Why Retargeting Customers with TV Ads is Driving a Stronger ROAS Than Meta
For years, digital marketers have relied heavily on Meta (formerly Facebook) retargeting to bring back potential customers and drive conversions. But as ad costs rise, competition increases, and platform tracking becomes more challenging, brands are looking for more efficient ways to re-engage their audience. One surprising solution? TV retargeting.
At Madluvv, we’ve been testing and refining our approach, and the results speak for themselves: TV retargeting is delivering a stronger ROAS than Meta. Here’s why it’s working—and how you can implement it for your brand.
1. TV Retargeting Reaches Customers in a Less Crowded Space
Social media feeds are cluttered with ads, making it harder to stand out. With TV retargeting, we’re reaching customers in a high-attention environment—while they’re watching their favorite streaming content. Unlike social media, where users are bombarded with endless distractions, TV ads command more focus and make a lasting impression.
Consumers today are experiencing digital fatigue. They scroll past ads on social media without engaging, often ignoring even well-targeted promotions. However, when they see an ad on TV, especially within streaming content they’ve chosen to watch, they are more likely to absorb the message. This shift in behavior makes TV a valuable touchpoint in the retargeting funnel.
2. Lower Competition, Lower Costs
As more brands flood Meta’s ad auction, costs per impression and click continue to rise. TV advertising—especially Connected TV (CTV) and Over-the-Top (OTT) platforms—offers a more cost-effective way to get in front of retargeted customers. We’ve found that CTV ads deliver a lower cost per conversion while maintaining high engagement rates.
The decreased competition in CTV allows for better pricing and more efficient media spend. Additionally, while Meta retargeting often relies on algorithms to determine the best audiences, TV retargeting gives brands a more controlled approach. They can deliver ads directly to high-intent viewers, reducing wasted impressions and ensuring the budget is used effectively.
3. Increased Brand Trust and Credibility
There’s something about seeing a brand on TV that instantly boosts credibility. Unlike digital ads that can sometimes feel intrusive or repetitive, TV ads have a premium feel that builds trust with customers. We’ve noticed that when customers see our brand on TV after visiting our site, they’re more likely to convert compared to those who only see Meta retargeting ads.
With growing skepticism toward digital advertising, TV remains a highly trusted medium. Many consumers view TV ads as more legitimate and well-produced compared to social media ads, which often appear hastily made or repetitive. This perception can significantly impact buying decisions, helping businesses establish themselves as authoritative brands in their industry.
4. TV + Digital = A Powerful Combination
We’re not abandoning Meta retargeting altogether—instead, we’re using TV ads to complement our digital strategy. When customers see our brand on TV first, they’re more receptive to our digital retargeting ads later. This multi-touch approach increases conversion rates and maximizes ROAS across all channels.
By leveraging both TV and digital, we ensure that customers encounter our brand multiple times across different platforms. Seeing an ad on TV primes them for future digital interactions, making Meta retargeting more effective when it follows a well-placed TV spot. This holistic approach reinforces brand messaging and strengthens customer recall, leading to higher conversion rates.
5. First-Party Data Makes TV Retargeting Smarter
Privacy changes have made digital tracking more difficult, but TV retargeting platforms use first-party data to deliver ads to the right audience. By leveraging our own customer data, we can serve personalized TV ads to website visitors, cart abandoners, and past purchasers—without relying on third-party cookies.
As platforms like Meta and Google phase out third-party cookies, brands must find new ways to reach and retarget their audiences. TV advertising is a privacy-friendly alternative that still allows for personalization and targeting. By integrating TV ads with first-party data strategies, businesses can create seamless, effective retargeting campaigns without compromising consumer trust or privacy.
6. Higher Engagement and Better Recall
Studies show that TV ads—especially when seen multiple times—are more memorable than digital ads. Since TV delivers ads in a distraction-free environment, consumers are more likely to pay attention and remember the brand. A strong brand recall means that when a customer later encounters a digital ad or visits the website, they already have a level of familiarity and trust, increasing the likelihood of conversion.
We’ve found that customers who are exposed to our TV ads are more likely to engage with our emails, respond to SMS marketing, and complete their purchases without additional incentives. TV serves as a powerful tool for reinforcing brand messaging and ensuring that customers don’t forget about their initial interest.
How to Get Started with TV Retargeting
If you’re looking to test TV retargeting for your brand, here are a few steps to get started:
- Choose the Right Platform: Use CTV/OTT platforms like Hulu, Roku, or Amazon Fire TV to reach your audience.
- Segment Your Audience: Retarget website visitors, high-intent shoppers, and past customers with tailored messaging.
- Create Engaging, High-Quality Ads: TV ads should be visually compelling and deliver a clear call to action.
- Optimize Ad Frequency: Ensure customers see the ads enough times to reinforce the message without overexposing them.
- Track and Optimize: Measure performance metrics like conversion rates, ROAS, and brand lift to refine your strategy over time.
Final Thoughts
TV retargeting is proving to be a game-changer for brands looking to drive stronger ROAS and reduce dependency on Meta’s rising ad costs. By integrating TV into your retargeting strategy, you can capture attention in a less competitive space, build brand credibility, and drive more conversions at a lower cost.
If you haven’t tested TV retargeting yet, now’s the time to start. It’s working for us—and it could work for you, too.