CTV (Connected TV)

Connected TV (CTV) refers to television sets that stream content over the internet — smart TVs, streaming sticks and boxes, and game consoles. CTV advertising places video ads in streaming apps, usually full-screen and often non-skippable.

For app marketers, CTV is a reach and awareness channel that can be bought programmatically alongside mobile. Measurement is household-based rather than device-based, so results are typically evaluated through lift studies or by connecting CTV exposure to later mobile activity in the same household. CTV CPMs are higher than in-app, so it works best as a dedicated line with its own goals, paired with mobile follow-up campaigns.

Creative for CTV should be designed for the big screen: clear branding early, legible text from across a room, and a simple reason to look for the app on a phone afterward. A QR code or a memorable app name helps bridge the gap between screens.