Connected TV Advertising
CTV that converts.
Connect with your audience on the big screen, the final screen,
and every touchpoint in between.
Capabilities
Capture attention. Deepen connections. Boost ROI.
Amplify full-funnel marketing with CTV ads
Reach 2,000+ syndicated audiences to build awareness with CTV, or drive lower-funnel impact by retargeting website visitors and CRM contacts on the big screen.
Accelerate the customer journey across channels
The average consumer requires 56 branded touchpoints before making a purchase. Reach new prospects with CTV and then use integrated display, native, video, mobile, and social ads to nudge them closer to conversion.
CTV partnerships you can trust
Reduce the risk of entering a new channel with trusted partners like Experian, HUMAN Security, and Innovid — providing unified access to CTV data, supply, and measurement.
Keep ABM in motion after the work day
Stay connected with B2B buyers as they stream at home. AdRoll ABM customers can leverage powerful audience-building CTV tools, including lead scoring, journey progression, orchestration, and revenue impact.
Advertise where viewers actually watch
Run CTV commercials across 100+ premium streaming networks, including HBO MAX, ESPN, Paramount, Tubi, and more.
Looking to add CTV to your agency’s services menu?
Discover TV advertising solutions that work for you and your clients.
Measurement
Measure the full-funnel impact of connected TV
Understand exactly how your CTV campaigns perform using our customizable reporting dashboard. AdRoll shows you how ad exposure influences site visits, conversions, and performance across other channels in your media mix.
| What you can measure | What it means for you |
|---|---|
| Ad exposure & reach (household-level) |
See how many households your ads reached, and how often they were seen. |
| View-through activity | Understand how CTV exposure supports site visits and conversions, even without clicks. Independently validated by Innovid. |
| Campaign engagement | Evaluate brand success using audience engagement metrics like video completion rate and cost per completed view. |
| Brand lift | Measure changes in awareness, recall, and perception through survey-based studies, powered by Cint. |
| Performance trends over time | Monitor results across campaigns to inform audience, creative, and budget optimizations. |
Features
Why connected TV?
- Non-skippable ads with a near-100% video completion rate
- Fastest-growing media channel — by 2027, adults will spend 23% of their daily media time on CTV1
- Increased targeting, engagement, and measurement compared to linear TV
1eMarketer
Why connected TV with AdRoll?
- Access to 100+ premium publishers, including Paramount, HBO MAX, ESPN, the Roku Channel, Kayo, and more
- Precise audience targeting options across 200 million CTV viewers
- AI-optimized bidding that secures the best placements for the lowest price
- Integration with web and social campaigns on personal devices
- Flexible packages (from self-serve to fully managed) and no upfront commitments
- Full creative production at no additional cost (for qualifying CTV customers)
Insights
FAQ
Frequently asked questions
What is CTV, and how is it different from traditional TV advertising?
Connected TV (CTV) refers to digital ads delivered through internet-connected televisions and streaming devices like Roku, Apple TV, and gaming consoles. Unlike traditional linear TV, which relies on fixed schedules and broad reach, CTV ads are delivered programmatically, meaning they can be targeted, measured, and optimized in real-time.
What is the difference between CTV and OTT ads?
CTV stands for Connected TV (ads). OTT stands for over-the-top (ads). Both refer to ads served alongside streaming content.
OTT refers to any TV and movie content that is streamed over the internet. It can be viewed on tablets, mobile phones, gaming consoles, connected home devices, and laptop or desktop computers.
CTV refers to a subset of OTT that specifically streams to TVs connected to the Internet via devices like Roku or FireTV, or that use built-in technology for the purpose of streaming OTT. In this way, OTT is the content you watch, while CTV is the class of device you watch it with.
Where will my CTV ads actually appear?
Your ads will appear on premium streaming apps and platforms, including top publishers like Paramount+, HBO Max, ESPN, and the Roku Channel. Inventory includes both AVOD (Ad-supported Video-on-Demand) services like FuboTV and FAST (Free Ad-Supported Streaming Television) channels like Samsung TV Plus.
I don’t have a TV commercial produced. Can I still run CTV ads?
Yes, AdRoll offers "Creative-as-a-service" through both our in-house creative services team and our Lemonlight partnership, to produce high-quality video content. Options range from transforming existing stock footage or clips for a lower fee to full-scale video production. From creative development to performance measurement, we assist our customers in launching their CTV program across all stages.
How precise is CTV targeting? What kind of targeting options does AdRoll CTV provide?
CTV targeting is as granular as other digital channels. With AdRoll, you can target by demographics, interests, behaviors, and geography down to the zip code. You can also use contextual targeting to show ads alongside specific content categories (like cooking or financial news) or use lookalike targeting to find profiles similar to your existing customers.
Can I retarget people who visited my website on their TV?
You absolutely can. AdRoll CTV Retargeting uses a device graph to map household devices, allowing you to retarget website visitors or people in your CRM directly on their television screens. This keeps your brand top-of-mind for users who have engaged with you but haven't converted yet.
Are CTV ads clickable?
Most CTV ads are not clickable in the same ways that ads on the web are. CTV devices do not contain a natural browsing experience that would be able to deliver a user to a website directly, and the experience would be more interruptive to their intended behavior of viewership. Instead of Direct Response, CTV offers direct impact through attention with a high quality, sound-on, storytelling format that acts like a homepage takeover on the biggest screen in the house.
How do I know if my CTV ads are working? What are the performance metrics for CTV campaigns?
AdRoll uses cross-device tracking to attribute website visits and conversions (purchases) back to the households that viewed your CTV ads, as well as metrics like Video Completion Rate (VCR) and Cost Per Completed View (CPCV) to measure engagement and cost effectiveness of your ads.
How does CTV fit in with other advertising channels, such as display or social ads?
CTV is most effective when used as part of a full-funnel strategy. It excels at reaching new customers, building awareness, and capturing attention on the "big screen". After this initial exposure, display and social ads can retarget the same users on their personal devices (phones or laptops) to drive final conversions. According to our case study with Quint, integrating these channels boosts overall campaign ROI compared to running them individually.
Why should I use AdRoll instead of a specialized CTV platform?
AdRoll is a unified platform that manages CTV, display, native, video, DOOH and social campaigns in one place, allowing for seamless cross-channel retargeting and attribution that specialized platforms often lack. Additionally, AdRoll offers AI-driven optimization (BidIQ), account & signal based targeting for B2B marketers, and managed service options for strategic support, whereas specialized CTV platforms are usually self-serve only and lack full-funnel attribution.