Connected TV Advertising for Agencies
ATD Partners supports agencies planning connected TV (CTV) advertising: ads shown within streaming content on internet-connected televisions. This page focuses on CTV, rather than treating every form of advanced television as the same service.
CTV brings television creative into a digital media plan. Its role should follow the campaign objective, the viewing environment and the evidence available to evaluate delivery—not an assumption that every impression reaches a person ready to buy.
Audience and Media Planning
Start with the audience the campaign needs to reach and the role television should play alongside other channels. A useful brief identifies the business objective, intended market, campaign timing and available creative.
Audience segmentation can inform that discussion. Research about an audience and the audience options available for a particular media placement are different things; one does not automatically establish the other.
Creative and Campaign Activation
A CTV plan needs a clear connection between the message, the viewing environment and the next action a viewer can take. Review the video, its destination and the campaign objective together.
Publisher access, placement specifications and buying arrangements should be established for the campaign before media commitments are made. A streaming platform's name alone does not describe the inventory a plan includes.
Measurement and Reporting
Define success before launch. Separate delivery measures from business outcomes, and agree which measures can answer the campaign's central question. A recorded impression or completed video is not, by itself, evidence of an incremental sale.
Campaign reporting and analytics provides the context for reviewing performance and deciding what to investigate or adjust.
Harness the power of Connected TV
- 46%
- According to Madhive, 46% of marketers say CTV offers advanced audience targeting opportunities that cannot be found on other platforms.Source: Madhive
- 87%
- It is estimated that 87% of U.S. adults own a connected TV.Source: Tinuiti
Reach your customers at the moment they are most engaged
Explore CTV in Your Media Plan
For an introduction to the channel, read our CTV planning guide. To discuss a campaign, bring your objective, audience brief and available video creative to the planning conversation.
Discuss connected tv advertising
Bring your objective, audience brief and current media needs. We reply by email to scope the work that fits your team.
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