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Connected TV

Deliver meaningful messaging at the residence level with connected TV advertising that’s built for scale and transparency. Cookies not required.

What is Connected TV (CTV) Advertising?

Connected TV (CTV) advertising involves delivering targeted ads to viewers through internet-connected television devices, such as smart TVs or streaming platforms, offering advertisers the opportunity to reach specific audiences with measurable impact.

Image of a TV with abstract elements around it

How Does Connected TV Advertising Work?

Connected TV Advertising delivers targeted ads to viewers through internet-enabled television devices, such as smart TVs or streaming platforms, leveraging demographic, behavioral and contextual data for audience targeting and engagement.

Connected TV Advertising Stats

84%

marketers believe CTV delivers better targeting compared to linear1

$42.4B

Estimated CTV Spend
by 20272

123.4

Minutes adults average per
day watching CTV3

What are the Benefits of Connected TV (CTV) Advertising?

Connected TV Advertising offers reach and frequency as well closed-loop measurement capabilities, ensuring ads reach specific audiences and provide transparent return on ad spend. Additionally, CTV advertising allows for seamless integration of personalized messages into the viewer's streaming experience, maximizing brand impact and effectiveness.

Reach and Frequency:

Reach and frequency in Connected TV advertising refer to the ability to target specific audiences accurately and control the number of times they see an ad, optimizing campaign efficiency and effectiveness.

By leveraging the Viant Household ID™ technology, our DSP enables better TV viewer engagement with ideal reach and frequency management at the residence level and the ability to understand performance with measurable outcomes.

Image of a TV in a living room surrounded by abstract elements

Closed-Loop Measurement on Connected TV

Closed-loop measurement in Connected TV advertising refers to the comprehensive tracking and analysis of viewer behavior and conversion outcomes, allowing advertisers to directly attribute ad exposure on internet-enabled TV platforms to specific actions or results, thus enabling campaign optimization.

Since Connected TV (CTV) is a cookieless channel, advertisers need a technology partner — like Viant’s DSP — that offers a cookie-free solution.

Match residence-level CTV ad exposures to actions taken on other devices to understand the real impact of your ads on driving conversions

Measure incremental online sales that occurred after CTV ad exposure to evaluate the effectiveness of your advertising.

See the return on ad spend (ROAS) of your CTV campaign alongside all other channels.

Our CTV Partners

Advertisers and agencies using Viant’s CTV solution can also access quality CTV inventory with exceptional reach. Partnerships with the industry’s top suppliers and fraud-protection solutions to help ensure your ads aren’t subject to fraud and appear only alongside premium programming.

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How a Public University Drove Conversions with CTV and Digital Audio

Discover how one of the largest U.S. public research universities leveraged Viant to prove the effectiveness of the upper-funnel and cookieless channels on driving site traffic.

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220% OVERALL INCREMENTAL LIFT

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189% INCREMENTAL LIFT FROM CTV

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283% INCREMENTAL LIFT FROM AUDIO AND PODCASTS

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LEARN MORE ABOUT VIANT’S CONNECTED TV ADVERTISING SOLUTION

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1 The State of CTV Advertising (PDF), Accessed 2 Apr. 2024.

2 Majidi, Michele. “CTV Ad Spend in the U.S. 2027.” Statista, 13 Feb. 2024

3 Lebow, Sara. “CTV Advertising Explained: Benefits, Stats, Platforms, & How to Buy.” EMARKETER, 30 Jan. 2024

Connected TV Advertising FAQ