Connected TV Platforms

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Connected TV Platforms

What is the connected TV definition? Connected TV is any device that streams content (free or premium ad-supported content) with an internet connection. Connected TV examples include TVs, laptops, mobile phones, or tablets. So, now the question is, what is a connected TV advertising platform?

Connected TV platforms are the providers that display CTV advertising on multiple channels and streamline the content. CTV Platforms are the mind behind content sharing on premium networks that are considered to be OTT channels.

Let’s explore the ebbs and flows in the connected TV industry.

Connected TV Growth

After iTunes and YouTube developments in the digital field, more breakthroughs soared. We now see and use multiple connected TV advertising platforms, such as Keynes, to run advertiser campaigns programmatically.

In Connected TV news, the channel is rapidly growing over 83% of households in the US having a streaming subscription to any of those available platforms and more. Most people have subscribed to more than one OTT platform like Amazon Prime, Hulu, Peacock, etc.

This spike in using CTV shows that people are relying upon digital media instead of using old and traditional cable shows and TVs. CTV market share is increasing daily because people are attracted to non linear content.

What is CTV Advertising?

CTV advertising shows TV commercials streaming over Internet-connected devices.

There was no concept of connected TV advertising before 1999, but after that, TiVo was the first to record a TV show and display it on its own. TiVo was the first to become digital and go towards an ads display system.

A breakthrough occurred in 2005 as iTunes became the first to allow users to watch and download shows from their devices directly through the internet. After that, YouTube came into the digital world and allowed its users to become digital creators.

What are CTV Advertising Platforms?

CTV advertising platforms are a type of programmatic advertising platform allowing advertisers to reach audiences watching video content on connected TVs. These platforms offer a variety of features and benefits, including:

  • The ability to target ads to specific audiences based on demographics, interests, and behavior
  • The ability to measure the effectiveness of ad campaigns
  • The ability to automate the buying and selling of ad inventory

Why Use a CTV Advertising Platform?

There are several reasons why advertisers should consider using a CTV advertising platform. First, CTV advertising platforms offer several features and benefits that can help advertisers reach their target audiences more effectively. Second, CTV advertising platforms can help advertisers measure the effectiveness of their ad campaigns. Third, CTV advertising platforms can help advertisers automate the buying and selling of ad inventory, saving time and money.

Keynes Digital – A CTV Ad Platform

Keynes is an expert full-service Connected TV partner working programmatically with all Connected TV platforms. We stand by being a fully transparent connected TV advertising partner. What that means is we see what you see. We do not make assumptions about the data essential to your business. We provide full transparency on your campaign insights and our performance against your goals. We offer a wide range of services, including:

  • Ad campaign planning and execution
  • Audience targeting
  • Ad measurement
  • Ad fraud prevention
  • Creative development
  • Reporting and analytics
  • Ask — we can build it for you.

We are committed to helping our clients achieve their advertising goals on Connected TV. We have a proven track record of success and are confident we will help you reach your target audiences and achieve your advertising objectives.

Linear TV vs Connected TV

What is Linear TV? Linear TV is a TV set that we all have in our homes. Below are some points on Linear TV:

  • Linear TV is any regular cable TV or station that broadcasts through satellite.
  • All programs air at the same times on TV devices
  • All TV advertisements air at the same time to anyone watching that program.
  • There’s no specific or targeted audience in the case of linear TVs.
  • Linear TV is a brand awareness tactic for advertisers.

What is CTV “Connected TV”? CTV is a modern form of linear TV that must be connected to the Internet. Below are some points to distinguish Connected TV vs linear TV:

  • Connected TV broadcasts OTT programs and OTT content on multiple Connected TV platforms at a time with different ads and commercials systems per viewer.
  • Viewers choose to watch the program and content they want in real-time without being fixed to one TV program or show.
  • CTV has a targeted and specific audience system based on location, age, gender, behavioral characteristics, and geographical features.
  • Connected TV broadcasts programs and ads to people in a digitalized way.
  • Connected TV is the best channel to use for brands as a direct response tactic.

Linear TV vs OTT

As mentioned above, linear TV is a traditional cable TV device in your home, but OTT more aligns with CTV.

What is OTT ‘Over-The-Top’? OTT is a subset of VOD. OTT is any direct-to-consumer television content delivered to viewers entirely over the Internet (Apple TVHulu, and HBO), removing high-priced traditional cable packages. People can stream OTT content on any device, such as mobile, laptops, tablets, or smart TV sets.

This is considered non linear content (streaming services). Streaming goes without limitation that viewers can watch TV programs of their choice and whenever. They can save it and watch it later without any hesitation.CTV and OTT TV come under the category of non linear content.


People ask what is Connected TV and OTT. How is it different from OLV? Here’s a comparison of connected TV vs OTT.

What is OLV ‘Online Video’? OLV means online video. These are the video ads you see when you visit your favorite news or entertainment site. These videos are shown to you according to your choices and preferences but are not considered premium content. OLV ads include the following (not OTT or CTV).:

  • User-generated content
  • Short clips
  • Skippable ads

Connected TV Advertising

CTV is considered a subset of VOD and is very similar to OTT. Connected TV providers and the industry uses connected TV advertising and OTT advertising interchangeably.

They are considered the same thing much of the time. CTV ads are being bought programmatically. These connected TV ads are being watched on CTV as a channel, but the ads are served on OTT platforms.

How Does Connected TV Advertising Work?

Connected TV platforms can help advertisers structure a connected TV strategy to serve their connected TV commercials to their target audiences.

Most partners will have their unique ways of doing so. For example, Keynes targeting tactics are different and more custom than most connected TV advertising platforms. We also pair connected TV ads with companion ads (Keynes’ terminology). Below are the steps listed for a CTV advertising campaign:

  • Video Content: Produce a video asset for CTV. Use our CTV Spec Check to check if your videos are up to spec.
  • Audience: Create a plan based on your target audience by choosing specific campaign parameters.
  • Budget: Set your budget.
  • Launch: Use a CTV platform partner to upload the ad content to a CTV ad delivery platform and set a campaign live.
  • Analyze Performance: Monitor key performance indicators (KPIs).

Connected TV Channels

Connected TV channels are the way the world views digital TV today. Below we reference many top OTT platforms.

Hulu TV Platform

Hulu is a top CTV/OTT platform in the US, Japan, and Puerto Rico. Hulu shows new and latest TV shows from multiple popular and well-known network broadcasters, blockbusters, original content, documentaries, and independent films.

Hulu advertising is different from many other Connected TV channels, like Netflix, because of the type of platform it has. It serves ads and is one of the fastest-growing OTT platforms for producing new and popular TV content.

Hulu for Advertisers? Hulu advertising is a good platform for advertisers to serve connected TV ads as it allows many features to run campaigns and measure them. Advertisers can either run through Hulu directly or use a connected TV platform to serve their ads programmatically. Hulu specs are known to be some of the strictest OTT platforms for connected TV ads. Use our CTV Spec Check to check if your video assets are up to code.

How much does Hulu cost?

  1. Hulu (Ad version) – $6.99/month
  2. Hulu (No ads) – $12.99/month.
  3. Hulu Live TV – $69.99/month (comes with ESPN+ and Disney+)
  4. Hulu (No Ads) Live TV – $75.99/month (comes with ESPN+ and Disney+)
Peacock TV Platform

Peacock TV is the most recent fastest-growing OTT platform. Peacock is a streaming service with movies, sports, News, and NBC Universal Shows. Peacock is known for showing hit series like The Office.

How is Peacock doing in the advertising space? Peacock is becoming increasingly popular with viewers as it hosts well-known shows and is reasonably priced. Some of the popular shows like Modern Family, Saturday Day Night Live, and Yellowstone are streaming on Peacock. Peacock is a significant platform for marketers to target their audiences, as it’s a melting pot of individuals.

How much does Peacock cost?

  1. Free as a bird.
  2. Peacock Premium (Ad version) – $4.99/month
  3. Peacock Premium Plus (No ads) – $9.99/month
Paramount Plus Platform

Paramount Plus is also a fast-growing OTT platform that provides high-quality and premium content globally. Billions of users watch live events, shows, Merchandise, brand details, and all other things with ad-supported systems.

How much does Paramount Plus cost?

  1. Essential (Ad version) – $4.99/month
  2. Premium (No ads) – $9.99/month
Netflix Platform

Netflix is a popular connected TV channel but charges the highest at $15.49/month from subscribers. Netflix recently announced introducing an ad-supported Connected TV channel to their platform. Netflix lost a lot of subscribers as their monthly subscription is higher than any other channel. Its lack of content being produced is worrisome. Netflix was faced to decided to come out as an ad-supported connected TV channel and get some money the right way.

YouTube TV App

YouTube TV app is now a platform to be considered a YouTube Connected TV. Google brings a lot of changes to YouTube’s CTV capabilities to make it a better platform for advertisers and owners. We can say that the YouTube TV app is Connected TV, unlike Youtube OLV–different than CTV.

How to connect YouTube to TV from my phone? As a reminder, regular Youtube is not Connected TV. However, it is simple to connect YouTube to TV from a phone with the help of an HDMI adapter or cable.

How to watch YouTube on smart TV? Download the Youtube TV app! YouTube Smart TV activate button will start you up. YouTube Connected TV advertising or Google Connected TV advertising is one of the best sources to convey your message to your targeted audience. Nowadays, many people use Connected TV YouTube to watch informative videos, shows, and programs.

CTV Advertising Examples

Keynes follows connected TV advertising best practices for our clients. Here are some Connected TV ad examples:

Keynes’ TV Commercial Tool

Whenever you share a video to a connected tv platform (OTT or CTV advertising platforms), you first have to check the specs of the video for the TV ad or TV commercial to find out whether it is ok to be displayed. Below are some key video specs. You can also get your connected TV ad specs on Keynes’ CTV Spec Check page.:

  • Dimensions
  • Duration
  • Quality
  • Format
  • Frames rate
  • Sound quality
  • Video bit rate
  • Audio bit rate
  • Channel stereo mix
  • Sampling rate

Connected TV is a rapidly growing advertising platform, and CTV advertising platforms offer several features and benefits that can help advertisers reach their target audiences more effectively. Keynes is an expert full-service Connected TV partner that can help you achieve your advertising goals on Connected TV.

Talk to an Expert.