> For the complete documentation index, see [llms.txt](https://support.happydemics.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.happydemics.com/methodology/media-formats-and-targeting-strategies/media-channels-and-formats/connected-tv.md).

# Connected TV

Connected TV (CTV) is a media channel that brings television content to viewers through internet-connected devices, such as smart TVs and streaming boxes. With CTV, you can reach audiences through on-demand streaming, offer interactive features, and deliver highly targeted advertising.

<figure><img src="/files/Nr7RlyvbnvsQ0YgwF7mg" alt=""><figcaption><p>CTV formats</p></figcaption></figure>

**Available formats:**

* **Instream:** Video ads that play within streaming content on smart TVs, much like traditional TV commercials, but with the precision of digital targeting. *Example: A pre-roll ad before a Hulu show on a smart TV.*
* **Overlay:** Banner or text ads that appear over streaming content, usually along the bottom of the screen, providing a subtle way to connect with viewers. *Example: A small ad banner displayed at the bottom of the screen while watching Netflix.*
* **Interactive:** Ads that invite viewers to engage directly using their TV remote or mobile device, making the experience more personal. *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 that appear on the home screen or menu of a streaming app, putting your message front and center for users. *Example: An ad for a new series featured on the Netflix home screen.*
* **Pause ads:** Ads displayed when a user pauses their streaming content, making use of key moments without interrupting the viewing experience. *Example: A full-screen ad that appears when you pause a show on a streaming platform.*

**Platforms:**

For even more precision, you can select the specific platforms for your campaigns, including Netflix, Prime Video, Disney +, Pluto TV, Paramount +, HBO Max and ViX.

**Targeting strategies supported:** Contextual, retail, behavioral, demographic, and geographic