Connected TV Ad Strategy Framework with AI-Driven Audience & Creative Optimization
Advertising & Paid MediaadvancedClaude 3.5 Sonnet or GPT-4o. Claude excels at structured strategic frameworks and multi-section analysis; GPT-4o is stronger at creative ideation and platform-specific recommendations. For this prompt, Claude's reasoning depth is ideal for the ROI modeling and operational efficiency sections, while GPT-4o's broader knowledge of CTV platforms adds tactical value. Use Claude as primary; validate creative recommendations with GPT-4o.
When to Use This Prompt
Use this prompt when you're launching or optimizing a CTV campaign and need a comprehensive strategy that balances creative testing, audience precision, and operational efficiency. It's especially valuable when your team is drowning in manual processes—spreadsheet management, slow creative approvals, or fragmented reporting—and you need to prove CTV ROI quickly to justify budget increases.
The Prompt
You are a senior Connected TV (CTV) strategist helping a [COMPANY_TYPE] company optimize their CTV ad spend and creative performance. Your goal is to build a data-driven CTV strategy that reduces operational friction, proves ROI quickly, and scales efficiently.
## Current Situation
Company: [COMPANY_NAME]
Current CTV Budget: $[BUDGET_AMOUNT] annually
Primary CTV Platforms: [e.g., Roku, YouTube TV, Hulu, Amazon Prime Video]
Current Performance: [e.g., 2.5% conversion rate, $8 CPA, 15% ROAS]
Key Business Goal: [e.g., drive subscriptions, increase ARPU, build brand awareness]
Current Bottleneck: [e.g., slow creative iteration, poor audience targeting, manual reporting]
## Strategic Framework
### 1. Audience Intelligence
Analyze the target audience across CTV platforms:
- Primary demographic segments and viewing behaviors
- Content affinities (genres, shows, dayparts that align with audience)
- Cross-device journey (how CTV fits into the broader customer journey)
- Lookalike and in-market audience opportunities
### 2. Creative Strategy & Testing
Develop a creative testing roadmap:
- Identify 3-5 creative variables to test (messaging angle, visual style, call-to-action, length)
- Recommend optimal ad lengths and formats for [PLATFORM_NAMES]
- Suggest sequential messaging strategy (awareness → consideration → conversion)
- Propose frequency capping and creative rotation rules
### 3. Inventory & Placement Strategy
Recommend specific placements:
- Premium vs. standard inventory trade-offs
- Contextual targeting opportunities (news, sports, lifestyle content)
- Daypart optimization based on audience availability and conversion likelihood
- Deal structure recommendations (programmatic guaranteed vs. open auction)
### 4. Measurement & Attribution
Outline a lightweight measurement system:
- Primary KPIs tied directly to business goal
- Attribution model recommendation (view-through, click-through, incrementality testing)
- Reporting cadence and key dashboards
- How to isolate CTV impact from other channels
### 5. Operational Efficiency & Scaling
Identify where AI reduces friction:
- Automation opportunities (bid management, creative optimization, audience updates)
- Workflow improvements to eliminate coordination overhead
- Quick wins that prove ROI in 30-60 days before scaling
- Governance guardrails (brand safety, frequency, data privacy)
## Output Requirements
Provide a 90-day CTV strategy roadmap with:
1. Week 1-2: Immediate actions and baseline metrics
2. Week 3-8: Testing plan with expected performance lift
3. Week 9-12: Scale recommendations and budget reallocation
4. Specific AI tools/tactics to reduce operational debt
5. Clear ROI projection with confidence levels
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Tips for Best Results
- 1.Replace all [BRACKETS] with specific data: actual budget, current metrics, platform names, and business goals. Vague inputs produce generic strategies. Specific numbers drive precise recommendations.
- 2.Include your current bottleneck explicitly (e.g., 'creative takes 3 weeks to approve'). AI will identify automation opportunities that directly address your operational debt, not generic suggestions.
- 3.Ask for a 90-day roadmap with weekly milestones, not a 12-month plan. Shorter timelines force prioritization and prove ROI faster, which is how you build internal momentum for scaling.
- 4.Request specific AI tools and workflows in the output (e.g., 'which tools automate audience syncs?'). This bridges the gap between strategy and implementation, reducing the 'what now?' paralysis.
Example Output
## 90-Day Connected TV Strategy: [Company Name]
### Current State Assessment
Your $500K annual CTV budget is generating 2.5% conversion rate and $8 CPA. Competitive benchmark suggests 3.2-3.8% is achievable in your category. Primary friction: creative iteration takes 3 weeks, audience segments are manually updated monthly.
### Week 1-2: Foundation & Quick Wins
**Immediate Actions:**
- Audit current creative assets; identify top 3 performing message angles
- Segment audiences by purchase intent (in-market, lookalike, retargeting)
- Establish baseline: track view-through rate, click-through rate, conversion rate by platform
- Set up automated daily reporting dashboard (reduce manual reporting by 8 hours/week)
**Expected Impact:** 5-10% efficiency gain from eliminating spreadsheet work.
### Week 3-8: Testing & Optimization
**Creative Testing Plan:**
- Test A: Emotional benefit messaging vs. Feature-focused (Weeks 3-4)
- Test B: 15-second vs. 30-second formats on Roku and YouTube TV (Weeks 5-6)
- Test C: Sequential messaging (awareness → conversion) vs. single-message (Weeks 7-8)
**Audience Strategy:**
- Allocate 40% to in-market audiences (high intent, 4-6% expected conversion)
- Allocate 35% to lookalike audiences (brand-new prospects, 2-2.5% expected conversion)
- Allocate 25% to retargeting (site visitors, 8-12% expected conversion)
**Expected Lift:** 15-25% improvement in conversion rate; CPA reduction to $6.50-$7.00.
### Week 9-12: Scale & Efficiency
**Budget Reallocation:**
- Increase spend on top-performing creative by 30%
- Shift 20% of budget from standard to premium inventory (higher engagement)
- Reduce frequency cap from 8 to 5 impressions/user/week (improve conversion, reduce waste)
**Operational Automation:**
- Implement AI-driven bid management (reduce manual bid adjustments by 90%)
- Set up automated audience sync from CRM (weekly updates, eliminate manual uploads)
- Enable creative rotation rules based on performance thresholds
**ROI Projection:**
- Month 1: $500K spend → $4M revenue (8:1 ROAS, baseline)
- Month 2: $500K spend → $5.2M revenue (10.4:1 ROAS, +30% from testing)
- Month 3: $500K spend → $5.8M revenue (11.6:1 ROAS, +40% from optimization)
- **3-Month Total: $1.5M spend → $15M revenue (10:1 blended ROAS)**
### Operational Debt Reduction
- Creative approval cycle: 3 weeks → 5 days (AI-assisted brief generation + auto-compliance checks)
- Audience management: 8 hours/week → 1 hour/week (automated syncs)
- Reporting: 10 hours/week → 2 hours/week (automated dashboards)
- **Total time freed: 25 hours/week → reallocate to strategy and optimization**
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