The CTV Platform Guide: Top Picks & Tips for Advertising
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In recent years, Connected TV (CTV) has revolutionized the way audiences consume television content. CTV has emerged as a powerful alternative to traditional linear TV offerings, giving viewers the flexibility to stream content through various internet-connected devices.
This shift has not only transformed consumer behavior but has also opened up new opportunities for advertisers to reach their target audiences in more personalized and engaging ways. In fact, U.S. brands are expected to spend over $28 billion on CTV in 2024.
In this post, we’ll dive into the diverse landscape of CTV platforms, including the different devices, available platforms, and technologies that support effective CTV advertising strategies.
First things first.. what is CTV? Let’s break it down.
A Connected TV (CTV) is a device that enables streaming video content on a television set. This includes gaming consoles like Xbox and PlayStation, dedicated streaming devices such as Roku, Amazon Fire TV, and Apple TV, and smart TVs with built-in streaming capabilities.
While this is the technical definition, in the marketing world, CTV is often used more broadly to encompass any internet-connected streaming service accessible through a smart TV or similar device. This includes platforms like Hulu, Netflix, and YouTube TV. Throughout this piece, we will be referring to streaming TV at large.
CTV advertising offers a variety of benefits including precise targeting, measurable results, seamless integration with marketing tech, and high viewer engagement. This winning combination drives effective and efficient campaigns… more on those benefits later.
Curious about what’s powering your favorite shows and movies? Let’s dive into the different types of devices that fuel this viewing experience.
Chromecast is a compact streaming device that brings the internet to your TV. By mirroring content from a compatible smartphone, tablet, or computer, it offers a flexible and convenient way to enjoy streaming services. While it doesn’t provide a dedicated interface like other CTV devices, Chromecast’s simplicity and affordability make it a popular choice for those who primarily use their mobile devices for content consumption.
Roku specializes in delivering a dedicated streaming experience. As a standalone device, it offers a user-friendly interface and a vast library of streaming channels as well as Roku TVs which are smart TVs that have Roku’s built-in streaming platform. With no reliance on a gaming console or mobile device, Roku provides a seamless and focused TV viewing experience. Its strong emphasis on content discovery and customization options has solidified its position as a leading player in the CTV market.
Speaking of Smart TVs… Smart TVs are televisions with built-in internet connectivity. They function as CTV devices by providing access to streaming services, apps, and web content directly through the TV’s interface. Popular Smart TV manufacturers include…
Xbox, primarily known for its gaming capabilities, has evolved into a comprehensive entertainment hub. Beyond offering immersive gaming experiences, it provides access to a variety of streaming services. Users can easily switch between gameplay and binge-watching their favorite shows or movies. By integrating popular streaming apps like Netflix, Hulu, Disney+, and more, Xbox caters to diverse entertainment preferences, making it a great choice for those seeking a platform for both gaming and video content consumption.
Similar to Xbox, Playstation has transformed from a dedicated gaming console to a versatile entertainment system. Its integration of streaming services empowers users to enjoy a wide range of TV shows, movies, and online video content directly on their television screens. Playstation’s focus on user experience and its strong gaming community contribute to its appeal as a CTV device, attracting a broad audience of gamers and casual viewers.
From binge-worthy shows to live sports, the world of streaming is vast. Let’s discover the key players that make it all happen starting with Hulu.
YouTube is a video-sharing platform that allows users to upload, view, and share videos. It offers a wide range of content, including music videos, educational content, vlogs, live streams, and more. YouTube also offers YouTube Premium, a subscription service that provides an ad-free experience, access to exclusive content, and music streaming through YouTube Music. It’s one of the most widely used platforms globally, with content creators from various fields contributing to its library.
Netflix is a global leader in the subscription-based streaming service market, known for its extensive library of movies, TV series, documentaries, and original programming. It pioneered the “binge-watching” phenomenon with entire seasons of shows released at once. Netflix produces a significant amount of original content, including critically acclaimed series, movies, and documentaries.
Amazon Fire TV is a media streaming platform that offers access to a vast selection of movies, TV shows, apps, and games. It is integrated with Amazon’s ecosystem, allowing easy access to Amazon Prime Video and other Amazon services. Fire TV devices include streaming sticks, set-top boxes, and smart TVs, and they feature Alexa voice control for convenient navigation and content discovery.
Disney+ is a subscription-based streaming service that features a collection of content from Disney, Pixar, Marvel, Star Wars, and National Geographic. It’s known for its family-friendly offerings and exclusive access to new releases and original content from these brands. Disney+ has become a major player in the streaming market, appealing to fans of classic Disney animations and blockbuster franchises alike.
Roku is a platform that offers access to a wide range of streaming content through various channels. It provides both free and paid content, including movies, TV shows, live news, and sports. Roku devices, such as streaming sticks and smart TVs, serve as a gateway to these channels, including major streaming services like Netflix, Hulu, and Disney+. Roku also offers The Roku Channel, which provides free movies, TV shows, and live news.
Paramount+ is a streaming service that offers a diverse selection of live channels and on-demand content. It provides a comprehensive entertainment experience with various packages catering to different viewing preferences. Paramount+ includes a wide range of content from major networks, including sports, news, and entertainment. The service is available on multiple devices, including smartphones, tablets, smart TVs, and streaming devices.
Tubi is a free, ad-supported streaming service that provides a wide selection of movies and TV shows. It offers an extensive library of content from various genres, including drama, comedy, horror, and family films. Unlike many other streaming platforms, Tubi does not require a subscription, making it accessible to a broad audience. It monetizes through advertising, offering a cost-free viewing experience.
Hulu is a subscription-based streaming service that offers a diverse collection of TV shows, movies, and original content. It stands out for its extensive catalog of current TV episodes, often available the day after airing, making it a popular choice for viewers who want to stay up-to-date with their favorite network series. In addition to its ad-free and ad-supported subscription tiers, Hulu also offers live TV options, providing access to live news, sports, and events.
Peacock is a streaming service owned by NBCUniversal, offering a mix of content including current season NBC shows, classic TV series, movies, and original programming. It provides a tiered subscription model, including an ad-free premium version, and a premium plus option that offers even more content. Peacock also includes live sports, news, and events, making it a comprehensive entertainment platform.
ESPN+ is a subscription-based streaming service that provides live sports, original content, and exclusive sports programming. It offers coverage of various sports, including football, basketball, baseball, soccer, and more. In addition to live events, ESPN+ features documentaries, original shows, and exclusive content not available on the regular ESPN channels. It’s a go-to platform for sports enthusiasts looking for extensive sports coverage.
Sling TV is a live TV streaming service that offers a selection of live channels and on-demand content. It provides a flexible and affordable alternative to traditional cable or satellite TV, with various packages that cater to different viewing preferences. Sling TV includes a range of channels from major networks, sports, news, and entertainment. The service is available on various devices, including smartphones, tablets, smart TVs, and streaming devices.
These platforms and services represent a wide range of options for viewers, each offering unique content and features to cater to different tastes and preferences.
CTV advertising platforms offer a powerful opportunity to reach audiences in a big way. In this section, we’ll dive into the world of CTV advertising, exploring the top platforms, their features, and more.
Below, we will cover some of the most popular Demand-Side Platforms (DSPs), but keep in mind that while the use of DSPs is a common method for activating streaming CTV campaigns, they are not the only option. You do not need to use a DSP to access ad inventory on these platforms. Tinuiti works directly with various partners and devices to meet specific campaign objectives in addition to buying programmatically to enhance campaigns through advanced targeting, custom audiences, and innovative optimization strategies.
The Trade Desk, founded in 2009, is a leading demand-side platform (DSP) that empowers advertisers to create, manage, and optimize digital advertising campaigns across various channels, including Connected TV. It provides tools for sophisticated data analysis and campaign management, making it a popular choice for brands and agencies looking to reach specific audiences with precision.
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Nexxen, founded in 2007, is a comprehensive digital advertising platform for brands, agencies, and media companies to manage and optimize their ad campaigns across video, display, and mobile channels.
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Amazon DSP, founded in 2014, is a demand-side platform owned by Amazon, offering access to a vast inventory of CTV and connected devices. It leverages Amazon’s rich first-party data, providing advertisers with unparalleled targeting capabilities.
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Google Display & Video 360 (DV360), founded in 2016, is a comprehensive demand-side platform developed by Google, providing a unified toolset for media planning and media buying.
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StackAdapt, founded in 2011, is a self-serve programmatic advertising platform that offers solutions for CTV and video advertising. It is known for its AI-powered optimization tools and diverse inventory.
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Criteo, founded in 2005, is a performance marketing platform that includes capabilities for CTV advertising. It focuses on driving conversions and sales through targeted, data-driven advertising strategies.
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Unlock the full potential of Streaming TV with Bliss Point by Tinuiti. Our patented technology amplifies the measurement capabilities of the environments listed above, providing unparalleled insights into campaign performance and ROI. Our methodology involves direct measurement of individual media partners, enabling clients to track metrics that were previously unmeasurable. The objective is to ensure all channels, including Streaming TV, work in concert and that each individual source delivers results.
Selecting the right CTV advertising platform is crucial for effectively reaching your target audience and maximizing your ad spend. To make an informed decision, consider the following factors…
Understanding the demographics and viewing habits of a platform’s audience is essential. Look for platforms that align with your target market in terms of age, gender, interests, and location. A platform that offers a diverse and extensive range of high-quality content is more likely to attract a larger and more engaged viewership, particularly if they offer live tentpole events that draw in appointment viewing–a practice becoming increasingly more common in streaming, from NFL games to reality TV to the Olympics. This can significantly increase your ad’s potential reach, ensuring that your message gets in front of the right people.
“Streaming TV has undeniably become a mass reach medium. It provides the power of television, but with the technical capabilities of digital media, so it’s truly the best of both worlds.”
Shasta Cafarelli SVP, Media Investment at Tinuiti
A positive user experience is vital for maintaining a good brand perception. Viewers are more likely to engage with your ads if they are not disruptive or overly intrusive. Platforms that strategically place ads in natural breaks, such as during program transitions or at the start of a show, can enhance viewer satisfaction. For example, Tubi integrates ads seamlessly into program breaks, providing a smoother viewing experience. This thoughtful placement minimizes disruption and keeps the audience more receptive to your message.
“Streamers are pioneering brand new ad innovations meant to truly enhance how viewers experience commercials–whether it’s creating a shoppable experience right from your TV screen, showing ads alongside live can’t-miss content, or customizing the ad copy while your show is paused, this is an environment that is challenging (and enhancing) what we’ve typically known as the standard TV ad format.”
Shasta Cafarelli SVP, Media Investment at Tinuiti
The ability to target specific demographics, interests, and behaviors is crucial for effective advertising. Evaluate each platform’s targeting capabilities to ensure they can deliver your ads to the most relevant audience segments. Advanced targeting options, such as behavioral targeting and audience segmentation, allow you to refine your campaigns and improve ad performance. This is a powerful tactic when buying through a partner that offers their own unique set of identifiers to enhance campaign targeting, such as Amazon and their wealth of first party data. Precise targeting not only increases the relevance of your ads but also improves your ROI by reducing wasted ad spend.
Comprehensive ad analytics are essential for measuring the effectiveness of your campaigns. The ability to track key performance metrics like impressions, engagement rates, and conversions allows you to assess the impact of your ads. Some CTV platforms offer robust analytics tools, though they may not provide insights across multiple channels. To gain a complete understanding of your campaign performance, consider using additional analytics tools, like Bliss Point by Tinuiti, which can integrate data from various sources and offer a more holistic view.
A platform that supports seamless integration with other marketing tools can enhance your campaign’s efficiency and effectiveness. Look for platforms that offer plug-and-play integrations with popular analytics, CRM, and marketing automation tools. These integrations can streamline your workflow, making it easier to manage your campaigns, track performance, and optimize strategies. The ability to integrate with other tools also allows for better data sharing and analysis, which can amplify the impact of your CTV campaigns and align them with your broader marketing efforts.
By understanding the nuances of different CTV devices, popular streaming services, and the strengths of various advertising platforms, you can make informed decisions to optimize your campaigns. Remember, the key to successful CTV advertising lies in selecting the right platform, crafting compelling creative, and leveraging data-driven insights to measure and refine your strategy.
Have further questions, or want to learn more? Check out our streaming advertising services or contact us today.