Connected TV (CTV) Advertising: Complete Strategy Guide 2025

Introduction to CTV Advertising

The family gathered for movie night, but they weren't watching cable—they were streaming. And between episodes, your ad appeared on the biggest screen in their home, delivered to a precisely targeted household based on their purchase history, viewing preferences, and in-market signals. That's the CTV revolution: TV's premium impact meets digital's precision targeting.

Connected TV advertising represents the most significant shift in video marketing since the internet. With $33.35 billion in ad spend projected for 2025 and streaming now capturing 44.8% of total TV viewership—surpassing broadcast and cable combined—the question isn't whether to advertise on CTV, but how to optimize your strategy.

The performance advantage is undeniable: CTV ads achieve 90-98% completion rates (viewers can't skip them) and deliver 23% higher ROI than traditional TV. Unlike linear broadcasts, CTV enables cross-device attribution so you can track the viewer who saw your ad on Tuesday and purchased on their phone Friday.

The Streaming Milestone: As of May 2025, streaming captured 44.8% of TV time—more than broadcast (20.1%) and cable (24.1%) combined. This isn't a trend; it's a fundamental restructuring of how audiences consume video content.

The CTV Performance Revolution

Market Landscape 2025

Understand the CTV ecosystem.

Platform Market Share

North America Leaders:

Streaming Services

Ad-Supported Growth:

• 57% of new subs are ad-supported
• Nearly half total subs now ad-tier
• Netflix ad tier: 94M monthly users
• Premium content + ads

Audience Reach

CTV Penetration:

• 117M US households with CTV
• 238M US viewers projected
• 90% monthly usage
• Growing engagement

Content Landscape

Programming Types:

• Live sports
• Premium originals
• News content
• FAST channels
• User-generated

Targeting Capabilities

Precision audience targeting.

Targeting Options

Available Methods:

Audience Segments

Segment Categories:

• In-market shoppers
• Interest categories
• Purchase behavior
• Life stage triggers

Device Targeting

Cross-Device Strategy:

• Household targeting
• Device graphs
• Sequential messaging
• Unified frequency

Data Partnerships

Data Sources:

• Platform first-party
• Third-party providers
• Retail media data
• CRM integration

Campaign Strategy

Build effective CTV campaigns.

Campaign Objectives

CTV Goals:

Frequency Management

Optimal Frequency:

• Avoid ad fatigue
• Cross-platform deduplication
• Frequency caps
• Recency controls

Daypart Strategy

Timing Optimization:

• Prime time premium
• Daytime efficiency
• Weekend patterns
• Seasonal adjustments

Budget Allocation

Spend Recommendations:

• Test with 15-20% of video budget
• Scale based on performance
• Balance reach vs precision
• Monitor CPM trends

Creative Best Practices

Optimize for the big screen.

Creative Requirements

Technical Specs:

Big Screen Design

Creative Principles:

• Bold visuals
• Clear branding early
• Readable text size
• High-quality audio

Ad Formats

CTV Format Options:

• Pre-roll
• Mid-roll
• Post-roll
• Interactive
• Shoppable

Interactive Elements

Engagement Features:

• QR codes
• Click-to-action
• Voice activation
• Remote interaction

Programmatic CTV

Automate CTV buying.

Programmatic Scale

Market Statistics:

• $27B programmatic spend 2025
• 84%+ of total CTV spend
• Real-time optimization
• Automated buying

Buying Methods

Programmatic Options:

DSP Selection

Platform Considerations:

• CTV inventory access
• Targeting capabilities
• Measurement integration
• Support quality

Optimization Levers

Real-Time Adjustments:

• Bid management
• Audience refinement
• Creative rotation
• Frequency controls

Measurement & Attribution

Prove CTV effectiveness.

Measurement Framework

Key Metrics:

Attribution Models

Attribution Options:

• View-through attribution
• Cross-device matching
• Incrementality testing
• Marketing mix modeling

Cross-Device Tracking

Measurement Approach:

• Device graph matching
• Household identification
• Sequential journey tracking
• Conversion paths

Brand Lift Studies

Brand Measurement:

• Awareness lift
• Consideration shift
• Purchase intent
• Message recall

Platform Selection

Choose the right CTV partners.

Platform Evaluation

Selection Criteria:

Major Platforms

Platform Comparison:

• Roku: Largest reach
• Amazon: Commerce data
• Hulu: Premium content
• YouTube TV: Google ecosystem

FAST Channels

Free Ad-Supported:

• Growing viewership
• Cost efficiency
• Diverse content
• Incremental reach

Strategic Recommendations

Implementation Steps:

Define objectives

Select platforms

Build audiences

Create CTV-specific creative

Launch and optimize

Measure incrementality

2025 Trends Reshaping CTV Advertising

Your CTV Advertising Mastery Roadmap

The 90-Day CTV Launch:

Month 1 - Strategy foundation: Define objectives, identify target audiences, and allocate budget across platforms based on audience overlap analysis

Month 2 - Creative development: Build CTV-specific assets optimized for the big screen—high-quality video, clear CTAs, and 15/30-second formats

Month 3 - Launch and optimize: Go live with programmatic buying, implement cross-device tracking, and establish incrementality baselines

Ongoing - Scale and refine: Expand to FAST channels, test interactive formats, and continuously optimize frequency capping

CTV Insight: The best CTV campaigns don't just repurpose digital video—they're designed for the living room experience. Full-screen impact, ambient sound design, and household-level messaging create engagement that digital can't match.

Reach 90% of US households with precision-targeted CTV advertising using AdsMAA's connected TV platform. Access premium streaming inventory, programmatic optimization, and cross-device attribution that proves your TV investment drives real conversions.