Big screens, big wins: YouTube on CTV
With the increasing spread of Connected TV (CTV), the classic TV screen has been transformed into a modern streaming screen — and the absolute star on this stage is: YouTube. YouTube has long since evolved from cat video portal to 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 television. It's no longer just “quick 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 audience retention than on smartphones. No scrolling, no multitasking — for advertisers, that 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 VOD (video on demand) advertising by 20%. Viewers are more focused, which makes advertising effective and rewarding. Viewers are more focused because they're in a lean-back mode — leaning back on the sofa, 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 accurate and measurable. Loud eMarketer increase viewer attention by 30% and achieve a 40% better conversion rate than traditional TV commercials. And the best part? The costs per thousand impressions (CPM) are on average 15% cheaper 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 — i.e. the active engagement of viewers with advertising. The engagement rate is loud nielsen 50% higher than VOD ads. Through targeted and relevant content, advertising is no longer perceived as a disruptive factor, but as an added value. In other words, viewers are no longer asking “When is the commercial finally over? ”, but “Where can I find more information about this? ”.
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 you with this. contact us here for individual advice.