Connected TV (CTV) advertising allows brands to show video adverts on internet-connected televisions. This includes Smart TVs and devices such as Amazon Fire TV, Apple TV, Chromecast and games consoles. Unlike traditional linear TV, CTV delivers adverts through streaming services, allowing advertisers to target specific audiences more accurately while maintaining the impact of television.

Video on Demand (VOD) advertising places adverts within programmes that viewers choose to watch whenever they want, rather than at scheduled broadcast times. VOD platforms include services such as ITVX, Channel 4 Streaming and Sky. Viewers cannot usually skip these adverts, resulting in high completion rates and strong brand engagement.

These terms are often used interchangeably but have different meanings:

• CTV (Connected TV) refers to the device used to watch streamed content, such as a Smart TV.
• VOD (Video on Demand) refers to content watched whenever the viewer chooses.
• BVOD (Broadcaster Video on Demand) refers specifically to broadcaster-owned streaming platforms such as ITVX, Channel 4 Streaming, Sky and U.
• OTT (Over The Top) is the technology used to deliver video content via the internet, including services like Netflix, Disney+ and Amazon Prime Video.

Connected TV combines the impact of television with the targeting capabilities of digital advertising. Benefits include reaching viewers on the biggest screen in the home, targeting specific audiences, geographic targeting, measurable campaign performance, premium content environments and high-quality, full-screen video that captures attention.

Yes. Connected TV delivers high levels of viewer attention and brand recall while offering precise audience targeting. It enables advertisers to reach households that may watch less traditional television and complements linear TV campaigns by increasing reach and frequency.

Campaign costs vary depending on the platforms used, target audience, campaign length and geography. Connected TV campaigns are typically bought on a CPM (cost per thousand impressions) basis, allowing budgets to be scaled to suit businesses of different sizes.

The minimum budget depends on the platform and campaign objectives. Many regional or targeted campaigns can be launched from a few thousand pounds, while larger national campaigns require higher investment. At The Media Angel, we’ll recommend the most effective approach based on your budget.

Absolutely. Connected TV is no longer reserved for major brands. Thanks to audience targeting and flexible buying options, small and medium-sized businesses can run highly effective regional or national campaigns without the budgets traditionally associated with television advertising.

There are numerous Connected TV opportunities, including broadcaster platforms such as ITVX, Sky AdSmart, Channel 4 Streaming and U, alongside selected streaming services that offer advertising-supported subscriptions. The best platform depends on your audience, objectives and budget.

Yes. ITVX provides access to premium television content with advanced audience targeting across a wide range of demographics, interests and geographic locations. It’s an excellent platform for both regional and national campaigns.

Yes. Sky AdSmart enables advertisers to deliver different adverts to different households watching the same programme. Campaigns can be targeted using factors such as location, household composition, lifestyle characteristics and more, making it one of the most sophisticated TV advertising platforms available.

Yes. Channel 4 Streaming allows advertisers to reach viewers watching on-demand programmes across Connected TV devices, mobiles and desktops. Campaigns can benefit from audience targeting and Channel 4’s premium programming.

Some major streaming services now offer advertising-supported subscription tiers, providing new opportunities for advertisers. Availability, targeting options and minimum budgets vary by platform, so it’s important to choose the right solution for your objectives.

Connected TV offers a range of targeting options including demographics, age, household composition, interests, viewing behaviour, postcode or regional targeting and, in some cases, lifestyle and purchasing characteristics. This helps ensure your advertising reaches the most relevant audiences.

Yes. Many Connected TV platforms allow campaigns to be targeted nationally, regionally or by postcode sectors, making CTV ideal for businesses that want to focus advertising within specific locations while avoiding wasted media spend.

In many cases, yes. Combining traditional TV with Connected TV creates a broader media strategy, increasing overall campaign reach while reducing duplication. Connected TV can extend campaigns to audiences who stream more content, while linear TV continues to deliver mass awareness.

CTV campaigns provide detailed reporting including impressions delivered, completed video views, reach, frequency, video completion rates and, depending on the platform, additional audience insights. This enables advertisers to understand campaign performance and optimise future activity.

Results will depend on your objectives, creative and budget. Connected TV is particularly effective for building brand awareness, increasing consideration, supporting product launches, driving website visits and complementing wider media campaigns. As with any advertising, success is greatest when CTV forms part of a well-planned media strategy.

Planning a Connected TV campaign involves selecting the right platforms, targeting the right audiences, negotiating competitive rates and measuring performance. A specialist agency manages this process on your behalf, ensuring your campaign is planned strategically, bought efficiently and delivers the best possible return on your investment.

At The Media Angel, we combine decades of media planning and buying experience with an independent approach that puts your objectives first. We work across leading Connected TV and broadcaster platforms, helping clients build campaigns that maximise reach, target the right audiences and make every advertising budget work harder. From strategy and planning through to buying, optimisation and reporting, we act as an extension of your marketing team to deliver campaigns that achieve measurable results.