Connected TV Advertising

What is a connected TV?

A connected TV (CTV) is a television that—surprise, surprise—connects to the internet. Unlike traditional TV (linear TV), CTV includes Smart TVs, Apple TVs, devices like Tivo and Roku, and gaming consoles like XBox and PlayStation. Basically, devices where online ads are streamed. 

How is linear TV ad buying different from connected TV ad buying? 

Linear TV ad buys are determined by a brand listing out their “desired audience” by age, gender, HHI, and other criteria, and then comparing the desired audience to demographic one-sheeters for each channel (example here). The demographic profile and tune-in ratings of each channel or network determines the channels on which the brand wants to serve ads. 

With CTV, targeting is based on specific audiences, not channels. For example, if Audi wanted to target people who have a HHI > $100k who also have a family, they can target specific aggregations of audiences that are composed of those users. This allows companies to target users regardless of what channels or networks they watch or what time of day they watch their programs. 

Simply put, traditional TV targets channels the brand thinks their demographic may watch, while CTV targets the users themselves across the channels they are watching.

How does video advertising work on connected TV?

CTV is a conduit for “over-the-top” (OTT) video content. OTT content is content that is delivered via the internet without multi-system operator (MSO) involvement. Many of the OTT content providers mimic the services of a traditional media service, but do so over the internet—and usually for free or at a much lower cost. 

Advertising purchased from on an OTT content platform is basically a real-time programmatic buy—similar to how real-time display ad buying works, but within a streaming content platform opposed to publisher web pages. 

What are traditional KPIs for connected TV advertising campaigns?

CTV campaigns generally tend to have goals aligned with video completion rate. However, Adentro has the ability to report back on Walk-Throughs (i.e. users who were served an ad and responded by actually going to a physical location) or online conversions derived from CTV impressions. 

Why use connected TV advertising with Adentro?

Adentro approaches CTV in a unique way. For physical brick-and-mortar stores, Adentro can track users who actually visit your location in response to being served a CTV ad. We are thus able to report highly accurate ROAS or cost per Walk-Through on your connected TV advertising campaign.

For ecommerce, Adentro can track website visits that result from the CTV ads as well as track conversions that happened online. Our reporting can therefore cover CPV (cost per visit to the site) and ROAS.


General Marketing News and Events Retail