What Is Connected TV (CTV)?
Connected TV (CTV) refers to any television that streams content over the internet, including smart TVs and devices like streaming sticks and consoles. CTV advertising delivers targeted video ads to viewers through these internet-connected streaming environments.
Connected TV, Explained Simply
Connected TV describes televisions and devices used to stream video content over the internet rather than through traditional broadcast or cable.
Because CTV runs over the internet, advertising within it can be targeted using data, much like other forms of digital advertising, rather than being bought based on broad program ratings alone.
For B2B marketers, CTV opens the door to television-quality video advertising that can still be aimed at specific companies, industries, or decision-makers.
Why Connected TV Matters
CTV has become a meaningful channel for B2B marketers because it can:
- Deliver premium video advertising to a defined target audience
- Combine the brand impact of TV with digital-level targeting
- Reach decision-makers in a less cluttered, high-attention environment
- Be measured and optimized like other digital channels
- Extend brand and demand generation campaigns into new formats
PAULA'S PERSPECTIVE
CTV changed the conversation for B2B marketers who previously assumed television was out of reach.
It's no longer about buying a broad demographic on a national network and hoping the right people see it. With the right data, CTV lets marketers put premium video content in front of specific accounts and decision-makers.
That combination of brand-quality creative and precise targeting is what makes CTV worth serious consideration in a B2B media mix.
— Paula Chiocchi
Connected TV in Practice
- Step 1Target Account List
- Step 2Audience Match
- Step 3CTV Ad Delivery
- Step 4Cross-Device Reach
- Step 5Performance Reporting
A B2B software company can match its target account list to CTV audiences and deliver video advertising directly to decision-makers streaming content at home.
This extends the brand's message beyond typical digital placements into a premium, high-attention environment.
KEY TAKEAWAY
Connected TV lets marketers deliver targeted, premium video advertising through internet-connected streaming devices, combining the impact of television with the precision of digital targeting.
About Paula Chiocchi
Paula Chiocchi is the Founder and CEO of Outward Media, Inc. and host of B2B Influence: Spotlight on Industry Game-Changers, with decades of experience in data-driven marketing.