What is Connected TV (CTV) advertising?

Connected TV (CTV) advertising refers to adverts shown on televisions that are connected to the internet, either through built-in smart TV technology or devices such as Amazon Fire TV, Apple TV, Roku or gaming consoles.

Unlike traditional broadcast television, CTV advertising allows brands to reach viewers using digital technology, making campaigns more targeted, measurable and personalised.

As more people watch streaming services instead of scheduled television, Connected TV has become one of the fastest-growing areas of digital advertising.

Here’s how it works and why it matters.

Connected TV advertising enables advertisers to deliver video adverts to viewers watching content through internet-connected devices. Campaigns can often be bought programmatically, allowing advertisers to target specific audiences based on demographics, interests, viewing habits or location rather than simply buying airtime on a particular television channel.

While many streaming platforms offer subscription services without advertising, others provide ad-supported viewing, giving brands access to highly engaged audiences watching premium long-form content.

How does Connected TV advertising work?

A typical CTV advertising campaign involves several stages:

1. A viewer opens a streaming service on a smart TV or connected device.
2. Before or during the programme, an advertising opportunity becomes available.
3. Advertisers bid for that impression, often using programmatic advertising technology.
4. The winning advert is served almost instantly.
5. Campaign performance is measured using digital reporting and analytics.

Unlike traditional television advertising, every impression can be measured, optimised and reported in real time.

Why does Connected TV matter?

Consumers are spending more time watching streaming services than ever before.

For advertisers, this offers an opportunity to combine the impact of television with the targeting capabilities of digital advertising.

CTV campaigns can reach audiences who may no longer watch traditional broadcast television while providing more accurate measurement and campaign optimisation.

As streaming continues to grow, Connected TV is becoming an increasingly important part of modern media strategies.

Benefits of Connected TV advertising

Some of the key advantages include:

• Reaches streaming audiences on the biggest screen in the home.
• More precise audience targeting than traditional TV.
• High-quality, brand-safe viewing environments.
• Real-time campaign measurement.
• Flexible budgeting and optimisation.
• Can be bought programmatically.
• Strong engagement through full-screen video.

Challenges of Connected TV advertising

Despite its growth, CTV also presents some challenges:

• Measurement standards continue to evolve.
• Different streaming platforms use different technologies.
• Frequency management across devices can be difficult.
• Premium inventory can be expensive.
• Privacy regulations continue to shape audience targeting.

Examples of Connected TV advertising

Brands now advertise across a growing range of streaming platforms, including:

• YouTube on smart TVs
• Netflix’s ad-supported tier
• Disney+
• ITVX
• Channel 4 Streaming
• Amazon Prime Video
• Pluto TV
• Samsung TV Plus

Advertisers often use demand-side platforms (DSPs) to buy CTV inventory alongside other digital media channels.

Frequently Asked Questions

Is Connected TV the same as Smart TV? Not exactly. A Smart TV is the device, while Connected TV refers to any television connected to the internet, including Smart TVs and external streaming devices.

Is Connected TV programmatic? Much of today’s CTV advertising is bought programmatically, although some inventory is still sold directly by broadcasters and streaming platforms.

What’s the difference between CTV and OTT? OTT (Over-the-Top) refers to the delivery of video content via the internet. CTV refers specifically to watching that content on a television screen.

Why is Connected TV growing? Consumers are increasingly choosing streaming services over traditional television, creating new advertising opportunities with improved targeting and measurement.