Delivering precision at scale to maximize the impact of this rapidly growing channel and inform smarter investment decisions.
Connected TV, or CTV, has become one of the fastest growing areas of digital marketing and is now a primary engine for modern brand building. It combines the storytelling power of traditional TV with the precision, accountability, and scale of digital. In theory, it should be a performance marketer’s dream. In practice, CTV is still too often treated as a static awareness tactic. Many marketers lean on surface level metrics like impressions, completion rate, and reach. Those metrics can be helpful but they do not reveal how audiences truly engage or how CTV contributes to broader business outcomes.
What brands are discovering, sometimes after investing millions, is that the old way of running CTV no longer keeps up with the realities of audience behavior. It is too slow, too generic, and too disconnected from the intelligence that drives modern digital performance. The promise of digital precision and real-time optimization has been largely left on the sidelines. Meanwhile, the CTV marketplace has exploded with low cost inventory and rapidly growing channels that can drive cheap CPMs but often lead to waste and inflated results rather than meaningful business impact. Showing up anywhere is not the same as showing up where it matters.
At January Digital, we view CTV differently. We see CTV not only as one of the fastest growing segments of digital marketing but as an opportunity to accelerate its potential with a smarter, more precise, and more accountable approach. We offer a solution that strengthens, supports, and improves this rapidly expanding channel by delivering precision on a mass scale and making CTV work harder than traditional buying methods allow.
What has traditionally been treated as a broad reach awareness tactic, we activate as a high-precision performance channel capable of driving measurable outcomes across the full funnel. Our approach transforms CTV from broad and interest based to precise and audience based, allowing brands to cut out waste entirely and invest only where impact is proven. It cuts out the noise, eliminates waste, and allows every impression to work significantly harder.
Building CTV That Thinks for Itself
In partnership with 59A, a data science and technology company that specializes in advanced algorithms and real-time optimization, we are transforming CTV into a channel that optimizes itself. By combining household level viewing data with real world signals and behavioral patterns, we pinpoint exactly where CTV impressions matter most. This granular intelligence makes CTV more accountable and ensures that results reflect true performance, not inflated reach or platform bias.
This process begins well before a campaign launches. We start by defining business goals whether the objective is building brand awareness among a specific audience or driving measurable impact on site traffic. We layer in historical data, analytics, and audience performance insights. With support from 59A technology, we analyze multiple data sources and build a tailored framework that maps directly to those goals. This allows us to activate CTV with a level of accuracy and adaptability that far exceeds traditional platform targeting, reinforcing CTV as both high reach and highly precise.
Beyond the Platform Box
Most CTV buying still happens within the constraints of platform tools. That world is full of bad habits including cheap impressions, questionable placements, and IP bombing tactics that inflate numbers while masking real effectiveness. You can target broad demographics but that is often where meaningful precision ends.
Our approach goes far beyond the limits of these platforms. We integrate open-source data, observed consumer patterns, regional and demographic signals, and behavioral insights to understand exactly where audiences are and how they behave. Those insights, powered by 59A’s data science, inform where media is delivered and how it is continuously optimized as performance signals evolve. In a landscape that still prioritizes volume over value, this enables us to deliver premium precision even as inventory scales rapidly. This shifts CTV from a passive channel into an active performance engine.
A Continuous Cycle of Planning, Doing, Learning
CTV shouldn’t be static, and neither is our approach. We operate within a closed feedback loop that constantly sharpens performance. Each campaign begins with complex data sets that are transformed into models designed for that specific activation. After campaigns run, we analyze what worked, what underperformed, and which data signals had the greatest influence. Those learnings flow directly into the next activation.
The result is a cycle where every campaign becomes smarter, more efficient, and more effective than the one before it. It is CTV with intelligence baked into every stage.
Smarter Data, Stronger Outcomes
By combining offline data, open-source signals, and cross-channel performance patterns, we link CTV activity more directly to real business outcomes. Across categories, we have seen powerful improvements in both online and offline performance when campaigns are guided by this data-driven approach. It exponentially increases performance by allowing brands to invest only where it matters most and accelerates results at scale.
CTV has moved far beyond the era of set it and forget it. It should now be held to the same standards as every other digital channel. It must be accountable, adaptive, and built to deliver measurable impact. At January Digital, that is exactly what we are enabling through an approach powered by superior data, strategic expertise, and the advanced modeling and optimization capabilities of partners like 59A. This creates precision at scale, cuts out waste, and turns CTV into a mainstay of modern performance that finally delivers on its full potential.
