CTV (Connected TV)

What is Connected TV?

Connected TV (CTV) refers to any television that connects to the internet and can stream digital video content. This includes Smart TVs with built-in internet functionality as well as traditional TVs connected via streaming devices, gaming consoles, or set-top boxes. CTV enables viewers to access streaming platforms, on-demand video, apps, and personalized content — all without traditional cable or satellite subscriptions.

Leichtman Research Group estimates that nearly 90% of U.S. households have at least one CTV device – a tremendous jump considering fewer than 40% had access a decade ago.

What are CTV devices?

• Smart TVs: Televisions with built-in internet connectivity and streaming app capabilities. Brands like Samsung, LG, Vizio, and Sony dominate this space, offering native access to apps such as Netflix, Hulu, and YouTube.
• Streaming Devices: External hardware that connects to traditional TVs, enabling internet-based streaming. These include Roku, Amazon Fire TV, Apple TV, and Google Chromecast.
• Games Consoles: While primarily used for gaming, consoles like PlayStation and Xbox also support a wide range of streaming apps, making them viable CTV platforms.

What is CTV advertising?

CTV advertising refers to video ads delivered to viewers via connected TV devices, within streaming content. Unlike traditional TV ads that broadcast to broad audiences, CTV ads are digitally delivered, enabling more precise targeting, measurement, and personalization.

This hybrid of TV’s premium format and digital’s performance metrics makes CTV an essential part of modern media buying. Global CTV ad revenue is projected to reach nearly $26 billion in 2023 and surpass $42 billion by 2028 — reflecting its growing role in brand and performance advertising strategies.

What are the advantages of CTV advertising?

CTV advertising offers several unique advantages for advertisers, media buyers, and brands:

• Advanced Targeting: Leverage first-party and third-party data to segment audiences by demographics, interests, viewing behavior, and location — enabling relevant, high-impact ad delivery.
• Brand Safety: Streamers and publishers often provide metadata and content controls, ensuring ads run in safe, appropriate environments.
• Measurable Results: Gain access to real-time metrics including impressions, view rates, and conversions. Track cross-screen performance and attribute results directly to CTV exposure.
• Programmatic Access: Most CTV inventory is available programmatically, allowing advertisers to optimize campaigns with data-driven bidding strategies and dynamic creative.
• High Engagement: Ads on CTV platforms often have higher completion rates compared to other formats, thanks to the lean-back viewing environment and premium content context.

How do I measure the success of CTV ad campaigns?

Successful CTV campaigns are backed by performance data. Key metrics include:

• Impressions: The number of times your ad is displayed on a CTV screen.
• Viewability: The proportion of impressions where the ad was actually viewable to the audience.
• Completion Rate: The percentage of viewers who watched the entire ad.
• Click-through Rate (CTR): Though less common on CTV, some interactive formats include CTR tracking.
• Conversions: Actions taken after ad exposure, such as app installs, purchases, or website visits.
• Return on Ad Spend (ROAS): Measures the revenue generated relative to ad spend, helping advertisers assess campaign profitability.

How do I get started with CTV advertising?

Launching a CTV advertising campaign begins with selecting the right partners and platforms to ensure reach, scale, and efficiency. Wurl simplifies the process by offering direct access to more than 3,000 streaming channels and services through a single integration. Whether you’re focused on performance marketing, brand awareness, or full-funnel attribution, Wurl’s platform and demand partnerships help maximize your CTV advertising impact.