connected tv

Connected TV Ads

Connected TV (CTV) is simply a television that connects to the internet. Unlike traditional TV, CTV includes Smart TV’s, Apple TV’s, devices like Tivo and Roku, gaming consoles like X-Boxes and PlayStation.

CTV combines the power of programmatic targeting and analytics with the reach and inventory quality of traditional television.

CTV ads break the mold of traditional fifteen and thirty second spots and can be anywhere from six seconds to a minute and a half or more. CTV audiences are captive, which means they’re committed to the content they’re consuming and will stick around for your ads.

Serve digital video on an Internet-enabled television during TV content. Serve video ads to consumers watching live sports or news, or while they are binge-watching on their favorite show on TV. 64% of people in the U.S. own a CTV device.

Video Ad Distribution

Premium, professionally produced video content (not the banner ads that sometimes appear on CTV devices).


Over-The-Top (OTT):
Content goes “over” your cable box to deliver
content via the Internet rather than from a cable provider.

Full-Episode Player (FEP):
Professionally produced, TV-like content that can appear on any device, on both app and web browsers. Content is typically TV length (30-60 mins) with commercials.

Live Streaming:
Content being served over the Internet, from real-time paid streaming service or directly from a network.

Video On Demand (VOD): An alternative to live streaming, this allows consumers to catch up if they miss an episode, and many content providers offer both Live and VOD content.

Full-Episode Player (FEP):
More people use streaming services over cable subscription – 67% of respondents (and 77% of Millennials) watch streaming services.

OTT Advertising

Over-the-top (OTT) video viewers: Individuals who watch video via any app or website that provides streaming content and bypasses traditional distribution. Examples include; HBO Now, Hulu, Netflix, Amazon Video, YouTube/YouTube Red and SlingTV.

Ads delivered on OTT platforms cannot be skipped, users cannot close a window, install some kind of ad blocker, or any other ‘ad shield’. Therefore metrics such as the click-through rates are totally irrelevant.

The most compelling reason for advertisers to pay attention to OTT content is the volume of people viewing with 820 million video devices using the services and the number is only going
to continue to grow.

OTT advertising

Instream & Outstream

Instream Video

Instream video ads involve standard pre-roll, mid-roll, or post-roll ad placements. While vulnerable to ad blockers, instream is still the most reliable and frequently used system. This is used for placing video ads within a relevant context. The reason they are so potent is that they manage to get into the thick of the consumer video content.

3 screens

Outstream Video

Expand reach far beyond video players, to publishers of online websites with content like CNN and Forbes. Outstream is a new addition to the world of video. It has a tremendous advantage since it can deliver video ads anywhere and everywhere. Outstream ads pause when the user scrolls past them and kicks off again when they scroll back, so you don’t need to worry about wasted impressions.

Connected TV Advertising Channels

Engage viewers on the big screen when they’re in a relaxed state of mind and more receptive to brand advertisements

Smart TV
(LG, Samsung, Sony)

Set Top Box
(Roku, Chromecast)

Gaming Console
(Xbox, Playstation)