CTV – the unlikely hero of CRM marketing

Lloyds Bank has used connected TV with postcode targeting (and twice-daily campaign optimisations) to drive downloads of its app among its Scottish Widows workplace pension customers.

Sam Taylor, head of marketing at Lloyds Banking, explains how CTV worked harder than email and direct mail (DM) and proved to be a powerful multiplier for DM performance, too. “Who would have thought television is a CRM channel?” he asks.

His team proved that it is, and you can hear more detail in the interview below.