Connected TV (CTV) has become one of the most important channels in modern advertising. As households move away from cable and embrace streaming, marketers are reaching audiences on the biggest screen in the home with campaigns that are targeted, measurable, and performance-driven.
This guide gives you a clear starting point to understand how CTV works, where it fits into your marketing strategy, and how AdRoll supports campaigns with AI-driven optimization and cross-channel integration.
What is Connected TV Advertising?
Connected TV advertising is the delivery of digital ads through internet-connected televisions and streaming devices. It allows advertisers to reach viewers watching content on platforms such as smart TVs, Roku, Amazon Fire Stick, Apple TV, and gaming consoles. Ads are delivered programmatically, meaning they can be targeted, measured, and optimized in real time.
How CTV differs from other TV formats:
Linear TV: Traditional broadcast and cable programming where ads run on fixed schedules with broad reach.
OTT (Over-the-Top): Any video content delivered via the internet, often streamed on laptops, tablets, or phones.
CTV: A subset of OTT specific to streaming content on a television screen. It combines the immersive experience of TV with the data-driven precision of digital advertising.
What is a CTV platform?
A CTV platform is the software advertisers use to buy, manage, and measure connected TV campaigns. It provides access to streaming inventory across apps, devices, and networks, giving marketers a single place to target audiences, set budgets, and evaluate results.
It's important to distinguish between streaming services and CTV platforms. A streaming service is where viewers consume content. A CTV platform is the tool that connects advertisers to those services, enabling programmatic buying, audience segmentation, and cross-channel measurement.
When evaluating a CTV platform, marketers often prioritize three features:
Integrations: Ability to connect with CRM systems, ecommerce platforms, or other ad channels.
Targeting: Access to robust data and household-level segmentation.
Measurement: Transparent reporting that ties impressions to outcomes such as site traffic, brand lift, or conversions.
CTV trends & insights
Connected TV is fast becoming a centerpiece of digital advertising. According to an Advertiser Perceptions and Premion study, U.S. CTV ad spend is projected to reach $46.89 billion by 2028.
Viewing habits are driving this shift. Industry data shows that U.S. adults are spending significantly more time streaming, with average daily CTV viewing expected to nearly double between 2020 and 2026. This surge in attention makes CTV one of the fastest-growing opportunities in the media mix.
Consumer response supports the investment. Research indicates that more than 38% of viewers take action after seeing a CTV ad, from searching online to making a purchase.
At the same time, new ad formats are expanding what's possible. Shoppable TV allows viewers to purchase directly from their screens. Pause ads create high-attention moments that lift visitation and recall. Co-viewing extends reach by engaging multiple household members with a single impression.
Learn more: CTV Insights: Most Advertisers See CTV as Essential to Ad Strategy
Why CTV matters in today's ad strategy
CTV campaigns deliver a 25% lift in brand awareness, 20% lift in purchase intent, and 25% lift in ad recall. Beyond awareness, precise targeting ensures ads reach households most likely to respond, while immersive formats hold attention longer than other digital placements.
CTV also reinforces omnichannel strategies. It supports brand introduction at the top of the funnel, nurtures consideration in the middle, and drives conversions at the bottom. When paired with display, social, and mobile, CTV ensures consistent visibility and cohesive storytelling across the customer journey.
How CTV fits into omnichannel campaigns
CTV works alongside display, social, native, and mobile ads to create consistent brand visibility across devices. By mapping impressions on the television back to other digital touchpoints, marketers can retarget engaged viewers, reinforce messaging, and guide audiences from brand awareness through to conversion.
If you prefer a walkthrough of how to start building campaigns, watch our on-demand webinar: Connected TV (CTV): What is It, How to Use It, and How to Start
How CTV Advertising Works
CTV advertising uses programmatic technology to automate the buying and placement of ads across streaming platforms. Instead of purchasing time on a single network, advertisers bid in real time for impressions served to specific households. This ensures ads reach the right viewers at the right time, while optimizing budgets for maximum performance.
AdRoll supports this process with BidIQ, its AI-powered bidder. BidIQ analyzes billions of signals in real time and adjusts bids to improve efficiency, whether the goal is brand awareness, site traffic, or conversions.
Programmatic buying allows brands to control targeting parameters and budgets with precision. Ads can be purchased and served across multiple streaming apps and devices, from smart TVs to connected consoles.
Device targeting and household mapping extend that precision further. AdRoll's platform uses an identity graph to link activity across connected devices within a household. This makes it possible to understand when someone sees an ad on a smart TV and later engages on a phone, tablet, or desktop. By mapping these connections, advertisers gain a clearer view of how CTV impressions contribute to web traffic, retargeting, and eventual conversions-all while maintaining privacy through consent-based data practices.
AdRoll also partners with industry leaders to enhance results. Experian provides audience data that supports advanced segmentation and targeting, while Lemonlight brings creative expertise for producing high-performing CTV ads.
For deeper guidance on reaching the right audiences, explore CTV Targeting: How to Reach the Right Audience with Connected TV Ads.
How is CTV advertising measured?
Advertisers measure CTV performance using metrics like impressions, brand awareness lift, recall, website traffic, and conversions. Household mapping connects TV impressions with activity on other devices, making it possible to evaluate CTV's contribution within a full-funnel, omnichannel campaign.
What industries benefit most from CTV?
Any industry that relies on brand visibility and measurable performance can benefit, including ecommerce, retail, B2B, hospitality, finance, and agencies managing multi-channel campaigns. AdRoll's CTV platform is designed for mid-market advertisers seeking both scale and precision.
CTV Advertising Strategies
A strong CTV strategy considers the entire marketing funnel. Campaigns move from broad awareness to targeted consideration and direct conversions, creating a cohesive path from first impression to final action.
TOFU (Awareness)
Broad targeting and storytelling-driven ads introduce your brand. CTV's large-screen format builds recognition and recall, making it well-suited for reaching new audiences at scale.
MOFU (Consideration)
Retarget engaged viewers with proof points, seasonal offers, or product benefits. Interactive elements such as QR codes encourage audiences to move from interest to exploration on other devices.
BOFU (Conversion)
Action-oriented calls-to-action, limited-time promotions, or shoppable overlays drive immediate responses. With many viewers watching with a second device nearby, CTV can spark timely conversions when paired with cross-channel retargeting.
From AdRoll's perspective, the strength of CTV lies in its synergy across devices. Campaigns can be sequenced so that viewers first encounter an awareness ad on television, then receive display or social ads that reinforce the message. Retargeting ensures no impression is wasted, while sequential storytelling builds familiarity and trust.
For a deeper breakdown of funnel alignment, read Mastering CTV Full Funnel Strategy for Optimal Marketing Results.
CTV creative best practices
The success of a CTV campaign often depends on the quality of its creative and the discipline of execution.
Creative Guidance
Hooks capture attention within the first few seconds. Strong visuals, clear branding, and direct messaging ensure viewers know who you are and what you offer right away.
Storytelling follows a clear narrative arc. Ads that build familiarity over time or present a straightforward solution connect more effectively with audiences.
Frequency caps prevent oversaturation. Limiting impressions per household keeps awareness high without creating fatigue.
Tactical tips
Interactive elements encourage immediate action. QR codes and shoppable overlays connect television viewing with digital engagement.
Creative aligns with each stage of the funnel. Awareness ads emphasize brand identity, while conversion ads highlight urgency or offers.
Cross-channel consistency reinforces recognition. Keeping logos, colors, and tone uniform across CTV and other digital channels ensures audiences experience cohesive storytelling.
For a detailed guide, see 10 CTV Creative Best Practices
Why Choose AdRoll for CTV
AdRoll integrates CTV with display, social, and native campaigns in a single platform, making it easier for marketers to deliver consistent messaging, manage budgets, and measure outcomes across channels.
BidIQ, AdRoll’s AI-driven bidder, analyzes billions of signals in real time and adjusts bids to improve campaign efficiency and results.
Through partnerships with providers like Experian, advertisers gain access to robust audience segments and household mapping that connect CTV impressions with activity across other devices.
Collaboration with Lemonlight helps brands produce high-quality video ads designed for the connected TV environment.
AdRoll reports generating more than $165 billion in revenue for customers and an average 5x return on ad spend.
Ready to bring your brand to the biggest screen in the house? AdRoll makes it simple to launch and optimize CTV campaigns that fit seamlessly into your broader advertising strategy.