What Is Connected TV Advertising? Everything You Need to Know

Are you looking to expand your reach and help more consumers discover your business online? Want to promote your products and services to members of your target audience while they watch their favorite videos and television shows? Then connected TV advertising can help! But what is connected TV advertising exactly? Keep reading to find out!

More people are switching from cable TV to smart TVs that contain access to many video streaming platforms. As a result, connected TV advertising, or CTV advertising, is becoming more popular than ever.

On this page, we’ll dive into the ins and outs of CTV advertising and answer common questions, including:

So, just keep reading to learn the basics of CTV advertising and how it can help your business grow!

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What is CTV advertising?

So, what is CTV advertising? CTV advertising, or connected TV advertising, is video advertising for TVs that have the ability to connect to the Internet. These are usually called smart TVs.

With CTV advertising, you can promote your brand on popular streaming platforms and services and use audience targeting features to ensure that your advertisements reach the consumers who are most likely to make a purchase.

How does connected TV advertising work?

With connected TV advertising, users will view your promotions when watching video content on their smart or connected TV.

With a TV that connects to the Internet, consumers can watch videos, movies, and TV shows on popular streaming platforms like Hulu, Netflix, YouTube, and more. You can create various advertisements, including video ads, display ads, and much more.

CTV continues to grow in popularity, with new trends appearing each year. So, if you’re looking for an opportunity to promote your products and services to your target audience when they watch their favorite videos, connected TV advertising could be the perfect option for your business.

OTT vs. CTV advertising

When researching CTV ads, you may have also heard the term over-the-top (OTT) advertising. These two terms may seem similar, but there are few key differences between OTT vs. CTV advertising.

OTT advertising refers to ads that display on streaming platforms on any device, including smartphones, tablets, laptops, smart TVs, and more. On the other hand, CTV advertising refers to ads that display on streaming platforms through smart TVs only.

Why use CTV advertising: 3 significant benefits of connected TV advertising

Now that you know the answer to the question, “how does connected TV advertising work” you might be wondering how CTV advertising can help your business grow.

Check out three significant benefits of connected TV advertising below:

Expand your reach by promoting your brand on popular streaming platforms

Expanding your reach is essential if you want more consumers to discover your business online. By promoting your brand with CTV advertising, you can boost your brand awareness and recognition, helping more consumers become familiar with your company.

Plus, CTV advertising enables you to advertise your products on services on some of the most popular streaming platforms with millions of active users. As a result, you can boost your online visibility and get your brand in front of more consumers as they stream online video content.

Use advanced targeting features to reach your target audience

Ensuring that your ads reach the consumers who are most likely to purchase your products and services is essential for driving more sales and revenue for your business.

With CTV advertising, you’ll have access to advanced audience targeting features to help your ads reach the consumers who can provide the most value for your company. For example, with audience targeting, you can target specific users based on their:

  • Location
  • Age
  • Gender
  • Purchase history
  • Interests
  • And more

If you’re looking for an excellent advertising option that helps you reach more members of your target audience, then CTV advertising is the perfect fit for your company.

Track and measure the results of your campaign with ease

With traditional advertising methods, it’s challenging to measure the success of your campaigns. But with CTV advertising, it’s easy to track and analyze your campaign results. You can view essential audience data, like their demographics, as well as campaign metrics, such as your views and impressions.

As a result, you can better understand how your campaign perform and identify any areas that need improvement. That means you can optimize your CTV advertising campaign to continuously drive better results for your company, earning you a higher return on investment (ROI) in the long run.

How to get started with your CTV advertising strategy

CTV advertising can do it all, from increasing your brand awareness to driving more conversions and sales. Are you ready to get started with your CTV advertising strategy? We’ve got you covered.

Check out the steps below to launch a successful CTV advertising campaign for your business:

1. Understand your target audience

Before you can start planning your campaign, it’s essential to first understand your target audience. Since CTV advertising platforms enable you to create targeted ads, you must identify which consumers you want to see your promotions.

You can use marketing tools like Google Analytics to better understand your target audience. For example, with Google Analytics, you can view audience data like their demographics and the type of device they’re using on your website.

You can also analyze previous customer data to learn more about your audience. For example, you might notice that most of your customers are women who live in a specific city or region.

Once you’ve identified your target audience, you can create personalized marketing messages tailored to their wants and needs to encourage more leads and conversions for your company.

2. Choose the best platform

The next step is to choose your connected TV advertising platform. There are a variety of popular platforms to choose from, including:


YouTube is one of the most popular video streaming platforms in the world. With millions of active users, it’s the perfect platform to start advertising your brand. Plus, over 40% of global shoppers purchase products they discovered on YouTube.


Hulu is another popular CTV platform that enables users to watch their favorite shows and movies. This popular platform also has various advertising options to choose from, including pause ads, interactive living room ads, and much more.

Facebook Watch

Facebook Watch enables users to watch a variety of original shows and videos in sports, music, entertainment, and more.

With Facebook Watch, you can create video advertisements that display during users’ videos and throughout their newsfeeds when they scroll through their daily updates.

3. Select your ad type

Connected TV advertising platforms offer several ad types, so you can choose the best format that suits your business and goals. With CTV advertising, you can create:

Display ads

Display ads contain visual elements, like images, along with essential information about your business, like your website link or contact number.

On YouTube, you can create display ads that appear next to the users’ videos. With display ads, consumers can view information about your products and services without interrupting their videos.

Video ads

Video ads can appear before, during, or after a video on a CTV platform and are usually between 15 and 30 seconds long. With video ads, you can create an attention-grabbing promotion that engages your target audience and encourages them to convert into customers.

Pop-up ads

Pop-up ads can appear when users pause a video or at the bottom of the screen while watching a video.

On YouTube, you can create pop-up ads that display at the bottom of a video, so users can view your advertisement without having to stop their video.

Interactive ads

CTV advertising platforms like Hulu enable businesses to create interactive advertisements that engage their audience.

With Hulu’s interactive living room ads, you can create a promotion that users can explore by clicking and scrolling through your ad to explore your products and services.

4. Track and measure your success

The key to any successful CTV advertising campaign is to track your results. Many platforms offer analytics and insights to help you gauge the success of your campaign. You can view important metrics like your views, impressions, and much more.

You’ll also see essential audience behavioral metrics like how many users clicked on your ad to visit your website and whether they made a purchase.

As a result, you can identify areas of your campaign that need improvement so you can make optimizations to continuously drive the best results for your company.

Time to Level Up Your Sales

Our long list of services helps you grow every aspect of your business with marketing strategies that are proven to increase bottom-line metrics like revenue and conversions.

In the past 5 years, we’ve managed more than 12.9 MILLION transactions across our client base.

Drive more sales and revenue with CTV advertising services from WebFX

Are you ready to drive more sales and revenue with CTV advertising? WebFX can help!

WebFX is an industry-leading digital advertising agency that’s helped businesses just like yours drive over $3 billion in revenue. We can help you create, implement, and manage a CTV advertising campaign that suits your company’s needs and enables you to achieve your goals.

Speak with one of our strategists today by calling 888-601-5359, or contact us online to learn more about how our CTV advertising services can help grow your business.