Connected TV, or CTV, has become a mainstream way to view video content, accounting for nearly half of all U.S. television usage.1 So, what is connected TV? Any television set or device that connects to and allows viewers to stream video content via the internet is considered connected TV (CTV).
CTV devices and platforms can be:
- Smart TVs with built-in streaming apps, such as Samsung, LG, and Vizio.
- Streaming devices, including Roku, Amazon Fire TV Stick, Google Chromecast, and Apple TV.
- Streaming apps and services, such as Paramount+, Peacock, Hulu, and YouTube TV.
- Gaming consoles, including PlayStation, Xbox, and Nintendo systems.
As more households turn to streaming content, CTV has become a fast-growing medium for advertisers looking to reach audiences in their homes.
What is CTV Advertising?
Just like traditional TV advertising, CTV advertising refers to video ads that appear within television programming, with the only difference being that both the show and the ad are delivered through connected TV devices. CTV ads typically run before, during, or after a show or movie, much like traditional TV commercials, but are delivered via the internet rather than broadcast or cable signals.
CTV advertising is now one of the fastest-growing segments of the TV advertising ecosystem. According to Comcast Advertising’s Multiscreen TV Advertising Report, ad-supported streaming continues to gain share as viewers increasingly watch TV content across both traditional and streaming platforms. The report found that more than 70% of total TV viewing now occurs in ad-supported environments, creating significant opportunities for advertisers across CTV and linear TV alike.
From an investment standpoint, CTV advertising is the only TV advertising segment that has been growing year over year, and it’s poised to continue growing. Nielsen reports that 66% of marketers in North America said they were planning to invest more in CTV advertising in 2025.2
How CTV Ads Compare to Traditional Linear TV Ads
While CTV ads are similar to traditional TV commercials, there are some important differences advertisers should understand:
Ad Length and Format
The nature of digital streaming opens new opportunities for ad formats, including in-ad shopping links, interactive ads, and pause-screen ad formats. While most CTV commercials run between 15 and 30 seconds, shorter formats, such as 6-second ads, are also common.
Targeting Capabilities
As with today’s traditional TV advertising, CTV advertising can be highly targeted. Businesses can direct their CTV ads to appear based on factors such as location, household characteristics, viewing behavior, interests, and even prior purchases.
Digital-Style Measurement
CTV campaigns can be correlated to data such as website visits, app activity, and more. CTV can be measured alongside linear TV as part of a multiscreen campaign, helping advertisers understand how TV exposure influences consumer behavior across devices.
Premium Viewing Environment
Despite its digital delivery, CTV captures and holds attention while maintaining the premium, full-screen viewing experience of television. Ads appear within professionally produced content viewed on the largest screen in the home.
Why CTV Matters for Advertisers
For businesses, CTV is attractive because it delivers the best of both television advertising and digital advertising. Marketers can benefit from the storytelling impact of TV combined with data, targeting, and measurement capabilities.
With a vast majority of U.S. households using at least one streaming service, and with most streaming happening on the TV screen, CTV is an advertising channel that marketers cannot afford to ignore. Advertisers can make the most of CTV by using it as a complement, not a replacement, to traditional TV advertising.
For advertisers, this means CTV can help:
- Extend reach to audiences who stream more than they watch cable or broadcast TV.
- Add frequency without oversaturating linear TV schedules.
- Improve relevance through targeted messaging.
- Measure impact across screens as part of a broader TV strategy.
How CTV Fits into Modern TV Advertising
As more viewers stream content through connected devices, CTV gives advertisers another way to reach audiences with TV-quality creative, supported by data-driven targeting and measurement.
When used alongside broadcast and cable, CTV helps advertisers build campaigns that reflect how people actually watch TV today. CTV has become an essential part of modern TV advertising strategies, especially for businesses looking to balance reach, relevance, and measurable 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 to 73.6% of Overall TV Viewing in Q2, Nielsen’s Q2 2025 Ad Supported Gauge Finds,” July 2025.
2 Nielsen, “2025 Annual Marketing Report.”