Connected TV


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What is Connected TV?

Connected TV (CTV) is a TV set that is connected to the Internet. This connection is made through built-in streaming services (such as a Smart TV), an attached device like a media-streaming device (such as Roku, Amazon Fire TV, Apple TV, or Chromecast), a gaming console (such as Xbox or PlayStation), or a Blu-ray player.

Video advertising on Connected TV occurs during the in-app experience, similar to pre-roll, mid-roll, or post-roll ads seen on a laptop or mobile device, but the user experience is closer to a linear TV ad.

Over The Top (OTT) refers to streaming TV content because it's going "over the top" and circumventing traditional means of video delivery (satellite, cable, telco media video distributors). The term can be applied to any device where streaming TV can be watched.

Targeting CTV Devices

To create tactics that target CTV devices, open the Device tab in the tactic editor, and select Connected TV in the Device section.

Tactic editor device tab with Connected TV selected.

Connected TV Exchanges

The exchanges with the greatest amount of CTV inventory are:

  • SpotX
  • Telaria
  • PulsePoint
  • FreeWheel

Rubicon, One by AOL, PubMatic, OpenX, Google and AppNexus also have some CTV inventory. Use inventory filters to get more information about every exchanges' CTV offerings.

Private Marketplace Deals

Basis provides multiple private marketplace deals with TV content owners like AT&T and dish; premium distributors like Sling, tubi TV, and Vevo; and SSPs that are expanding their inventory such as Telaria and SpotX. To view PMP deals for connected TV, open the Private Marketplace directory, open the Filter menu, and select Connected TV from the Device filter.

CTV Contextual Targeting

You can use contextual targeting to target specific CTV criteria. Basis offers Peer39's contextual CTV offering, found in the tactic editor under Peer39 > OTT. Peer39's contextual segments are classified into 8 categories:

  • App Store: Apple, Google Play, Roku, etc.
  • Device Platform: Laptop/Dekstop, CTV (Tivo, AirTV, Apple TV, etc), Mobile, Tablet
  • OTT Service: Fubo, Hultu, IPTV, etc.
  • Content-Type: Cable TV/Channel, Clips/Video Sharing, Movies, etc.
  • Production Type: Professional, User Generated, Mixed, etc.
  • Broadcast Type: VOD, Linear (live) TV, Unknown
  • Content Category - Auto, DIY, Entertainment, etc.
  • Revenue Type: AVOD, SVOD, TVOD

Cross-Device Targeting and CTV

Connected TV devices support most cross-device functionality, including:

  • Frequency capping (per person rather than per device)
  • First-party audience targeting (via Basis DSP audiences)
  • Custom third-party audience segments and your first-party data transmitted to us via a data management provider
  • Conversion attribution
  • Reach and frequency reporting (per person in addition to per device)
  • Standard third-party audiences

For more information, see Cross-Device and CTV in Cross-Device Support.

Ad Formats

Ad placements on CTV are bought and sold like digital video. See Ad Specifications for information about ad sizes and dimensions and Video Inventory on Premium Connected TV Inventory for important formatting details.

  • In-stream video ad placements. These ads run within the stream of the video content, similar to the standard TV environment.
  • Mid-roll placements. This format plays during video content and is best suited for long-form content.
  • Interactive pre-roll ads and home screen placements are not available on Basis. Reach out to your Customer Success Manager for more information.

Measurements for CTV

These are the metrics best suited for measuring the success of CTV advertising:

  • Impressions
  • Cost per completed view (CPCV)
  • Video completion rate (VCR)
  • Video quartile completions
  • View-through conversions
  • Unique device reach