What is CTV?
A breakdown of what Connected TV (CTV) is, how it works, and why it matters for advertisers today.
Writer: Luis Reyes
Date: January 13, 2026
As audiences shift away from traditional broadcast and cable, a new type of television experience has emerged: one that combines premium content with digital control. Connected TV (CTV) is changing how consumers watch, how advertisers reach them, and how campaigns are measured. Understanding how CTV works and how CTV advertising fits into your media strategy is key for brands aiming to stay relevant in today’s streaming-first landscape.
WHAT IS CTV AND HOW DOES CTV ADVERTISING WORK?
Understanding CTV starts with two key questions: what it is, and how it functions within modern advertising strategies. This section breaks down the definition of Connected TV and explains how advertisers use it to deliver targeted, measurable campaigns to streaming audiences.
What Does CTV Stand For?
CTV stands for Connected TV, a television that connects to the internet and allows viewers to stream content. This includes smart TVs, gaming systems, or set-top boxes that enable app-based video streaming. Unlike traditional broadcast TV, CTV delivers on-demand content and interactive experiences, giving users more flexibility and advertisers more precision.
What Is CTV Advertising?
Connected TV advertising refers to digital ads served within streaming content on internet-connected televisions. These CTV ads may appear before, during, or after video content and can be targeted based on household data, location, viewing behavior, and more.
For advertisers, this means TV-like impact with digital-level control. Campaigns can be refined in real time, tracked across devices, and measured based on tangible outcomes like site visits or conversions.
Simpli.fi’s Streaming TV advertising platform gives advertisers full control and visibility, turning connected screens into strategic, measurable touchpoints.
WHY CTV IS RESHAPING THE MEDIA LANDSCAPE
Consumer behavior has shifted. Cord-cutting is on the rise, and streaming is now the default for many viewers. As a result, Connected TV is capturing more ad dollars (and delivering better results) than traditional linear formats.
For advertisers, the appeal is clear:
- Reach viewers who no longer watch cable or satellite TV
- Run personalized campaigns across specific markets or households
- Measure performance through impressions, completions, and real-world outcomes
- Optimize in real time with flexible budgets and data-backed decisions
CTV’s momentum isn’t slowing. Streaming growth is exceeding forecasts, and platforms are offering increasingly sophisticated targeting capabilities.
BENEFITS OF CTV ADVERTISING
Connected TV gives advertisers flexible tools to reach streaming audiences with more precision and better visibility into performance. The table below outlines key capabilities that help marketers plan and execute smarter campaigns.
| Benefit | Why It Matters |
|---|---|
| Addressability | Target specific households or regions using first-party data and geofencing. |
| Cross-Device Reach | Extend messaging across mobile, desktop, and TV screens to reinforce brand storytelling. |
| Real-Time Reporting | Monitor ad performance with metrics like completions, impressions, and offline conversions. |
| Premium Inventory | Serve ads within high-quality, professionally produced streaming content. |
| Data-Driven Creative | Personalize ads by geography, audience behavior, or funnel stage. |
Each of these features supports a more efficient, measurable approach to TV advertising. Whether you’re running a local campaign or managing national reach, CTV offers the flexibility to adjust based on what’s working without wasting impressions or missing key moments.
CTV ACROSS THE FUNNEL
CTV isn’t limited to just awareness. When paired with the right strategy, it supports every stage of the customer journey: helping advertisers engage users early, stay top of mind, and drive measurable conversions.
| Funnel Stage | CTV Role | Example |
|---|---|---|
| Top of Funnel (Awareness) | Build brand recognition and reach new audiences | Broad targeting, contextual video ads, high-reach streaming placements |
| Middle of Funnel (Consideration) | Reinforce brand value and keep users engaged | Retargeting, sequential messaging, cross-device frequency management |
| Bottom of Funnel (Conversion) | Drive action and measure outcomes | Addressable CTV, dynamic creative, conversion zone tracking |
By using CTV across the funnel, advertisers can run cohesive, full-funnel campaigns with consistent messaging while tailoring delivery based on engagement or location. This helps you reach the right people and remain relevant throughout the decision-making process.
WHEN TO USE CTV ADVERTISING
CTV is more than a top-of-funnel play. It’s a flexible, high-impact channel that can support awareness, engagement, and conversion, especially when campaigns require precise targeting and measurable outcomes.
Advertisers typically turn to CTV when they need to:
- Reach streaming-first households who have moved away from traditional cable
- Deliver localized campaigns that account for geographic relevance or regional demand
- Combine brand-building with performance, using a full-funnel media mix
- Gain more transparency around delivery, engagement, and ROI
- Extend reach with cross-device consistency across TV, desktop, and mobile
- Measure impact beyond impressions, such as store visits or conversions
CTV is especially effective for industries like retail, healthcare, education, B2B, and multi-location businesses where both scale and precision matter. Whether you’re promoting a new product nationally or driving foot traffic in specific ZIP codes, CTV gives advertisers the flexibility to align spend with outcomes and adjust based on what’s working.
Simpli.fi supports addressable, cross-device, and location-aware CTV campaigns that are built for your specific goals.
Explore Addressable CTV
HOW SIMPLI.FI SUPPORTS CTV ADVERTISING
Simpli.fi helps advertisers activate better performing, more localized CTV digital marketing campaigns without sacrificing control or scale. Whether you’re running campaigns for one ZIP code or across thousands of regions, our platform delivers real-time insights and precise targeting capabilities that connect with streaming audiences where it matters most.
With Simpli.fi, advertisers can:
- Target by household, ZIP code, or behavior with powerful location-based filters.
- Access premium inventory across major streaming platforms via private marketplace deals.
- Run cross-device campaigns that extend messaging across mobile, desktop, and CTV.
- Use AI-powered creative tools to turn social assets into CTV-ready video in minutes.
- Track results with full-funnel analytics, including video completions, foot traffic, and conversions.
Our Streaming TV solutions support everything from awareness campaigns to measurable in-store visits, giving marketers the flexibility to build, optimize, and scale CTV strategies that drive real results.
Explore Simpli.fi’s Streaming TV Solutions
Ready to Reach Audiences Where They Stream?
Simpli.fi gives advertisers the tools to run more targeted campaigns on the fastest-growing screen in the home. Whether your goal is awareness, engagement, or conversion—CTV delivers.
Get started with Streaming TV advertising
 | Luis Reyes
Sr. Manager of Content Marketing | Simpli.fi Luis Reyes is a dynamic leader in content marketing, recognized for strategically elevating brand presence and driving impactful results. As the Senior Manager of Content Marketing at Simpli.fi, he leverages extensive expertise gained from previous roles, including Senior Client Success Manager for national advertising agencies and enterprise clients, Marketing Content Creator at a leading healthcare services provider, focusing on brand mergers and project management, and Sales Account Manager at a prominent digital marketing firm, where he secured and managed national and regional digital marketing campaigns along with creative work. His diverse experience and forward-focused approach solidify his status as an authority in today’s competitive marketing landscape. |
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