CTV Examples 

Connected TV (CTV) has reshaped TV advertising because it’s where modern viewing happens. In Nielsen’s June 2025 report, streaming accounted for 46.0% of total TV usage—and CTV devices are the primary way households stream on the biggest screen in the home.

What “Connected TV” means (simple definition)

Connected TV (CTV) is any television (or TV setup) connected to the internet that can stream content through apps—either built in (Smart TV) or added via a device (Roku, Fire TV, Apple TV, game console).

CTV Device Examples (Types of Connected TV)

1) Smart TVs (built-in streaming)

These are televisions with native apps and internet connectivity.

• Samsung Smart TV
  
• LG Smart TV
  
• Sony / Google TV
  
• Vizio SmartCast

2) Streaming devices (plug-in)

These connect via HDMI and instantly turn any TV into a connected TV.

• Roku Streaming Players
• Amazon Fire TV
  
• Apple TV 4K
• Google Chromecast / Google TV

3) Gaming consoles (streaming + gaming)

• PlayStation
• Xbox

4) Casting (mobile-to-TV)

• Google Cast / Chromecast
• Apple AirPlay

Common Connected TV Advertising Formats

CTV advertising isn’t limited to “a 30-second spot.” Common formats include:

• In-stream video ads (pre-roll/mid-roll within shows)
  
• Pause ads (appear when a viewer pauses content)
  
• Home screen placements (featured tiles, native display units)
  
• Interactive / QR-enabled CTV ads (bridge TV viewing to mobile action)

This matters because second-screen behavior is real—streamers (like Tubi) are actively leaning into shoppable and interactive ad formats tied to mobile engagement. Business Insider on CTV + second-screen + shoppable ads (Dec 2025) Business Insider

Why CTV is growing so fast?

CTV is now a “must-buy”

Industry forecasts continue to rank connected TV as a top priority channel. The IAB projects U.S. CTV ad spend will reach $26.6B in 2025. StreamTV Insider

Digital video is taking share from linear

The same IAB research projects digital video will capture ~58% of TV/video ad spend in 2025, reaching roughly $72B. IAB report hub IAB

CTV strategy: how to think about creative and outcomes

If the goal is Direct Response (lower funnel)

Your CTV creative should make action easy:

• clear branding early (first 2–3 seconds)
  
• one primary CTA (scan, visit, buy, sign up)
  
• QR code or short vanity URL
  
• strong offer or benefit
  
• product shown clearly on TV-safe visuals

If the goal is Brand (upper funnel)

Optimize for memorability:

• simple message (one idea per ad)
  
• distinctive brand cues (logo, audio, colors)
  
• strong opening hook
  
• consistent frequency management across devices/apps

CTV vs OTT

• OTT = the streaming content/app ecosystem (Hulu, Netflix, Disney+, FAST, etc.)
  
• CTV = the TV screen/device used to watch OTT content

CTV is often where the highest-attention video inventory lives—because it captures “TV viewing,” just delivered through streaming.