Connected TV (CTV) advertising represents one of the most significant opportunities in digital marketing today. As streaming services continue to dominate entertainment consumption, advertisers can now reach engaged audiences on the biggest screen in the home with the precision of digital advertising. This guide will walk you through everything you need to know to get started with CTV advertising.
What is CTV Advertising?
Connected TV refers to any television that connects to the internet and can stream digital content. This includes:
- Smart TVs: Televisions with built-in internet connectivity and streaming apps
- Streaming Devices: Roku, Amazon Fire TV, Apple TV, Chromecast
- Gaming Consoles: PlayStation, Xbox, Nintendo Switch
CTV advertising allows brands to serve video ads to viewers watching content on these devices, combining the immersive experience of traditional TV with the targeting and measurement capabilities of digital advertising.
CTV vs. OTT: What's the Difference?
OTT (Over-The-Top) refers to the content delivered via streaming (like Netflix or Hulu), while CTV refers to the device used to watch that content. CTV advertising specifically targets the TV screen, while OTT ads can appear on any device streaming that content.
Why CTV Advertising Matters in 2026
The Shift in Viewing Habits
Key Benefits of CTV Advertising
- Premium Environment: Ads appear on the big screen in a lean-back viewing experience
- 100% Viewability: Full-screen, non-skippable ads ensure your message is seen
- Precise Targeting: Reach audiences based on demographics, interests, behaviors, and location
- Measurable Results: Track impressions, completion rates, and even offline conversions
- Complementary to Mobile: Create unified cross-device campaigns
CTV Ad Formats
Pre-Roll Ads
Video ads that play before the streaming content begins. These are typically 15-30 seconds and are non-skippable.
Mid-Roll Ads
Video ads inserted during natural breaks in longer content, similar to traditional TV commercial breaks.
Interactive Ads
CTV ads that allow viewer interaction through their remote control:
- QR codes for mobile engagement
- Click-to-action buttons
- Product galleries
- Store locators
Shoppable Ads
Ads that enable direct purchasing through the TV screen or by scanning a QR code with a mobile device.
Targeting Capabilities
CTV advertising offers sophisticated targeting options:
| Targeting Type | Description | Use Case |
|---|---|---|
| Demographic | Age, gender, household income, education | Broad brand awareness campaigns |
| Geographic | Country, state, city, zip code, DMA | Local business advertising |
| Behavioral | Past purchases, interests, in-market signals | Auto, travel, retail campaigns |
| Contextual | Content genre, show type, network | Aligning brand with content |
| First-Party | Your own customer data | Loyalty campaigns, cross-sell |
| Lookalike | Similar to your best customers | Acquisition campaigns |
Getting Started with CTV
Step 1: Define Your Objectives
Determine what you want to achieve:
- Brand Awareness: Reach new audiences and build recognition
- Consideration: Drive website visits and product interest
- Conversion: Generate leads, app installs, or purchases
Step 2: Choose Your Buying Method
- Direct/Premium: Buy directly from streaming platforms for guaranteed placements
- Programmatic: Use DSPs like ThrendMobi for scalable, targeted buying
- Hybrid: Combine both approaches for premium and reach
Step 3: Create Compelling Creative
CTV creative best practices:
- Hook viewers in the first 3 seconds
- Design for the big screen (high resolution, large text)
- Include clear branding throughout
- End with a memorable call-to-action
- Consider adding QR codes for mobile interaction
Step 4: Measure and Optimize
Key metrics to track:
- Video Completion Rate (VCR): What percentage of viewers watch your entire ad
- Reach & Frequency: How many unique households and how often
- Brand Lift: Changes in awareness, consideration, intent
- Cross-Device Conversions: Actions taken on mobile/web after CTV exposure
- Foot Traffic: Store visits attributed to CTV ads
ThrendMobi CTV Solutions
ThrendMobi offers comprehensive CTV advertising solutions including access to premium inventory, advanced targeting, cross-device measurement, and expert campaign management. Our platform reaches millions of connected TV households globally.
Common CTV Mistakes to Avoid
- Repurposing Mobile Creative: CTV requires different creative approaches—design for the big screen
- Over-Frequency: Manage frequency caps to avoid viewer fatigue
- Ignoring Audio: Unlike mobile, CTV viewers typically have sound on
- Poor Measurement: Set up proper attribution before launching
- Siloed Strategy: Integrate CTV with your broader media mix
The Future of CTV
Emerging trends to watch:
- FAST Channels: Free Ad-Supported TV channels are rapidly growing
- Live Sports: Streaming platforms acquiring sports rights creates new opportunities
- Addressable TV: Linear TV adopting digital-like targeting
- Shoppable Experiences: Commerce integration becoming standard
- AI-Powered Optimization: Machine learning improving targeting and creative
Conclusion
CTV advertising offers an unparalleled opportunity to reach engaged audiences with impactful video advertising. By combining the prestige of television with digital precision, advertisers can build brands while driving measurable business results. Whether you're new to CTV or looking to expand your efforts, the key is to start testing, learning, and optimizing.
Ready to Launch Your CTV Campaign?
Let ThrendMobi help you reach your target audience on the biggest screen in their home.
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