What is CTV?
CTV, or connected TV, refers to a television connected to the internet, either built in or through a device such as a streaming stick or game console. CTV advertising places video ads in the content viewers stream on those screens.
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How CTV advertising works
CTV ads run inside streaming apps and services, often before or during video content. Advertisers can buy them directly from publishers or through programmatic platforms.
Because the viewer is online, CTV can use audience data for targeting and can report on impressions and completion, which broadcast TV cannot do in the same way.
How CTV differs from broadcast TV
Broadcast and cable ads reach everyone watching a channel at a set time. CTV ads can be targeted to households or audiences, and the reporting is typically more detailed.
Ads on CTV are usually full-screen and hard to skip, which can lead to high completion rates. Measuring their effect on sales still takes careful setup.
CTV and OTT
The two terms are related but not identical. CTV describes the screen, and OTT describes content delivered over the internet to any device, including phones and computers.
Common questions
What is the difference between CTV and OTT?
CTV is the device, a TV connected to the internet. OTT is the delivery method, video sent over the internet instead of through cable or broadcast. CTV ads are one type of OTT advertising.
How are CTV ads bought?
Advertisers can buy directly from streaming publishers or through programmatic platforms that handle bidding across many services.
Can CTV ads be targeted?
Yes. Options often include demographics, interests, location, and audience lists, though what's available depends on the platform and the publisher.
How do you measure CTV advertising?
Common measures include impressions, completion rate, and reach. Advertisers also look at site visits and conversions tied to exposure, which needs careful measurement setup.
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