CTV
CTV advertising
CTV (connected TV) is advertising shown in streaming services and apps on internet-connected televisions. The viewer gets the same experience as a TV commercial – full screen, sound and often in the living room with others – but the buying works like digital advertising, with targeting, frequency control and ongoing adjustment. PR360 plans and buys CTV both direct and programmatically.
What is the difference between CTV, OTT and online video?
The terms are often used interchangeably. CTV is about the screen: an ad shown on a television via the internet, for example through a smart TV app or a streaming device. OTT is about delivery: content streamed over the internet that can be watched on TV, computer and mobile. Online video broadly covers video on websites and social media.
The distinction matters, because an ad on a large screen in the living room is usually watched in full, with sound and often by several people – while a video in a mobile feed is quickly scrolled past. CTV impressions therefore cost more than standard online video, but are also more comparable to TV.
Types of CTV inventory
Broadcaster streaming
Ads in TV channels' own apps and streaming services. Professional content and high brand safety.
Ad-supported services
Streaming services with ad-supported tiers or free content funded by advertising.
Apps and FAST channels
Free, ad-supported channels and apps on smart TVs. Often high volume, but with wide variation in quality.
CTV, linear TV or online video?
The choice depends on where your audience watches and what experience the message needs.
| Aspect | CTV | Linear TV | Online video |
|---|---|---|---|
| Screen | Big screen at home | Big screen at home | Mainly mobile and computer |
| Viewing behaviour | Usually watched in full, non-skippable | Commercial break, can be zapped | Often skippable and in a feed |
| Targeting | Household, geography, content and app | Channel, programme and daypart | Individual, interests and context |
| Price per impression | Higher than online video | Bought on contacts rather than impressions | Lowest |
| Interaction | No clicks – possibly a QR code | None | Clicks possible |
Choosing the right format
When does CTV make sense?
CTV is a good choice in several situations, but not a direct replacement for every other channel.
Your audience watches more streaming than linear TV
CTV reaches them on the big screen, where they actually watch.
You already run TV and want to extend reach
CTV can add the viewers that linear TV does not reach.
Read about TV advertisingYou want the TV experience with a local focus
CTV can be targeted geographically, which is difficult with linear TV.
The campaign mainly needs to drive clicks and direct sales
CTV has no clicks. Display, search or social media are more direct.
Read about display advertising
What makes CTV different
TV experience, digital control
Full screen and sound combined with targeting, frequency caps and ongoing optimisation.
High completion rate
CTV ads usually cannot be skipped and are therefore watched to the end more often than online video.
Flexible budget
Campaigns can start at a smaller scale than linear TV and be adjusted along the way.
Shared frequency with video
With programmatic buying, frequency can be managed together with online video and display.
Formats and creative requirements
CTV assets resemble TV assets, but a few details are worth planning for:
Spot length
Typically 15 or 30 seconds. Existing TV spots can often be used directly.
Picture and sound
The ad is seen on a large screen with sound, so quality and resolution must be broadcast grade.
QR code
A QR code can give viewers a next step from the screen – but it must be large enough and shown long enough to be scanned.
Multiple versions
Versions by area or audience are possible, because CTV can be targeted more precisely than linear TV.
Targeting in CTV
CTV usually targets households rather than individuals, because several people watch the same screen.
Geography
From national coverage down to regions or postcodes, depending on the provider.
Content and genre
Ads in specific types of content, such as sport, news, series or children's content – or excluding them.
App and provider
Selecting specific streaming services and apps to ensure quality and context.
Household data
Household-level audience segments, where consent and data allow it.
Daypart
Delivery can be limited to specific dayparts and weekdays.
Frequency
A cap on how many times the same household sees the ad within a period.
How we plan CTV
- 01
Role in the media plan
We clarify whether CTV should stand alone, complement TV or extend a video campaign.
- 02
Inventory and buying
We choose between direct deals and programmatic buying, and prioritise quality inventory over volume.
- 03
Setup
Targeting, frequency caps, geography and brand suitability are agreed before launch.
- 04
Optimisation and evaluation
We monitor delivery and completion and move budget towards the providers and content that perform best.
Measuring CTV
CTV can be measured in more detail than linear TV, but not in the same way as online advertising.
Delivered impressions
Number of impressions by provider, app and content.
Completion rate
The share of impressions where the ad played to the end.
Reach and frequency
Number of unique households and average frequency.
Indirect effects
Visits and searches from households exposed to the ad, measured with consent-based methods where possible.
Keep in mind: CTV is measured at household level and varies between providers. Frequency cannot always be controlled across different platforms, and indirect effects are estimates. We explain what the numbers show – and what they do not.
FAQ
Frequently asked questions
Get advice on CTV advertising
Tell us about your audience and whether you already run TV, and we will assess how CTV can best be used in your media plan.