Connected TV (CTV) advertising has crossed a tipping point. With over 87% of households now owning at least one CTV device — Roku, Fire TV, Apple TV, Smart TVs — and traditional cable viewership declining 20%+ year-over-year, brands that ignore streaming are leaving their audience behind.
What is CTV Advertising?
CTV advertising is the delivery of video ads through internet-connected television devices. Unlike traditional TV, CTV offers:
- Precise audience targeting — by demographics, geography, viewing habits, and device type
- Unskippable ad formats — 15s and 30s pre-roll and mid-roll video with 98%+ completion rates
- Real-time reporting — impressions, reach, frequency, and completion rates in a live dashboard
- Zero ad fraud — CTV inventory is brand-safe and fraud-free by nature
Why 2025 is the Breakout Year for CTV
1. Cord-Cutting Has Hit Critical Mass
Over 60 million US households have cut the cord. Global streaming subscriptions exceeded 1.5 billion in 2024. The audience is on CTV — and ad-supported tiers (AVOD) on Netflix, Disney+, and Peacock have made premium inventory available at scale.
2. CTV CPMs Are Still Underpriced
Traditional TV CPMs range from $20–$40. CTV premium inventory is available at $8–$18 CPM with far better targeting and measurability. The window of efficiency won't last — brands buying now are getting the best prices they'll ever see.
3. Attribution Has Finally Caught Up
Third-party measurement partners (AppsFlyer, Adjust, Branch) now support CTV attribution — connecting TV ad exposure to app installs, purchases, and in-store visits. The measurement gap is closed.
CTV vs Linear TV vs OTT — What's the Difference?
- Linear TV: Traditional broadcast/cable. Fixed schedule, no targeting, no real-time data.
- OTT (Over-the-Top): Streaming content delivered over the internet — includes mobile and desktop streams.
- CTV: Specifically refers to OTT content consumed on television screens via streaming devices or smart TVs.
For brand advertising, CTV is the sweet spot — big screen impact with digital precision.
How ZinkAds Runs CTV Campaigns
Through our programmatic DSP, we access premium CTV inventory across 50+ streaming platforms and devices. Here's how a typical campaign runs:
- Brief & Audience: You share your target audience, geography, and KPIs.
- Creative Review: We accept your 15s or 30s video creative (or help you source one).
- Targeting Setup: Genre targeting, device targeting, geo-radius, dayparting.
- Launch & Optimise: We go live, monitor frequency caps, and optimise delivery for completion rates.
- Reporting: Real-time dashboard with reach, impressions, completion rate, and frequency.
Is CTV Right for Your Brand?
CTV works best for brands that want:
- Mass reach at a lower CPM than traditional TV
- Brand awareness and recall campaigns
- Reaching cord-cutters who can't be reached via cable
- Premium, brand-safe video placements
Ready to test CTV? Talk to our team — minimum budgets start from $5K for a proper test flight.