What is Connected TV?
Connected TV (CTV) describes any television set or device connected to the internet, allowing viewers to stream content on-demand rather than relying solely on traditional broadcast schedules. This includes smart TVs, streaming devices (Roku, Apple TV, Amazon Fire Stick), gaming consoles, and connected set-top boxes. Unlike traditional linear TV, CTV gives viewers control over what they watch and when they watch it.
Why Connected TV Matters for Media Buyers
CTV represents a fundamental shift in how UK audiences consume video content. With streaming services like Netflix, Disney+, NOW TV, and ITVX gaining dominance, advertisers can no longer rely exclusively on traditional TV spots. CTV advertising allows brands to reach audiences in a premium environment – the living room – while leveraging digital targeting capabilities.
The appeal is significant: CTV combines the production value and emotional impact of traditional TV with the targeting precision of digital marketing. Advertisers can serve ads based on location, demographics, viewing behaviour, and interests, achieving better ROI than traditional broadcast buys.
How CTV Advertising Works
CTV ads appear within streaming content, either as pre-roll (before content), mid-roll (during breaks), or post-roll (after content). Publishers integrate programmatic ad technology, allowing media buyers to purchase inventory in real-time auctions. This is distinct from traditional TV, where ad slots are negotiated directly with broadcasters.
Major UK platforms now offer CTV advertising: ITVX, All4 (Channel 4), BritBox, and YouTube on TV all provide advertising opportunities for UK brands.
When to Use Connected TV
CTV works best for campaigns requiring: - Brand awareness among engaged audiences - Demographic or behavioural targeting (age, location, income, interests) - Performance measurement and attribution - Premium video environments at scale - Frequency control to avoid ad fatigue
It's particularly effective for FMCG, automotive, financial services, and entertainment brands targeting UK audiences.
Key Considerations
While CTV offers advantages, media buyers should understand: - Inventory availability can be limited compared to traditional TV - Ad fraud remains a concern; work with verified publishers - Viewability standards for CTV differ from desktop display - Costs are rising as demand increases - Measurement requires proper tracking implementation
CTV is no longer a "nice to have" for UK media strategies – it's essential for reaching modern audiences.