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Connected TV

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

WHAT IS CONNECTED TV ADVERTISING?

Connected TV (CTV) advertising refers to ads served on a smart TV or any internet-connected device that can access premium streaming content. In addition to smart TVs, CTV ads can be viewed on other devices including laptops, smartphones, tablets or TVs connected to over-the-top devices.

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CTV Advertising IS CRITICAL IN ANY MEDIA STRATEGY

Viant can help you deliver meaningful messaging and build long-term customer connections to households — the level at which most purchasing decisions are made. As more people move away from (or never use) cable TV their entire lives, Connected TV advertising is no longer a “nice to have” piece of a media strategy. Today, it’s all but required.

CONTROL REACH AND FREQUENCY WITH SCALE BY USING CTV ADVERTISING

Access quality over-the-top (OTT) and CTV inventory with unparalleled reach. Partnerships with the industry’s top suppliers and fraud-protection solutions, including DoubleVerify and IAS, ensure your ads aren’t subject to fraud and appear only alongside premium programming.

Leveraging the Viant Household ID, enables accurate reach and frequency management at the household level for seamless activation and holistic measurement across critical channels including CTV.

Viant Solutions - Omnichannel - CTV - young woman flipping through channels
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TIE CTV ADVERTISING TO REAL-WORLD OUTCOMES

Connected TV (CTV) is a cookieless channel, but for many other demand side platforms (DSPs), third-party cookies are needed to tie CTV ad exposure to consumer actions taken on other devices. Viant’s DSP has never relied on cookies.

  • Match household 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
Case Study - Sugar Substitute

SUGAR SUBSTITUTE BRAND ACHIEVES LIFT IN SITE ACTIONS WITH VIANT

Learn how Viant’s Household ID and integrated partnership with IRI impacted reach, measurement and in-flight optimization.

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LEARN MORE ABOUT VIANT’S CONNECTED TV ADVERTISING SOLUTION

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Connected TV Advertising FAQ