Connected TV Advertising

Connected TV (CTV) advertising is a digital advertising method that involves delivering video ads to viewers through internet-connected television sets, often on streaming platforms and apps. CTV advertising offers highly targeted and measurable campaigns, allowing advertisers to reach specific audiences based on their viewing habits and preferences. It provides a dynamic and engaging way to connect with viewers on the big screen, combining the reach of traditional TV with the precision of digital advertising, making it a popular choice for brands to deliver their messages to a captive audience.

CTV advertising offers cost-efficiency, as advertisers can optimize campaigns in real-time and avoid wasted ad spend, while also providing valuable data and insights for future strategies. Overall, CTV advertising is a powerful tool for reaching and engaging audiences in the evolving landscape of digital media consumption.

Connected TV (CTV) advertising operates by delivering video ads to viewers through internet-connected television sets. When viewers access streaming services or apps on their CTVs, these platforms can insert video ads into the content, much like traditional TV commercials. Advertisers target specific audiences based on factors like demographics, interests and viewing history. These ads are often delivered programmatically, which means they are bought and sold in real-time auctions. Advertisers’ demand side platform bids on ad placements, and the winning ad is displayed to the viewer. Ad performance and engagement data are typically collected and analyzed, allowing advertisers to optimize their campaigns for better results. This process combines the wide reach of traditional TV with the precision and interactivity of digital advertising, making it a compelling choice for advertisers to reach their target audiences.

Connected TV (CTV) advertising is measured through a combination of traditional and digital metrics. Advertisers typically track metrics such as ad impressions, reach and frequency, similar to traditional TV. However, CTV also provides more granular digital data, including click-through rates (CTR), completion rates, viewability, and engagement metrics. Advertisers can monitor how long viewers watch their ads, whether they interact with them, and what actions they take afterward. This data allows for precise measurement of ad performance and ROI. Additionally, CTV advertising offers detailed audience insights, which can help in fine-tuning ad targeting and content for more effective campaigns. Overall, the combination of TV and digital measurement tools makes CTV advertising a highly accountable and data-driven marketing strategy.

Connected TV (CTV) advertising includes a wide range of ad formats and strategies. Some examples of CTV advertising include pre-roll and mid-roll video ads that appear during streaming content, interactive overlay ads that allow viewers to engage with the content, branded content or sponsorships within streaming shows, and display ads on CTV apps and interfaces. Advertisers also leverage CTV to retarget users who have interacted with their brand on other devices, ensuring a consistent and personalized brand experience.

CTV advertising offers advanced targeting capabilities that go beyond traditional TV advertising, allowing brands to reach particular  audience segments through data-driven strategies. Advertisers can leverage demographic targeting (age, gender, income, etc.), behavioral and interest-based targeting and contextual targeting, which aligns ads with relevant content. Additionally, first-party and third-party data integration enables brands to refine audience selection, while geotargeting allows advertisers to deliver campaigns at the national, regional or local level.

Another key advantage of programmatic CTV targeting is its ability to support retargeting and lookalike audiences, helping brands reconnect with engaged viewers and expand their reach to similar high-value consumers. Unlike traditional TV, which relies on broad audience estimates, CTV allows for real-time optimization, ensuring ads are served to the most relevant viewers. With these capabilities, advertisers can maximize campaign efficiency, engagement and return on ad spend (ROAS) while reducing wasted impressions.

Connected TV (CTV) advertising seamlessly integrates with other digital marketing channels to create a cohesive and effective omnichannel strategy. By utilizing Viant's Demand Side Platform (DSP), advertisers can programmatically manage and optimize campaigns across various channels, including display, mobile, audio, and digital out-of-home (DOOH). This unified approach ensures consistent messaging and a holistic view of consumer engagement across all touchpoints.

Viant's comprehensive suite of solutions further enhances this integration. With people-based advertising, brands can deliver personalized experiences by targeting individuals across their devices, moving beyond traditional cookie-based methods. Additionally, Viant's AI-powered tools streamline the planning, execution and measurement of campaigns, enabling real-time optimization and improved return on ad spend. By leveraging these advanced technologies, advertisers can effectively bridge CTV with other digital channels, fostering a more engaging and measurable consumer journey.

Creating high-performing CTV ads requires a strategic approach that aligns with how viewers consume content on streaming platforms. Since CTV ads are non-skippable, brands should capture attention immediately with a compelling opening, engaging storytelling and high-quality visuals optimized for large screens. The ideal ad length is 15 to 30 seconds, ensuring the message is delivered concisely while keeping viewers engaged. Strong branding and clear messaging should be prioritized, ensuring the audience understands the value proposition within the first few seconds.

Interactivity is another powerful tool for increasing engagement and conversion rates in CTV advertising. Features like QR codes, interactive overlays and personalized messaging can drive users to take immediate action, whether it’s visiting a landing page or making a purchase. Additionally, advertisers should consider cross-device compatibility, as many CTV viewers interact with content on mobile or desktop devices while watching TV. By following these best practices, brands can enhance ad recall, audience engagement and overall campaign effectiveness in a data-driven CTV environment.

The biggest difference between programmatic CTV advertising and traditional TV advertising is how ads are bought, targeted and measured. Traditional TV requires fixed ad buys based on estimated audience ratings, with limited flexibility for adjustments. In contrast, programmatic CTV uses automated, real-time bidding (RTB) technology, allowing advertisers to purchase impressions dynamically and optimize campaigns on the fly. This means brands can target specific households or audience segments rather than relying on broad network demographics.

Measurement is another key differentiator. While traditional TV relies on Nielsen ratings and Gross Rating Points (GRPs) to estimate reach, CTV provides granular performance metrics, including view-through rates, conversions and real-time attribution tracking. Additionally, CTV supports interactive ad formats, offering a more engaging and personalized ad experience. With programmatic buying, advertisers can increase efficiency, reduce wasted ad spend and ensure greater campaign flexibility, making CTV a more precise and scalable alternative to traditional television advertising.

Yes, CTV advertising is an effective tool for local and regional campaigns, giving advertisers the ability to target specific geographic areas with fidelity and efficiency. Unlike traditional TV, which relies on broad DMA (Designated Market Area) targeting, programmatic CTV allows for ZIP code-level, city-wide or state-based targeting, ensuring ads reach the most relevant audience in a given region. This makes CTV ideal for local businesses, franchise owners and multi-location brands looking to drive awareness and foot traffic.

Local advertisers can further refine their CTV campaigns with geo-fencing and real-time data, ensuring that ads are delivered only to users within a set radius of a store or service area. Additionally, regional brands can tailor messaging, offers and creative assets to different markets, increasing engagement and relevance. CTV also enables cross-device retargeting, allowing advertisers to follow up with local audiences on mobile, desktop or other connected devices. With data-driven geotargeting, brands can execute cost-effective, hyper-local campaigns with the scale and efficiency of digital programmatic advertising and privacy-focused/strategies.

As we progress through 2025, several key trends are shaping the future of Connected TV (CTV) advertising. One significant development is the integration of AI-driven optimizations within CTV Demand-Side Platforms (DSPs). These advancements enable real-time ad tracking and dynamic creative optimization, allowing advertisers to manage campaigns more efficiently and effectively. Enhanced cross-device targeting ensures that ads reach audiences across multiple platforms, maximizing both reach and engagement.

Another emerging trend is the rise of shoppable ads on CTV platforms. Major players like Disney+ have begun integrating shoppable and gaming ads into their content, offering viewers interactive experiences that seamlessly blend entertainment and e-commerce. This innovation not only enhances user engagement but also provides advertisers with direct avenues to drive conversions. As this trend gains momentum, it's poised to redefine the interplay between content consumption and online shopping within the CTV landscape