ctv-ads

# Paid Ads: CTV / Streaming TV Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop. **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## What Is CTV / OTT - **CTV (Connected TV)**: Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads - **OTT (Over-the-top)**: Video delivered over the internet (Hulu, Peacock, Paramount+, etc.) - **Streaming share**: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing) ## Why CTV | Advantage | Detail | |-----------|--------| | **High completion** | ~95% ad completion rate vs lower on mobile/desktop | | **Unskippable** | Most CTV inventory is non-skippable pre-roll/mid-roll | | **Targeting** | Demographics, interests, location, household data | | **Underinvested** | CTV received ~7% of ad spend despite ~18% of media time (2024) | ## Ad Formats | Format | Use | |--------|-----| | **Pre-roll / Mid-roll** | Standard video; 15–30 sec | | **Interactive** | Drives engagement; ~71 sec additional time vs standard | | **QR / URL** | Direct response; track offline-to-online | ## Platforms & Buying - **Programmatic**: DSPs (The Trade Desk, etc.); audience-base...