What Is CTV Advertising?
CTV advertising refers to digital advertising delivered through internet-connected televisions. These televisions include smart TVs and streaming devices such as Roku, Amazon Fire TV, Apple TV, and gaming consoles. CTV advertising allows brands to reach viewers who stream content instead of watching traditional cable.
This article explains what CTV advertising is, how it works, and why advertisers use it.
What Connected TV Means
Connected TV, or CTV, describes any television device connected to the internet. Viewers access content through apps such as YouTube, Hulu, Crave, Netflix (ad-supported plans), and streaming news services.
CTV advertising appears within streaming content or through pre-roll and mid-roll placements.
How CTV Advertising Works
CTV advertising uses digital delivery. When a viewer starts a show or video, the streaming service requests an ad. The request goes to an ad server or to a programmatic exchange. Advertisers bid on the opportunity using real-time data.
The winning ad plays before or during the content. The viewer cannot usually skip the ad, which increases completion rates.
Why CTV Advertising Is Growing
CTV advertising continues to grow because audiences are shifting away from cable. According to Statista, streaming video consumption increases year over year as households adopt more connected devices.*
Brands choose CTV because it:
- Reaches cord-cutters and streaming-first audiences
- Delivers high-quality video
- Supports precise targeting
- Offers strong completion rates
- Integrates with programmatic buying
CTV sits between TV-quality storytelling and digital-level targeting.
What Makes CTV Different from Traditional TV
CTV uses digital delivery and often supports programmatic buying. Traditional TV uses broadcast signals and requires up-front media schedules. CTV allows:
- More flexible targeting
- On-demand frequency control
- Real-time optimisation
- Creative testing
This flexibility improves efficiency and performance.
Internal Links
- Explore programmatic advertising solutions
- Learn how Predictive Targeting evaluates real-time signals
- Review digital media formats supported by RMG Advertising
