Why Your Streaming Video Ads Belong on Connected TV, Not Mobile

It’s all about the living room experience.

The large screen, comfortable setting, and focused environment often associated with CTV creates an immersive atmosphere. This “leaned-back” experience contrasts sharply with the distractions common on smaller devices. On mobile or desktop, viewers can easily switch apps, multitask, or set the device aside during a show or an ad break. With CTV, the content—and the ad—commands viewers’ full attention.

CTV also benefits from its longstanding association with premium, trustworthy content. Research shows 46% of adults consider television the most trustworthy advertising channel. When TV-quality content is viewed on mobile or desktop, some of this trust can erode.

Video advertising is one of the most effective formats today. More than 50% of consumers prefer video ads over other types of advertising, and videos are significantly more memorable: 95% of viewers retain a video’s message, compared to just 10% for text or display ads.

But standing out is becoming more challenging. With 91% of businesses now using video ads and consumers exposed to an average of 10,000 ads daily, advertisers need to make a lasting impact.

CTV provides the edge they need. By combining a high-quality engagement format with precise programmatic targeting, CTV meets highly interested viewers where they prefer to watch—and delivers unmatched engagement.

At EMG, we’ve spent six years measuring, analyzing, and optimizing streaming ad campaigns. We could easily run streaming campaigns across all devices (often referred to as “OTT advertising”), but we’ve chosen to focus exclusively on Connected TV because of the clear performance gain.

Mobile and desktop certainly play important roles in broader advertising strategies, but when it comes to long-format video advertising, they simply can’t match the results we see with CTV. By dedicating dealership budgets exclusively to CTV, we achieve higher audience engagement and dramatically better conversion rates.

When it comes to streaming campaigns, the choice is clear. Let EMG show you how focusing exclusively on CTV can elevate your results. Contact us today to see the difference for yourself.