Programmatic & Audience · Definition
What Is CTV Advertising (Connected TV)?
CTV advertising is the placement of programmatic video ads on connected-TV devices — smart TVs, streaming boxes (Roku, Apple TV), and streaming services (Hulu…
CTV advertising is the placement of programmatic video ads on connected-TV devices — smart TVs, streaming boxes (Roku, Apple TV), and streaming services (Hulu, YouTube TV, Netflix's ad tier). It is the digital, addressable successor to linear TV advertising.
Where linear TV buys reach by time slot, CTV buys audiences: household-level targeting, frequency capping, and measurable delivery. You can target by geography, device, streaming service, and increasingly by behavioral segments — and you see impressions and completion rates in real time.
CTV works best as part of a broader campaign. It excels at awareness and mid-funnel reinforcement alongside search and social, in 15–30 second spots, with CPMs above display but below traditional premium TV.
Allable's campaign builder plans the channel mix — including where CTV fits — and the analytics module measures cross-channel contribution, so TV-style spend is held to the same reporting standard as everything else.
Examples:
- A DTC brand runs CTV on streaming sports to build awareness, then retargets engaged households on social.
- A regional agency targets a 30-mile radius on Roku — local reach that linear TV cannot deliver.
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