Marketers today don’t need yet another channel to manage — they need campaigns that work better together. That’s why pairing postcards with connected TV (CTV) advertising is such a powerful strategy. Postcards offer credibility and memorability, while CTV ads deliver behavior-based targeting and measurable results.
Keep reading to learn why this combination is so effective, explore new campaign ideas, and discover how to utilize this strategy for the highest success rates.
CTV stands for connected TV — a television that connects to the internet, like a smart TV. Through CTV, viewers can stream shows, movies, and live content using platforms such as Hulu, YouTube TV, Roku, or Amazon Fire TV. There are also other ways that users can access streaming content — like through a gaming console, phone, or computer — and while these aren’t CTV devices, they can still access CTV advertising.
CTV advertising places commercials within that streaming content, similar to traditional TV ads, but with one big difference: targeting. Because the TV is internet-connected, advertisers can aim campaigns at specific households, ZIP codes, demographics, or based on user behavior, and track performance with digital-style reporting. Using digital technology to observe consumer patterns and gauge interest, these videos are tied to viewers’ specific needs and preferences.
CTV advertisements offer a visual and auditory marketing experience paired with deeper storytelling that resonates with your consumers. Along with a stronger narrative and emotional pull, it’s easier to target ads to the ideal consumer, measure results and utilize data to improve future CTV campaigns.
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Postcards offer a more tangible marketing option that offers maximum credibility and amplifies trust with consumers. This strategy is one of the most personal methods of marketing, allowing consumers to recognize your brand and slowly increase trust. The tangible nature of it also makes your brand more memorable.
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On their own, both postcards and CTV ads have strengths. Postcards feel personal, tangible, and trustworthy, while CTV uses sight, sound, and storytelling to grab attention and create emotional pull.
When paired, these channels amplify each other. Postcards establish credibility, while CTV reinforces the message and keeps your brand top of mind. Research shows that campaigns using both direct mail and digital video see significantly higher conversion rates because customers are exposed to your brand through multiple touchpoints.
For busy marketers, the real value comes from integration: postcards make digital ads more memorable, and CTV gives postcards measurable reach and engagement. Together, they increase brand awareness, boost trust, and drive action — all while giving you clearer metrics to prove ROI.
Here are the advantages of the combination of CTV advertisements and postcards:
There are two main approaches to an integrated postcard and CTV ad approach. Let’s explore both, and how to decide the best tactic for your brand.
This approach introduces your brand with a tangible postcard, then reinforces the message with video storytelling. Some of the best use cases for this type of campaign include:
For some campaigns, starting with CTV first makes more sense. This approach starts with video storytelling, then reinforces it with a tangible reminder. Best for:
The first tactic to try in your marketing campaign with postcards and CTV ads is to utilize audience targeting. Matching households for postcards and CTV ads ensures that the same consumers are seeing your messaging, remembering it and will be more likely to buy. The more your target audience sees your brand, the more it builds trust.
Customer data, purchase history and look-alike modeling can help define your target audience. Once that information is determined, matching up physical addresses and digital household IDs ensures you’re targeting the right people in every channel. Certain areas can also be narrowed down by honing in on certain ZIP codes, neighborhoods and other demographics. This ensures you’re saving money and only using advertising spend on your ideal customer.
When utilizing multiple marketing channels, consistency is crucial. If there’s a huge disparity between your postcard and CTV ads, consumers may get confused or lose trust. Keep consistency by:
Use data and tracking to identify what’s working so you can plan for the next campaign. Use promo codes, QR codes, landing pages, and CTV analytics to track clicks, conversions, impressions, and more. This not only shows ROI but also helps refine future campaigns to better match your audience and strengthen results.
The most effective campaigns don’t force you to choose between traditional and digital channels — they merge the strengths of both. Postcards create trust and recognition. CTV ads reinforce the message with targeting and storytelling. Together, they drive measurable results that help you prove ROI and stretch your marketing budget further.
At Mailbox Merchants, we partner with you from strategy to reporting. Whether you’re building your first integrated campaign or looking to optimize what you already have, our team helps you target the right audience, keep messaging consistent, and track results you can trust.
Ready to see how postcards + CTV can fit your goals and budget?
Mailbox Merchants is the Northwest’s largest independently owned direct mail, multi-channel and digital marketing provider for local businesses. We marry the old and the new by tapping into the perpetual power of print media and using technology to strategically segment, target behaviors, and optimize performance through measurable marketing results.
