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Give viewers the full-screen branding experience of TV advertising with all the benefits of programmatic.

As more consumers are saying goodbye to their cable TV packages, and shifting to streaming and connected TV (CTV) services, StackAdapt provides marketers an opportunity to reach viewers through connected TV advertising.

An example of creating a CTV ad in StackAdapt platform with a preview window showing the video CTV Advertising Edit Campaign Creatives New Creative Multiple Creatives Creative Name Creative Everyday Travels CTV Ad Upload Video Launch Sponsored By Everyday Travels
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Why Connected TV
Advertising

Connected TV refers to the device that is used to stream internet content. This could be a smart TV, or devices like Roku or Apple TV, which enable a TV to stream digital video. Consumers of all ages are shifting to consume their content via CTV channels because CTV enables them to stream whatever they want, when they want. Compared to the small mobile or laptop screen, a CTV ad is more immersive and relaxed, and typically delivers significantly higher completion rates than desktop, laptop, or mobile viewing.

Woman watching TV at home

How Connected TV Advertising Works

Connected TV consists of any type of TV that can be connected to the internet and can stream digital video at a viewer's convenience. Connected TV is a subset of over-the-top (OTT), including apps and services that don't require a subscription to traditional cable or pay-TV service.

Browsing digital content on a connected TV platform Guide On Demand Saved New New New TV-14 12:00pm Annual Film Awards The Woods Natural Beauty Harmonious Watch Now 00:07 Impressions eCPCV VCR Video Completed

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Video suggestions on a connected TV platform based on recently watched program Ad Ad will end in 3

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Viewers stream content live or on-demand to their connected TV (a smart TV) or connected TV platform (e.g., Apple TV or Roku).

Browsing through content on a connected TV platform Guide On Demand Saved New New New

Live

A CTV advertising spot is purchased when the viewer matches your desired audience. StackAdapt offers robust targeting capabilities and premium CTV inventory.

Video suggestions on a connected TV platform based on recently watched program TV-14 12:00pm Annual Film Awards The Woods Natural Beauty Harmonious Watch Now
Video suggestions on a connected TV platform based on recently watched program Ad Ad will end in 3

A CTV ad appears in full screen, 100% viewable environment in real time. Formats include 15-second, 30-second, and 60-second video ads.

A 10-second video ad of surfing on the ocean 00:07

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CTV metrics include impressions delivered, cost per completed view (CPCV), video completion rate (VCR), unique device breakdown, and view-through conversions.

An example of metrics for the surfing ad like impressions and cost per completed view Impressions eCPCV VCR Video Completed

Connected TV Provides Access to TV Audiences

Media buyers have more choices for TV ad spend. There are now more opportunities for brands to reach their target audiences, in more efficient ways. CTV advertising can be an extension of traditional television buys, or a complement to digital media buys. Either way, this channel enables you to serve your ads at the right time, to the right audience, the right number of times, so that audience doesn't tune out.

A tree diagram with 'TV Ad Spent' label at top and 'Traditional Television Buys' and 'Digital Media Buys' below. TV Ad Spend Traditional Television Buys Digital Media Buys
How connected TV gives advertisers access to TV audiences illustrated in graphics. TV Ad Spend Traditional Television Buys Digital Media Buys CTV Audience Targeting Audience Efficiency Media Waste CTV Audience Targeting CTV Campaign Impressions VCR eCPCV Completed 1_Campaign 1,100,000 97% $0.03 1,045,000 2_Campaign 73,000 94% $0.04 69,000 3_Campaign 80,000 96% $0.04 76,000 4_Campaign 120,000 97% $0.03 115,000

Lower Financial Commitment and Specific Audience Targeting

Connected TV provides huge opportunities to really hone in on a target audience—using 1st-party and 3rd-party data to target audiences and tailor campaigns accordingly. The ability to target on connected TV provides better audience efficiency, reduces media waste, and the noise of reaching irrelevant viewers and households.

CTV audience targeting provides better audience efficiency and less media waste CTV Audience Targeting Audience Efficiency Media Waste

Deeper Insight Into Campaign Performance

One of the biggest CTV advertising benefits is the ability to assess progress against goals and metrics while a campaign is live, and adjust on the fly before the campaign ends. Track the impact of your CTV campaigns with digital metrics, including video completion rates, as well as offline impacts like dealer visits or in-store sales.

A sample dashboard of CTV ad campaign performance metrics CTV Campaign Impressions VCR eCPCV Completed 1_Campaign 1,100,000 97% $0.03 1,045,000 2_Campaign 73,000 94% $0.04 69,000 3_Campaign 80,000 96% $0.04 76,000 4_Campaign 120,000 97% $0.03 115,000

Why StackAdapt

Execute Multi-Channel Campaigns

Plan, execute, and analyze your programmatic campaigns in all ad formats on a single platform. Our multi-channel offering allows you to integrate CTV ads into your full-funnel campaigns with confidence and ease.

  • Native

    • Offer interesting, educational, and entertaining stories in familiar environments.
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    Native advertising icon
  • Display

    • Lift the performance of other channels and serve highly interactive HTML5 creatives.
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    Display advertising icon
  • Video

    • Engage your audience in complex or emotional stories—ideal for brand building.
    • Learn More
    Video advertising icon
  • Connected TV

    • Reach your TV viewers with data-driven targeting and analytics.
    • Learn More
    CTV advertising icon
  • Audio

    • Speak to quality audiences in screen-free moments.
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    Audio advertising icon
  • In-Game

    • Reach an engaged audience with highly-viewable, non-intrusive ads during gameplay.
    • Learn More
    In-Game advertising icon
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Supercharge Your CTV Advertising

Leverage StackAdapt's knowledge and experience and unlock the true power of CTV. Take advantage of cutting-edge features like streamlined campaign metrics, insights, and AI-powered media buys.

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Exclusive StackAdapt Brand Lift

StackAdapt's in-house brand lift study solution measures the impact of your campaigns across different programmatic channels like native, display, video, CTV/OTT, and audio.

Work With an Industry Leader

We pride ourselves on our client support, platform performance, and tech innovation. Our clients are amazed at how easy it is to launch their programmatic CTV advertising campaigns making StackAdapt the Number 1 Demand-Side Platform (DSP) in the industry according to G2. Year after year, G2 has recognized StackAdapt for customer satisfaction and platform ease of use.

StackAdapt Resources

Connected TV (CTV) is a TV set that is connected to the internet. This connection is made through built-in capabilities, such as a smart TV, or another device that enables a standard TV to become a connected TV (e.g. Roku, Apple TV, etc.).

CTV offers the targeting of digital advertising, with the lean-back experience of television. When a consumer watches CTV, they are experiencing it in the same way they would watch linear TV—on a big screen and in the casual environment of their living room. Compared to the small mobile or laptop screen, a CTV ad is more immersive and relaxed, and typically delivers significantly higher completion rates than computer, laptop or mobile viewing.

Here's a brief look at CTV trends as more TV viewers around the globe begin to "cut the cord".

All of these statistics show the overall change in the TV-viewing landscape. Viewers are ditching the traditional and migrating toward OTT and video on demand channels. Without having your marketing message displayed on connected TV channels, you could be missing out on tens of millions of potential customers in the next few years.

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