Connected TV Advertising: What It Is, How It Works, and Best Practices for Modern Marketers
As streaming continues to replace traditional cable, Connected TV (CTV) has quickly become an influential channel for marketers. For both B2B and B2C brands, CTV bridges the gap between the storytelling power of television and the advancements of digital advertising.
If you’re trying to understand what CTV is, how CTV advertising works, and how to approach it with purpose, we’re here to walk you through the essentials. Along with how Intentsify helps marketers activate CTV more effectively.
What Is Connected TV (CTV)?
Connected TV refers to televisions that access the internet. Whether through smart TV capabilities or connected devices such as Roku, Amazon Fire TV, Apple TV, and gaming consoles. These devices allow viewers to stream content from platforms like:
- Disney+
- Peacock
- Paramount+
- Discovery+
- Sling
- Fubo TV
- Tubi
Unlike traditional television, where ads are broadly targeted based on age or location, CTV ads are delivered digitally, which enables:
- Firmographic targeting (such as company size and industry)
- Demographic and geographic targeting
- Behavioral or intent-based targeting
This is part of what makes CTV effective for B2B marketers: you can reach high-value decision-makers and influencers in a premium, non-skippable environment.
How Does CTV Advertising Work?
CTV advertising uses digital technology to serve TV-quality ads to streaming audiences. Here’s how the process typically works:
1. Audience Targeting
Campaigns begin by defining audience parameters, such as company type, job function, industry, behaviors, or geography.
2. Inventory Matching
When someone in your target audience streams content, CTV platforms match your ad to available inventory in real time.
The Intentsify advantage: Intentsify purchases CTV inventory programmatically to ensure ads reach only qualified audiences.
3. Ad Delivery
Ads appear on premium, non-skippable placements across top streaming networks including:
- CNC
- CNBC
- AMC
- Bravo
- The Big Ten Network
This ensures campaigns maintain high quality and visibility.
4 Reasons Why CTV Matters in Today’s Marketing Landscape
1. Streaming Dominates Modern Viewing
Over 90% of U.S. households now use at least one CTV device. CTV’s growth shows no signs of slowing.
2. It’s Highly Measurable and Brand-Safe
CTV creates brand impact similar to traditional TV but offers digital-level reporting. Every view and visit can be tracked.
3. It Reaches Busy Decision-Makers
Executives often ignore emails and display ads—but they can still be reached on CTV during their personal viewing time.
4. It Strengthens Full-Funnel Strategies
CTV performs well when paired with channels like paid social, display, and search. It primes account engagement and pipeline velocity.
5 Best Practices for CTV Advertising
Even at a high level, there are five foundational best practices that set successful CTV campaigns apart.
1. Start With Clear Campaign Goals
Determine whether you’re optimizing for:
- Awareness
- Engagement / completed views
- Site traffic
- Lead generation
- Pipeline influence
Your KPI (CPV, CPCV, CPA, ROAS) influences optimization strategy.
2. Use High-Quality Audience Data
Better targeting = better efficiency. Top sources include:
- Intent data
- CRM lists
- Lookalike segments
- Firmographic targeting
The Intentsify advantage: integrating buyer intent directly into CTV targeting.
3. Invest in Strong Creative
Most CTV ads run 15 or 30 seconds at 1080p (16:9). Creative should be:
- Visually compelling
- Brand-forward
- Message-first
- Clear in the first 3–5 seconds
4. Let Algorithms Optimize Inventory
Avoid overly strict network blocks. Audience-first algorithms work best when not restricted.
5. Track Performance Through to Pipeline
With proper pixels, you can connect CTV exposure to:
- Site engagement
- Visitor quality
- Pipeline velocity
- Account influence
This is where Intentsify’s reporting brings clarity to the full funnel.
The Role of Intentsify in Operationalizing CTV
Intentsify helps marketers activate CTV campaigns with:
- Intent-based audience targeting
- Private marketplace (PMP) premium inventory
- Brand safety protections via DoubleVerify and IAS
- Ongoing optimization
- Transparent reporting
Resulting in a scalable, performance-driven CTV strategy that ties directly to marketing outcomes.
CTV isn’t just another awareness channel you should be on. It’s a modern, measurable, and highly targeted advertising format that offers powerful brand and performance results.
By following best practices and using the right audience data and tools, marketers can confidently integrate CTV into their go-to-market strategy.
