By Melanie Marcotte, Account Supervisor
Recently, a client’s board member was furious with us.
They had seen a commercial about their upcoming conference during an NFL game and could not believe we would waste precious marketing dollars on such a lavish expense.
Then another board member said they’d seen it too, but while watching a TV show on HBO.
That assumption makes perfect sense. Seeing your ad during a major sporting event or premium television programming sounds expensive. Honestly, I would have thought the same thing.
So how was an association able to afford placing their ads on NFL and HBO streams?
Isn’t TV Advertising Expensive?
That’s usually the first question I hear.
Traditional television advertising certainly can be. But Connected TV (CTV) is different.
CTV allows organizations to place targeted video ads on streaming platforms like Hulu, HBO Max, Peacock, Roku, and YouTube TV. Instead of buying broad television audiences, you’re reaching specific people through the streaming services they’re already watching.
In other words, it’s television advertising combined with the power of digital targeting.
And for many associations, it’s surprisingly affordable.
What Happened When We Tried It?
For an Annual Meeting campaign, we added Connected TV to an existing digital marketing strategy using event footage and attendee interviews from a previous conference.
In just two months, the CTV campaign generated:
Even more interesting, the overall paid digital campaign (Google, Meta, CTV, etc.) generated:
Was Connected TV solely responsible for those results? Of course not. But it was the only major addition to the campaign strategy compared to the previous year. That’s worth paying attention to.
When Should You Consider CTV?
Connected TV isn’t the right fit for every campaign. But it can be incredibly effective when:
You need more awareness, not more clicks.
If your registration page converts well but traffic is low, the challenge may not be your messaging. It may be visibility.
People can’t register for an event they don’t remember seeing.
You already have strong video assets.
Conference footage, attendee interviews, speaker highlights, and event recaps can often be repurposed into effective CTV ads without starting from scratch.
You’re looking to complement an existing marketing strategy.
CTV works best alongside channels like email, paid social, and search. Think of it as another touchpoint that keeps your event top-of-mind throughout the decision-making process.
You want to reach people where they’re actually paying attention.
Let’s be honest. Email inboxes are crowded. Social feeds move fast.
Streaming television offers something increasingly rare: a captive audience.
The Bottom Line
Association marketers don’t usually think of television advertising as an affordable option. But today’s streaming landscape has changed the game.
No, we didn’t buy a Super Bowl commercial. But we did find a way to get our client’s message onto television screens across the country without a Super Bowl-sized budget.
And if your members are spending their evenings watching Love Island or Game of Thrones reruns, then it might be worth considering whether your marketing should be there too.
Have questions? Reach out to the experts at MGI! Contact Jana Darling, President, Marketing General at JDarling@MarketingGeneral.com or 703-706-0346.
Ready for growth? Get in touch today for solutions tailored to your needs.