What Is CTV Advertising?
Connected TV (CTV) advertising places video ads on television sets that stream content over the internet instead of through a cable or satellite box. Viewers reach that content through:
- Smart TVs such as Samsung, LG, Vizio
- Streaming devices such as Roku, Amazon Fire TV, Apple TV, Chromecast
- Gaming consoles such as Xbox and PlayStation
The ads play inside the apps your potential customers already use, including Hulu, Peacock, Pluto TV, Tubi, Paramount+, and YouTube on TV, plus the ad-supported tiers of Netflix, Disney+, and Prime Video.
Call Us Now!What Does a CTV Advertising Agency Do?
Running CTV campaigns takes more than buying ad space. A CTV advertising agency handles the full process, from the first planning call to the final report:
- Strategy and Planning: We define your target audience, campaign goals, and KPIs, then set a budget allocation that matches them.
- Media Buying: We access premium inventory through DSPs, private marketplaces (PMPs), and direct publisher relationships, so your ads land in quality environments.
- Creative Guidance: We produce or adapt video that is built for the living room, with clear branding and a strong call to action.
- Audience Building: We layer first-party, third-party, and contextual data to reach the people most likely to care about what you offer.
- Optimization: We adjust bids, placements, and frequency while the campaign runs, so spend keeps moving toward what performs.
- Brand Safety and Fraud Prevention: We verify inventory quality and screen out spoofed impressions, so your budget goes to real viewers on legitimate placements.
- Attribution and Reporting: We connect TV exposure to web traffic, leads, and revenue, so you can see what the campaign is doing for the business.
- Integration with SEO, PPC, and Paid Social: CTV builds awareness, and awareness tends to lift branded search volume. Because we also run your search and social programs, every channel supports the others.
Why You Need CTV Advertising
CTV combines the impact of TV with the precision of digital, and it’s within reach for businesses that could never afford traditional television.
- Big-Screen Impact: Your message plays on the largest screen in the home with broadcast-quality visuals.
- Digital-Level Targeting: Reach specific audience segments by demographics, interests, and behaviors, so less of your budget is wasted on people who will never buy.
- High Completion Rates: Most CTV ads can’t be skipped, and completion rates can exceed 95%, which means viewers see your full message.
- Reach Beyond Cable: Cord-cutters and cord-nevers are largely invisible to linear TV. CTV gets you in front of them.
- Real-Time Optimization: Performance data comes in during the campaign, so we can refine targeting, creative, and bids without waiting for it to end.
- Measurable Outcomes: Results tie back to actual business goals, such as site visits, leads, and sales, not just impressions.
- Flexible Budgets: Start at a spend level that fits your business and scale as results come in.
- Local Precision: Target down to the ZIP code, which is ideal for service areas, store locations, and regional campaigns.
Our CTV Advertising Process
A good CTV campaign starts well before the first ad runs. Here’s how we take you from the first conversation to measurable results.
1. Discovery Call
We start by learning your business, your customers, and what you want the campaign to accomplish, whether that’s website visits, leads, or sales.
2. Audience and Strategy
We turn those goals into a plan. That means choosing who to reach, where to reach them, and how much to spend, then setting the KPIs we’ll use to judge success.
3. Creative and Setup
We prepare video that is built for the TV screen, with clear branding and a strong call to action. At the same time, we set up audience targeting and tracking, so every campaign is measurable.
4. Launch and Optimization
Once your ads go live, we monitor performance closely. Early data shows us which audiences, placements, and creative are working, and we adjust bids and frequency to put more of your budget behind them.
5. Reporting and Growth
You get clear reports that connect TV exposure to traffic, leads, and revenue. We review the results with you, then use what we’ve learned to refine the next phase and scale what’s working.
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Learn MoreFrequently Asked Questions
What is the difference between CTV and OTT?
OTT, also known as over-the-top, is any streaming content delivered over the internet, on a phone, laptop, tablet, or TV.
CTV is the part of OTT that plays on a television screen, through smart TVs, streaming devices like Roku or Apple TV, or gaming consoles.
All CTV is OTT, but not all OTT is CTV. This matters because CTV ad inventory only runs on the TV screen, which is a very different experience from a phone or laptop. At JH SEO Agency, we help you choose the right placements and build campaigns for the screen your customers are actually watching on.
What is the difference between CTV and traditional TV advertising?
Linear TV ads air on a fixed schedule to whoever happens to tune in, and traditional TV commercials are measured mostly through ratings estimates. Connected TV (CTV) advertising works differently. Its video ads are delivered over the internet, so they can be targeted by audience, location, and interest, and reporting can show ad impressions and what viewers did afterward. So while traditional TV advertising sells time slots, CTV brings the precision of digital advertising to the biggest screen in the home.
Where do CTV ads actually show up?
CTV ads play inside the streaming services your potential customers already watch on their TVs, including Hulu, Peacock, Paramount+, YouTube on TV, and the ad-supported tiers of Netflix, Disney+, and Prime Video. They also run across free, ad-supported streaming platforms. Common ad placements include pre-roll before a show starts and mid-roll during breaks. Standard ad formats run 15 or 30 seconds, and some placements support interactive ad formats, such as QR codes viewers can scan.
Is connected TV advertising worth it?
For many businesses, yes. As streaming TV keeps pulling viewers away from cable, CTV lets you reach them with targeting that broadcast can’t match, so less budget goes to people outside your market. Most ads can’t be skipped, and completion rates can exceed 95%, so viewers see your full message. It also reaches cord-cutters that linear TV misses, and you can start at a budget that fits your business rather than committing to a large ad spend.
Good CTV advertising work starts with very clear goals and the right audience, then tracks results against real outcomes like site visits, leads, and sales. Compared with traditional TV, that measurability is a big part of the value.
How does CTV work with SEO and PPC?
Someone who sees your brand on the TV at home may pick up their phone later and search for it, which can increase branded search volume and clicks on both your organic listings and paid search ads. Ad exposure on the TV screen can also help shape the audiences you use for PPC and paid social follow-up.
How long does it take to see results from a CTV campaign?
Early delivery data, such as completion rates and audience reach, is available within days of launch. Business results take longer. At JH SEO Agency, most of our CTV campaigns need a few weeks to gather enough data to optimize, and the lift in branded search, direct traffic, and conversions typically builds over time as viewers see your message repeatedly.
OTT, also known as over-the-top, is any streaming content delivered over the internet, on a phone, laptop, tablet, or TV.
CTV is the part of OTT that plays on a television screen, through smart TVs, streaming devices like Roku or Apple TV, or gaming consoles.
All CTV is OTT, but not all OTT is CTV. This matters because CTV ad inventory only runs on the TV screen, which is a very different experience from a phone or laptop. At JH SEO Agency, we help you choose the right placements and build campaigns for the screen your customers are actually watching on.
Streaming TV Advertising That Gets Your Brand Seen
Our experienced CTV advertising agency helps you reach the right viewers on the biggest screen in the home. With precise audience targeting and access to premium streaming inventory, our campaigns raise awareness and drive real results, from website visits to leads and sales. So, if you want to stand out as more viewers move from cable to streaming, contact JH SEO today! Our team can help you build and maintain a flexible CTV strategy that adapts as your goals grow.
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