Connected TV advertising

TVs are getting smarter. Increasing connectivity has changed audience behaviour and how content is delivered. With change comes opportunity. CTV advertising allows brands to combine the best of traditional TV advertising with the power of digital media.

Channels

Connected TV (CTV) is one of the fastest growing, changing and dynamic advertising channels. Traditional TV viewership is fragmenting across online delivery platforms from established brands like Amazon Fire TV, Apple TV and Roku. Each of these platforms brings a new opportunity for advertisers to reach their target audience.With greater diversity of ad formats and data driven targeting opportunities, CTV advertising is a different world to traditional TV.

As the CTV market expands and evolves, it requires considerable skill and expertise to get the best from it. We understand the intricacies of the new platforms and we craft campaigns which resonate with audiences and integrate into the broader channel mix.

Our tactics

Platform home screen advertising

Drive impact with high reach interactive adverts before viewers access any content.

Connected TV video

Pre, post and mid roll adverts. The most “traditional” CTV format available to advertisers.

Extended household

Retarget viewers across secondary devices, including phones, tablets and computers.

Sponsorship

Sponsor a show, content strand or a season. Build a deep relationship between your brand and the viewer’s favourite content.

Brand integration

Co-branded and advertiser funded content opportunities are there for the taking for ambitious brands on CTV.

Services

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Video Media

Discover our approach to TV, BVOD, SVOD, CTV and YouTube.

Digital Media

Know your DSP from your CPC? We join the dots across the digital media ecosystem.

Media consultancy

Growth stalled? Niche audience? No problem. From governments to scale-ups, view our consultancy solutions.

Our clients

Alcumus - SafeContractor 

Paid Search

Driving leads using paid search

Revlon

YouTube / BVOD / Paid Social

Driving sales for retailers across the UK and Germany...

There's more to see

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Insights

Our insights bring you the latest trends and key developments across industries. We offer thoughtful analysis to help you stay informed, adapt to market changes, and seize emerging opportunities.

SEE ALL INSIGHTS

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FAQs

Got a question on connected TV advertising? See our FAQs below, or drop us a line at [email protected]

Connected TV (CTV) advertising refers to video ads displayed on internet-connected television devices, such as smart TVs, streaming devices (e.g., Amazon Fire Stick, Apple TV, Roku), and gaming consoles.
- Targeting capabilities – CTV ads allow for precise audience targeting based on demographics, interests, and behaviours, unlike traditional TV, which relies on broad audience segments.
- Ad delivery method – Traditional TV ads are scheduled based on TV programming, whereas CTV ads are served programmatically based on user preferences and streaming habits.
- Measurability – CTV provides detailed performance metrics, such as impressions, completion rates, and conversions, whereas traditional TV relies on estimated viewership data.
- Highly engaged audiences – Viewers are actively choosing content, leading to higher ad completion rates.
- Advanced targeting – Advertisers can reach specific audiences using first-party data, location targeting, and behavioural insights.
- Cross-device reach – CTV ads can complement digital campaigns, ensuring brand exposure across multiple screens.
- Cost efficiency – Advertisers can optimise budgets based on real-time performance and avoid wasted impressions.
- Impressions – The number of times an ad is displayed on a CTV device.
- Completion rate – The percentage of viewers who watch the ad to the end.
- Click-through rate (CTR) – If interactive elements are included, measures the percentage of users who engage with the ad.
- Attribution tracking – Measures how CTV ads contribute to website visits, app installs, or purchases.
- Brand lift studies – Surveys and analytics that assess changes in brand awareness and perception.
- Keep ads concise – Aim for 15-30 second engaging video content.
- Ensure high-quality visuals – CTV ads should be optimised for large screens with clear visuals and sound.
- Use a strong call-to-action (CTA) – Encourage actions like “Visit our website” or “Scan the QR code.”
- Leverage audience insights – Tailor messaging to different audience segments for maximum impact.
- Test and optimise – Regularly analyse performance data and adjust creatives or targeting to improve results.

Let's talk about how we can support you

To get started you can call 01598 760700
or email [email protected]

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Connected TV advertising

Our tactics