CTV Campaign Setup - Channel-Specific Guide

This guide covers the CTV-specific features and differences when creating Connected TV campaigns. For the complete campaign setup process, refer to our main step-by-step guide.

🎯 When to Choose CTV Channel

Connected TV campaigns are perfect for:

• 🏠 Living Room Presence: Target viewers on smart TVs and streaming devices
• 🎬 Premium Brand Positioning: Associate with high-quality streaming content
• 📱 Cord-Cutter Audiences: Reach viewers who've moved away from traditional TV
• 🏡 Household-Level Targeting: Leverage cookieless segments for family targeting
• 📺 Full-Screen Impact: Deliver TV-quality video experiences

🔑 CTV-Specific Requirements

Subscription & Budget

• PRO Plan Required: CTV campaigns need PRO subscription
• Minimum Budget: €1,000 (recommended: €2,000+ for optimal reach)
• Premium CPMs: Expect €15-€40 CPM range for quality CTV inventory

Creative Specifications (CTV-Specific)

• Resolution: Minimum 1280×720px (720p HD) - higher than other channels
• Aspect Ratio: 16:9 mandatory (TV format)
• Duration: 30 seconds recommended (vs. 15s for other channels)
• Quality: TV production standards expected

🎛️ CTV Channel Differences

Step 4: Device Targeting (CTV-Specific)

Required Device Types:

• TV: Smart TVs and connected TV devices (mandatory)
• Setup Boxes: Roku, Apple TV, Amazon Fire TV, Chromecast

CTV Operating Systems:

• Android TV (Google's smart TV platform)
• Apple tvOS (Apple TV devices)
• Roku OS, Fire TV OS, Samsung Tizen, LG webOS

Note: Unlike other channels, CTV automatically focuses on TV-optimized operating systems

Step 5: CTV Inventory Sources

Recommended: Private Marketplace (PMP) Premium CTV inventory with guaranteed quality and brand safety:

• Discovery Networks: Premium entertainment (CPM: €20-30)
• DirecTV Stream: Live TV and on-demand (CPM: €16-20)
• Plex: Free streaming platform (CPM: €4-6)
• Warner Media: HBO Max inventory (CPM: €25-35)

Not Recommended: Open Exchange While Open Exchange is available as an option, it's not recommended for CTV campaigns due to lower quality inventory and limited brand safety controls compared to premium CTV environments.

Placement Environments for CTV: Select Apps as your placement environment to target CTV applications where streaming content is consumed.

CTV vs. Other Channels: CTV inventory is more limited geographically, concentrated in major markets (US, Canada, UK, Germany)

Step 7: CTV Targeting Advantages

🏠 Cookieless Segments (CTV Strength)

• Household-Level Data: Target entire families, not just devices
• Cross-Device Insights: Connect mobile, desktop, and CTV viewing
• Premium Data Quality: Advanced probabilistic modeling

CTV-Optimized Segments:

• Streaming behavior patterns
• TV household demographics
• Connected device ownership
• OTT platform preferences

Step 9: CTV-Specific Settings

❌ Features NOT Available in CTV:

• Frequency Capping: Disabled for optimal TV reach
• Advanced Viewability Controls: CTV inherently provides 95%+ viewability

✅ CTV-Enhanced Features:

• Automatic Brand Safety: Premium publisher standards
• Household Targeting: Family-level optimization
• Premium Inventory Access: Exclusive CTV deals

Step 10: CTV Optimization Options

CPCV (Recommended for CTV)

• Target: €0.15-€0.50 CPCV
• Focus: Video completion on big screen
• Best for: Brand storytelling campaigns

Reach Optimization

• Maximize unique household reach
• Optimal for: CTV brand awareness
• No frequency limits allow broader reach

CPA Optimization

• Requires cross-device tracking
• Challenge: Connecting TV views to actions
• Best for: Advanced attribution setups

🎯 CTV Success Strategies

Creative Best Practices (CTV-Specific)

• Living Room Context: Design for family viewing
• Audio Quality: Clear audio for TV speakers
• Large Screen Optimization: Text readable from couch distance
• TV Production Values: Match streaming content quality

Targeting Recommendations

• Start Broad: Use cookieless segments for scale
• Content Alignment: Match with premium streaming content
• Geographic Focus: Target CTV-available markets first
• Household Demographics: Leverage family-level data

Performance Expectations

• Completion Rates: Target 70%+ (higher than web video)
• Viewability: Expect 95%+ (inherent to CTV)
• CPMs: Budget for premium rates (€15-€40)
• Reach: Lower frequency, higher unique reach

⚠️ CTV Limitations & Considerations

Geographic Restrictions

• Limited to major streaming markets
• Inventory concentrated in developed countries
• Some regions may have minimal PMP options

Technical Constraints

• No manual frequency capping
• Limited third-party data options
• Cross-device attribution complexity

Budget Requirements

• Higher minimum budgets than other channels
• Premium inventory commands higher CPMs
• Longer optimization periods due to reach goals

💡 Pro Tip: CTV works exceptionally well when combined with complementary digital video campaigns, creating a cohesive cross-screen strategy that reaches users both at home and on mobile devices.

For the complete campaign setup process, including steps 1-3, 6, 8, and 11, follow our main campaign setup guide.