The Expert’s Guide to Connected TV Advertising

Marketers are scrambling to find the proper strategy to reach an increasingly fragmented audience as the distinctions between traditional and digital video consumption blur – and, in some cases, vanish completely. Some marketers see this as a dilemma between exploiting traditional TV’s large audiences and storytelling prowess or leveraging the targeting accuracy and monitoring capabilities of digital media.

You may have both with connected TV advertising. Marketers can combine the punch of linear TV commercials with the precision of digital advertising with connected TV. Connected TV Video Advertising is the latest innovation. It allows you to deliver a TV experience to your customers via the devices they are already using. These connections also allow different devices to sync with each other, and this means that you can receive live updates on your TV.

Connected TV advertising spending in the United States from 2019 to 2025 (in billion U.S. dollars) 

What is connected tv advertising?

Connected TV advertising is a form of digital video advertising that is delivered through cable or satellite providers. It was introduced in July 2015 and is the latest form of digital video advertising.

A good place to connect with advertising agencies is on Sortlist

Connected TV Advertising is a somewhat new method of advertising, which is gaining speed in the realm of digital advertising. Connected TV is also known as OTT or Over-The-Top, and is the transmission of audio, video, and other media over the Internet using standard communication protocols. It has grown as an alternative to traditional advertising, which has been dominated by television. Connected TV allows companies to advertise their products to customers in a variety of different ways, such as on Hulu, Netflix, or other apps and websites. Connected TV can be more immersive than traditional advertising, which is why it is becoming popular.

Why do I need to advertise via connected TV?

Connected TV advertising statistics demonstrate substantial growth since 2016. The main reason behind this growth is that the number of Connected TV owners is expected to reach 204.1 million by 2022. 


People are starting to realize that they can do more with their TV than just watching it. Nowadays, people are using their TVs as computers and that’s why Connected TV ads are so popular. Unlike typical television advertisements, Connected TV ads allow users to interact with them. For example, a user can pause a Connected TV ad or choose to buy the product that is being advertised.

How are they different from traditional tv ads?

Connected TV advertising has the same look and feels as traditional television commercials, but they are not purchased, sold, or delivered in the same way.

Advertisers buy ad spaces on specific channels during specific programming during traditional television advertising. Advertisers make ad purchases based on the size and demographics of the viewership for each program. The amount of people from the desired audience who have likely watched the program is determined by media sellers using Gross Rating Point (GRP).

How is Connected TV different from OTT?

Over-the-top (OTT) refers to platforms such as Netflix and Hulu that transmit traditional TV shows over a closed network. Without having to subscribe to a cable provider, viewers may watch their favorite shows and movies whenever they want. The term “connected TV” usually refers to the devices that are used to access over-the-top (OTT) programming, with a focus on television sets.

Many people consider these terms to be interchangeable, despite the fact that they are significantly distinct. CTV is more correctly classified as an OTT subset. In the argument over connected TV vs. over-the-top (OTT), both provide viable video advertising platforms. If you’re working with one, chances are you’re also working with the other.

How connected TV advertising works?

Connected TV advertising works by delivering ads directly to the TV. It is just like TV advertising that is delivered by satellite providers, but it happens via the internet. There are many ways in which a business can have its ad shown on a connected TV. The most common way is through a cable network. A cable network is a television network that is delivered via cable. Cable networks are the most common and traditional way of delivering TV.

Advertisements are not purchased depending on .on-air times or channels with associated TV advertising. Instead, connected television advertisements are provided one at a time, dependent on the exact person watching a program. You don’t have to guess which shows your target audiences are watching, which is a big plus. Instead, you can create a target audience based on demographic and behavioral data, then display advertising to those individuals.

How do I make sure I’m getting the most out of my connected tv advertising campaign?

The biggest question that most people have when they first start thinking about connected TV advertising is, how much money should they spend? 

The answer to that question is incredibly simple: spend as much as you can. Once you’ve gotten started, try to spend as much money as you can on your connected TV advertising campaign. The more you spend, the more you’ll see results. This is a great place to start, but it’s not the whole story. 

You have to make sure you’re spending money on the right kinds of ads. You don’t want to be spending money on standard banner ads or pop-ups. Connected TV advertising examples show that you want to be spending money on interesting content. It’s important to make sure that you’re not just spending money on ads; you’re spending money on video ads. 

The reason you want to be spending money on video ads is simple: people are more likely to watch video content than they are to read text. This means that the ads you’re showing will have a greater chance of being seen and remembered by your customers.


This blog is a must-read for anyone who wants to learn about connected TV advertising. You can now reach more users on a far more personal level compared to traditional advertising methods. Connected TV is the latest media channel, and it may just be your next big marketing opportunity. Connected TV is definitely a growing medium and it is one you should consider when advertising.

Banner Image source: