Connected TV (CTV)
Connected TV (CTV) refers to televisions that connect to the internet and allow viewers to access streaming services, apps, and digital content beyond traditional broadcast or cable channels. CTV enables advertisers to serve highly targeted ads on streaming platforms like Hulu, Roku, and Amazon Prime Video, reaching audiences in a more flexible and measurable way compared to traditional TV.
How CTV is Used in Advertising
CTV has transformed the way brands reach their audiences, combining the visual impact of TV with the precision of digital advertising. Advertisers can target specific audience segments and retarget viewers across multiple devices, creating a seamless cross-platform experience.
Anderson Collaborative partners with MNTN to deliver effective CTV campaigns that leverage this technology for clients. MNTN’s platform allows Anderson Collaborative to implement CTV strategies that maximize return on ad spend (ROAS) by targeting high-value audiences and optimizing ad delivery based on viewer behavior.
Real-World Example with Anderson Collaborative
For a client like College Hunks Hauling Junk (CHHJ), Anderson Collaborative combined CTV ads for top-of-funnel awareness with retargeting ads on Google and social media. This approach, supported by MNTN’s platform, achieved a 7.69 ROAS, generated over $1.7 million in revenue, and reduced cost per conversion by 20%. The result was enhanced customer engagement, higher conversion rates, and significant increases in revenue—a testament to how CTV can drive impactful advertising results when paired with strategic retargeting.
Popular CTV Devices and Platforms
- Smart TVs – Internet-enabled TVs with built-in apps for streaming content.
- Streaming Devices – Gadgets like Roku, Amazon Fire Stick, and Apple TV allow users to stream content on standard TVs.
- Gaming Consoles – Devices like Xbox and PlayStation provide streaming options, making them viable for CTV advertising.
For a closer look at how Anderson Collaborative leverages MNTN’s CTV platform to create impactful advertising, visit Anderson Collaborative’s CTV Solutions and MNTN’s CTV Advertising Platform.
FAQs
- What is connected TV or CTV?
Connected TV (CTV) refers to any television that connects to the internet, allowing access to streaming content and digital apps beyond traditional cable or broadcast TV. CTV enables advertisers to reach audiences through highly targeted streaming ads. - What is the difference between a smart TV and a connected TV?
Both smart TVs and connected TVs offer internet connectivity. Smart TVs have built-in streaming apps like Netflix, while connected TVs encompass any setup that enables internet-based streaming on a TV screen, including devices like Roku or Fire Stick. - How do I activate CTV on my TV?
To activate CTV on a smart TV, connect it to the internet via Wi-Fi or Ethernet and open built-in streaming apps. For regular TVs, use a streaming device (e.g., Roku, Fire Stick, or Chromecast), connect to the internet, and follow the setup instructions. - What is a connected TV device?
A connected TV device is any hardware enabling internet streaming on a television, such as Roku, Apple TV, Amazon Fire Stick, and even gaming consoles with streaming capabilities.
Ready to see how CTV can enhance your brand’s reach? Anderson Collaborative’s partnership with MNTN offers tailored solutions to increase visibility, engage audiences, and maximize ad spend across connected devices. Contact us to explore how CTV advertising can boost your digital strategy.
