Connected TV advertising for the living-room, big-screen audience.

Connected TV advertising targets the device layer — smart TVs, Fire TV, Chromecast, any screen a streaming app runs on — rather than a specific content platform, which makes it a different planning dimension from OTT Advertising's platform-and-content focus. A single CTV targeting strategy can reach a household across whichever app they happen to be streaming through at a given moment, which is particularly useful for brands optimising for big-screen, living-room attention specifically rather than any one platform's audience.

The format advantages are real and measurable: CTV ad formats are largely non-skippable, and completion rates run well above mobile or desktop video simply because the viewing context (a shared screen, often during planned viewing time rather than idle scrolling) produces more sustained attention. We plan CTV campaigns around actual household viewing windows — evening prime time, weekend binge sessions — and sequence that big-screen exposure with mobile and desktop retargeting to build a complete cross-device journey rather than an isolated CTV buy.

Brands new to CTV often run it as an isolated channel with its own standalone creative and measurement, disconnected from the rest of the media plan, which wastes the format's biggest structural advantage: the ability to build a genuine cross-device sequence, where a big-screen household moment primes awareness and a subsequent mobile or desktop touchpoint captures the actual conversion. A CTV ad alone rarely drives an immediate direct response, since viewers are not reaching for a remote to complete a purchase mid-show — its real value shows up in lifted performance on the channels that follow it, which only becomes visible if CTV exposure and downstream conversion are measured together rather than in separate silos. We also see household-level targeting applied loosely, treating CTV reach the same as individual-level mobile targeting, when CTV inherently reaches a household (often multiple people), which changes both frequency-capping logic and how a campaign's real reach should be calculated and reported.

CTV delivers the most value as part of a cross-device strategy with mobile and desktop retargeting already in place — running it in isolation, with no existing performance channel to sequence into, captures only the awareness half of its value. We recommend having Search, Meta or another conversion-tracked channel already active before adding CTV, so the awareness-to-conversion sequence can actually be measured and optimised.