Your Ad, Their Couch: How CTV Campaigns Turn Streaming Into Sales

Connected TV (CTV) is rapidly changing the way people watch content—and how advertisers reach them. As more consumers cut the cord on traditional cable and flock to streaming platforms, CTV has emerged as one of the most effective ways to reach targeted audiences on the biggest screen in the home.

In this article, we’ll break down what Connected TV is, how it works from an advertising standpoint, and share some proven tips to help marketers get the most from their CTV campaigns.

What Is Connected TV (CTV)?

Connected TV refers to any television that is connected to the internet and capable of streaming video content. This includes:

• Smart TVs with built-in internet access

• Streaming devices (e.g., Roku, Amazon Fire Stick, Apple TV)

• Gaming consoles (e.g., Xbox, PlayStation)

• External streaming boxes

CTV allows users to watch content from platforms like Hulu, Netflix, YouTube TV, Tubi, and other apps, either live or on demand. The key difference from traditional TV is that CTV runs over the internet, enabling digital tracking, targeting, and performance-based advertising.

CTV should not be confused with OTT (Over-the-Top), which refers to the content itself delivered over the internet. OTT content is what you watch; CTV is where you watch it—on an internet-connected television.

How CTV Advertising Works

CTV ads are video ads delivered within streamed content. These can be 15-second or 30-second non-skippable pre-roll, mid-roll, or post-roll ads, shown while a user is watching a TV show, movie, or livestream.

Here’s how the process generally works:

1. Audience Targeting:
   CTV platforms allow advertisers to target viewers based on demographics, interests, household income, behaviors, and even third-party data sources. This is one of the key advantages over traditional TV.

2. Ad Placement:
   Ads are delivered programmatically—meaning the placement is automated through a demand-side platform (DSP). Advertisers bid in real-time for ad space based on the desired audience and budget.

3. Tracking & Attribution:
   CTV campaigns are trackable. Advertisers can measure impressions, completion rates, conversions (via QR codes, vanity URLs, or IP matching), and even retarget users across other devices like mobile and desktop.

4. Cross-Device Impact:
   Since most users stream content while simultaneously using phones or laptops, CTV campaigns often drive action across multiple touchpoints. Advanced attribution solutions can tie a CTV ad exposure to a conversion on another device.

Benefits of CTV Advertising

• High Completion Rates: CTV ads are typically non-skippable, resulting in video completion rates often exceeding 90%.

• Precision Targeting: Unlike linear TV, you’re not buying based on programs or dayparts—you’re targeting people.

• Scalability: CTV offers national reach across major streaming services and devices.

• Cost-Efficiency: Advertisers can pay on a cost-per-completed-view (CPCV) basis, ensuring they only pay when someone watches the entire ad.

• First-Party Data Synergy: Brands can layer their own CRM data for even more personalized targeting.

Tips & Tricks for Better CTV Performance

1. Optimize Your Creatives for the Living Room
Design ads with large fonts, bold visuals, and simple messaging. Avoid cramming small text or complex CTAs, as viewers are often 8-10 feet away from the screen.

2. Use QR Codes or Vanity URLs
Since viewers can’t click, use scannable QR codes or short, memorable URLs. Track these via UTM parameters or redirects to monitor performance outside of Google Ads.

3. Leverage Retargeting
Set up campaigns to retarget users who have watched your CTV ad with follow-up creatives across YouTube, display, or social platforms. This boosts frequency and conversion likelihood.

4. Segment by AOV or LTV
If you have access to high-AOV customer lists or first-party data, you can create lookalike audiences to help reach more qualified prospects.

5. Monitor Cross-Device Conversions
Use third-party tools or platform-specific solutions (like Google’s cross-device attribution) to understand how CTV influences purchases that happen on other devices.

6. Set Smart Bidding Goals
If you’re using platforms like Google Ads to run your CTV campaigns (via YouTube or Demand Gen), consider using Max Conversions or tCPA once you have enough conversion volume. Just be sure your tracked conversions include only the OS (offer selector) or primary conversion path.

7. Focus on Frequency
CTV viewers may need multiple exposures to act. Aim for 2–4 views per user to keep your brand top of mind without fatiguing your audience.

8. Test Multiple Creatives
Rotate different versions of your video ad to see which performs best. Vary the hook, call-to-action, or visual style. CTV performance often hinges on a compelling story told quickly.

9. Measure ROI Holistically
Many conversions will happen outside of the CTV platform’s native tracking. Combine data from platform reporting, UTM links, and your own sales sheets to get a full picture of return on ad spend (ROAS).

10. Don’t Ignore Timing
Prime time (7pm–10pm) typically sees higher traffic, but also more competition. Test off-peak hours for cost efficiency without losing too much quality.

Final Thoughts

Connected TV is not the future of advertising—it’s the present. With precise targeting, high completion rates, and the ability to drive measurable results, CTV gives performance marketers a powerful tool to drive real business outcomes on the big screen.

Whether you’re launching a CTV campaign through Google Ads, The Trade Desk, MNTN, or another platform, remember to treat it like a performance channel—because with the right setup, it absolutely can be.