Connected TV brings digital video advertising to internet-enabled television sets. Commercials are delivered within streaming services and on-demand TV libraries and can be targeted at relevant audiences using defined criteria.
This combines the impact of video on the TV screen with digital campaign management capabilities.
Trebbau supports you in planning, delivering and optimising your CTV campaign.
What is connected TV?
Connected TV – or CTV – refers to the use of internet-based content on the television screen and the associated digital advertising opportunities.
Streaming content can be accessed through smart TVs, streaming devices or games consoles, for example. Advertising is delivered within the respective streaming services or on-demand TV libraries.
Unlike traditional linear TV advertising, ad delivery is therefore not tied exclusively to a specific broadcaster and its linear programming.
How does connected TV advertising work?
CTV advertising is delivered within streaming content. Video ads are used as the advertising format.
Different placements may be available depending on the service and its advertising inventory.
Pre-roll ads
The commercial is shown before the selected streaming content.
Mid-roll ads
The commercial appears during the streaming content.
Post-roll ads
The commercial is shown after the content itself.
The placements available and suitable for a campaign depend on the streaming service, advertising inventory and campaign objectives.
Which targeting options does connected TV offer?
A key advantage over traditional linear TV advertising is the ability to deliver advertising more selectively.
Depending on the campaign and available inventory, criteria such as the following can be taken into account:
- Region
- Age
- Gender
- Time of day
- Context
- Interests
This enables more precise audience targeting than TV planning based solely on broadcasters and reach.
The specific targeting options available depend on the campaign, platform and data available.
Which campaigns is connected TV suitable for?
Connected TV can be particularly relevant when:
- Video should be used on the TV screen.
- Streaming viewers should be targeted specifically.
- Suitable video material is already available.
- More differentiated audience targeting is required.
- Regional campaigns are planned.
- Traditional and digital media should be combined.
CTV is not limited to a particular age group. What matters is whether the desired audience can be reached effectively through the available streaming environments.
What role does existing video material play?
Connected TV advertising requires a suitable video.
Whether an existing commercial or other video material can be used depends on factors such as technical requirements, length, format and the intended advertising environment.
Existing material should therefore be reviewed before campaign planning to determine whether it is suitable for the planned CTV delivery.
Connected TV or addressable TV?
Connected TV and addressable TV both enable more differentiated advertising delivery on the TV screen. However, their viewing contexts differ.
Connected TV reaches viewers while streaming. Advertising is delivered within streaming services or on-demand TV libraries. Video ads are used as the advertising format.
Addressable TV, by contrast, reaches viewers within linear television programming on suitable internet-enabled TV sets.
Put simply:
Connected TV = digital advertising within streaming environments.
Addressable TV = digital targeting within linear television.
The approach that suits a campaign, or whether both should be combined, depends primarily on the target audience, media usage, campaign objectives and available advertising materials.
Connected TV or conventional online video ads?
Conventional video ads and connected TV both use video. The main difference lies in the viewing context.
Conventional video ads can be delivered on websites, platforms and in apps across different devices.
Connected TV, by contrast, focuses on watching streaming content on the TV screen.
CTV can therefore be a useful addition when video should be used specifically in a TV-like viewing context.
Connected TV in the media mix
Connected TV can be used independently or as part of a broader campaign.
Depending on the target audience and communication objectives, CTV can be combined with video ads, display advertising, social media or traditional media, for example.
Trebbau therefore looks beyond the individual CTV placement to consider the role connected TV can play within the overall media mix.
How is a connected TV campaign evaluated?
Digital ad delivery enables a data-based assessment of campaign progress.
The metrics used for evaluation depend on the campaign objectives and the reporting capabilities of the services used.
Trebbau supports campaign analysis and assesses which insights can inform ongoing campaign management or subsequent activities.
Why choose Trebbau for connected TV?
Trebbau combines connected TV with experience in digital and traditional media planning and audience-focused campaign management.
We assess which streaming environments, targeting options and placements suit your audience and communication objectives, and how CTV can be integrated effectively into your existing media mix.
We support the campaign from concept development and planning through implementation to analysis and optimisation.
Plan your connected TV campaign with Trebbau
Would you like to reach your audience with video in streaming environments or explore whether connected TV could complement your existing media planning?
We consider your target audience, campaign objectives, existing video material and suitable delivery options to develop a tailored CTV plan.
Speak to or use our contact form.
Frequently asked questions about connected TV
Connected TV refers to internet-based television viewing through smart TVs and other suitable devices. Advertising can be delivered within streaming services and on-demand TV libraries and targeted using defined criteria.
CTV advertising is generally delivered as a video ad. Depending on the service, commercials can be placed before, during or after streaming content – as pre-roll, mid-roll or post-roll ads.
CTV requires video material. Whether an existing commercial can be used depends on the technical requirements and the intended advertising environment.
Yes. Region is one of the targeting options offered. The specific regional targeting available depends on the inventory and campaign planning.
Connected TV reaches viewers while streaming through internet-based services. Addressable TV, by contrast, takes place within linear television programming. CTV uses video ads, while addressable TV can also use graphical advertising creatives, depending on the delivery format.
