Every household that saw your TV ad sees your call to action next.
Top Stream follows the CTV ad with display and video ads on search and social, for every household that saw it. The TV ad builds the interest. The call to action gives it somewhere to go.
Same delivery report on every campaign. Attribution optional. Opt-outs suppressed. How every number is counted
The big screen starts it. The small screen finishes it.
The TV ad
Your commercial plays in the streaming apps and live channels the household already watches.
The call to action
The same household then sees your display and video ads on search and social, with a clear next step: call, visit, book or buy.
The follow-through
With GrōVault attribution, visits and sales are matched back to the households that saw the ad. Attribution is optional.
What the research says about following TV with a call to action.
TV sends people to search
A study in Management Science (2014) found that TV advertising increases related Google searches, and makes people more likely to search by brand name instead of a generic term. It studied financial services brands. If your TV ad prompts a search, your call to action should be there when the household looks.
The message should fit the moment
A study in the Journal of Marketing Research (2013) found that ads showing the exact product a person viewed did worse, on average, than general brand ads, except once the person's browsing showed they were closer to buying. The call to action should match how far along the household is, not repeat one ad.
What the research does not say
Neither study measures sales caused by retargeting after a CTV ad for your business. Our results are reach-verified: the buyers were in the audience before they bought. That is not a measure of incremental lift, and we do not describe it as one.
Four steps, one household.
The CTV ad plays
Your commercial runs on connected TV through Top Stream.
The household is found
The IP addresses your ad reached are matched to household records. How a household is matched.
The call to action follows
Display and video ads reach the same households across search and social.
Visits and sales are matched
With GrōVault, website visits and sales are matched back to the households that saw the ads.
A multi-brand auto dealer group.
Households that saw the spot on TV were then shown a “Buy Your Car” display ad on social and search, and matched to the dealer's sales records. Results: Top Stream Media + GrōVault.