Omni Channel Guide
CTV & Streaming
The Omni Way
"CTV puts local service businesses on TV — with targeting that broadcast TV never had. You don't need a national budget. You need a ZIP code and a 30-second spot."
Channel Role
Why This Channel Belongs in the Omni System
Tenet 02
Omni-Presence
The Broadcast layer. Being visible not just on screens but on the biggest screen in the house. CTV ensures your brand occupies the living room — the most trusted advertising environment in the home.
Tenet 03
Omni-Narrative
Video is the most powerful storytelling format humans have ever created. CTV lets local businesses tell their story at scale — with motion, emotion, and a real human face. Story drives recall. Recall drives calls.
Ideal Client Profile
Who This Channel Is Right For
Best-Fit Verticals
- Roofing & exterior contractors
- HVAC — heating, cooling & mechanical
- Pest control & wildlife removal
- Landscaping & lawn care
- Remodeling & home improvement
- Restoration & water/fire damage
Readiness Criteria
- Already running digital ads (Google/Meta)
- Has or can produce a 30-second video spot
- Tracking pixel installed on website
- Ready to invest in brand awareness, not just leads
- Serving a defined geographic service area
- Established brand identity and messaging
The Omni Standard
Traditional TV vs. The Omni Way
Traditional Approach
Local TV Broadcast
Buy local TV spots that air to everyone in the DMA regardless of relevance. Pay for eyeballs in neighborhoods you don't service, demographics you can't convert, and households that rent when you only work with homeowners.
The Omni Way
Precision-Targeted CTV
Geo-targeted CTV reaching only households in your actual service area. Demographic and behavioral filters layered on top — homeowners only, target income bands, home improvement interest signals, recent movers.
No wasted impressions. Your budget reaches the people who can actually call you.
Campaign Architecture
Campaign Structure
Campaign Type 01
Awareness
30-second spots delivered to a defined geographic and household demographic audience. The foundation layer. Builds name recognition and recall before someone has a need.
Campaign Type 02
Retargeting
Serve CTV ads to the households that have already visited your website. Moving from browser to television screen, following a warm prospect into their living room through the decision window.
Campaign Type 03
Sequential
Show a different ad to someone who has already seen your first spot. Spot 1 introduces the problem. Spot 2 delivers the solution. Spot 3 reinforces with social proof.
Campaign Type 04
Seasonal
Storm season, spring startup, fall shutdown — timed bursts targeting high-intent windows. HVAC before first freeze. Roofing after hail season. The right message at the exact moment urgency peaks.
Creative Standards
Creative Best Practices
30-second spots build the story. 15-second cuts work for retargeting where the household already knows the brand.
Logo, name, or recognizable brand element must appear in the first three seconds. If someone skips or checks their phone, they still know who they just saw.
CTV is not a brochure. Pick one thing. "Roof damaged in last week's storm? We're the crew that's already in your neighborhood. Call today."
A crew on a real roof, a real HVAC unit being replaced. Authenticity converts. Stock footage says "we could be anyone."
The end card is where recall gets converted to action. Brand, phone number, and URL held for a minimum of five seconds.
CTV plays in environments where TVs are sometimes muted or loud. Captions are not optional — they're a completion-rate driver.
Targeting Framework
Targeting Strategy
Geographic
ZIP code-level precision targeting. Define your actual service radius — not a DMA, not a county, but the streets your crews drive every day.
Household Demographics
Filter by homeowner status, household income, home value, and age. Skip renters. Reach the people who own the property and write the check.
Behavioral
Home improvement interest, recent mover status, and home services searches. Reach households actively in the consideration mindset.
Device
Connected TVs specifically — smart TVs, streaming sticks, and game consoles. The living room screen. Premium inventory, premium environment.
Retargeting
Pixel-based targeting of website visitors. Someone browsed your site and didn't call — now your ad follows them to television.
Contextual
Placement within home improvement programming, news content, and lifestyle channels. Reach audiences in the right frame of mind.
Platform Integration
Wundertre OS Integration
CTV is available natively through MarketBOOST — no third-party DSP required. Campaign setup, targeting, and reporting all live inside the Wundertre dashboard clients already use daily.
Pixel-based retargeting connects directly to website traffic data. Install the Wundertre pixel before launching any CTV campaign — the retargeting audience builds in real time.
Pair CTV with Google Search for the full funnel: CTV ad plants the brand → the household Googles the service → a branded search campaign captures them at peak intent.
Track inbound call and lead form spikes during active CTV campaign windows. Correlate campaign delivery with lead volume to measure the halo effect.
Measure brand search volume lift during active campaigns. When your brand name is being searched more frequently in your service ZIP codes, that's the metric that tells you the spots are landing.
Performance Standards
What to Measure
85%+
Completion Rate
CTV ads are unskippable. Benchmark is 85% or higher. Below that, investigate placement quality and creative.
Reach
Unique Households
Unique households reached within the service area. Quality of reach matters more than raw impression volume.
4–8x
Monthly Frequency
Target 4 to 8 impressions per household per month. Below 4 is not enough for recall. Above 8 risks creative fatigue.
Lift
Brand Search Lift
Increase in branded Google searches in target ZIP codes during active campaign periods. The leading indicator that CTV is working.
CPCV
Cost Per Completed View
Total spend divided by completed views. Use this to benchmark efficiency across campaigns and creative executions.
Spike
Attributed Leads
Calls and form submissions that spike during active campaign windows. Correlate with LeadSprout data for attribution insight.
Pitfall Reference
Common Mistakes
CTV is an amplifier, not a standalone lead engine. Always pair with an active search campaign before launching.
Generic commercials with stock footage perform significantly worse than authentic footage of the actual business and team. Authenticity is a completion and recall driver.
Targeting an entire metro DMA when you only service 8 ZIP codes wastes the majority of budget. Precision geographic targeting is one of CTV's primary advantages — use it.
The retargeting audience builds from website visitors over time. Launch without a pixel and the most efficient campaign layer isn't available until weeks in. Pixel first, campaign second.
CTV is a brand awareness and upper-funnel channel. The right metrics are reach, frequency, completion rate, and brand search lift — not raw CPL.
UTM Tracking — how to tag every CTV Streaming link
If it's not tagged, it didn't happen. Every clickable CTV Streaming link must ship with UTMs so LeadSprout, GA4, and the CRM tell the same story. Full reference lives in the UTM Tracking channel guide.
The CTV Streaming defaults
Where to set it
CTV impressions themselves are not clickable, but every companion banner, QR code, and vanity URL on the ad IS trackable. Tag those. Match utm_campaign and utm_content to the CTV campaign so post-view lift analysis can tie back to the right creative.
Example
https://client.com/offer ?utm_source=ctv &utm_medium=video &utm_campaign=acme_free-inspection_atl_202607 &utm_content=creative-v3
_yyyymm. QA every URL with a test click before launch — GA4 Realtime and LeadSprout should show the correct source within 60 seconds.
