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CTV Advertising Explained: New Era of Advertising

  • 15th Jul, 2025
  • 5

CTV Advertising Explained: New Era of Advertising 

In the evolving digital landscape, Connected TV (CTV) advertising has emerged as one of the fastest-growing and most effective channels for modern marketers. With traditional TV viewership on the decline and streaming platforms dominating the entertainment space, brands are now shifting their focus to CTV to reach highly engaged audiences on the big screen.

What Is CTV Advertising

CTV or Connected TV refers to televisions that can connect to the internet and stream content from platforms like YouTube, Netflix, Hulu, Amazon Prime Video, Disney Plus, and others. This includes Smart TVs, streaming sticks like Roku and Fire TV, gaming consoles, and internet-connected set-top boxes.

CTV advertising is the practice of placing video ads within or around streaming content watched on these devices. These ads are typically non-skippable and run during high-quality, on-demand content, ensuring more visibility and better brand recall.


Why CTV Advertising Is Gaining Momentum

1. Streaming Is Replacing Traditional TV

According to eMarketer, CTV ad spending in the United States is expected to cross 40 billion dollars by 2027, up from just 14 billion dollars in 2021. The shift is driven by changing viewing habits, especially among younger audiences. Nielsen reports that more than 80 percent of US households now have at least one connected TV device.

In India and Southeast Asia, smartphone users are increasingly casting mobile content to smart TVs, expanding the CTV audience rapidly in urban and tier-2 cities.

2. Higher Viewer Attention and Engagement

CTV viewers are more likely to watch ads compared to traditional TV audiences. Research by Innovid showed that 93 percent of CTV viewers watch ads all the way through, compared to much lower rates on web and mobile.

Since ads are shown in full-screen format and usually cannot be skipped, the completion rate for CTV ads is typically over 95 percent, making it ideal for building brand awareness and delivering impactful storytelling.

3. Advanced Targeting Capabilities

One of the biggest advantages of CTV advertising is its data-driven targeting. Unlike traditional television, CTV allows advertisers to segment audiences using real behavioral and demographic data, such as:



  • Location and region




  • Age and gender




  • Interests and preferences




  • Device type and viewing habits




  • Purchase intent and online behavior



This leads to more personalized ad delivery and reduces wasted impressions.

4. Measurable Results and Real-Time Optimization

CTV campaigns come with full-funnel analytics, allowing brands to measure:



  • Impressions and reach




  • Video completion rates




  • Ad frequency




  • Brand lift and recall




  • Website traffic from cross-device retargeting



With platforms like Bidbox, advertisers get a CTV performance dashboard that tracks how campaigns perform across various streaming apps and devices, enabling quick optimization.

5. Seamless Cross-Device Integration

CTV ads are no longer limited to top-of-funnel brand exposure. Brands can now retarget viewers on mobile, desktop, and tablets after they watch a CTV ad. This unified approach improves the conversion funnel by connecting brand visibility to actual user action.


Real Use Cases of CTV Advertising



  • Consumer electronics brands promoting new product launches on streaming platforms




  • Fintech startups targeting specific regions with personalized service ads




  • Real estate developers showcasing luxury properties with cinematic video content




  • Ecommerce stores running seasonal offers to niche buyer segments




  • OTT apps advertising their content within rival streaming apps to gain subscribers


Why Choose Bidbox for CTV Advertising

Bidbox is a modern CTV advertising solutions provider that enables brands to reach targeted audiences at scale through intelligent ad placements. Here is what makes Bidbox a preferred partner:



  • Access to premium CTV inventory across top platforms




  • Advanced audience targeting powered by behavioral and contextual signals




  • Performance-based media buying with real-time campaign optimization




  • Integration with leading demand side platforms for seamless campaign management




  • Detailed reporting that supports both branding and conversion goals



Bidbox bridges the gap between TV-like storytelling and data-driven precision, making it easier for brands to scale their CTV advertising with confidence.


The Future of Advertising Is on Connected TV

The shift to CTV is not just a trend — it is a fundamental change in how people consume content and how brands engage with audiences. As streaming continues to dominate household screens, CTV will play a critical role in any successful marketing strategy.

For brands looking to stay ahead of the curve, now is the time to explore this powerful channel. With the right strategy and a platform like Bidbox, advertisers can unlock better reach, deeper engagement, and higher returns from their campaigns.