CTV Advertising Agency
A TV ad still lands differently to a banner ad: the big screen, the sofa, an uninterrupted broadcast. CTV (Connected TV) advertising keeps that impact and adds what traditional TV never could. Precise targeting by audience rather than time slots, and measurement that goes beyond a gut-feel reach number.
It’s the same ad break, playing on a streaming TV, planned and bought using real-time, audience-led targeting rather than a fixed broadcast slot.
What is CTV (connected TV) advertising?
Connected TV is any internet-connected TV or streaming platform someone watches on, from a Smart TV with streaming apps built in, to an older television with a device like an Amazon Fire Stick or Apple TV.
CTV advertising is showing ads to these users. The best way to advertise is programmatically. You get screen space in real time across multiple networks instead of buying from one channel. In fact, 74 percent of UK marketers plan to increase their programmatic Connected TV spend (Rakuten TV). We buy this way by default.
CTV as part of a programmatic advertising strategy
CTV works best when it’s planned alongside other digital advertising, to amplify reach and get your message to the same audience across their journey. Beyond CTV, we plan and buy programmatic advertising across display banners, online video, native ads that blend into editorial content, and digital out-of-home screens, using the same audience data and buying approach across all of them.
That means a CTV campaign benefits from audience insight built through other formats too, and it’s managed by one team with one point of contact and one set of reporting, rather than a separate specialist and report for each screen.
How we plan and buy CTV advertising campaigns
Every campaign follows the same core process, adjusted for the audience, locations and budget involved.
Audience and platform selection
Identifying which streaming platforms and devices a target audience actually uses.
Audience-led targeting
Campaigns are targeted using behavioural and contextual audience data, rather than broad demographic guesswork.
Programmatic buying
Campaigns bought through a real-time auction, not direct broadcaster deals.
Measurement and reporting
Tracking impressions (how often an ad is shown), completion rate (how many people watch it through to the end), and view-through conversions (actions someone takes after seeing the ad).
Platforms and devices we advertise across
Over 20 million UK homes have a connected TV, meaning huge reach depending on campaign needs. We confirm which platforms apply before a plan goes live.
On-demand and live TV streaming
Smart TVs
Mobile and tablets
Streaming devices
What CTV advertising costs
CTV advertising is typically priced on a cost per mille (CPM) basis, meaning you pay per 1,000 ad impressions served. Standard CTV CPMs generally range from £25 to £52, though premium inventory on major streaming platforms can push CPM costs to around £80-£105.
Campaigns typically start from around £5,000 per month in media spend. The right budget for a specific campaign depends on the platforms, audience and inventory involved, so a tailored quote gives a more accurate figure than the range alone.
Why work with a programmatic CTV partner?
The SEO Works has worked in performance marketing for over 17 years, with a team of 80+ specialists, giving CTV campaigns the same audience-led approach and buying discipline used across the rest of our programmatic advertising.
See our programmatic advertising services for how CTV fits alongside our programmatic display, video, native and DOOH advertising. Every campaign has a single point of contact and transparent reporting, whichever channels are involved.
Get started with CTV advertising
CTV puts a campaign in front of audiences on the screen they’re actually watching, with the big-screen impact of TV and the audience targeting of digital. If you want to see what that reach looks like for your audience and budget, get in touch with our team.
Frequently asked questions about CTV ads
What’s the difference between CTV and OTT advertising?
CTV refers to the device or screen, a connected television. OTT refers to how the content and ads reach that screen, delivered over the internet rather than broadcast or cable. A CTV ad is an OTT ad shown specifically on a connected TV.
How much does CTV advertising cost?
CTV is priced on a CPM basis, meaning you pay per 1,000 ad impressions served. Standard CPMs generally run from £25 to £52, rising to £80–£105 for premium inventory on major streaming platforms. Most campaigns start from around £5,000 per month in media spend, though the right budget depends on the platforms and audience involved.
Is CTV advertising only for big brands with big budgets?
No. Because CTV is bought programmatically rather than through a traditional broadcast booking, budgets can be scaled to the campaign rather than committed to a large upfront broadcast-style spend.
Can I target specific streaming platforms or devices?
Yes. Campaigns can be planned around the specific platforms and devices your audience actually uses, whether that’s Smart TVs, mobile second-screen viewing, or streaming devices such as Roku and Apple TV.
Is CTV advertising measurable?
Yes, though it’s measured differently to a standard display or search ad, since most CTV ads can’t be clicked. Campaigns are tracked on impressions, completion rate and view-through conversions, actions someone takes after seeing the ad within a set window, which together build a clearer picture of impact than reach alone.