Digital Ads Playbook

Over-the-top and Connected TV Ads

In Depth Assessment

From Roku and Hulu to Peacock and Paramount Plus, it seems like there’s always a new streaming platform out there haranguing us to watch their content. All of that content means a surplus of inventory and eyeballs for advertisers. OTT and CTV inventory, like the ads you might see while watching a show on Hulu, gives digital advertisers access to premium video inventory that’s close to the traditional TV experience while maintaining the targeting and measurement strengths of digital.

While OTT/CTV inventory can be accessed programmatically, you could also access this inventory via a direct deal with a vendor. Unlike a programmatic campaign where you would likely be accessing multiple OTT/CTV vendors or publishers through a single buy, direct deals are usually through single publishers and have a minimum spend threshold.

Connected TV Ads Platforms

Quick Facts

Over-the-top (OTT) and Connected TV (CTV) Ads
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Skill Level Needed to Buy Ads

Expert Touch Needed

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Typically Managed By

Ad Agencies

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Notable Targeting Capabilities

  • Demographic targeting
  • Geotargeting
  • Behavioral targeting
  • Contextual targeting
  • Retargeting
  • Custom list audience (sometimes)
  • Lookalike audience (sometimes)
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Available Creative Formats

  • Videos (15s, 30s)

Additional Resources

MiQ Ad Specs Hulu Ad Specs CTV Advertising Standards: IAB Tech Lab Standards & Guidance Political disclaimers, typically in line with FEC requirements: FEC Advertising and disclaimers

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