There has been a decline in viewers watching commercials on cable, but they have continued watching television. Television viewers are now streaming a variety of programming, from shows and movies to sports and news, via their new Smart TV’s every single day. Therefore, “Connected TV” (CTV) advertising is now where advertisers will find their audience.
For Marketers/Advertisers alike, combining the ability to establish brand recognition through the delivery of measurable KPI’s is the main business model and measurement tool when using CTV advertising. Creating successful campaigns on CTV never consists of simply placing a video advertisement on a streaming platform; it is about creating an overall strategy to engage consumers with the advertiser’s products and brand. This guide serves to provide the knowledge needed for the successful creation and deployment of a comprehensive CTV advertising campaign.
What Is Connected TV (CTV), Really?
Connected TV is a term used to describe a TV that connects to the internet to deliver streaming content, including Smart TVs, devices such as Fire TV, Chromecast, and gaming consoles.
With CTV advertising, brands can run video advertisements integrated into streaming content on OTT or ad-supported platforms. In contrast to traditional television advertising, CTV ad campaigns are purchased programmatically and come with targeting, measurement, and optimization options, similar to how digital media works.
To put it another way, CTV offers the benefits of television advertising while maintaining precision similar to digital media.
How Does CTV Advertising Work?
Most of the time, CTV advertisements are received programmatically via Demand-Side Platforms (DSPs). Brands create an audience, create a budget, upload creative video assets and bid on available space within streaming platforms.
Typically, CTV advertisements are viewed as non-skippable and include the following variations:
1. Pre-roll (before the content)
2. Mid-roll (during the content)
3. Occasionally: Interactive or pause
Due to the fact that CTV viewers typically watch television through a large screen and are often relaxed while watching it, completion rates are very high compared to other types of video formats.
Why Marketers Are Investing Heavily in CTV
There’s a reason why ad budgets are shifting from traditional TV to CTV.
First, targeting is sharper. Instead of guessing who might be watching a channel at a certain time, CTV allows household-level and interest-based targeting.
Second, engagement is higher. Viewers choose what they watch, so they’re more attentive. Ads aren’t running in the background.
Third, performance is measurable. Metrics like reach, frequency, video completion rates, and even brand lift can be tracked.
For brands focused on awareness, recall, and top-of-funnel growth, CTV offers a strong advantage.
Targeting Options That Make CTV Powerful
One of CTV’s biggest strengths is its targeting flexibility. Marketers can layer multiple data points, such as:
- Demographics (age, gender, income)
- Location (city, state, pin code)
- Interests and viewing behavior
- Household-level data
- Retargeting audiences from websites or apps
This means your ad isn’t just seen, it’s seen by the right people, at the right time, on the right screen.
Choosing the Right Platforms and Inventory
Not all CTV inventory is the same. Some brands prefer premium OTT apps, while others choose aggregated exchanges that offer scale.
Your platform choice should depend on:
- Campaign goals (branding vs reach)
- Target audience behavior
- Budget flexibility
- Desired level of control
Many brands work with experienced media partners or agencies to navigate this fragmented ecosystem effectively, especially since platform availability and ad formats keep evolving.
Creative Best Practices for CTV Ads
CTV is not mobile video. What works on Instagram or YouTube won’t always work on TV.
Here are a few best practices:
- Keep videos between 15 and 30 seconds
- Design for a large screen viewing experience
- Use clear visuals and strong audio
- Show branding early (within the first 5 seconds)
- End with a simple, memorable CTA
Subtitles are a good addition, but audio still plays a major role. The goal is to tell a clean, compelling story without overwhelming the viewer.
Budgeting and Cost Expectations
Typically, CTV advertising uses a CPM model. Compared to social video ad CPMs, CTV CPMs may seem like a higher tier of pricing, when in fact they are priced below traditional levels in many instances.
Although there is typically a premium to enter the CTV space, there tends to be an even higher level of benefit to being able to reach the audience in such a targeted manner. Even small brands can still experiment using CTV via more controlled budgets and more targeted geographic areas.
Ultimately, the best way to maximize value is to ensure that the budget is aligned with specific objectives rather than just chasing after the diminishing returns of impressions.
Measuring Success in a CTV Campaign
Measurement in CTV is improving, though it’s still evolving.
Common metrics include:
- Reach and frequency
- Video completion rate
- Cost per completed view
- Brand lift (awareness, recall, consideration)
- Incremental website visits
Since direct clicks are limited, CTV works best when combined with other channels like search, social, or display, creating a full-funnel impact.
Where Brands Often Need Expert Support
Running a CTV campaign sounds simple on paper, but execution is where things get tricky. Platform selection, audience segmentation, creative optimization, and performance analysis all need experience.
That’s why many brands collaborate with media specialists like The Germane Media, who help plan, launch, and optimize CTV advertising as part of a broader digital strategy. While many agencies offer CTV advertising today, the real value lies in how seamlessly it’s integrated with your overall media mix, not treated as a standalone experiment.
When done right, CTV becomes a brand-building engine rather than just another ad placement.
Challenges to Be Aware Of
CTV isn’t perfect. Attribution can be complex, the ecosystem is fragmented, and creative fatigue is real if ads aren’t refreshed.
However, these challenges are manageable with the right planning, frequency caps, and ongoing optimization.
Final Thoughts
Whether your audience watches on demand, live events or both, CTV should be part of your advertising plan. CTV bridges the gap between traditional television and the way we use technology today to gather information for marketers to create more effective advertising campaigns.
If a company’s goal is to enhance their brand’s visibility, increase consumer recall or remain competitive in an increasingly digital environment, the use of CTV has gone from a “good to have” to a “must have”. The goal for marketers is not simply to run CTV ad campaigns; they must execute these campaigns as intelligently as possible, leveraging both the creative and analytical facets of their campaigns to achieve maximum results.