CTV Fundamentals
Connected TV reaches viewers streaming content on internet-connected televisions. CTV combines TV impact with digital targeting.
CTV Landscape
Understanding CTV environment:
Streaming services - Netflix, Hulu, Disney+, etc. Device types - Smart TVs, Roku, Fire TV, Apple TV Ad-supported tiers - Growing ad inventory Cord-cutting trend - Traditional TV decline
CTV viewership continues to grow.
CTV vs. Traditional TV
Key differences:
Targeting precision - Household and individual targeting Measurement - Digital attribution capabilities Buying methods - Programmatic available Creative flexibility - Interactive options
CTV offers digital advantages with TV experience.
CTV Benefits
Why advertise on CTV:
Premium environment - Big screen, lean-back viewing Engaged viewers - Active content selection Hard to skip - Non-skippable ad formats Measurable - Digital tracking capabilities
CTV provides quality viewership.
Platform Strategies
Execute across CTV platforms.
Ad-Supported Streaming
Major AVOD platforms:
Hulu - Established ad platform Peacock - NBC Universal streaming Paramount+ - CBS content Tubi, Pluto - FAST services
AVOD provides scaled inventory.
Ad-Supported Tiers
Premium with ads:
Netflix with ads - Newer ad tier Disney+ with ads - Family content Max with ads - HBO and more Discovery+ - Lifestyle content
Premium tiers offer brand-safe environments.
Programmatic CTV
Automated buying:
DSP access - Programmatic inventory Private marketplace - Premium deals Real-time bidding - Open auction Direct integrations - Publisher connections
Programmatic enables efficient buying.
Device-Based Buying
Platform access:
Roku - Largest CTV platform Amazon Fire TV - Amazon ecosystem Samsung TV+ - Smart TV integrated LG Channels - Manufacturer platform
Device platforms offer unique reach.
Targeting and Creative
Reach the right audiences effectively.
Audience Targeting
CTV targeting capabilities:
Demographic targeting - Age, gender, income Interest targeting - Content preferences Behavioral targeting - Past viewing patterns First-party data - Custom audiences
Targeting precision distinguishes CTV.
Household Targeting
TV-specific approaches:
IP targeting - Household-level ACR data - Content viewing data Purchase data - Buying behavior Address-based - Geographic precision
Household targeting reaches families.
Creative Requirements
CTV ad specifications:
Video quality - High-resolution required Length options - 15, 30, 60 seconds Sound-on - Audio expected Big screen design - TV-appropriate
Quality matters on large screens.
Interactive CTV
Engagement options:
QR codes - Mobile bridge Remote interaction - Navigation-based Voice activation - Smart TV features Companion apps - Second screen
Interactivity adds engagement.
Measurement Framework
Track CTV effectiveness.
CTV Metrics
Key performance indicators:
Completion rate - Video view completion Reach and frequency - Audience exposure Viewability - Visible impressions Brand lift - Awareness impact
CTV metrics blend TV and digital.
Attribution Methods
Connect to outcomes:
Website lift - Traffic correlation App installs - Download attribution Footfall - Store visit tracking Sales correlation - Purchase timing
Attribution connects viewing to action.
Cross-Device Measurement
Connect the journey:
Device graphs - Cross-device matching Household attribution - Family viewing Sequential messaging - Cross-platform journeys Unified measurement - Holistic view
Cross-device creates complete picture.
Optimization Approach
Improve CTV performance:
Creative testing - Version comparison Frequency optimization - Exposure management Daypart analysis - Timing optimization Platform analysis - Where ads perform
Data-driven optimization improves ROI.
Explore our video advertising services for CTV campaign support.