7 Reasons Why CTV Advertising is a Smart Choice for Destination Organizations
Discover how Connected TV (CTV) empowers destination organizations to inspire travelers through targeted, immersive, and measurable advertising campaigns.
Picture this: a family gathered around their living room TV, dreaming about their next getaway as vivid scenes of your destination unfold on screen — golden sunsets, quaint neighborhood cafes, serene trails. Connected TV (CTV) makes it possible to reach these travelers where they’re most engaged and inspired, turning their dreams into visits that support your community.
Today, those dreams are unfolding more and more on streaming platforms. In June 2025, streaming captured a record 46% of total U.S. TV viewing, surpassing broadcast (18.5%) and cable (23.4%), according to Nielsen. With nearly half of all television consumption now happening via CTV, Destination Organizations have a powerful opportunity to connect emotionally with travelers in their most attentive moments.
Here’s why CTV should be a cornerstone of your marketing strategy:
1. Highly Targeted Reach
CTV allows you to place ads alongside relevant, engaging content while connecting with viewers who are already in a travel-planning mindset. By leveraging first-party data, behavioral and contextual signals, and pre-built audience segments, you can precisely reach people with a genuine, long-term interest in travel. You can get as granular as you want — for example, targeting men aged 24–40 in Chicago who have booked travel in the past 90 days — ensuring your destination reaches the right audience at the right time.
2. Immersive Storytelling
CTV supports high-quality, full-screen, often non-skippable video ads that deliver an immersive, cinematic experience that is perfect for emotionally engaging viewers and showcasing your destination in ways static ads can’t. Sweeping drone footage of scenic trails, lively festivals, or intimate dining moments invites viewers to imagine themselves in your destination, creating a deeper emotional connection.
3. Cost Efficiency & Optimization
Unlike traditional TV, CTV isn’t limited by time slots or fixed regions. While CPMs on CTV may be higher than some digital formats, it offers lower minimum spends, real-time optimization, and the ability to test and refine creative for better performance. Many DMOs use this flexibility to test themes — such as culinary adventures versus outdoor escapes — and quickly reallocate budgets to what resonates most with viewers.
4. Cross-Device Retargeting
CTV campaigns don’t stop at the big screen. Instead, they extend across devices by matching household IPs, allowing you to retarget viewers on their mobile phones, tablets, or desktops. For example, a traveler who watches your destination’s winter escape video on their TV could later receive a display ad on their phone offering hotel deals or a curated itinerary. CTV builds awareness while subsequent digital ads drive conversions.
5. Accessible Video Production
Creating effective video for CTV is absolutely achievable, even for DMOs with modest budgets. With smart planning, strategic production, and the right tools, you can make impactful content without overextending resources. Many destinations repurpose existing b-roll, tap into authentic UGC from visitors, leverage local talent, or use tools like Animoto or Canva Pro Video. Even many demand-side platforms offer template-based solutions that make production more accessible than ever.
6. Higher Engagement & Completion Rates
With completion rates often over 90% and less ad clutter than other channels, CTV ensures your full message is seen and remembered by a more engaged audience. Studies show that CTV holds viewer attention eight times longer than mobile ads and 16 times longer than desktop — giving your destination the visibility it needs to stand out.
7. Access to Premier Publishers
Through pre-negotiated private marketplace and programmatic guaranteed deals, Tempest offers access to premium CTV inventory from trusted publishers and networks like Hulu, Peacock, HBO Max, Paramount+, CBS, NBC, Disney+, Netflix, and more. These partnerships not only elevate your brand but also enable deeper, more precise targeting using years of verified viewer data.
Bringing It All Together
With nearly half of all TV viewing now happening via streaming, CTV empowers DMOs to connect with travelers in their most engaged moments with precision, creativity, and measurable results.
At Tempest, we partner with destinations to craft CTV campaigns that inspire travelers and deliver measurable growth for your community. Ready to elevate your next campaign? Contact us today to start the conversation.
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