How Connected TV (CTV) Is Transforming Programmatic Advertising
The way we consume TV has evolved—and so has the way we advertise. Enter Connected TV (CTV), a game-changer that merges the best of traditional television with the precision of digital advertising.
What Is Connected TV?
Connected TV refers to any TV that can stream content over the internet—think smart TVs, Roku, Amazon Fire Stick, and gaming consoles. Unlike linear TV, CTV allows advertisers to target viewers with laser precision using programmatic technology.
That means instead of paying for broad demographics (like age 18-49), you’re serving ads to exactly who you want, whether it’s coffee lovers in Atlanta or fitness enthusiasts in Austin.
For a deeper dive into CTV, check out this guide from IAB.
Why Marketers Love CTV
CTV is rising fast for good reason:
Massive Reach: More viewers are cutting the cord every year. In the U.S. alone, 87% of households now have at least one connected TV device.
Engaged Audiences: Viewers are choosing what they watch, when they watch it—leading to higher engagement.
Precision Targeting: Programmatic CTV allows targeting based on behavior, interests, location, and even device type.
Want to see the latest CTV stats? Here’s an updated report from eMarketer.
How Programmatic Enhances CTV Campaigns
Programmatic advertising takes CTV to the next level. Using dynamic ad insertion and real-time bidding (RTB), ads can be served in the most relevant moments. Plus, with cross-device targeting, a viewer might see your ad on Hulu today and get a follow-up offer on their phone tomorrow.
Explore how programmatic and CTV work together in this article by Digiday.
Tips for Creating Effective CTV Ads
If you're planning a CTV campaign, keep these best practices in mind:
Keep It Short: Aim for 15- to 30-second spots—viewers expect concise messaging.
Make Branding Obvious: Ensure your brand is front and center within the first few seconds.
Use a Clear Call-to-Action (CTA): Whether it's visiting your site or scanning a QR code, guide your audience on the next step.
Check out creative examples on Think with Google.
The Future of CTV Advertising
As streaming continues to dominate, CTV will play an even bigger role in marketing strategies. Its blend of scale, precision, and measurable outcomes makes it one of the smartest investments for advertisers today.
Looking to level up your programmatic campaigns with CTV? Download The Programmatic Playbook for expert tips and actionable strategies.
