Insights · Guide
What Is CTV Advertising? A Guide for Growth Brands
CTV advertising delivers TV-quality video on streaming apps and smart TVs, with digital targeting and outcome measurement — now accessible to growth brands, not just national TV budgets.
CTV advertising delivers TV-quality video on streaming apps and smart TVs, with digital targeting and outcome measurement — now accessible to growth brands, not just national TV budgets.
What CTV advertising is
Connected TV (CTV) advertising is video delivered through internet-connected TVs and streaming apps. It pairs the attention of the biggest screen in the home with the targeting, frequency control and measurement of digital.
Why it is growing so fast
Audiences moved from cable to streaming, and budgets have followed. CTV lets growth brands — not just national TV advertisers — run premium video with digital accountability, often at test budgets that were unthinkable for linear TV.
Targeting and measurement
- First-party, household and contextual audiences
- Frequency management across CTV and other video
- Outcome measurement: site visits, conversions and incremental lift
- Brand-safe, premium streaming inventory
How to start
Begin with a measured test in one or two markets, hold it to an outcome, then scale what proves incremental. Treat CTV as performance media with a brand halo — not a branding line item you cannot measure.
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