Connected TV (CTV) Advertising
01 Definition
Connected TV (CTV) Advertising meaning: Running video ads on televisions that stream content over an internet connection.
Connected TV advertising delivers video ads to smart TVs and streaming devices that connect to the internet, such as those running apps for streaming services. Ads can often be targeted and measured more precisely than traditional TV spots. Inventory and viewability standards vary across platforms and apps.
Also called
Why it matters
How Connected TV (CTV) Advertising fits the work
CTV blends the big-screen impact of television with digital targeting and measurement, letting advertisers reach cord-cutters who no longer watch traditional broadcast.
In context
A streaming app shows a 30-second CTV ad for a meal kit to households targeted by region during an on-demand show.
Practical note
Measurement and frequency capping differ by platform, so viewers can see the same ad repeatedly across apps. Coordinate caps and verify viewability where possible.