What is CTV?

Connected TV (CTV) refers to televisions that have internet connectivity, allowing them to stream digital content from online sources. This includes streaming services such as Netflix, Hulu, and YouTube, which can be accessed directly on the TV without the need for traditional cable or satellite providers. CTV encompasses Smart TVs as well as standard TVs connected via devices like Roku, Amazon Fire Stick, or Apple TV.

How It Works:

CTV enables viewers to access online streaming services directly on their television, eliminating the need for traditional cable or satellite providers. Users can watch their favorite shows on platforms like Netflix and Hulu using Smart TVs or devices like Roku, providing flexibility in content access.

Measurement:

Key performance metrics for CTV advertising include completion rates, cost per completed view (CPCV), and return on ad spend (ROAS), helping measure the effectiveness of campaigns.

Example:

A viewer might use their Smart TV to stream shows on Netflix or Hulu or use a device like Roku for the same purpose. Brands can target ads to specific audiences within these platforms, enhancing the reach and precision of digital advertising campaigns.