CTV Specs

The connected TV vs OTT advertising ecosystem is vast and can be more or less confusing, which is why we’re here to simplify things for you. We’ve built a CTV Spec Check page to help keep advertisers in line with their CTV ad formats and make sure their campaigns are ready to launch. This breaks down CTV creative best practices or OTT creative best practices, CTV ad formats, and CTV specs.

Connected TV specs are crucial for advertisers launching connected TV ads. If they don’t meet the requirements, they cannot go live with their campaigns. These connected TV ad specs include the CTV bushel size and the CTV video specs length which are both based on CTV creative best practices. The connected TV ad format is also an important aspect of planning. In order to produce the best performance, advertisers must oversee their creative to ensure it meets good standards.

CTV inventory is growing every day. CTV inventory is what drives the video content viewed on internet-connected tv devices. It encompasses the entire spectrum of connected TV advertising and entertainment devices such as streaming boxes, Smart TVs, game consoles, and out-of-home placements. This form of growing CTV inventory and video consumption is devoid of commercial breaks. This is how brands target and advertise their messages directly in the TV content stream through programmatic buying at scale.

All hail the era of connected devices and the CTV means. Smart TV, or OLV vs CTV ads are conquering the market by storm, becoming more and more popular among ad buyers. If you’re in some way related to digital marketing and advertising these days, you’ve certainly heard about connected TV advertising and what a great impact it can have on your brand awareness and performance with CTV best practices implemented.

In connected tv advertising, the best way to ensure brand safety, transparency, and performance is to choose a CTV viewability-based standard for your campaigns. Some examples include:

• The IAB Tech Lab. IAB video specs standards for connected TV advertising provide a standardized viewable impression definition for ad impressions delivered via OTT and connected TV advertising. This specification provides a set of guidelines, based on those standards, to help facilitate adoption and understanding across the industry.
• Moat by Oracle. Moat CTV has received Media Rating Council (MRC) accreditation for rendered video ad impressions within connected TV vs OTT. By the Moat viewability definition, it shows a steady commitment to accuracy in measurement.
• Doubleverify Viewability. By the Doubleverify viewability definition, it reaches engaged consumers across devices, formats, and buying platforms. It offers viewability metrics like average time-in-view, key message exposure and video player size to allow for superior optimization across a variety of dimensions.

What is Connected TV? CTV is a video-on-demand service for television programs that can be accessed only over the Internet, or through any device that supports an Online TV Platform. Connected TV devices provide original content and offer access to other video media from around the world. CTV Creative Best Practices and CTV advertising examples should be used when creating a connected TV advertising commercial for this platform. Oftentimes, online advertising can also fall under the category of over-the-top advertising, or OTT advertising.

What is the difference between OTT and CTV? First, OTT advertising is different from traditional linear TV. This allows companies to target audiences they may not be able to reach through traditional advertising methods. With OTT advertising, marketers have access to a wide array of shows, which introduce different kinds of content. can choose from a variety of content offerings to match their campaign’s needs.

What is Connected TV? As mentioned above, Connected TV is an umbrella term for OTT devices and displays. The main difference between connected TV vs OTT is that connected TV devices come in various types and allow you to watch video via multiple devices, whereas OTT (Over The Top) is the content through OTT services and platforms, such as Hulu and HBO Max.

So, what is CTV experience? Connected TV advertising provides the best viewing experience as viewers are engaging with their content on large screens from the comfort of their couches. Because connected TV advertising is personalized, it provides a way for advertisers to target specific audiences—from specific demos and locations to shared interests and more. Whether you have a B2B or B2C focus, there is potential for your organization in the CTV space for CTV targeting.

With cord-cutting, the ability for advertisers to use CTV targeting on viewers watching content on their phones, tablets, computers, and TVs is changing – read about CTV targeting here.

Connected TV advertising is a powerful addition to our already robust targeting capabilities as the future of CTV will continue to evolve its targeting technologies, such as implementing more and more cross-devices, to meet the needs of today’s brands and advertisers.

Connected TV advertising will remain the future of TV advertising, as we saw it be the future of TV 2021. Let’s get your CTV ad campaign started today! Learn about our CTV examples and see whether they align with industry-standard CTV specs. Contact Keynes for more information.