Paid Ads: CTV / Streaming TV
Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
What Is CTV / OTT
- CTV (Connected TV): Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads
- OTT (Over-the-top): Video delivered over the internet (Hulu, Peacock, Paramount+, etc.)
- Streaming share: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing)
Why CTV
| Advantage |
Detail |
| High completion |
~95% ad completion rate vs lower on mobile/desktop |
| Unskippable |
Most CTV inventory is non-skippable pre-roll/mid-roll |
| Targeting |
Demographics, interests, location, household data |
| Underinvested |
CTV received ~7% of ad spend despite ~18% of media time (2024) |
Ad Formats
| Format |
Use |
| Pre-roll / Mid-roll |
Standard video; 15–30 sec |
| Interactive |
Drives engagement; ~71 sec additional time vs standard |
| QR / URL |
Direct response; track offline-to-online |
Platforms & Buying
- Programmatic: DSPs (The Trade Desk, etc.); audience-based buying
- Direct: Hulu, Roku, YouTube TV, Peacock—platform-specific deals
- Google: YouTube on TV; part of Video campaigns
Metrics
| Metric |
Use |
| Completion rate |
% who watch full ad; CTV typically 95%+ |
| Reach / frequency |
Household reach; avoid over-frequency (e.g., <7) |
| CPM |
Cost per thousand impressions |
| Attribution |
QR scans, URL visits; harder than web/app |
Creative
- Horizontal: 16:9; TV screen format
- Sound on: Assume sound; design for audio
- Brand focus: CTV often awareness; clear brand, CTA
UTM for CTV
Use utm_medium=video or ctv with utm_source (e.g., hulu, roku) for QR/URL campaigns. Tag links in interactive CTV ads for attribution.
Pre-Launch Checklist
Related Skills
- paid-ads-strategy: Ad formats by medium; when to use TV vs web vs app
- traffic-analysis: UTM for CTV direct-response; attribution
- analytics-tracking: Conversion tracking for QR/URL campaigns
1---2name: ctv-ads3description: When the user wants to run CTV, OTT, or streaming TV ads. Also use when the user mentions "CTV ads," "connected TV," "OTT advertising," "streaming ads," "TV ads," "Hulu ads," "Roku ads," "YouTube TV ads," or "programmatic TV." For paid mix, use paid-ads-strategy.4---5
6# Paid Ads: CTV / Streaming TV
7
8Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop.
9
10**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.
11
12## What Is CTV / OTT
13
14- **CTV (Connected TV)**: Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads
15- **OTT (Over-the-top)**: Video delivered over the internet (Hulu, Peacock, Paramount+, etc.)
16- **Streaming share**: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing)
17
18## Why CTV
19
20| Advantage | Detail |
21|-----------|--------|
22| **High completion** | ~95% ad completion rate vs lower on mobile/desktop |
23| **Unskippable** | Most CTV inventory is non-skippable pre-roll/mid-roll |
24| **Targeting** | Demographics, interests, location, household data |
25| **Underinvested** | CTV received ~7% of ad spend despite ~18% of media time (2024) |
26
27## Ad Formats
28
29| Format | Use |
30|--------|-----|
31| **Pre-roll / Mid-roll** | Standard video; 15–30 sec |
32| **Interactive** | Drives engagement; ~71 sec additional time vs standard |
33| **QR / URL** | Direct response; track offline-to-online |
34
35## Platforms & Buying
36
37- **Programmatic**: DSPs (The Trade Desk, etc.); audience-based buying
38- **Direct**: Hulu, Roku, YouTube TV, Peacock—platform-specific deals
39- **Google**: YouTube on TV; part of Video campaigns
40
41## Metrics
42
43| Metric | Use |
44|--------|-----|
45| **Completion rate** | % who watch full ad; CTV typically 95%+ |
46| **Reach / frequency** | Household reach; avoid over-frequency (e.g., <7) |
47| **CPM** | Cost per thousand impressions |
48| **Attribution** | QR scans, URL visits; harder than web/app |
49
50## Creative
51
52- **Horizontal**: 16:9; TV screen format
53- **Sound on**: Assume sound; design for audio
54- **Brand focus**: CTV often awareness; clear brand, CTA
55
56## UTM for CTV
57
58Use `utm_medium=video` or `ctv` with `utm_source` (e.g., `hulu`, `roku`) for QR/URL campaigns. Tag links in interactive CTV ads for attribution.
59
60## Pre-Launch Checklist
61
62- [ ] Creative in 16:9; sound-on
63- [ ] Targeting defined (demo, interests, geo)
64- [ ] Attribution plan (QR, URL, brand lift)
65- [ ] Frequency cap set
66- [ ] Budget aligned with CPM expectations
67
68## Related Skills
69
70- **paid-ads-strategy**: Ad formats by medium; when to use TV vs web vs app
71- **traffic-analysis**: UTM for CTV direct-response; attribution
72- **analytics-tracking**: Conversion tracking for QR/URL campaigns
gabrielmoreira