CTV Advertising

• CTV means advertising through connected devices (smart TVs, streaming devices).

• Offers granular tracking and data-driven measurement, unlike traditional TV.

• Enables single campaign setup across multiple platforms, non-skippable ads, and boosts other channel performance.

Strategy & Planning

• Set clear goals: brand awareness, conversions, engagement, ROAS, or reach.

• Define your audience broadly first, then narrow based on response.

• Use both prospecting (new leads) and retargeting (convert interested users) together.

• Establish a budget; this allows faster testing, but smaller budgets work with patience.

Creative and Technical Requirements

• Tell a memorable story and keep branding consistent.

• Use simple messaging with a clear call to action.

• Experiment with creative variety and formats.

• Technical specs: 16:9 aspect, 1920x1080, >15Mbps bitrate, .mp4/.mov, 15 or 30 seconds.

Campaign Launch & Optimisation

• Select platforms (e.g., Prime video, Netflix, Disney+, Paramount+ and Roku, Fire TV) that fit your audience.

• Monitor delivery, frequency, and performance in real time.

• Choose pricing models: cost per impression or per completed view.

• Continuously optimise using A/B testing and performance metrics.

Measuring Success

• Track ROAS, site visits, clickthrough rate, completion rate, conversion rate, brand lift, and cost per view.

• Incrementally: measure unique gains from adding CTV to your media mix.

• Use robust dashboards and analytic tools through CTV platforms.

Glossary and Checklist

• Includes definitions for 30+ CTV/marketing terms.

• Offers checklists for strategy, creative, launch, and measurement steps.