We Bring Streaming TV into Focus

Connected TV refers to TV devices with the ability to stream digital content, either through smart TVs or with add-ons like the Fire Stick, Roku or Google’s Chromecast. CTV advertising most commonly applies to the largest screen in the room. These ads function as programmatic advertising with the benefit of reaching a widening range of audiences through precise digital targeting and the ability to trace these efforts to positive business outcomes.

Whereas television used to be a blunt tool on which advertisers could spend in hopes of seeing a general sales lift, marketers can now harness the power of digital targeting and offline measurement to drive key business objectives — targeting has advanced to the point where a business can serve a user an ad for a new car, then proceed to track foot traffic on the car lot by that user.

Connected TV (CTV) advertising and its ability to reach the right audiences with a high level of engagement have made it one of the fastest-growing digital advertising channels. Cord cutting has opened up a more significant opportunity for connected TV device ownership, an increasingly powerful digital advertising option. CTV allows brands to leverage connected TV device owners' time by delivering tailored ad experiences.

When used well, connected TVs can deliver impressive video completion rates and cost-effectiveness for brands. With connected TV advertising, you can leverage the benefits of digital ad targeting to reach your desired audience segments more precisely than with traditional broadcast or cable networks. Platforms like Hulu, YouTube TV, and Amazon, connected to the Internet via connected TV devices, enable CTV advertising to reach targeted viewers at scale.

Besides expanding your brand's reach, our related TV services can help you deliver compelling video ads to connected TV viewers while engaged in the content, which can help drive an increase in response rates and return on investment. We work with clients to craft connected TV ad campaigns that deliver the right message to the right people at the right time.

Over the top (OTT) refers to video content delivered directly to a device via the internet, though this can include content viewed on Smart TVs or with TV add-ons. OTT ties to the content viewed rather than the device. Channels like Netflix, Hulu, Disney+, and Apple TV are considered OTT providers. Most of this content is viewed via CTV.

CTV is technology that supports addressable TV advertising capabilities. It includes streaming content via gaming consoles, online streaming services, cable providers, and various networks. CTV is run programmatically delivering ads to a target audience by applying the advantages of algorithmic ad purchasing.

CTV advertising works by integrating the internet and web 2.0 features into new-generation TV sets. The technology looks at the connected TV as a hybrid TV or a fuse of computer tech and linear TV. The user interface bears a resemblance to the one on a smartphone in many ways. Connected TV is all about online interactive media, internet TV, and on-demand streaming media accessed via software applications or web widgets. Through CTV advertising, brands have the power to target their audience through ad-supported shows provided by top-tier networks.

Connected TV ads are usually shown on various networks, apps, and devices, including Smart TVs, Chromecast, Apple TV, Fire TV Stick, Roku, and other OTT devices.

Advertising on CTV allows you to get in front of the right audience at the right time. This is important because audiences are quickly becoming blind to ads by staying away from conventional advertising strategies. Connected TV is the only medium that can still reach audiences of various ages. CTV is allowing more people to cut their ties with the more restrictive contracts of cable companies.

CTV also allows you to stretch your advertising budget to the fullest. With conventional TV advertising, three to four commercials are usually strung together. This makes it hard for viewers to retain information. But with CTV advertising, there is typically one commercial that is shown far less frequently. This allows viewers to really pay attention to the ad and remember the brand and its core message.

Another benefit of CTV is that it helps create a well-rounded marketing strategy that people won’t get bored with. CTV advertising also helps brands reconnect with clients that had previously lost interest.