Advertising
Connected TV Advertising
Connected TV (CTV) advertising delivers video ads to viewers watching content through internet-connected television devices such as smart TVs, streaming sticks, and gaming consoles. It combines the premium viewing experience of television with the targeting and measurement capabilities of digital.
Examples
A DTC brand runs 30-second CTV ads on ad-supported streaming services, targeting households that match its customer demographic profile within specific zip codes.
Best Practices
Create TV-quality creative even for shorter spots, leverage audience targeting beyond basic demographics, and measure CTV alongside other channels for holistic attribution.