In Episode 4 of the From Screen to Store series, sponsored by JamLoop, Jay Blecker, President of Mosquito Squad, shares how franchise operators are leveraging connected TV (CTV) to scale customer acquisition and drive measurable growth.

Jay breaks down the evolution from traditional guerrilla marketing to data-driven CTV strategies, revealing how better targeting, attribution, and media control dramatically reduced acquisition costs while doubling leads, even during off-season periods.

Takeaways

CTV can significantly lower customer acquisition costs when properly optimized
Attribution and tracking are essential to proving marketing effectiveness
Not all impressions are equal—placement quality matters more than volume
Growth comes from a mix of channels, not a single “silver bullet”
Franchise businesses benefit from hyper-local targeting and control
CTV can drive results even during traditionally slow seasons

Chapters

00:01 Introduction to the episode and guest

00:23 Overview of Mosquito Squad’s business model

00:41 Educating customers as a key growth driver

01:27 Why CTV became a strategic channel

01:50 Early marketing challenges and scaling issues

03:00 Importance of attribution and measurement

04:11 Why customer acquisition cost is the key metric

05:10 Subscription model and focus on new customers

06:02 Initial CTV struggles and inefficiencies

06:30 The issue with low-quality ad placements (free TV)

07:00 Optimizing media placement and targeting

07:30 Cutting CAC from $350 to under $200

08:00 Doubling leads during off-season months

08:30 Scaling results and improving efficiency further

09:26 Advice for SMBs and franchise marketers

09:38 Importance of control, targeting, and attribution

11:22 Final thoughts on testing and measurement

How Franchise Brands Use CTV to Drive Real Growth with Mosquito Squad