You’re likely very familiar with connected TV (CTV), content streamed over the internet on the TV screen. With today’s audiences leaning into streaming, and with most streaming happening on the TV screen, connected TV is now a core part of how people watch television.
In fact, CTV represents more than a third of total TV viewing,1 so there’s no better time to learn how to advertise on CTV. As streaming grows, CTV advertising gives businesses a powerful way to reach audiences on the biggest screen in the home, even when those audiences are not watching traditional TV.
If you’ve been wondering, “How do I advertise on CTV?” here’s a brief overview to get you started.
How Does Connected TV Work?
Advertising on CTV follows many of the same foundational steps as traditional TV advertising. Understanding these steps helps businesses plan campaigns that are effective, efficient, and aligned with their goals.
Follow the outline below to plan and launch your successful CTV advertising campaign.
1. Define Your Target Audience
Success in CTV advertising starts with knowing who you want to reach. The more detailed the description, the better. You can define audiences using a combination of geography, household characteristics, viewing trends, and interests. This allows you to move beyond broad demographics and deliver ads to households that are more likely to be in the market for your products or services.
2. Decide Your Budget
Connected TV advertising costs vary based on targeting, market size, ad length, and demand, but CTV advertisers typically pay based on impressions delivered to their desired audience.
3. Produce Your CTV Ad
CTV ads typically look like traditional TV commercials, most commonly 15- or 30-second video spots, but they are served in streaming environments with fewer ad breaks. This means each ad often receives more focused attention.
Make the most of the opportunity by delivering a clear message with strong visuals and a compelling call to action. Keep in mind that connected TV advertising allows you to do more than linear TV commercials because viewers may be able to interact with your ad or even take immediate action through their TV. If concepting and producing video is outside your comfort zone, many advertising partners offer creative services.
4. Purchase the CTV Advertising Space
CTV buying focuses on reaching defined audiences across streaming content, regardless of the exact program those audiences are tuned into. There are two main ways to buy that access:
- Use a full-service agency that will handle everything for you.
- Use a platform that facilitates doing it on your own.
With a fully managed approach, your campaigns are put together by experts in marketing strategy, audience identification, inventory access, optimization, and reporting.
The DIY method can use a variety of self-serve platforms that may be more budget friendly. These tools empower advertisers to secure placements in high-quality TV environments using automated software. You make selections such as target demographics, campaign objectives, and budget, and the software does the rest.
5. Analyze Your Results
Measuring metrics is one of the most important aspects of CTV advertising. In addition to impressions and reach, CTV campaigns can be evaluated using digital-style outcomes such as website visits, app downloads, and conversions.
With the right reporting and attribution tools, you can connect CTV ad exposure to real consumer actions to understand what’s working and optimize future campaigns.
How CTV Advertising Fits Into Today’s Marketing Mix
With the right strategy and support, CTV can play a central role in modern TV advertising, helping businesses:
- Reach streaming-first and light TV households.
- Add frequency without oversaturating linear TV.
- Support performance goals with precise measurement.
- Complement broadcast and cable.
CTV advertising offers a flexible, measurable way to reach audiences on a growing platform. By combining premium video environments with audience targeting and outcome-based measurement, CTV makes TV advertising more accessible for advertisers who value efficiency and results.
Ready to connect with new customers by advertising on CTV? Contact us to start reaching your audience wherever and however they’re watching.
Sources:
1 Nielsen, “Viewing to Content with Ads Gained Share of Overall TV Viewing,” May 2025.