Streaming

The CTV Platform Guide: Top Picks & Tips for Advertising

By Emily Sullivan

Aug 12 2024

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.

Defining Connected TV (CTV)

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.

Overview of CTV Devices

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

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

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.

Smart TVs

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…

Samsung: Known for their wide range of TVs, from budget-friendly options to high-end models with advanced features.
Roku: Offers a range of TVs at various price points including Pro Series, Plus Series, and Select Series.
LG: Offers innovative TV technologies like OLED and NanoCell displays, along with a strong focus on smart features.
Sony: Renowned for picture quality and audio performance, Sony Smart TVs provide a premium viewing experience.
TCL: Offers affordable Smart TVs with good picture quality and a variety of features.
Hisense: Another budget-friendly option with a focus on large screen sizes and smart capabilities.
Vizio: Provides value-oriented Smart TVs with solid performance.

Xbox

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.

Playstation

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.

Connected TV Platforms & Streaming Services

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

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.

Founded: 2005
Users: Over 2.4 billion logged-in monthly users (worldwide) as of June 30, 2024

Netflix

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.

Founded: 1997
Users: Over 277 million subscribers worldwide as of the second quarter of 2024

Amazon Fire TV

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.

Founded: 2014
Users: As of March 2023, Amazon has sold over 200 million Fire TV streaming devices and smart TVs worldwide

Disney+

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.

Founded: 2019
Users: As of June 17, 2024, Disney+ had 153.6 million paid subscribers (worldwide)

Roku

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.

Founded: 2002
Users: As of Q1 2024, Roku reported 81.6 million active accounts (worldwide)

Paramount+

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.

Founded: 2021
Users: 67.5 million subscribers worldwide as of Feb. 2024

Tubi

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.

Founded: 2014
Users: More than 74 million monthly active users as of May 2024

Hulu

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.

Founded: 2007
Users: Over 50 million subscribers as of May 2024

Peacock

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.

Founded: 2020
Users: As of the second quarter of 2024, Peacock’s paid subscribers amounted to 33 million

ESPN+

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.

Founded: 2018
Users: As of May 7, 2024, ESPN+ had 24.8 million subscribers

Sling TV

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.

Founded: 2015
Users: Over 2 million subscribers as of 2023 (this includes Sling International and Sling Latino)

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

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

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.

Key Features:

Advanced Data Management Platform (DMP) Integration: The Trade Desk integrates with advanced DMPs, enabling advertisers to leverage granular audience targeting based on a variety of data points such as demographics, interests, and behaviors.
Sophisticated Bidding Algorithms: The platform utilizes cutting-edge algorithms to optimize bidding strategies, ensuring that ads are placed in the most cost-effective manner while maximizing reach and impact.
Cross-Channel Campaign Management: Advertisers can manage and synchronize campaigns across multiple channels, including display, mobile, video, and CTV, ensuring cohesive brand messaging and increased engagement.

Nexxen

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.

Key Features:

Unified Platform: Nexxen integrates various advertising solutions into one platform, allowing users to manage video, display, audio, mobile ads, and beyond, all seamlessly.
Advanced Targeting: Utilizes robust data analytics to provide precise audience targeting, ensuring ads reach the most relevant viewers.
Real-time Bidding: Implements real-time bidding (RTB) technology to optimize ad placements and budgets dynamically, maximizing ROI.
Cross-device Capabilities: Ensures a consistent advertising experience across multiple devices, including desktops, tablets, and smartphones.

Amazon DSP

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.

Key Features:

Seamless Integration with Amazon’s Data: Amazon DSP integrates with Amazon’s extensive first-party data, allowing advertisers to target audiences based on shopping behavior, interests, and demographics.
Access to Prime Video Viewers: Advertisers can reach Amazon Prime Video viewers, as well as other audiences within the Amazon ecosystem, including users on Fire TV and other Amazon devices.
Advanced Targeting Options: The platform offers advanced targeting options, enabling advertisers to reach specific audience segments based on purchase history, lifestyle, and interests.

Google DV360

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.

Key Features:

Unified Platform: DV360 offers a single platform for managing CTV, linear TV, and digital video campaigns, simplifying the ad buying process and ensuring a consistent brand message.
Integration with Google’s Solutions: It integrates seamlessly with Google’s data and measurement tools, providing advertisers with robust insights and analytics to optimize their campaigns.
Advanced Audience Segmentation: The platform enables detailed audience segmentation, allowing for precise targeting based on a range of data points, including demographics, interests, and online behavior.

StackAdapt

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.

Key Features:

AI-Powered Campaign Optimization: StackAdapt uses artificial intelligence to optimize campaigns, enhancing targeting accuracy and improving performance metrics such as engagement and conversion rates.
Diverse Inventory: The platform provides access to a wide range of inventory across premium publishers and OTT platforms, allowing advertisers to reach a broad audience.
Self-Service Tools: StackAdapt offers a user-friendly self-service platform, making it accessible for advertisers of all sizes to manage their campaigns independently.

Criteo

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.

Key Features:

Conversion-Focused Advertising: Criteo specializes in performance marketing, with a strong emphasis on driving conversions and sales through targeted CTV ads.
E-Commerce Data Integration: The platform leverages e-commerce data to segment audiences and deliver highly relevant ads, enhancing the likelihood of conversion.
Dynamic Creative Optimization: Criteo offers dynamic creative optimization, allowing ads to be personalized based on user behavior and preferences, thereby increasing engagement.

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.

How to Determine the Best CTV Advertising Platform

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…

Reach

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

User Experience

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

Targeting Capabilities

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.

Ad Analytics Capabilities

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.

Support for Integrations

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.

Conclusion

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.