see hitting our bank accounts? And, I heard measurement isn’t perfect? But it’s best to remember that when it comes to donor behavior, the days of a linear path to conversion are long gone (and if they’re not, you better get them in your rearview mirror fast!). We’re here to show you that CTV can be an effective surround-sound AND revenue-driving channel. We’ll dig into programs run with our clients, Best Friends Animal Society and PLAN International USA, to show you what the CTV test phase looks like versus the fully optimized, as well as the results. And we’ll show you why CTV isn’t just great for digital-first organizations, but also for those relying on traditional channels like DRTV, too!

3 Key Takeaways:

• What are the ins and outs of running a CTV campaign, from available inventory, to costs, to measurement?
• How do you make CTV an effective addition to your media mix, especially given the increasing shift to digital over the last year?
• What does a successful CTV program look like? We’ll take you through some case studies, from testing through a fully optimized program that generates real results!