Television has long been the medium of big brands with big budgets. It offered unmatched reach, but it was bought in large blocks, planned months in advance and measured in broad estimates. For performance marketers, used to testing, targeting and tracking every result, it rarely made sense.
Connected TV (CTV, meaning television content streamed over the internet to a TV screen) has changed that equation. Viewing has shifted steadily from traditional broadcast to streaming services, and more of those services now carry advertising. Netflix and Amazon Prime Video both offer ad-supported viewing, alongside a large number of free, ad-funded streaming channels. The result is a growing supply of TV-screen advertising that can be bought programmatically (through automated, data-driven buying), targeted to audiences and linked to outcomes.
Why it appeals to performance marketers
CTV combines some of the strengths of television with some of the strengths of digital.
| The biggest screen in the home. | Ads appear full-screen, often with sound on, in a lean-back setting where viewers are paying attention. |
|---|---|
| Audience targeting. | Rather than buying a programme and hoping the right people are watching, advertisers can target households based on data about interests, demographics or past behaviour. |
| Flexible budgets. | CTV can be bought in much smaller amounts than traditional TV, which makes testing possible. |
| Measurable results. | Viewing can be connected to later actions, such as website visits, app installs or purchases, typically through household-level matching. |
What to be careful about
CTV is still a young and complex market, and a few issues deserve attention.
Where your ads actually run.
Inventory is sold through many routes and resellers, and quality varies. Some placements labelled as CTV may appear in less valuable environments. Work with partners who provide clear reporting on which apps and channels your ads ran on.
Frequency.
Because inventory is spread across many services, the same household can see the same ad far too often. Frequency controls across all your buying routes help avoid wasted spend and viewer irritation.
Measurement claims.
Linking a TV ad to a later purchase relies on matching data across devices, and methods vary in quality. Treat outcome reports as useful signals, and confirm them with incrementality tests where possible.
The creative.
A television ad is not a stretched social video. CTV ads cannot be clicked, so they need to work in a different way: clear branding, a memorable message and an easy next step, such as a simple web address or a search prompt.
A practical way in
For performance-focused advertisers testing CTV for the first time, a structured approach reduces risk.
- Start with a clear question.Decide whether you are testing CTV's ability to drive site visits, sales in particular regions, or overall brand search volume, and design the test around it.
- Use a geographic test where you can.Running CTV in some regions and not others, then comparing results, is one of the most reliable ways to see what it adds.
- Adapt creative for the screen.Use existing video assets as a starting point, but make sure the brand and message are clear in the first seconds and the call to action works without a click.
- Watch the other channels.CTV often shows up as increases in brand search, direct website visits and app installs. Look across channels, not just at CTV's own reports.
- Scale what works.If results are positive, expand gradually, keeping frequency and inventory quality under control.
Television, with digital discipline
Connected TV brings the reach and impact of television within range of advertisers who need to see results. It is not yet as simple to buy or measure as search or social, and it rewards careful testing. But for brands ready to move beyond small screens, it offers a way to reach audiences where they are relaxing and paying attention, with the discipline of digital media.
