Connected TV Advertising Explained: What Marketers Need to Know in 2026

Connected TV (CTV) refers to any television set connected to the internet, enabling viewers to stream video content via built-in apps or external devices. For marketers, CTV combines the high-impact visual storytelling of traditional television with the precision, automation, and real-time analysis found in programmatic advertising, making it an essential digital channel.

What is Connected TV Advertising?

Connected TV advertising allows brands to place video ads directly within streaming content delivered over the internet. Unlike traditional “linear” TV, which broadcasts a single signal to all viewers, CTV uses demand-side platforms to serve specific ads to specific households based on data.

Common CTV environments include:

• Smart TVs: Sets with integrated internet capabilities (e.g., Samsung, Vizio).
• Streaming Devices: Hardware like Roku, Amazon Fire TV Stick, or Apple TV.
• Gaming Consoles: Systems like PlayStation or Xbox are used to access streaming apps.

CTV vs. Traditional TV:  The Benefits for Advertisers

The primary difference lies in how media is bought and measured. Traditional TV relies on broad demographics, whereas CTV utilizes a programmatic advertising platform to ensure your budget is spent on impressions that meet your exact criteria.

• Precision: Traditional TV uses general ratings; CTV uses household-level data.
• Efficiency: Multi-DSP campaign management allows you to bid on inventory in real-time rather than committing to rigid, expensive “upfront” contracts.
• Accessibility: Version2 provides access to enterprise-level tech with no minimum spend, giving emerging companies the same tools as the biggest brands.

How CTV Advertising Works in the ORION Platform

Navigating the inventory marketplace for streaming can be complex, as inventory is fragmented across various apps and services. The ORION advertising platform simplifies this by serving as a single access point to the top 6 market-leading DSPs.

Through AI-powered media buying, ORION’s campaign planner helps you explore and build audiences most likely to convert. This automated ad campaign management ensures your ads appear in premium environments without the manual labor of managing multiple individual platform integrations.

Targeting and Metrics: Tracking Performance

To move beyond “gut feelings,” marketers must focus on real-time ad performance tracking. Because CTV is a digital medium, it offers unified analytics that traditional TV cannot provide.

Targeting Options

• Behavioral Targeting: Reach users based on their interests and past online actions.
• Geotargeting: Narrow your focus to specific regions or zip codes.
• First-Party Data: Use your own customer lists to find lookalike audiences via the ORION platform.
• And many more!

Metrics That Matter

• Video Completion Rate (VCR): Tracking how many users watched your ad to the end.
• Reach and Frequency: Ensuring you are reaching new people without over-saturating the same audience.
• ROAS Optimization: Using ROAS optimization tools to see how CTV impressions contribute to your overall return on investment.

Frequently Asked Questions: Connected TV (CTV) Advertising

1. What is the difference between CTV and OTT? While often used interchangeably, OTT (Over-the-Top) refers to the delivery method of video content over the internet, bypassing traditional cable/satellite. CTV (Connected TV) refers specifically to the device used to view that content, such as a Smart TV, Roku, or Xbox. All CTV is OTT, but not all OTT (like watching a movie on your phone) is CTV.
2. Is CTV advertising expensive? One of the biggest myths is that TV advertising requires a massive “upfront” budget. Through the ORION platform, Version2 provides access to premium CTV inventory with no minimum spend. This allows brands and agencies of all sizes to access enterprise-level technology and scale their budget based on real-time performance.
3. Are CTV ads skippable? Generally, no. Most CTV ads are non-skippable, which is why the channel boasts exceptionally high Video Completion Rates (VCR). Because viewers are watching “lean-back” content on a large screen, they are more likely to stay engaged throughout a 15- or 30-second spot.
4. How do I target specific audiences on Connected TV? Unlike traditional linear TV, which targets broad demographics, CTV uses deterministic, household-level data. With Version2’s AI-powered media buying, you can target viewers based on specific interests, purchase intent, geographic location (down to the zip code), and even your own first-party data.
5. Can I see which apps my ads appeared on? Yes. Transparency is a core pillar of the ORION advertising platform. Our unified analytics provide clear reporting on where your ads were served, ensuring your brand appears alongside premium, brand-safe streaming content.
6. How do I measure if my CTV campaign is working? Beyond completion rates, we use real-time ad performance tracking to measure impact. This includes tracking “cross-device attribution”: seeing if a user saw your ad on their TV and later visited your website or made a purchase on their mobile device or laptop.
7. Why should I use Version2 instead of going directly to a streaming service? Going direct limits you to a single “silo” of inventory. Version2 serves as your single access point to the top 6 market-leading DSPs. This gives you broader reach, better price discovery through competition, and a single dashboard for multi-DSP campaign management, saving you significant time and complexity.

Strategizing Your CTV Campaign with Version2

While the technology behind cross-channel media buying is complex, your experience shouldn’t be. Many brands struggle with a lack of real-time insights or inefficient management across platforms.

Whether you need a self-service programmatic tool to maintain total control or a team of experts for strategic guidance and managed results, we provide the solution. Version2 gives you everything you need to plan, execute, and measure your campaigns in one place, without the bloated cost or complexity.

About the Author

The Version2 Strategy Team. Version2 is a leader in programmatic solutions, providing agencies and brands with the ORION platform: the first all-in-one software for multi-DSP campaign management. Our mission is to provide streamlined campaign planning and unified analytics to help you achieve real performance numbers.

Ready to elevate your video strategy? Learn more about our CTV solutions.