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