Connected TV Advertising
Television on streaming platforms with digital controls: audience targeting, frequency capping that actually holds, and measurement tied to site visits and sales rather than to panel estimates.
Overview
Connected TV gives you the credibility of a television ad without the entry cost of a national buy. You can target by audience and geography, cap frequency across platforms, and connect exposure to what happened on your website afterwards.
The two things that go wrong are frequency and creative. Buying across several platforms without a unified cap means a small number of households see your ad far too often, which is worse than not advertising at all. And a repurposed social video looks exactly like what it is on a large screen in a living room.
Who this is for
- Brands ready for broadcast credibility without a national television budget
- Advertisers whose paid social and search have plateaued
- Companies with a clear geographic market and a story worth thirty seconds
How we approach connected tv advertising
The specific pieces of work a typical engagement covers. Scope is agreed up front — nothing here is a surprise line item later.
Platform and inventory selection
Which streaming services, which apps, and how much is genuinely premium content rather than long-tail inventory dressed as television.
Cross-platform frequency capping
One cap across every platform in the buy. Without it, a small share of households absorbs a large share of the impressions, and irritation replaces recall.
Audience targeting
Geography, household characteristics and first-party matched audiences, kept broad enough that the targeting premium does not exceed the waste it saves.
Creative for the living room
Written and shot for a large screen at a distance, with sound assumed on. Different discipline from social, and viewers notice immediately when it is not.
Site visit attribution
Connecting exposed households to subsequent visits and conversions, which is the main advantage connected TV has over linear.
Incrementality testing
Geo holdouts to establish real lift, because view-through attribution on a household screen is generous by design.
From first call to measured result
The same sequence every time, so you always know what happens next.
Plan
Define audience, geography and the reach and frequency the budget can actually deliver. If it cannot deliver useful frequency, we say so.
Produce
Create or adapt the spot for the format, with the cut-downs each platform requires produced at the same time.
Launch
Go live with unified frequency capping and a holdout region excluded from the buy.
Measure
Delivery, frequency distribution and lift against the holdout, reviewed while there is still budget left to act on it.
Outcomes, not deliverables
A pile of artefacts isn't progress. These are the changes the work is meant to produce — and what we report against.
Television credibility, digital control
The trust of a broadcast spot with the targeting and measurement of a digital buy.
Frequency that stays sane
Unified capping prevents the pattern where a small share of households sees the ad dozens of times.
A measurable effect
Exposure connected to site visits and conversions, which linear television has never been able to show.
Lift on your other channels
Connected TV reliably raises branded search and direct traffic, and the holdout is what lets you claim that honestly.
Common questions about Connected TV Advertising
The things people ask before they get in touch. If yours is not here, ask us directly.
What does connected TV advertising cost?
Cost per thousand impressions typically runs from the mid twenties to the mid forties depending on platform and targeting. A useful campaign in a defined region starts around twenty five thousand, because below that frequency is too thin to register.
Do we need a proper television advertisement?
You need something made for a large screen with sound on. That does not require a broadcast budget, but it does rule out reusing a vertical social edit, which looks obviously out of place in a living room.
How is this different from YouTube advertising?
YouTube is largely skippable, mobile-heavy and often watched alone. Connected TV is non-skippable inventory on a living room screen, frequently with more than one person watching. Different attention, different creative, different cost.
Can connected TV be attributed to sales?
To site visits and conversions from exposed households, yes, with the usual caveat that household matching is approximate. For a defensible number we use a geo holdout rather than platform-reported attribution.
Thinking about Connected TV Advertising?
Tell us what you are trying to change. If we are not the right fit we will say so, and point you somewhere better.
Looking at the wider picture?
Connected TV Advertising usually sits alongside other work in Performance Marketing & Paid Media. Browse the full area to see what it connects to.