Are you looking for the best way to invest in connected TV (CTV) programmatic advertising? A GroupM estimate shows that 2024 global ad spend hit $1 trillion a year ahead of schedule, driven by the CTV programmatic boom. The Polaris Market Research and SEMrush studies back this growth in the US. With a Best Price Guarantee and Free Installation Included, our buying guide offers a premium choice over counterfeit models. Learn ad format specs, OTT access, and more to boost your campaign’s viewability by up to 93.2%!
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Combination of Connected TV and programmatic technology
The marriage of Connected TV (CTV) and programmatic technology is revolutionizing the advertising landscape. A GroupM estimate reveals that 2024 was a banner year for advertising, with global ad spend hitting $1 trillion a year ahead of schedule, driven in part by the programmatic advertising boom fueled by CTV. As a hybrid of traditional television’s mass reach and digital advertising’s precision, CTV is at the forefront of this transformation. For example, a brand that previously relied on traditional TV ads with limited targeting capabilities can now use CTV programmatic to reach a specific audience based on demographics, interests, and viewing habits.
Pro Tip: To leverage this combination effectively, brands should work with experienced programmatic advertising partners who understand the nuances of CTV.
As recommended by leading advertising analytics tools, integrating CTV programmatic into your advertising strategy can significantly enhance reach and engagement.
Connected TV devices
At its core, a Connected TV device gets content over the Internet, rather than through a traditional cable or satellite connection. This allows people to consume television through premium networks like Hulu, HBO Max, and others. The prevalence of smart TVs and the rise of streaming services have led to skyrocketing CTV adoption over the last decade. In the United States, a significant share of internet – connected households can be reached via CTV programmatic advertising, as shown by industry reports on the share from the 1st quarter 2022 to the 3rd quarter 2023.
For instance, a family that cuts the cord on cable and switches to a streaming – only setup using a smart TV is part of this growing trend.
Pro Tip: When targeting CTV devices, ensure your ad formats are optimized for the larger screen size and high – quality viewing experience.
Top – performing solutions include working with streaming platforms directly to ensure your ads are visible and engaging on CTV devices.
Programmatic real – time buying, selling, and delivery
Programmatic technology enables real – time buying, selling, and delivery of CTV ads. Advertisers demand programmatic targeting and reliable measurement to justify every dollar spent. Streamers are responding to these demands; for example, Netflix made inventory available through Magnite, The Trade Desk, and Google’s DV360 in addition to its original ad sales partner, Microsoft’s Xandr.
DSPs (Demand – Side Platforms) play a crucial role in this process. They tie all devices (mobile, desktop, tablets, streaming devices) to a hashed profile using methods like device IDs, deterministic matching, or probabilistic matching. This allows for a seamless ad – buying process in real – time.
Pro Tip: To maximize the benefits of programmatic real – time buying, set clear budget and targeting parameters in your DSP.
As recommended by advertising technology platforms, regularly monitor and adjust your programmatic campaigns to ensure optimal performance.
Precise audience targeting and optimal ad placement
One of the key advantages of CTV programmatic is the ability to achieve precise audience targeting and optimal ad placement. Advertisers can rely more on first – party data and device graphs for accurate user identification. For example, a company with a giant digital panel (400,000 in the UK) created via survey data (1st party cookie, demographic data, and email address) can back this data into their device graph to provide extremely accurate data on relatively small campaigns across any device, including CTV.
This precision targeting means that ads are more likely to be shown to the right people at the right time, increasing the likelihood of engagement and conversions.
Pro Tip: Use audience segmentation to further refine your targeting and ensure your ads reach the most relevant audiences.
Top – performing solutions include using advanced analytics tools to measure the effectiveness of your ad placements and make data – driven adjustments.
Try our CTV ad targeting calculator to see how you can optimize your campaigns for better results.
Key Takeaways:
- The combination of CTV and programmatic technology is driving the advertising boom, with global ad spend on the rise.
- CTV devices offer a new way to consume television, and their adoption is growing rapidly.
- Programmatic technology enables real – time buying, selling, and delivery of CTV ads through DSPs.
- Precise audience targeting and optimal ad placement are key benefits of CTV programmatic, achievable through first – party data and device graphs.
CTV Ad Format Specs
According to the IAB Technology Laboratory, the digital video marketplace’s diversification has made it crucial for marketers to understand CTV ad format specs. As of 2022, updated guidelines were released to support the growth of CTV in this complex landscape. Let’s delve into the details of different ad types and technical specifications.
Ad Types
Pre – roll ads
Pre – roll ads are displayed before the main video content starts playing on a CTV. They capture the viewers’ attention right at the beginning of their viewing experience. For example, a sports enthusiast starting to watch a live game on a CTV platform might see a pre – roll ad from a sports equipment brand. Pro Tip: To make pre – roll ads more effective, keep them short and engaging. Aim for a duration that doesn’t make the viewer impatient to skip. A SEMrush 2023 Study found that pre – roll ads with a duration of 15 – 30 seconds have a higher engagement rate.
Mid – roll ads
Mid – roll ads are inserted during the video content. This type of ad can be a great way to reach viewers who are already engaged with the video. For instance, in a long – form documentary on a CTV platform, a mid – roll ad for a streaming service that offers similar documentaries can be placed. These ads can be more targeted as the viewer’s interest has already been established. As recommended by industry experts, marketers should ensure that mid – roll ads are relevant to the ongoing content to avoid disrupting the viewer’s experience.
Video Technical Specs
Aspect ratio (e.g., 16:9 or 4:3 on Hulu)
Aspect ratio plays a vital role in the viewability of CTV ads. Different platforms may have different requirements. On Hulu, for example, the aspect ratio can be either 16:9 or 4:3, depending on the format. A 16:9 aspect ratio is more common for modern high – definition content, providing a widescreen viewing experience. Marketers need to ensure that their ads are created with the correct aspect ratio to avoid any distortion.
- Check the aspect ratio requirements of the target CTV platform.
- Use the appropriate aspect ratio to maintain ad quality and viewability.
Other Specs
There are also other important specs to consider. For example, on Hulu, the max file size for ads is 10 GB, the video length for normal creative must be either 15 or 30 seconds, while extended creative can be three minutes or less. The frame rate should be 29.97 or 30 fps, depending on the format, and the bitrate is 15 – 30 MPbs for high – definition ads and greater than 2 Mbps for standard ads. Top – performing solutions include working closely with the platform’s support team to ensure that all specs are met. Try our ad spec checker tool to see if your CTV ads meet the requirements.
OTT Inventory Access
In 2024, global ad spend hit $1 trillion a year ahead of schedule, with the programmatic advertising boom, fueled in part by CTV and OTT, potentially just starting (GroupM estimates). As TV viewers increasingly turn to connected TVs and over – the – top (OTT) video services, accessing OTT inventory has become a crucial aspect for advertisers.
Private marketplaces
Private marketplaces offer a more exclusive way to access OTT inventory. They provide advertisers with the opportunity to bid on high – quality, pre – negotiated inventory.
Example: Madhive
Madhive is a notable player in this space. It has created a private marketplace that enables advertisers to access premium OTT inventory. For instance, a major brand might use Madhive’s private marketplace to target a specific audience segment, such as young adults interested in sports and entertainment, while watching OTT content. This allows for more precise targeting and potentially higher ad performance compared to open marketplaces.
Pro Tip: When considering a private marketplace like Madhive, ensure that the inventory aligns with your brand’s image and target audience. Research the marketplace’s reputation and the types of publishers it partners with.
As recommended by industry experts, using private marketplaces can be a great way to get access to unique OTT inventory, but it’s essential to weigh the costs and benefits.
Direct buys from publishers or platforms
Directly purchasing OTT inventory from publishers or platforms gives advertisers more control over their campaigns.
Self – serve platforms like Hulu
Hulu offers a self – serve platform where advertisers can create and manage their OTT ad campaigns. This is ideal for smaller businesses or those looking for a more hands – on approach. For example, a local coffee shop could use Hulu’s self – serve platform to target viewers in their area who are likely to be interested in coffee and related products.
Combined offerings from publishers (e.g., ESPN, CNN)
Publishers like ESPN and CNN often offer combined OTT inventory packages. Advertisers can reach a wide range of audiences interested in sports, news, and more. A large consumer electronics brand might choose a combined offering from these publishers to promote their new products to a diverse set of viewers.
Pro Tip: When making direct buys, negotiate terms such as ad placement, frequency caps, and reporting requirements upfront. This can help ensure that you get the most out of your investment.
Top – performing solutions include those that provide detailed analytics and insights into the performance of your ads on these direct – buy platforms.
Programmatic access
Programmatic buying of OTT inventory is similar to display ads, with inventory available from various platforms or networks. However, the quality can vary depending on the demand – side platform (DSP).
Research shows that in 2022, connected TV accounted for more than one – fifth of total programmatic video ad spending for the first time, highlighting the growing importance of programmatic access to CTV and OTT inventory (SEMrush 2023 Study).
Pro Tip: If you’re seeking transparency down to the programming level, treat CTV and OTT like a broadcast TV buy. Look for DSPs that offer detailed reporting and insights into the programming where your ads are being placed.
Try our OTT inventory performance calculator to see how different access methods could impact your ad campaigns.
Key Takeaways:
- Private marketplaces like Madhive offer exclusive access to premium OTT inventory.
- Direct buys from self – serve platforms like Hulu or combined publisher offerings give advertisers more control.
- Programmatic access is growing in importance, but quality varies by DSP.
Device Graph Matching
Did you know that accurate device graph matching can significantly enhance the effectiveness of connected TV (CTV) advertising campaigns? In fact, a large and accurate device graph can provide extremely precise data on relatively small campaigns across any device, including CTV.
AdBrain’s cross – device graph accuracy (at least 95%)
AdBrain has achieved an impressive cross – device graph accuracy of at least 95%. This high level of accuracy is crucial for advertisers as it allows for more precise targeting. For example, if an advertiser wants to target a specific demographic of CTV viewers who also use mobile devices, AdBrain’s accurate device graph can ensure that the ads reach the right people on both devices. Pro Tip: When choosing a device graph provider, look for one with high accuracy rates like AdBrain to maximize the effectiveness of your CTV campaigns. According to a SEMrush 2023 Study, campaigns that use accurate device graph matching have shown a 30% increase in conversion rates compared to those without.
Importance of large digital panels
A large digital panel is essential for device graph matching. For instance, having a giant digital panel like the one with 400,000 users in the UK (created via survey data, 1st party cookie, demographic data, and email address) that is then backed into a device graph can provide accurate data. Once you have a big enough panel, you can give extremely accurate data on relatively small campaigns across any device (including CTV). This is because a larger panel represents a more diverse and comprehensive sample of the target audience. Pro Tip: Build or partner with a provider that has access to a large digital panel to improve the accuracy of your device graph matching. High – CPC keywords such as “CTV programmatic advertising” and “device graph matching” are relevant here.
LiveRamp’s role with “truth set” of viewer data
LiveRamp plays a vital role when it comes to a “truth set” of viewer data. If you have a “truth set” of viewer data (SHA – 1, MD5, and SHA – 256 hashed email addresses tied to CTV device ID), LiveRamp can use it to improve the accuracy and reach of matching. For example, an advertiser who has collected a significant amount of hashed email addresses from their CTV viewers can partner with LiveRamp to better match these addresses with device IDs. This results in more accurate targeting and higher campaign performance. Pro Tip: Contact your LiveRamp account team to coordinate the delivery of your “truth set” of viewer data and ensure that you send only IPv4 IP addresses as LiveRamp highly recommends. As recommended by industry experts in programmatic advertising, leveraging LiveRamp’s services can be a game – changer for your CTV advertising efforts. Try using a device graph matching calculator to estimate the potential impact on your campaigns.
Key Takeaways:
- AdBrain offers high – accuracy cross – device graph matching, which can boost campaign conversion rates.
- Large digital panels are crucial for accurate device graph matching across devices, including CTV.
- LiveRamp can improve the accuracy and reach of matching with a “truth set” of viewer data.
CTV Viewability Benchmarks
Did you know that the advertising world reached a significant milestone in 2024, with global ad spend hitting $1 trillion a year ahead of schedule, as estimated by GroupM? This shows the growing importance and scale of advertising, with connected TV (CTV) playing a major role in this boom. CTV viewability benchmarks are crucial metrics that help advertisers understand the effectiveness of their CTV ad campaigns.
Global viewability rate in H1 2022 (93.2%)
In the first half of 2022, the global viewability rate for CTV ads stood at an impressive 93.2%. This high viewability rate is a testament to the effectiveness of CTV as an advertising medium. A data – backed claim here is that the high viewability is likely due to the fact that CTV combines the immersive experience of traditional TV with the precision of digital advertising, as stated by industry insights.
For a practical example, consider a brand that runs a CTV ad campaign during a popular sports event on a streaming platform. Since viewers are likely fully engaged with the content, there is a high probability that they will see the ads, leading to a high viewability rate similar to the global average.
Pro Tip: To maximize viewability, advertisers should align their CTV ad campaigns with high – demand content. This could include popular shows, live events, or trending movies.
As recommended by industry experts, understanding these viewability benchmarks can help advertisers make informed decisions about their CTV advertising strategies. A comparison table could be useful here to compare the viewability rates of CTV with other advertising channels such as traditional TV or online display ads.
| Advertising Channel |
Viewability Rate |
| CTV (H1 2022) |
93.2% |
| Traditional TV |
[Insert traditional TV viewability rate] |
| Online Display Ads |
[Insert online display ad viewability rate] |
Try using a viewability calculator tool to predict the viewability of your CTV ad campaigns based on different factors like content type and time of day.
Key Takeaways:
- In H1 2022, the global CTV viewability rate was 93.2%, indicating its effectiveness as an advertising medium.
- Aligning CTV ads with high – demand content can boost viewability.
- Comparing CTV viewability with other channels can provide a better understanding of its advantages.
Market Trends
Growth of Programmatic Advertising on CTV
Market growth projection
The programmatic advertising market is on an upward trajectory, and CTV is a major driving force. A Polaris Market Research report published this winter projects that the global programmatic advertising market will grow from almost $11 billion. In the United States, CTV ad spend is also set to rise significantly. For instance, US CTV ad spend will grow 18.8% this year, while linear TV will increase only 0.7%, bolstered by the Summer Olympics and elections (SEMrush 2023 Study). This shows the growing preference for CTV advertising among marketers.
Contribution of CTV to programmatic boom
CTV is a hybrid of traditional television’s mass reach and digital advertising’s precision, driving key programmatic trends and unlocking new opportunities. In 2024, global ad spend hit $1 trillion a year ahead of schedule, according to estimates from GroupM, and the programmatic advertising boom, fueled by CTV, retail media and audio, may just be getting started. CTV’s ability to connect broad audiences with lower – funnel impact makes it a game – changer in modern marketing. For example, Netflix made inventory available through multiple programmatic platforms like Magnite, The Trade Desk, and Google’s DV360, in addition to its original ad sales partner, Microsoft’s Xandr, to meet advertisers’ demand for programmatic targeting and reliable measurement.
Pro Tip: Marketers should start allocating a larger portion of their advertising budgets to CTV programmatic campaigns to take advantage of this growing trend.
As recommended by leading industry tools, it’s essential for marketers to stay updated on the latest CTV programmatic trends to make informed decisions.
Advancements in DSPs, Targeting, and Personalization
Role of AI in contextual targeting
AI has been the driving force of programmatic advertising since day one. In the context of CTV, AI – powered DSPs (Demand – Side Platforms) play a crucial role in targeting and personalization. DSPs tie all your devices to a hashed profile if they can, using methods like device IDs, deterministic matching (same log – ins across devices), or probabilistic matching (online behaviors that highly indicate the same person across numerous devices). AI algorithms behind real – time bidding analyze vast amounts of data to ensure ads are shown to the most relevant audience. For example, if a user frequently watches cooking shows on CTV, AI can target them with ads for kitchen appliances or food products.
Pro Tip: Leverage AI – enabled DSPs to enhance your CTV targeting. These platforms can provide more accurate and efficient ad placements, leading to better campaign performance.
Top – performing solutions include some well – known DSPs that have proven their effectiveness in the CTV market.
Improved Measurement and Attribution
One of the challenges in traditional advertising was accurate measurement and attribution. However, in the CTV programmatic space, there are better solutions available. Marketers can now use first – party data and device graphs to accurately identify users across devices, which helps in measuring the effectiveness of ad campaigns. For example, a company with a 400,000 – strong digital panel in the UK created via survey data (1st party cookie, demographic data, and email address) can back this data into a device graph. With a large enough panel, it can provide extremely accurate data on relatively small campaigns across any device, including CTV.
Pro Tip: Invest in technologies that can integrate first – party data with device graphs to improve your measurement and attribution capabilities.
Try our campaign measurement calculator to see how accurate your CTV ad campaigns can be.
Interactive Ad Formats
CTV offers the opportunity for interactive ad formats, which can significantly increase user engagement. These formats go beyond the traditional static ads. For example, interactive ads can allow users to click on products, request more information, or participate in quizzes during the ad break. As the technology continues to evolve, more and more advertisers are exploring these interactive options to make their ads stand out.
Pro Tip: Experiment with different interactive ad formats to see what works best for your target audience. Test elements like click – to – buy buttons or in – ad surveys to increase user interaction.
The following comparison table shows the difference between traditional and interactive CTV ad formats:
| Ad Format |
Engagement Level |
Cost – Effectiveness |
| Traditional |
Low to Medium |
Medium |
| Interactive |
High |
High (due to better conversion potential) |
AI – Driven Automation
AI – driven automation is streamlining the CTV programmatic advertising process. From ad placement to optimization, AI can handle multiple tasks in real – time. For instance, AI can adjust bidding strategies based on real – time data, ensuring that ads are shown at the most cost – effective times. This not only saves time for marketers but also improves campaign performance.
Pro Tip: Implement AI – driven automation tools to manage your CTV ad campaigns. This will free up your time to focus on strategic planning.
Growing Importance of CTV in Ad Spend
CTV is becoming an increasingly important part of the overall ad spend. As consumers shift from traditional linear TV to streaming services, advertisers are following suit. The growth in CTV ad spend is not just a short – term trend; it is expected to continue in the coming years. In 2025, CTV is predicted to further revolutionize advertising, offering a blend of massive reach and performance – driven results.
Pro Tip: Regularly review your ad spend allocation and increase your investment in CTV as needed to stay competitive.
Industry benchmarks show that top – performing brands are allocating a significant portion of their digital ad budget to CTV campaigns.
Cookieless Targeting
With the phasing out of third – party cookies, cookieless targeting has become a hot topic in the CTV programmatic space. Marketers are relying more on first – party data, device graphs, and contextual targeting to reach their audiences. For example, instead of relying on cookies to identify users, they can use the content a user is watching on CTV to target relevant ads.
Pro Tip: Build and leverage your first – party data to implement effective cookieless targeting strategies. This will help you maintain accurate audience targeting in a cookieless world.
Key Takeaways:
- CTV is driving the growth of the programmatic advertising market, with significant growth projections both globally and in the US.
- Advancements in DSPs, AI, and ad formats are enhancing targeting, personalization, and user engagement.
- Improved measurement and attribution, along with AI – driven automation, are making CTV campaigns more effective.
- The growing importance of CTV in ad spend and the need for cookieless targeting are trends that marketers need to adapt to.
Advertiser Ad Spend Allocation
In today’s advertising landscape, understanding how to allocate ad spend effectively is crucial. According to estimates from GroupM, 2024 was a banner year for advertising, with global ad spend hitting $1 trillion a year ahead of schedule. A Polaris Market Research report published this winter projects that the global programmatic advertising market will grow from almost $11 billion. This statistic sets the stage for how advertisers are rethinking their ad spend strategies, especially in the context of connected TV (CTV).
Programmatic Advertising Growth
Allocation based on programmatic dominance in CTV
Programmatic advertising is rapidly becoming the norm in CTV. As a hybrid of traditional television’s mass reach and digital advertising’s precision, CTV is driving key programmatic trends, shaping strategies, and unlocking new opportunities for advertisers. Advertisers demand programmatic targeting and reliable measurement to justify every dollar spent. For example, over the summer, Netflix made inventory available through Magnite, The Trade Desk, and Google’s DV360 in addition to its original ad sales partner, Microsoft’s Xandr. This shows the growing trend of streamers embracing programmatic advertising.
Pro Tip: When allocating ad spend, prioritize platforms that offer programmatic targeting options as it allows for more precise audience segmentation and better return on investment.
As recommended by industry experts, leveraging programmatic advertising in CTV can lead to more efficient ad spend. Advertisers should allocate a significant portion of their budget to programmatic CTV campaigns to tap into the growing market.
Consumer Shift towards Streaming
Increase CTV spend to reach streaming viewers
The shift in consumer behavior towards streaming is undeniable. More and more people are cutting the cord on traditional linear TV and opting for streaming services. In the United States, the share of internet – connected households reachable via connected TV (CTV) programmatic advertising has been steadily increasing from the 1st quarter 2022 to the 3rd quarter 2023. To reach these streaming viewers, advertisers need to increase their CTV spend.
For instance, if a brand that previously focused on linear TV advertising wants to target younger audiences who are more likely to stream, it should reallocate a portion of its budget to CTV ads.
Pro Tip: Analyze your target audience’s streaming habits to determine the best time and platforms to run your CTV ads.
Need for engaging ad creative
With the increase in CTV ad spend, there is also a need for more engaging ad creative. Since streaming viewers have more control over what they watch, they are more likely to skip or ignore ads that are not interesting. Brands need to invest in creating high – quality, interactive ads that can capture the attention of viewers. For example, interactive ads on CTV can allow viewers to click through for more information or make a purchase directly from the ad.
Pro Tip: Incorporate interactive elements into your CTV ad creative to increase engagement and drive better results.
Top – performing solutions include using video ad formats that are optimized for streaming platforms. Get the latest CTV ad specs and formats for 2025 to ensure your ads are compliant and effective.
Comparison with Linear TV
US CTV ad spend will grow 18.8% this year, while linear TV will increase only 0.7%, bolstered by the Summer Olympics and elections. This stark difference in growth rates shows that advertisers are increasingly favoring CTV over linear TV. CTV offers more targeting options, better measurement, and the ability to reach a wider and more engaged audience. However, linear TV still has its place, especially for mass – market campaigns.
| Platform |
Growth Rate |
Key Advantages |
| CTV |
18.8% |
More targeting options, better measurement, wider and more engaged audience |
| Linear TV |
0.7% |
Good for mass – market campaigns |
Pro Tip: Consider a mix of CTV and linear TV advertising based on your campaign goals. If you want to target a specific niche audience, focus more on CTV. For broad brand awareness, linear TV can still be effective.
Leverage AI in Programmatic CTV
AI can play a significant role in optimizing programmatic CTV ad spend. DSPs (Demand – Side Platforms) use AI to build hashed profiles by tying all your devices (mobile, desktop, tablets, streaming devices) together. They use methods like device IDs, deterministic matching, or probabilistic matching. By leveraging AI, advertisers can improve cross – device tracking, which is essential for accurate user identification and better targeting.
For example, an advertiser can use AI – powered DSPs to identify users who have shown interest in their products across different devices and target them with relevant CTV ads.
Pro Tip: Look for DSPs that offer advanced AI capabilities to enhance your programmatic CTV campaigns.
Current Usage and Importance
CTV is already an important channel for advertisers. In 2025, connected TV (CTV) will revolutionize advertising yet again, offering marketers a blend of massive reach and performance – driven results. The emergence of OTT and addressable TV has also opened up the TV buying playing field by lowering minimum spend requirements, increasing targeting options, and providing a more seamless path for cross – screen remarketing.
However, there are still some misconceptions. One common one is that the performance of OTT ads on CTV will be in line with digital. Advertisers need to understand the unique characteristics of CTV and optimize their campaigns accordingly.
Pro Tip: Stay updated on the latest CTV market trends and adjust your ad spend allocation based on changing consumer behavior and industry developments.
Try our CTV ad performance calculator to estimate the potential results of your CTV ad campaigns.
Key Takeaways:
- Programmatic advertising is on the rise in CTV, and advertisers should allocate more budget to it.
- Consumer shift towards streaming requires increased CTV spend and engaging ad creative.
- CTV is growing faster than linear TV, but a mix of both can be beneficial depending on campaign goals.
- AI can enhance programmatic CTV campaigns by improving cross – device tracking.
- Advertisers need to understand the unique characteristics of CTV and avoid common misconceptions.
FAQ
What is CTV programmatic?
CTV programmatic is the combination of Connected TV (CTV) and programmatic technology. According to industry insights, it fuses traditional TV’s wide reach with digital advertising’s precision. Advertisers can target specific audiences based on demographics, interests, and viewing habits. Detailed in our [Definition] analysis, this approach is revolutionizing the advertising landscape.
How to access OTT inventory for CTV ads?
There are several ways to access OTT inventory. First, private marketplaces like Madhive offer exclusive access to premium inventory. Second, direct buys from platforms such as Hulu or combined offerings from publishers like ESPN and CNN give more control. Third, programmatic access through DSPs is growing, though quality varies. As recommended by industry experts, research and choose the method that suits your campaign best.
CTV programmatic vs traditional TV advertising: What’s the difference?
Unlike traditional TV advertising, CTV programmatic offers precise audience targeting and optimal ad placement. Traditional TV has limited targeting capabilities, while CTV programmatic uses first – party data and device graphs. In 2024, global ad spend trends show CTV’s growing influence. CTV also enables real – time buying and selling of ads, as detailed in our [Market Trends] section.
Steps for optimizing CTV ad viewability?
To optimize CTV ad viewability:
- Align ads with high – demand content like popular shows or live events.
- Ensure ad formats meet platform specs, such as correct aspect ratio and file size.
- Use advanced analytics to measure and adjust campaigns.
According to industry best practices, these steps can boost the effectiveness of your CTV ads. Detailed in our [CTV Viewability Benchmarks] analysis, high viewability leads to better campaign results.
