With the increasing popularity of Connected TV (CTV), the traditional TV screen has transformed into a modern streaming platform – and the absolute star on this stage is YouTube. YouTube has long since evolved from a cat video portal to the content king – and is conquering TV screens. According to a study by Think with Google, 50% of YouTube viewing time now takes place on the TV. It's no longer just "quickly watching a video," but an immersive experience – whether binge-watching tutorials or singing along to karaoke videos.
Higher engagement on the big screen
YouTube on CTV has 20% higher viewer retention than on smartphones. No scrolling, no multitasking – for advertisers, this means more attention, more engagement, and a higher return on investment (ROI). In fact, the ROI of YouTube ads on CTV exceeds the performance of video-on-demand (VOD) advertising by 20%. Viewers are more focused, making advertising effective and rewarding. Viewers are more focused because they are in a 'lean-back' mode – reclining on the couch, without distractions from other apps or notifications. This makes advertising on CTV particularly effective and rewarding.
Smarter than the classic spot
YouTube ads on CTV are precise and measurable. According to eMarketer, they increase viewer attention by 30% and can achieve a 40% better conversion rate than traditional TV spots. And best of all, the cost per thousand impressions (CPM) is on average 15% lower than VOD ads. Maximum impact for less budget? Count us in!
Our own experience at adlicious also shows that YouTube in combination with CTV is one of the most effective strategies for modern digital marketing. Elina Jun, Junior Account Manager Digital Media at adlicious, explains:
YouTube — the all-rounder for all target groups
YouTube reaches a wide range of target groups with impressive effectiveness. While VoD ads score particularly well among the older generation (55+) and generate 30% higher brand recall there, YouTube is unbeatable among 18 to 34-year-olds. For this target group, the platform has a 45% stronger impact on brand recall. Millennials and Gen Z trust YouTube — this is also reflected in the 25% higher purchase intent after watching ads on CTV.
From “Skip Ad” to “Show me more!”
What makes YouTube so special on CTV is the combination of entertainment and engagement—that is, viewers' active engagement with the ad. According to Nielsen, the engagement rate is 50% higher than with VoD ads. Targeted and relevant content means that ads are no longer perceived as a distraction, but as an added value. In other words, viewers no longer ask, "When will the ad finally be over?" but rather, "Where can I find more information about it?"
Conclusion: Why settle for less?
With YouTube on CTV, advertising hits the mark: relevant content, measurable success, and an eye-catching audience. The figures speak for themselves: If you want to conquer the big screen for your brand, YouTube on CTV is your go-to. So — let's get your brand on the big stage! We are happy to help. Contact us here for a personalized consultation.
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