OTT & CTV Advertising Example: Breaking Down a High Performer

CTV advertising has become a go-to option for brands looking to reach engaged streaming audiences. But understanding the ins and outs of what actually makes a campaign effective? That can be a harder nut to crack, especially for first-time buyers. Below, we’ll take a closer look at a high-performing example that illustrates how well-executed best practices can help you get the most value for your CTV ad spend.

OTT vs. CTV: Let’s Dive In

Streaming platforms offer a wide range of new ad opportunities for both large and small businesses. Still, it’s worth noting that not all streaming is the same—or provides the same range of value to advertisers.

• Over-the-Top (OTT) refers to any streaming content delivered via the internet (e.g., through phones, tablets, laptops, or smart TVs).
• Connected TV (CTV), on the other hand, is a subset of OTT. It’s specifically video viewed on a television screen through internet-connected devices—Roku, a gaming console, smart TVs, etc.

It can be an important distinction—especially when you consider the different ways audiences engage with the content featured on each type of channel. For example, CTV ads run on the biggest screen in the house (often during full-length shows and movies) and are typically full-screen and unskippable. That leads to much higher completion rates and stronger brand recall overall.

In short, it’s one of the most effective ways for your business to reach viewers when they’re most dialed in.

Related: Connected TV Viewership Trends Every Advertiser Should Know

Campaign Snapshot: Sawyer’s Chevy

In a crowded local auto market, Sawyer’s Chevrolet needed a way to stay visible to potential buyers and build brand familiarity, especially ahead of peak shopping periods.

Working with Moving Forward Marketing, Sawyer’s focused on broad reach and awareness campaigns rather than quick conversions. The campaign featured a 30-second, non-skippable video ad distributed across Paramount’s premium CTV inventory. It struck a balance between local relevance and brand consistency, reinforcing Chevy’s national image while showcasing offers specific to Sawyer’s dealership.

The outcome speaks for itself: video completion rates in the high 90s, delivered at a fraction of the CPMs typically seen on social platforms.

“The wonderful thing about Paramount Ads Manager is that you can get high-90 video completion rates,” Moving Forward’s Matthew McClanahan said. “If I apply that same standard to any of the social media platforms, I'm going to have CPMs for a video completion view that are going to be 400–500% more expensive.”

What Makes This Ad a High Performer?

A number of smart choices contributed to the success of Sawyer’s Chevrolet’s campaign. This included consistent branding, local targeting, product highlights, clear next steps, and easy-to-find contact information.

Brand Alignment

The tone and visuals were a natural fit for the Chevy brand. The ad mirrored the polish and authority of national campaigns, but with a touch of local flavor that made it feel relevant to nearby viewers. That mix of authenticity and consistency helped reinforce trust and familiarity from the start.

Benefits and Features Showcase

The creative made smart use of the visual medium. Interior and exterior shots of the vehicles, on-road footage, and clear value messaging (like financing offers) gave viewers an immediate sense of what was being offered—and why it was worth caring about.

Clear Next Steps for Viewers

The call to action wasn’t subtle or buried. It told (and showed) viewers exactly what to do next, both visually and audibly. That kind of clarity matters, especially in CTV, where you’re often planting seeds for future action rather than chasing instant conversions.

Website Details

The dealership’s web address was front and center at the end of the spot—crucial for turning interest into follow-through. Even if someone doesn’t click right away, a memorable web presence gives curious viewers a direct next step.

Strategic Planning: The Hidden Key to High-Performance CTV Ads

Beyond the creative elements, the success of Sawyer’s Chevrolet campaign came down to one thing: clear and intentional planning.

Before the campaign launched, the team defined a specific objective—focused on driving awareness, and not necessarily immediate sales or clicks. By explicitly prioritizing impressions, they were able to easily measure success (as they defined it).

It’s why—especially for small- to medium-sized businesses —defining your “why” first can help your later decisions fall easily into place. Even if the goal isn’t immediate conversions, establishing targets like 350,000 impressions can create long-term brand value and support future results.

This can be especially useful if your product or service has a longer buying cycle, such as cars. By staying visible throughout the consideration phase, Sawyer’s was able to earn attention early, potentially before a customer starts to research available options.

That long-view approach extended to their timing strategy, too. While big promotions like Memorial Day can generate interest, the reality is that most buyers decide where they’ll shop well before those events. By running consistent ads year-round, Sawyer’s made sure they weren’t just visible during sale season—they were visible when it counted.

And these days, evergreen doesn’t have to mean “static”—and it shouldn’t. With a platform like Paramount Ads Manager, creative assets can be swapped or updated as needed, allowing advertisers to shift messaging when relevant or helpful.

The result? A campaign that’s always on, always relevant, and always working in the background to build trust. Thus, increasing the likelihood of Sawyer's being top-of-mind when a purchase decision is finally made.

Let’s Recap: Lessons from Sawyer’s Chevy Campaign

Sawyer’s Chevrolet didn’t just put a solid ad in front of viewers—they combined smart creative choices with equally smart planning. That combination is what made the campaign so effective, and it’s a useful blueprint for any small- or medium-sized business looking to get started with CTV advertising.

Here’s an internal checklist you can use to apply their best practices to your own campaigns:

• Brand alignment: The look, tone, and messaging of the ad reflected Chevy’s broader brand presence while still feeling local and relevant. That kind of consistency can quickly build trust.
• Product visuals: High-quality video assets showcased key vehicle features—inside and out—alongside value-focused offers.
• Website and CTA inclusion: The dealership’s website was featured clearly at the end of the ad, with a direct call to action both on screen and via voiceover. In short, viewers weren’t left wondering what to do next.
• Strong pre-campaign planning: From the outset, the goal was clearly defined: maximize impressions in the local market to stay top-of-mind. That clarity helped guide creative decisions and measure results.
• Evergreen mindset: Rather than relying on short bursts of attention, Sawyer’s invested in year-round visibility—reaching buyers before, during, and after major promotions.

Related: CTV Best Practices for Your Next Campaign: A 3-Step Guide

Get Started with Paramount Ads Manager

Paramount Ads Manager makes it easy for small- and medium-sized businesses to get started with high-quality, impactful CTV advertising—without the overhead of working with an agency.

You’ll gain access to a massive audience of over 100 million monthly viewers across Paramount+, CBS, Pluto TV, and more exclusive streaming content. That means your ads are showing up within professionally produced, brand-safe content that viewers actually choose to watch—helping you build trust through association. And with 30-second unskippable spots shown on the biggest screen in the house, your message lands in full—and sticks.

The platform’s self-service empowers advertisers to launch a campaign in under 24 hours, simply choosing an audience, setting a budget, and uploading your creative. Campaigns start at just $50/day for a three-day minimum, with full control over spend and timing.

Oh, and if you don’t have a video ad yet? You can use our built-in AI-powered creative tool to help generate one—no extra cost, no production team required.