Connected TV Platforms

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Connected TV Platforms

What is the connected TV definition? Connected TV refers to any device that streams content (free or premium ad-supported content) with an internet connection. Connected TV examples can 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 process of displaying content. CTV Platforms are the main 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’s development in the digital field, a lot of development occurred. We now see and use multiple connected TV advertising platforms, such as Keynes Digital, to run advertisers campaigns programmatically.

In connected TV news, the channel is rapidly growing with 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 day by day because people are attracted to non linear content.

What is CTV Advertising?

CTV advertising is a display of ads and commercials content streaming over multiple 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 its 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

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 times 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.
  • All viewers have the choice to watch the program and content of their choices without being fixed to one TV program or show
  • There’s a targeted and specific audience system based on multiple aspects like 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 as a direct response tactic for advertisers

Linear TV vs OTT

As mentioned above, linear TV is a traditional cable TV device in homes but OTT is a different thing.

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, instead of having to subscribe to any traditional cable packages like Apple TVHulu, and HBO.

Streaming this content can be done through any device, such as mobile, laptops, tablets or smart television sets.

What is non linear TV?

Non linear content, or streaming services, is without any limitations and viewers can watch TV programs of their choice at any time without any restrictions. They can save and watch it later without any hesitation.

CTV and OTT TV come under the category of non linear content.


Many people ask what is connected TV and OTT and how it is different from OLV. Let’s draw a comparison of connected TV vs OTT.

What is OLV “Online Video”?

OLV means online video. These are the video ads that 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 are the following:

  • User generated content
  • Short clips
  • Skippable ads

This is not OTT and/or CTV.

Connected TV Advertising

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

They both are considered the same thing but as we learned above are not. 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?

Through a connected TV platform, advertisers are able to structure a connected TV strategy to serve their connected TV commercials to their target audiences.

Most partners will have their own 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 Advertising Platforms

Keynes Digital stands behind being a fully transparent connected TV advertising partner.

What we see is what you see. We don’t make assumptions on the data that is important to your business. We provide full transparency on your campaign insights, and our own performance, against your goals.

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 available 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 in regards to producing new and popular TV content.

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+)
Hulu for Advertisers?

Hulu advertising is a good platform for advertisers to serve connected TV ads as it allows a lot of features to run your campaigns and measure them.

Advertisers can either run through Hulu directly, or use a connected TV platform to serve their ads programmatically. Hulu specs though are known to be some of the strictest OTT platforms for connected TV ads.

Use our CTV Spec Check to find out if you video assets pass code.

Peacock TV Platform

Peacock TV is the newest 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 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
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 great place for marketers to be targeting their audiences, as it’s a melting pot of individuals.

Paramount Plus Platform

Paramount Plus is also a fast-growing OTT platform that provides high-quality and premium content all over the world. 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 an amazing connected TV channel but as a tradition, it is charging $15.49/month from subscribers. Netflix doesn’t support the ads system in their video but now it is arising as an ad-supported connected TV channel.

Netflix lost a lot of subscribers as their monthly subscription is higher than any other channel and 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 as 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 a connected TV, unlike Youtube OLV which is not considered CTV.

How to connect YouTube to TV from my phone?

As a reminder, regular Youtube is not connected to TV. However, it is very 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 are using connected TV YouTube for watching informative videos, shows, and programs.

Keynes Digital CTV Advertising Examples

Keynes Digital's 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 or not. Some key video specs are:

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

You can get your connected TV ad specs on Keynes Digital’s CTV Spec Check.

Industry Expert Insights

Keynes Digital’s team of industry experts work hard to make running programmatic campaigns simple. We keep up-to-date on digital trends, partner with the best-in-class technology platforms, and negotiate deals with the top-tier inventory providers, so you don’t have to.

Talk to an Expert.