Why You Need to Invest in Connected TV Advertising

If you think TV advertising is outdated or out of your budget, think again. Smartphones and smart TVs have ushered in a new era of advertising that leverages what’s known as Connected TV (CTV). Connected TV advertisements are shown during the delivery of content streamed from your CTV apps (Hulu, Tubi, Pluto, Discovery+) or through your connected devices (Roku, Chromecast, AppleTV) to your smart TV.. CTV ads allow you to connect with people while they’re watching TV without having to pay the enormous prices associated with advertising on traditional TV. With CTV ads, you also get the power of programmatic targeting, ad testing and optimization, and performance measurement.

Connected TV and OTT is Seeing Explosive User Growth

It’s estimated that over 100M households used a connected device to stream and watch content in 2020.

As other advertising channels like Google and Facebook continue to level off, connected TV is becoming more important for advertisers who need a channel that will help them connect with eager buyers.

By 2025, it’s estimated that brands will invest a staggering $25 billion in Connected TV ads.

Connected TV presents a big opportunity for advertisers trying to break through the noise and connect with the right people while keeping advertising costs under control. The problem is, launching Connected TV ads is much more complicated than it is on other digital channels.

A Connected TV Ads Agency Can Help You Build and Launch Profitable Ads for Your Customers Using CTV and OTT

Playbook Media is a Connected TV ads agency that can give you the strategy, creative production, and technical support you need to build and optimize ad campaigns for connected TV.

Our Approach to CTV and OTT Advertising

Our approach to connected TV advertising is comprised of these core pillars:


Our creative strategy allows for brand discovery through powerful 30-second video ads which are developed with a Branded Response approach. The storytelling aspect is key and different from what currently works on social media. Each ad needs to convey “Why Buy” (what your product does, who your product is for) and “Why Buy Now” (using a call to action and an offer).


We structure channel viability tests on efficient publisher platforms that provide back data on who is watching and converting. Once we understand the converting audiences, we then layer on additional publishers to reach niche audiences and expand our scale across the wider reach platforms like Roku and Hulu.


After 4 weeks, we have enough data to optimize against budget levels, creative executions and platform mix. After 8 weeks, we can really pinpoint high-performing genres and dayparts to hone in on and further improve the response and CAC.


We’ve partnered with CTV measurement platform TVDataNow to track ad Impressions at the household and device level and cross-reference that back with site visits and conversions within your defined attribution period. This level of measurement allows us to know the effectiveness of TV advertising at a digital level!

Why Companies Hire Playbook Media as Their CTV Agency

Brands of all sizes partner with Playbook Media to help them build and execute a profitable CTV advertising strategy. Here’s what our team brings to the table:

Measurement and Incrementality

We use measurement and incrementality to produce revenue-generating CTV campaigns that reach the right people at the perfect moment in time.

The Power of Branded Response Creative

We develop advertising creative that supports your brand while driving a direct response, i.e. website visit and purchase or sign-up.

Deep Platform Knowledge

Our team of CTV experts keeps up-to-date with how CTV platforms are evolving, the latest developments in ad technology and which platforms to layer on when for best performance. 

How much does it cost? 

We work with clients who have a wide range of budgets. CTV channel viability tests typically require 3 months and a minimum of $150k media spend across this timeframe. We’re here to help you put together the most efficient budget to meet your goals. 

Connected TV Ads FAQs

If you’re completely new to CTV ads, you might be wondering how it all works. Read through the following questions and answers to learn more about which types of businesses advertise on CTV, how much money you need to spend, and why you might want to hire a CTV ads agency to help.

What is the difference between CTV and OTT?

Connected TV, also known as CTV, refers to smart TVs that are connected to the internet, while Over-the-Top Media, also known as OTT, refers to the delivery of streaming content from your phone, computer, or tablet to your smart TV or other connected devices (Roku, Apple TV, Chromecast). 

What Are CTV Ads?

CTV ads are advertisements that are shown during the delivery of content streamed from your CTV apps (Hulu, Amazon Video, Netflix) to your connected OTT devices. CTV ads allow you to connect with people while they’re watching TV without having to pay the enormous prices associated with advertising on traditional TV. With CTV ads, you also get the power of programmatic targeting, ad testing and optimization, and performance measurement. 

Why is Advertising on Connected TV Important?

CTV advertising is a big opportunity for brands. Here’s why:

Traditional TV advertising is big business, but it’s long been too expensive for the majority of brands trying to capture attention and interest from consumers. Connected TV advertising levels the playing field and makes advertising to people who consume TV and movies more affordable for brands with smaller budgets. 

The average American watches more than 4 hours of television every day and they aren’t just limited to cable and satellite anymore. Today, consumers can stream content from services like Netflix, Hulu, Disney+, Apple+, Amazon Prime Video, and more. These streaming services are becoming increasingly popular year after year, especially as companies continue to invest big money into original programming. According to Statista, “in the second quarter of 2021, The Walt Disney Company reported that Hulu had 41.6 million paid subscribers, up from 32.1 million in the corresponding quarter of the previous fiscal year.”

Needless to say, CTV isn’t going anywhere anytime soon, and the advertising tools being used to reach people through this channel will only continue to improve as time goes on. 

What Types of Businesses Should Advertise on CTV?

CTV ads are perfect for any business trying to increase brand or product awareness. 

What Does a CTV Ads Agency Actually Do?

A CTV ads agency can help you connect with ad publishers, develop campaign strategies and ad creative, launch ads, measure performance, and optimize ad campaigns to meet your goals.

How Do You Know When You Should Hire a CTV Ads Agency?

You should consider hiring a CTV ads agency if you haven’t invested in this type of advertising before and you want to test the long-term viability of the channel for your business.  

How Do You Pick the Right Connected TV Advertising Partner?

Picking the right CTV ads agency is important. The right agency should be able to:

  • Speak to their deep understanding of CTV and OTT
  • Educate you on how the channel can work for your business
  • Develop effective visual creative to test
  • Ask you about your objectives and audiences
  • Understand measurement and incrementality
  • Show you examples of past success
  • Work seamlessly with your existing team

Schedule a Call with Our CTV Ads Team Today


Whether you’re a scrappy startup who is only dipping your toe in the water or a scaled enterprise looking to develop intricate campaigns, our team of expert CTV advertisers will develop a strategy tailored to your specific business growth stage.

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