CTV Advertising Services
Big-screen TV ads built around your goal
CTV puts your ads on the biggest screen in the house, inside the shows, movies, and live sports people stream. We target the households that matter most to your goal, then measure what your ads delivered, from awareness and site traffic to leads and sales.
Big Brands. Local businesses.
60,000+ Campaigns Delivered.
Overview
What is CTV advertising?
CTV advertising (connected TV advertising) is video advertising that runs inside streaming content on internet-connected TVs, including smart TVs, streaming devices, and gaming consoles.Your ads play during the shows, movies, and live sports people stream on apps like Hulu.
Because CTV ads are bought programmatically, marketers can precisely target the right audience on the biggest screen in the house. But running effective CTV campaigns is complex and requires dedicated resources with deep expertise.
CTV is where your audience first meets your brand, on the TV their whole household watches. From there, we follow up on their phones, laptops, and the screens they pass, so every channel moves them toward your goal.
Your ads in the apps your audience streams on the big screen
What are the benefits of CTV advertising?
CTV pairs the reach and impact of television with the precision and measurability of digital. Here's what that unlocks for your brand.
IMPACT
Elevate your brand on the big screen
CTV puts your brand on the largest screen in the home, where viewers give it their full attention. With sight, sound, and motion, your message comes to life and sticks.
Reach & FREQUENCY
Reach viewers the right number of times
We manage frequency across 200+ publishers, so your audience sees your ad enough to remember it, but not so often they tune it out. Because we're not tied to any one inventory source, you see how your audience responds everywhere your ads run.
EFFICIENCY
Put your budget behind the right households
Target the households that matter to your goal instead of paying to reach everyone watching a show, so more of your spend works harder.
MEASUREMENT
Measure what traditional TV never could
Because CTV is digital, you get targeting and attribution that traditional TV can't match. See how each ad contributes to your goal, and we adjust along the way based on what the data shows.
CROSS-DEVICE
Deliver seamless experiences across screens and devices
After someone sees your ad on TV, we pick up the conversation on their phone, laptop, or tablet. Your message stays consistent until they're ready to act.
capabilities
What do our CTV services include?
We take care of everything that goes into CTV advertising, eliminating the burden on your team.
Precise targeting
We take targeting beyond standard demographics like location and income to narrow viewers down based on shopping habits, hobbies, and more.
Customized attribution
With an evolving roster of attribution solutions customized to your goals, we illustrate the impact of your ads and how your viewers progress through the conversion funnel.
CTV cross-device retargeting
After viewers see your ad on TV, we follow up with them on their phones, laptops, and tablets through online video, display, and streaming audio, keeping your message consistent across every channel.
Blueprint™ research and insights
Before your CTV campaign launches, our team builds your plan from 60,000+ past campaigns, real audience insights, and category benchmarks, so every targeting and creative decision has a reason behind it.
Self-serve vs. managed service
We handle the work for you
We help brands and agencies hit real goals, not just impressions. Check out a few of the campaigns that made an impact.
Self-service DSP
Your in-house team determines strategy and campaign design — a full-time job in its own right.
Inventory is limited in the initial media purchasing stages, and staff knowledge about CTV best practices may be lacking.
Minimum fees, the compounding costs of add-ons, and investment in training internal staff all drive up CPM.
Your team is tasked with monitoring performance and adapting campaigns accordingly, which often requires juggling multiple dashboards and reporting systems.
Our CTV experts partner with you to design and execute customized campaigns.
We assist with training your staff and pitching to clients, while also providing access to high-quality inventory.
Instant access to our dedicated team makes it easy to scale as your CTV needs grow.
We monitor and optimize in-flight campaigns to ensure success.
You gain access to our 24/7 reporting dashboard, as well as custom reports for you or your clients.
audience
Who do we serve?
We’ve partnered with 700+ advertisers on both the agency and brand side. Business owners, media buyers, CMOs, and more partner with us to extend their teams to deliver comprehensive CTV campaigns with ongoing support.
One partner, every screen.
Deliver a cohesive brand experience across every screen
At Strategus, we start with the biggest screen in the house: the living room TV. This allows us to create a lasting impression with targeted households. From there, we re-engage the same viewers across programmatic channels, delivering an omnichannel strategy that delivers business results.
Watching morning TV with coffee
Digital billboard on drive to the gym
Listening to Spotify at the gym
Scrolling news articles during lunch
Watching evening news at home
Case studies
Real stories. Real results.
We help brands and agencies hit real goals, not just impressions. Check out a few of the campaigns that made an impact.
FAQ
Frequently asked questions.
What's the difference between CTV and OTT advertising?
While connected TV (CTV) refers to the smart TVs used to stream content, over the top (OTT) refers to the way that content is delivered over the internet. These terms are often used interchangeably, but the main distinction comes down to how this content is consumed. With CTV advertising, marketers gain access to premium ad spaces on the big-screen TV. OTT, on the other hand, refers to all multimedia content streamed to every device — including TikTok videos viewed on smartphones, YouTube clips on laptops, and more.
What is a CTV device?
A CTV device is any internet-connected television device that enables streaming, including smart TVs, gaming consoles like Xbox, and set-top boxes like Roku.
Who is a cord cutter?
Cord cutters are TV viewers who cut ties with expensive cable and satellite services in favor of flexible streaming apps like Netflix, YouTube TV, and Tubi. This term will soon describe the majority of households, with less than 50% of US homes expected to pay for traditional TV in 2025.
How does CTV advertising work?
CTV advertising relies on an automated system that optimizes ad prices and placements. Also called programmatic targeting, this allows marketers to pinpoint their ideal buyers rather than taking the spray-and-pray approach of traditional TV advertising. What's more, because these ads are served in data-rich digital environments, marketers can then measure the outcomes of each ad and retarget the same viewers across supplementary channels. Because CTV ads are purchased on a per-viewer basis, marketers only pay for actual views using cost per mile (CPM) rates.
What KPIs are used to measure CTV advertising?
Measuring the performance of such complex campaigns requires advanced marketing attribution and reporting capabilities. While metrics about things like video completion rate (VCR) are widespread in the CTV advertising world, marketers need to dig deeper to tie ad impressions to revenue. The right attribution points to track will depend on your campaign goals, which is why it's a good idea to work with a CTV ad partner like Strategus that offers a full suite of customizable attribution solutions. From there, agencies and brands should also track conversion rates, click-through rates, return on ad spend (ROAS), geoperformance, and more — ideally through a 24/7 reporting dashboard so that campaigns can be optimized based on real-time data.
What creative is needed for CTV advertising?
In order to go beyond just a brand play and drive conversions with your CTV campaigns, using a clear call-to-action is essential. This could be encouraging viewers to stop by a local store, visit your website, or scan a QR code that's embedded into the commercial. Additionally, you'll want to align with technical specs for the length (15 or 30 seconds), file format (MP4), and resolution (1080p).
How can brands ensure ad viewability on CTV?
The CTV ecosystem is complex, spanning countless tech providers, content publishers, and aggregators. To ensure that your ad reaches target viewers, you either need in-house expertise and resources or a managed service partner like Strategus. Reporting dashboards also help ensure ad viewability by quantifying metrics like ad impressions and video completion rate (VCR).
Are CTV ads skippable?
Unlike OTT ads on YouTube, CTV ads can not be skipped, which is why video completion rates (VCR) are more of a vanity metric that should always be high. This is also what makes CTV advertising so effective — non-skippable video ads play to viewers invested in the content, making the message stand out and stay top-of-mind.
What's the future of CTV?
Ad-supported streaming is the future of TV. For this reason, all agencies and brands should be thinking about CTV advertising. It's also a more affordable channel than traditional TV advertising, bringing small local businesses into the fold. We expect AI to further automate programmatic ad buying in the future — which will result in hyper-personalization, ultra-dynamic creative, and real-time testing at scale.
How do I choose a CTV services provider?
Taking full advantage of the vast CTV ecosystem requires operating from a tech- and data-agnostic standpoint. Rather than relying on a single programmatic platform, it's a good idea to find a managed service partner like Strategus that can help take the complexity out of CTV advertising while connecting you with multiple different tech and data providers.
Book a demo
Ready to see what CTV can do for you?
Tell us what you want to achieve, and we'll build a CTV plan to get you there. No self-serve platform to learn, just a partner who does the work.
