Connected TV advertising is digital video advertising delivered to viewers watching streaming content on an internet-connected television. It combines the large-screen experience of traditional television advertising with digital audience targeting and campaign measurement.

CTV stands for Connected TV. A connected TV is a television that accesses streaming content through an internet connection, either directly through a smart TV or through a connected device such as a streaming player or gaming console.

OTT refers to video content delivered through the internet rather than traditional cable, satellite or broadcast. CTV refers specifically to watching that streaming content on an internet-connected television.

An easy way to remember it:

OTT is how the content gets there. CTV is where you're watching it.

No. Both use video advertising on television screens, but they are purchased and targeted differently. Traditional television advertising is commonly purchased around networks, programs, markets and time slots. CTV campaigns can use digital audience targeting to reach more specific groups of viewers.

You need video creative that meets the requirements of the platforms where your campaign will run, but you don't have to arrive with a finished commercial. Performance Digital offers video production, editing and motion design services that can be incorporated into your campaign.

CTV advertising can support different video lengths depending on the platform and inventory. We recommend the appropriate format based on where the campaign will run and what your message needs to communicate.

Neither is automatically better. They reach viewers in different environments and can play different roles in a marketing strategy. CTV is especially useful for creating a television-like brand experience on the big screen, while YouTube can reach audiences across TVs, phones, tablets and computers. Many campaigns can benefit from using both.

CTV ads can appear within ad-supported streaming content across participating streaming apps, networks and platforms. Available inventory varies by campaign, audience, market and media partner.

Yes. CTV campaigns can use geographic targeting to focus advertising on particular markets and service areas, making it useful for local and regional businesses as well as larger brands.

Yes. Depending on the campaign and available data, audiences can be built using factors such as geography, demographics, interests, behaviors, intent and other audience signals.

It depends on the platform and ad format, although many in-stream CTV advertising placements run during designated commercial breaks where the complete ad is delivered as part of the viewing experience.

There is no single standard price for CTV advertising. Budget depends on factors including your target audience, geographic area, inventory, campaign length, frequency goals and video production needs. Performance Digital builds recommendations around your goals and available budget.

CTV campaigns can be evaluated using metrics such as impressions, reach, frequency and video completion rate. Depending on the campaign and tracking capabilities, additional website activity, conversions and other actions may also be measured.

It can be. CTV is particularly interesting for local businesses that have a clearly defined service area and want to build greater awareness with a specific audience. Whether it makes sense ultimately depends on your goals, audience and marketing budget.