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](/services/video-advertising) for CTV campaign support.