The Rise of CTV Advertising: Is Your Brand Ready?
4 mins read
Table of Contents
Introduction
What exactly is CTV (and how is it different from “streaming” and “OTT”)?
Why CTV is exploding right now
The benefits brands actually feel (beyond buzzwords)
The fine print: challenges you must plan for
How brands should position themselves on CTV (10 concrete plays)
Execution checklist
Final thoughts
Call to action
Introduction
Streaming has officially overtaken traditional TV. Today, more people watch their favorite shows and live events on internet-connected televisions than on cable or satellite. That’s not a trend; it’s a permanent shift.
As budgets follow audiences, smart brands are building systems for creative, targeting, and measurement that are tailored specifically for the Connected TV (CTV) space. This article explains why CTV matters, what to look out for, and how your brand can win.
What Exactly Is CTV?
Connected TV (CTV) refers to any television connected to the internet that allows video content to be streamed; whether through a smart TV, streaming stick (like Roku or Fire TV), or gaming console.
While “OTT” (over-the-top) refers to all streaming video content, CTV focuses specifically on the TV screen experience. CTV advertising places your brand message directly in the living room – on the biggest screen in the house; using the precision and flexibility of digital tools.
Why CTV Is Exploding Right Now
- Audiences have moved – Streaming is now the primary way people consume video content.
- Budgets are shifting accordingly – Digital video ad spend, especially on CTV, is growing rapidly.
- Technology is improving – Smarter targeting, data integrations, and shoppable formats are making CTV more effective.
- New inventory is opening up – Platforms like Netflix, Showmax, and YouTube are offering ad-supported options, giving advertisers more premium spaces.
- CTV is growing across Africa – In markets like Nigeria and South Africa, mobile-first consumers are upgrading to smart TVs, increasing CTV reach.
The Benefits Brands Actually Feel
- Better Targeting
CTV allows you to target based on interests, demographics, household data, and viewing behavior; something traditional TV can’t do. - Measurable Results
Track metrics like ad completion rate, cost per completed view (CPCV), conversions, and return on ad spend (ROAS). - Creative Engagement
The big screen offers immersive storytelling potential. And with tools like QR codes or interactive overlays, you can make CTV ads both entertaining and actionable. - Efficient Budgeting
You don’t need a million-dollar TV budget. Programmatic buying and self-serve platforms let small and mid-size brands compete.
The Fine Print: Challenges You Must Plan For
- Fragmented Platforms
With so many streaming devices and apps, controlling frequency and reach is hard. You might show the same ad too many times to the same household if not managed carefully. - Ad Fraud
Bot traffic and spoofed apps still exist in the CTV space. Verification partners and transparent supply chains are essential. - Creative Demands
Recycling YouTube ads won’t cut it. CTV creatives must be tailored to the lean-back viewing experience: bold visuals, clear audio, and strong calls-to-action. - Measurement Gaps
Tracking co-viewing, device switching, and cross-platform performance can be tricky. You’ll need a strategy that ties CTV results back to your overall marketing KPIs.
How Brands Should Position Themselves on CTV
1. Start With Clear Business Goals
Know what you want to achieve; brand lift, sales, reach, or conversions; and build your campaign structure around it.
2. Leverage the Right Data
Use a mix of first-party data, household targeting, and contextual signals to identify and reach the right audience.
3. Choose Smarter Buying Paths
Combine programmatic guaranteed deals, private marketplaces, and open auctions to balance control and efficiency.
4. Invest in CTV-Specific Creatives
Use 15 or 30-second formats with high-resolution visuals, subtitles, and a clear CTA. Consider interactive formats for deeper engagement.
5. Prevent Ad Fatigue
Cap the number of times an ad is shown to each household. Work with platforms that offer cross-device frequency control.
6. Focus on Brand Safety and Fraud Protection
Work with trusted ad tech partners who can verify inventory and protect your budget from fake traffic.
7. Track Incremental Reach
Use CTV to extend the reach of your digital or linear TV campaigns. Measure what new audiences you’re reaching.
8. Tie CTV to Performance
Use pixel-based tracking, QR code engagement, or attribution studies to connect CTV impressions with real outcomes like store visits or purchases.
9. Adapt for Local Context
If advertising in Africa, understand the most-used platforms, languages, and content preferences in your market.
10. Build an In-House CTV Team or Partner Smartly
Whether through an internal team or an expert DSP partner like Dochase, ensure you have the right skills and support to execute CTV campaigns well.
Execution Checklist
☐ Define clear campaign goals
☐ Choose right buying strategy (PMP, programmatic, open auction)
☐ Develop platform-specific creatives
☐ Implement fraud and brand safety tools
☐ Use frequency caps and household targeting
☐ Track KPIs like VCR, ROAS, and conversions
☐ Test interactive formats and QR codes
☐ Optimize based on data
Final Thoughts
CTV isn’t “just another video channel” – it’s the next evolution of TV advertising. As more viewers cut the cord, brands that take CTV seriously will gain a competitive edge.
This isn’t about experimenting anymore. It’s about building a real strategy for visibility, engagement, and measurable results; on the screen where attention is highest.
Call to Action
Ready to own the big screen?
At Dochase AdX, we help brands tap into CTV opportunities with data-driven planning, custom creative support, and fraud-protected delivery. Whether you’re just starting or scaling up, our team will help you make CTV your next high-performing channel.
Contact Dochase today and talk to our team, so we can start building your brand on Connected TV.
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