Examples of Connected TV

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Examples of Connected TV

Connected TV advertising is growing fast and it’s becoming a more and more popular strategy among marketers.

If you are new to the CTV advertising platform, then try to understand it through connected TV advertising examples.

Connected TV is any device connected to the internet to streaming TV content by different TV network apps.

TV Commercial Reviews

Keynes Digital helps advertisers structure their TV commercials by providing feedback on already published connected TV examples and commercials. We rank the TV commercials on a scale of the following:

Direct Response

This is a lower funnel tactic looking for action by customers directly.

To rank for Direct Response, TV commercials must consider:

  • Does it make me put my phone down?
  • Can I tell who the advertiser is at all times?
  • Does it tell me what to do and where to go?
  • Does the video look professionally made?
  • Is there a strong USP?

This is of high funnel tactic making people aware of your brand and remembering it.

To rank for Branding, TV commercials must consider:

  • Does it make me put my phone down?
  • Is the video memorable?
  • Will I have to see this ad more than once to remember it?
  • Will I talk about this ad later with friends?

Connected TV Advertising Examples

Direct Response examples starting from the best ranked connected TV commercial:

  1. Fanatics
  2. Simple Health
  3. Zola
  4. Imperfect Foods
  5. Tommy John
  6. Smile Direct Club
  7. Wrangler

Branding examples starting from the best ranked connected TV commercial:

  1. ThredUP
  2. Extra Gum
  3. Wrangler
  4. Curology
  5. Edmunds
  6. Tracksmith

Connected TV advertising helps brands reach a specific audience and improve the success rate of their ad campaigns.

Marketers are now showing an increased interest in connected TV advertising because of the increase in the benefits as compared to traditional TV ads.

What is Connected TV?

Connected TV definition is not limited to a few words as it is a vast and helpful tool for advertisers and brands.

To answer, what is connected TV? It’s any device that is connected to the internet that can be streamed over any devices:

  • TVs
  • Desktops
  • Tablets
  • Mobile phones

So, what is connected TV advertising? In the early 21st century, people used to watch linear TV, or easier put cable. After 2010, trends and priorities of people have been shifted due to technology.

People are connected to the internet and almost every phone reaches the internet.

Due to maximum use of the internet for everything, people have removed cables and antennas from their TVs and connected them to the internet and made them smart TVs.

Smart TVs have an enormous amount of benefits for marketers and viewers. Viewers can stream TV shows and movie on any TV network app at their own convenience.

Advertisers and brands are using connected TV advertising to reach their high-intent audience and build credibility within their name.

Keynes Digital’s connected TV ad examples page is a great way to learn how advertisers benefit tremendously from this channel.

What is CTV Advertising?

CTV advertising is not the same as traditional advertising, like cable or print for example.

Connected TV advertising gives an marketers control over their connected TV ads. Connected TV providers and data companies are constantly innovating new ways to target consumers via a connected TV strategy to reach more audiences and boost sales.

What are Connected TV Platforms?

Connected TV platforms are the OTT TV platforms of the streaming world. These platforms deliver premium OTT content that may or may not serve connected TV ads.

Connected TV marketing is when connected TV publishers buy programmatic space to serve connected TV campaigns on OTT platforms through programmatic advertising.

These OTT / CTV platforms have a long 20 years history to be available in this form.

Many OTT platforms, or connected TV channels, allow ad-supported content during a show or movie. Many viewers are even seen to be accepting that transaction of being served an ad to save a buck or two a month.

CTV / OTT Platforms

Some examples include:

  • Hulu
  • Peacock TV
  • Disney Plus
  • Prime video
  • Connected TV Youtube

How to Choose Your Connected TV Agency Partner

Keynes Digital is your full-service audience and performance-focused programmatic advertising partner.

We deliver trackable results for brands and agencies across connected TV and digital platforms.

Essentially, we help brands and agencies find and target their niche audiences via all programmatic advertising channels—connected TV, display, native, video, audio.

To choose the right connected TV advertising partner for you, there are a few necessary questions to ask.:

  • What do you consider Connected TV advertising?
  • How do you approach targeting your audiences?
  • Can you track cross devices?
  • What goals can you track?
  • What level of reporting do I have access to?

Read full blog HERE to see explanations.

Connected TV Advertising Statistics

Connected TV advertising statistics show that there’s more than 80% increase in spending time on connected TV devices as compared to 2019.

Due to the COVID-19 pandemic, people were restricted to their homes and spent more time with connected TV devices.

Data given by some channels show that American connected TV viewers in 2020 were the following:

  • 5 million for millennials
  • 7 million for Gen Z
  • 33 million for baby boomers
  • 5 million for Gen X.

This is more than 183 million CTV viewers overall.

Advertisers have invested almost $8.2 billion in connected TV programmatic advertising.

Connected TV Advertising Statistics Growth
  • Advertising spending on connected TV is expected to increase from $17.5 billion in 2022 to $30 billion in 2026.
  • The share of total marketing spend on CTV advertising is expected to increase from 5.5% in 2022 to 7.2% in 2026 as advertisers redistribute funds from other channels.
  • In 2021, 60% of TV advertisers shifted their budget from linear TV to connected TV (CTV) and over-the-top (OTT) platforms.
  • CTV ads enjoy a much higher engagement rate than traditional ads. CTV viewer conversion rates are 94%, while mobile and PC have 69% and 74%, respectively.
Connected TV Advertising in 2021
  • 85% of US households have at least 1 digital TV
  • Subscription stacking has increased to 4.7 subscriptions per household up from 3.5 in Q4 2020.
  • Free Ad-Supported TV(FAST) increased by 4.9% quarter-over-quarter, such as Peacock, Plex, Crackle, and Pluto TV.
  • Ad-Supported Video-On-Demand(AVod) increased by 3.6% quarter-over-quarter, such as Hulu, Pluto TV, The Roku Channel and Peacock.
  • Netflix user base declined by 5% year-over-year.
  • Single show networks are struggling to keep subscriptions.
  • Premium content is being produced and held by networks on their own apps and subscriptions.

OTT (Over-The-Top) Advertising vs CTV vs OLV

Connected TV vs OTT needs to be defined because they typically get jumbled up.

OTT “Over-The-Top Television” is any direct-to-consumer television content delivered to viewers entirely over the internet, instead of having to subscribe to any traditional cable packages — think Apple TVHulu, and HBO.

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

OTT advertising or CTV advertising on streaming TV is a way to serve your campaigns to your audience.

You don’t need any cord or cable for a connection and can watch anywhere without any hesitation.

What is CTV?

CTV “Connected Television” is very similar to OTT. A Connected TV is a device (think smart TVs) connected to the internet, that enables viewers to consume television content through premium networks, or OTT content.

Some devices include Apple TVRoku, Chromecast, Xbox, and Amazon Fire.

More than 225 million people are using a connected TV device.


OLV “Online Video” is any form of video content streamed over the internet.

This includes in-stream, out-stream, interactive, in-game, and webpage-based videos on any device, like mobile, laptops, tablets, or smart TVs.

FEP Advertising

Someone may ask what is FEP advertising?

FEP “Full Episode Player” is a Connected TV / OTT TV commercial that is served via OTT network apps or websites online. So, FEP advertising is showing ads during streaming a show by targeting the audience directly.

These resemble a traditional TV experience, i.e. non-skippable and 15, 30, or even 60 second long TV spots.

These are crucial spots for advertisers, especially as they’re often served during “binge-watching”, long-form shows. These are direct response video spots if approached adequately.

FEP examples

One of the best examples of FEP is showing content or FEP streaming over multiple connected TV devices.


VOD “Video-On-Demand” streaming is a video content consumption model hosted and stored in a digital library powered by the internet or a cable subscription.
Unlike a traditional TV cable schedule, VOD works at the consumer’s convenience to provide a large sum of TV content at any moment from any device (TV, desktop, mobile, tablet).

Content options include access to:

  • Free content
  • Subscription content
  • For purchase or rent content

OLV “Online Video” is explained above. OLV is any form of video content streamed over the internet.

YouTube streaming is one of the best OLV streaming examples. FEP vs OLV are not the same things as OLV vs OTT or CTV vs OTT.


OTT “Over-The-Top Television” is explained above. 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.

FEP vs OTT are almost similar things and are usually treated as the same.


CTV “Connected Television” is explained above. A Connected TV is a device (think smart TVs) connected to the internet.

The best point to discuss between FEP vs CTV is that the CTV device will only steam FEPs.

What is Linear TV?

Linear TV “Regular Television” is your good ole traditional cable or broadcast television viewing through a cable or satellite subscription service.

Networks run specific channels that deliver viewable and constant content. You’re on the networks’ schedule, so what is pre-planned to air on that network is what you get.

Linear TV examples are very specific old traditional TVs.

Linear TV vs Connected TV

Connected TV vs Linear TV. CTV “Connected Television” is explained above. A Connected TV is a device (think smart TVs) connected to the internet.

The best point to discuss between FEP vs CTV is that the CTV device will only steam FEPs.

What is Non Linear TV?

Non linear TV is a type of varying media that can be connected to the audience, for example, by choosing TV programs to watch through VOD, navigating a website, playing a computer game, or by collaborating through web-based entertainment.

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