CTV advertising, what it is, its benefits, accountability, and how to purchase it

CTV advertising, what it is, its benefits, accountability, and how to purchase it

OTT and CTV are the types of television we all know well, however, they offer a whole new experience. For the users, it means the new ways of viewing TV shows and films on a range of devices, without the need of a subscription to cable or satellite providers. This segment is represented by such providers as YouTube TV and DirectTV Now, along with Hulu, Amazon Video, NETFLIX, Roku, etc. For the advertisers, they provide new ways of attracting their target audiences. Today, the viewers have a lot of content options that do not necessarily include traditional television broadcasts. These days, to watch their favorite shows they use SmartTV, laptops, tablets, game consoles, and other connected devices, eg., Chromecasts, Amazon Fire TV Sticks, Roku, and Apple TV.


You now have the chance to reach the viewers who were previously not available to coverage by traditional commercials. The growing number of CTV users provides the advertisers with new options to attract their target audiences by combining the TV influence with the high precision of new digital technology. Adsgard, being a full-range digital marketing agency, also has CTV advertising on offer, which means that you can now target the people who like watching television among other viewers. Below we explain the basics and how it all works.

What CTV is

So, let’s start by defining what this kind of “new” television is. Connected television (CTV) means any TV device which can be connected to the Internet and show the online content apart from the options suggested by the traditional cable TV providers. These also include all the devices that use the TV as a display to show online content. Most often people watch videos that are broadcast via their apps downloaded from the TV app stores. The following are considered CTV devices:

Smart TV, which is any TV with Internet connectivity and a media platform. It means that no other devices or equipment are needed to watch streaming broadcasts on this device. The major market players in this sphere are LG, Samsung, Sony, and Vizio.

A connected device/memory stick/key – devices or keys connected directly to any TV and the Internet to enable the use of apps and streaming videos via the TV. Examples are Roku, Google Chromecast, Amazon Fire TV Stick, and Apple TV.

Playstation, Xbox, and Nintendo Switch gaming consoles can also be used as connected devices, which gives them access to embedded stores with apps for video streaming and other content transmitted to the TV.

CTV advertising: benefits

CTV advertising is online advertising with the possibility to skip the ads and targeted relevant content channels and/or viewer groups. CTV inventory is represented by professionally created premium TV content; these are not the banners sometimes displayed on CTV devices. One of the biggest advantages of connected TV is the possibility to cover the viewers that would be out of reach for traditional TV commercials. We also need to point out that this channel has a fewer number of adverts, thus, your brands will enjoy better representation. Other benefits are:

Excellent targeting possibilities. Using CTV audience targeting you can be sure that your marketing budget will be spent on the most cost-effective and targeted viewers.

Measurable result. Our programmatic platform lets you measure the results of your CTV campaigns both with digital and traditional metrics, including the percentage of the videos watched to the end. You can also see the whole way of the client, from the ad viewing to the purchase.

The growing audience – CTV is focused on the millennials and the increasing number of people not watching cable TV. Redirecting to CTV viewers. You can redirect your CTV ads to all the devices of your viewers, including their laptops, tablets, and mobile phones. Keep your ads in the center of attention throughout the whole process of decision-making.

71% of CTV users use their mobile devices to search for affiliated content when they watch TV, thus giving the advertisers a perfect tool to establish their connections with the audience.


You can measure the efficiency of your campaigns both with the help of digital and traditional characteristics, including the video completion rate (VCR) and gross rating points (GPR). Here are the numbers which help you see the results of your campaigns.

Video Completion Rate gives you the percentage of the viewers that watched the videos to the end.

Clicks – the number of transitions from the ad to your website.

Ad delivery to different devices shows you which devices were used to view your ads.

Time of day efficiency.

Efficiency by day.

Viewer demographic.

Coverage – the number of unique views for your ads.

Frequency – the average number your ad has been shown to a specific person.


For some time, CTV advertising space was bought in advance, with further programmatic activation. The numbers show that within the last six months the reason for the rapid growth of CTV advertising has been the application of the real-time bidding (RTB) process. CPM (cost-per-mile) for CTV ads is usually two or three times higher than the number for traditional linear adverts, however, the general budgets will be much lower. This is because CTV allows the advertisers to drop the generalized approach in favor of more individual media purchases, which also helps to eliminate losses. CPM for this type of advertising is two-three times higher than for the traditional linear ads but, at the same time, you will need much smaller CTV campaign budgets. The value of this feature for the advertiser is hard to underestimate. If you are ready to plunge into the world of CTV advertising, we are ready to help you do it under the most beneficial conditions. Contact us and we will discuss how this type of advertising can make your business even more lucrative. At the moment, our company offers you more possibilities than ever and we will help you set up your advertising locally, within particular areas, and globally, for a wider audience.


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