CTV Brings a Steady Stream of New Patients

Efficient marketing is the key to using your money wisely to attract patients who will benefit from your services. Why blanket a wide swath of people when you can target specific demographics with engaging content? Connected TV (CTV) advertising provides that opportunity.

How CTV Advertising Works

CTV (any TV device that’s connected to the internet and streams digital content via apps) has a similar reach as traditional television, but you can target advertising and measure results.

“CTV offers a great solution for local businesses due to its ability to target specific audiences by zip code, age, household income, and interests,” explained Anthony Garrido, Media Director at RAMP Results, a full-service dental marketing company. “You no longer need to buy TV [advertising] at a large reach with loads of wasted money in hopes that your message reaches the right people. We also can track practice website visits and office visit attribution so that we know how a CTV ad is affecting the local ecosystem.”

The cost per impression of traditional TV and CTV remains similar, but the targeting capability with CTV makes the investment well worth it. “You can target exactly who you want to see your ad, which means more targeted impressions at one-fifth the cost.”

You may wonder why you can’t just stick with digital display ads, which also allow for targeting and tracking. Garrido noted that while these ads cost less per 1,000 impressions than CTV advertising, viewer fatigue can set in when they see the same static ad repeatedly. CTV advertising allows for storytelling, which can result in enhanced viewer engagement.

Don’t Be Intimidated!

“CTV advertising may seem intimidating at first, but that’s where RAMP comes in,” Garrido assured. “Just provide us with what you want to promote, and we can help you discover your ideal patient and where they are in geographic relevance to your practice.”

RAMP also can produce your video content. “We can go on-site to film or repurpose footage a practice already has,” Garrido said. “Once a video is produced, our team will take it from there.”