ctv-ads

# Paid Ads: CTV / Streaming TV Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop. **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## What Is CTV / OTT - **CTV (Connected TV)**: Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads - **OTT (Over-the-top)**: Video delivered over the internet (Hulu, Peacock, Paramount+, etc.) - **Streaming share**: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing) ## Why CTV | Advantage | Detail | |-----------|--------| | **High completion** | ~95% ad completion rate vs lower on mobile/desktop | | **Unskippable** | Most CTV inventory is non-skippable pre-roll/mid-roll | | **Targeting** | Demographics, interests, location, household data | | **Underinvested** | CTV received ~7% of ad spend despite ~18% of media time (2024) | ## Ad Formats | Format | Use | |--------|-----| | **Pre-roll / Mid-roll** | Standard video; 15–30 sec | | **Interactive** | Drives engagement; ~71 sec additional time vs standard | | **QR / URL** | Direct response; track offline-to-online | ## Platforms & Buying - **Programmatic**: DSPs (The Trade Desk, etc.); audience-based buying - **Direct**: Hulu, Roku, YouTube TV, Peacock—platform-specific deals - **Google**: YouTube on TV; part of Video campaigns ## Metrics | Metric | Use | |--------|-----| | **Completion rate** | % who watch full ad; CTV typically 95%+ | | **Reach / frequency** | Household reach; avoid over-frequency (e.g., <7) | | **CPM** | Cost per thousand impressions | | **Attribution** | QR scans, URL visits; harder than web/app | ## Creative - **Horizontal**: 16:9; TV screen format - **Sound on**: Assume sound; design for audio - **Brand focus**: CTV often awareness; clear brand, CTA ## UTM for CTV Use `utm_medium=video` or `ctv` with `utm_source` (e.g., `hulu`, `roku`) for QR/URL campaigns. Tag links in interactive CTV ads for attribution. ## Pre-Launch Checklist - [ ] Creative in 16:9; sound-on - [ ] Targeting defined (demo, interests, geo) - [ ] Attribution plan (QR, URL, brand lift) - [ ] Frequency cap set - [ ] Budget aligned with CPM expectations ## Related Skills - **paid-ads-strategy**: Ad formats by medium; when to use TV vs web vs app - **traffic-analysis**: UTM for CTV direct-response; attribution - **analytics-tracking**: Conversion tracking for QR/URL campaigns