Why Home Improvement Businesses Need An OTT/CTV Strategy In 2025

Put yourself in the shoes of a homeowner looking to renovate part of your home. Chances are that you’ll spend some time browsing projects on social media, researching some products, and reading some blogs about different remodeling trends.

A home improvement business wants to make sure they are found by that consumer before they make a purchase. One of the most effective ways to connect with those consumers is with a targeted OTT/CTV strategy.

In 2024, streaming services made up 38.4% of the share of viewing for Americans. Compare that to 29.1% for cable and only 22.2% for traditional broadcast television. OTT/CTV offers many benefits to home improvement businesses, like precise targeting, the power of video storytelling, and engaged audiences. Let’s take a deeper look at why your home improvement business should take advantage of an OTT/CTV strategy.

PRECISE TARGETING

Broadcast messaging simply can’t compete with the precise targeting that OTT/CTV offers.

Traditional broadcast marketing relies on casting a wide net with your message. That means you have no idea who your message is being delivered to or if they’re even interested in your products or services.

On the other hand, OTT/CTV can help you precisely target your ideal audience. A recent study shows that 77% of people who are planning to remodel or refurbish their home within the next year are watching OTT streaming shows supported by ads. Because OTT/CTV uses demographic data such as interest, location, and user behaviors, which means you can target those people with your message in a place where they spend their free time, no matter what show they are watching or which platform they’re watching on.

Better still, if you find specific OTT/CTV ads aren’t performing as well as you expect or if you find a trend that you want to take advantage of, you can swap your ads out on the fly to find something that works. That translates to lower ad spend with higher conversions. In short, a better ROI!

POWERFUL STORYTELLING

If you want to tell your brand’s story, there’s no better way than through video. As a format, video provides an engaging, eye-catching way to get your message across. For an industry as deeply personal as home improvement, video storytelling through OTT/CTV provides a way to show those transformations in a meaningful way.

An added benefit of OTT/CTV is that ads are unskippable. Not only that, viewers on CTV devices are often more engaged and are more willing to watch ads. That means that while someone is likely to change the station when commercials come on during broadcast TV, viewers watching an OTT platform will sit through the entire ad and engage with the content.

STAYING TOP-OF-MIND

Rarely is a home improvement project an impulse decision. Homeowners often spend hours researching different design ideas, products, and potential contractors to help them with their project. That means a home improvement business must stay top-of-mind throughout the consumer journey.

Consistently appearing in engaging stream ads targeted at a precise audience helps build exposure to your brand with potential customers. If you’re creating powerful videos that utilize the format’s storytelling capabilities, you’ll also build familiarity and trust among consumers.

When all of that aligns, your brand will be at the forefront of your audience’s thoughts when they’re ready to improve their home.

If you’re ready to take the next step and start advertising on OTT/CTV platforms, our talented team at Federated Digital Solutions can help! Our experts can help you build campaigns that reach your target audiences on the platforms where they’re spending the most time. Contact us today to learn more!