Connected TV: The Emotional Power of TV and the Precision of Programmatic
At a glance
- CTV advertising achieves 95% completion rates and is 67% more effective than traditional linear TV for travel marketers.
- Integrating CTV with linear TV campaigns boosts ad recall by 34%, combining emotional storytelling with programmatic precision.
- Interactive ad formats including 360 videos and QR code integration enable immersive experiences that drive engagement.
- Consumers increasingly subscribe to streaming services, with cord-cutters and cord-nevers creating significant advertising opportunities via CTV channels.
What the report covers
Sojern's report examines Connected TV (CTV) as an advertising medium for travel marketers, exploring how it combines television's emotional impact with programmatic targeting precision. The report covers CTV mechanics, industry trends, benefits over linear television, and strategies for blending programmatic and linear approaches. Published by Sojern, a travel marketing intelligence platform, the research addresses destination marketing organisations, hoteliers, and travel-tech operators seeking to adapt advertising strategies to evolving consumer viewing habits.
Key findings
According to the report, CTV advertising delivers high completion rates of 95% and is 67% more effective than traditional linear TV. This effectiveness stems from data-driven audience segmentation that linear television cannot replicate. The report emphasises that CTV enables precise targeting based on viewer behaviour and interests rather than broad demographic assumptions, resulting in lower ad fatigue and more measurable campaign outcomes for travel advertisers.
The report identifies that integrating CTV with linear TV creates a cohesive strategy maximising both reach and engagement. When CTV ads complement linear campaigns, ad recall increases by 34%, combining television's emotional storytelling power with programmatic advertising's precision and accountability. This hybrid approach allows marketers to optimise campaigns in real-time while maintaining the broad-appeal characteristics of traditional television.
The report highlights emerging ad formats as drivers of engagement and action in travel marketing. Interactive advertisements, 360-degree videos, and QR code integration enable brands to create immersive experiences that foster emotional connections with audiences. These formats bridge dreaming, planning, and booking phases, allowing travel marketers to inspire audiences whilst delivering measurable, actionable results.
According to the report, consumer behaviour is shifting significantly away from linear television. Cord-cutters—viewers who have cancelled cable subscriptions for streaming services—and cord-nevers—younger generations who never subscribed to linear TV—are creating substantial advertising opportunities. This demographic shift makes CTV one of the largest opportunities for advertisers, particularly those targeting modern, digitally native audiences.
Key numbers
| Metric | Value |
|---|---|
| CTV advertising completion rate | 95% |
| CTV effectiveness relative to linear TV | 67% more effective |
| Ad recall boost when integrating CTV with linear campaigns | 34% |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
CTV enables destinations to reach travellers during high-intent moments with precise targeting unavailable via traditional channels. The 67% effectiveness advantage and 34% ad recall boost from integrated campaigns mean DMOs can inspire destination consideration and drive visitation more efficiently whilst measuring performance in real-time.
Hotels & hospitality
Hotels can leverage CTV's 95% completion rates and low ad fatigue to reach qualified travellers with emotional storytelling about properties and experiences. Real-time campaign optimisation and granular audience insights enable hoteliers to improve direct booking conversion whilst reducing wasted spend on untargeted impressions.
Travel tech & distribution
Travel tech platforms gain competitive advantage by integrating CTV capabilities into marketing stacks. Data-driven audience segmentation, interactive ad formats with QR integration, and measurable performance metrics align with modern distribution strategies seeking to replace cookie-based targeting and improve customer acquisition efficiency.
Methodology and limits
This brief is based on publicly available summary material only; the full report is gated behind email registration. The source text does not specify sampling methodology, data collection dates, or whether figures represent observed statistics, survey results, or estimates. The report appears qualitative in structure, presenting CTV benefits and strategic recommendations alongside performance benchmarks without detailing their derivation or validation basis.
Official source
The report is © Sojern. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
Check the official statistics on Pulse
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