Channels

Connected TV

A Connected TV is an internet-connected device with a large screen that allows viewers to access digital video and over-the-top (OTT) content. CTV devices include Smart TVs, and video game consoles and internet-connected devices that stream to a TV.

Channels

Connected TV

What is Connected TV?

Native advertising mirrors the appearance, tone, and voice of the site or platform that it runs on. Because it typically directs to content pages, native is effective in the education stage, helping guide the consumer to the consideration phase of the purchase funnel.

Premium, High-Quality Inventory

Feel confident that your ads are shown alongside trusted, brand-safe content.

In-Depth Targeting

CTV provides the ability to reach users who are more likely to convert, as opposed to linear TV which uses a “spray and pray” approach.

High Viewability

CTVs are some of the largest formats that ads can be shown on, they are usually non-skippable, and are not blocked by ad blockers

Channel Description

All About Connected TV

KPIs

Impressions: The total number of viewers, including repeat viewers
Revenue: The amount of revenue generated by the campaign
Reach: The number of unique customers reached by the ad
Frequency: The amount of times the ad has been viewed per household
Cost Per View (CPV): How much the advertiser paid for each view
Cost Per Thousand (CPM): How much the advertiser paid for each thousand views
Video Completion Rate: Percentage that the ad was viewed in its entirety
Conversions: How many people completed the intended action of this campaign
Cost Per Acquisition (CPA): Divide the total revenue generated by number of conversions
Return on Ad Spend (ROAS): Amount spent on the campaign versus the revenue generated

Targeting options

Content Owners (MGM, Paramount, Nickelodeon, etc) produce and own shows and movies, and sell inventory during them
App Owners build, operate, and manage streaming platforms such as Netflix, Hulu, and Amazon Prime that deliver VOD content. App Owners are sometimes also Content Owners: Netflix, Hulu, and Amazon Prime produce their own original content.

Types of CTV ads

Pre-Roll: Runs before content
Mid-Roll: Runs during content
Post-Roll: Runs after content
Interactive: Provides an element that the user can do an action
Skippable: Able to be skipped, usually after the first 5 seconds
Non-Skippable: Not able to be skipped, usually about 15-30 seconds long

Stats

88%

of American households own at least one Connected TV device

60%

of Connected TV users found CTV ads to be more relevant than linear TV ads

$25B

CTV ad spending was expected to reach almost $25B in 2023, an over 20% increase YoY

Channels

The Top Programmatic Channels

Channels are digital and physical spaces where you can run messaging that reaches your community. Version2 guides you to select and activate omni-channel advertising, so you can select the most effective format, pivot to what works, and retarget your customers.

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Connected TV

What is Connected TV?

Premium, High-Quality Inventory

In-Depth Targeting

High Viewability

All About Connected TV

88%

60%

$25B

The Top Programmatic Channels

Digital Out of Home

Programmatic Audio

Connected TV

Digital Video

Programmatic Takeovers

Adhesive Ads

In-Email Display

In-Banner Video

Native Display

Social Mirroring

Performance Display

Programmatic Direct Mail

Digital Out of Home

Programmatic Audio

Connected TV

Native Display

In-Email Display

Digital Video

In-Banner Video

Programmatic Takeovers

Performance Display

Social Mirroring

Adhesive Ads

Programmatic Direct Mail

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