CTV Ads

What Are CTV Ads?

CTV (Connected TV) ads are digital advertisements delivered via streaming services on internet-connected TVs, including smart TVs, gaming consoles, and streaming devices. Unlike linear TV ads, CTV ads are targeted using data on viewers’ interests, demographics, and behavior, allowing advertisers to reach specific audiences more effectively. These ads can appear as pre-roll or mid-roll videos, similar to traditional commercials, but are more personalized and measurable due to the digital nature of the platforms.

How Do CTV Ads Work?

CTV ads work by integrating with programmatic advertising platforms that use algorithms and audience data to deliver targeted video ads to viewers on connected TV devices. When a viewer streams content on a CTV console, an ad request is sent to an ad server, which auctions the ad slot in real-time. The winning ad is dynamically inserted, typically as pre-roll, mid-roll, or post-roll. These ads use VAST or VPAID standards for compatibility across platforms and leverage viewer real-world behavior and other identifiers for precise targeting, offering detailed analytics on impressions and engagement.

How Much Do CTV Advertisements Cost?

The cost of CTV ads varies widely depending on factors like audience targeting, ad format, and platform. Generally, CTV ads are priced on a CPM (cost per thousand impressions) basis, with typical rates ranging from $20 to $50 CPM. However, prices can go higher, especially for highly targeted campaigns or premium content placements. The overall cost will depend on the reach and frequency of the campaign, with more granular targeting usually leading to higher CPMs due to the increased value of reaching a specific audience.

CTV Ads Cost Calculator

Use our CTV calculator to see how much more effective running your ads through the GroundTruth platform will be.