TV advertising you can actually measure.
Connected TV puts your ad on the biggest screen in the house, targeted by ZIP code and audience instead of broadcast area. We plan streaming campaigns with a written forecast and measure them by what viewers do after the ad, not just how many saw it.
What is OTT and CTV advertising?
OTT (over-the-top) advertising is video advertising delivered through streaming services instead of cable or satellite. CTV (connected TV) refers to OTT ads shown on a television through a smart TV, streaming stick or game console. Both allow TV-quality ads to be targeted by location, audience and household.
Unlike broadcast TV, streaming ads can be bought in smaller budgets, targeted to specific markets and measured with site visits and conversions from households that saw the ad.
CTV works best as part of a plan: it builds awareness that then shows up as more branded searches and more efficient paid search and social. We forecast and measure it that way.
What a streaming TV campaign needs to pay off.
Geographic targeting
Target the exact ZIP codes, cities or DMAs you serve, so you are not paying for viewers outside your market.
Audience targeting
Reach households by demographics, interests and behaviors, plus retargeting of your website visitors.
TV-ready creative
15 and 30 second spots sized for streaming, with a clear offer and memorable brand moment.
Measured outcomes
Site visits and conversions from exposed households, plus lift in branded search.
Frequency control
Capping how often a household sees the ad to avoid waste and annoyance.
Inventory quality
Ads placed on premium streaming apps, not low-quality placements.
Streaming TV, forecast before it airs.
Cheeky Merlin projects reach, frequency and expected response for your market and budget. After launch we report response against that projection.
From target market to measured response.
Map the market
Which ZIP codes and audiences are worth reaching, and at what frequency.
Predict
A written projection of reach and response for your budget.
Produce and launch
Creative produced or adapted for streaming, tracking set up, campaign launched.
Measure and adjust
Response tracking, frequency tuning and budget moves, reported against the projection.
OTT and CTV advertising, answered plainly.
What is the difference between OTT and CTV?
OTT describes how the content is delivered: over the internet instead of cable. CTV describes the device: a connected TV. CTV ads are OTT ads that appear on a television screen. Many people use the terms interchangeably.
How much does CTV advertising cost?
CTV is usually bought on a cost per thousand impressions basis, and campaigns can start far below the cost of broadcast TV. The right budget depends on market size and the frequency needed to be remembered.
Can you measure results from streaming TV ads?
Yes. Streaming platforms can match ad exposure to later website visits and conversions from the same household, and many brands also see increases in branded searches during campaigns.
Is CTV good for local businesses?
It can be, because ads can be targeted to specific ZIP codes. It works best for businesses with a broad local customer base, such as home services, healthcare, events and destinations.
Do I need a TV commercial already?
No. We can adapt existing video or produce a simple streaming spot. The creative does need to be clear about the offer and brand within the first few seconds.
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Black X Marketing is based in Fort Collins, Colorado, and runs campaigns for businesses across the US. See the markets we serve.
See what streaming TV should do in your market.
Tell us your market and budget. We will forecast reach and response before you buy a single impression.