Connected TV

Connected TV (CTV) is a media channel that delivers television content via internet-connected devices, allowing for on-demand streaming, interactive features, and targeted advertising.

Applicable formats :

• Instream : Video ads that play within streaming content on smart TVs, similar to instream digital video ads.

  • Example: A pre-roll ad before a Hulu show on a smart TV.

• Overlay: Banner or text ads that appear over the content during streaming, typically at the bottom of the screen.

  • Example: A small ad banner at the bottom of the screen while watching Netflix.

• Interactive: Ads that allow users to engage with the content directly through their TV remote or mobile device.

  • Example: An interactive ad that lets viewers use their TV remote to learn more about a product during a commercial break.

• Home screen or Menu ads: Ads shown on the home screen or menu of a streaming app.

  • Example: An ad for a new series on the Netflix home screen.

• Pause ads: Ads shown when a user pauses streaming content.

  • Example: A full-screen ad displayed when you pause a show on a streaming platform.

Applicable targeting strategies : Contextual, Retail, Behavioral, Demographic, Geographic