Connected TV advertising

Advertising delivered in internet-connected television environments, including broadcaster and streaming inventory where commercial advertising is available. Common forms include broadcaster on-demand inventory, ad-supported streaming inventory and addressable TV environments. Availability varies by market, supplier and campaign date.

Connected TV advertising can be considered when a brief needs large-screen video, household or audience targeting opportunities and incremental video reach. It should still be compared against alternative channels rather than treated as an automatic choice.

Planning normally considers platform, inventory source, targeting data, device, completion metrics, frequency controls, creative length and measurement compatibility. The appropriate mix depends on the objective, audience, geography, campaign period, budget and creative.

There is no single fixed price for connected tv advertising. Cost can change with geography, inventory quality, format, demand, campaign dates, duration, production, buying method and the scale of the schedule.

Targeting options depend on the medium and supplier. For connected tv advertising, planners should be explicit about whether targeting is geographic, contextual, audience-based, intent-based, behavioural or a combination, and what data supports it.

Measurement definitions vary by platform. Do not treat all CTV impressions as directly equivalent to linear TV audience measures.

Before booking, confirm the campaign objective, target audience, geography, dates, creative format, budget, delivery basis, measurement method, production requirements and what would cause the recommendation to change.

PMA can assess whether connected tv advertising fits the brief, compare it with other media, investigate current inventory and buying conditions, build it into a wider schedule and coordinate the practical steps required to launch.