Connected TV for Your Business

Connected TV advertising is video advertising delivered to viewers through internet-connected televisions and streaming devices. CTV ads can appear while people watch streaming content through smart TVs, Roku, Amazon Fire TV, Apple TV, gaming consoles, and other connected devices. Unlike traditional television advertising, CTV combines the large-screen viewing experience of TV with digital advertising capabilities such as audience targeting, campaign optimization, frequency management, and performance measurement.

Yes. Our CTV advertising services can take your campaign from planning and audience strategy through launch, optimization, and reporting. We can help define your target audience, geographic markets, budget, campaign objectives, creative requirements, media strategy, and measurement approach. Once the campaign launches, we monitor performance and use available data to optimize delivery and improve efficiency. Our goal is to make CTV a measurable part of your overall marketing strategy—not simply another place to display a video ad.

The cost of CTV advertising varies based on factors such as audience targeting, geographic area, inventory, campaign timing, media-buying method, and campaign objectives. CTV media is commonly priced using CPM (cost per thousand impressions), but the total campaign investment can also include creative production, audience data, platform fees, measurement, and management. Rather than focusing only on the lowest CPM, a CTV campaign should be evaluated based on the quality of the audience, inventory, reach, and business results it generates.

CTV campaigns can be measured using metrics such as impressions, reach, frequency, video completion rate, cost per completed view, website visits, conversions, and other campaign-specific outcomes. Depending on the campaign and available technology, advertisers can also evaluate attribution, audience behavior, brand lift, and incremental results. We focus on connecting CTV exposure to meaningful business outcomes rather than evaluating a campaign solely by the number of impressions it delivered.

CTV and OTT are related but refer to different things. OTT (Over-the-Top) describes video content delivered over the internet instead of traditional cable or satellite, while CTV specifically refers to that content being viewed on a television screen. For example, streaming a program on a smartphone is OTT, while watching the same program through a smart TV is CTV. CTV is therefore considered a type of OTT advertising environment.

CTV advertising works by delivering video ads to specific audiences while they watch streaming television content. A campaign begins with defining the target audience, geographic area, budget, goals, and creative. The campaign can then use direct or programmatic media buying to purchase CTV inventory across participating streaming platforms and publishers. Audience targeting, frequency controls, campaign optimization, and measurement can then be used to improve performance throughout the campaign.

CTV advertising can benefit businesses of many sizes, including local businesses, regional companies, franchises, ecommerce brands, professional services companies, healthcare organizations, and national brands. Because CTV can be targeted by factors such as geography, audience characteristics, interests, behaviors, and other available signals, it can be used for both broad awareness campaigns and more targeted marketing initiatives. CTV can be especially valuable for businesses looking to expand beyond search and social advertising.

CTV advertising can use a variety of targeting methods depending on the available platform and data. These may include geographic targeting, demographic audiences, household-level signals, behavioral and interest-based audiences, first-party customer data, contextual targeting, and retargeting. CTV targeting allows advertisers to define who they want to reach and where they want their ads delivered, providing more control than traditional broad-reach television advertising.

Not necessarily. CTV campaigns typically use video creative designed for television and streaming environments, often in formats such as 15- or 30-second spots. If you already have suitable video assets, they may be adaptable for CTV depending on the campaign requirements. If you don't have a commercial, we can help determine what creative is needed and coordinate the production or adaptation of video assets so they are appropriate for connected TV advertising.