Blog What is Connected TV (CTV) Advertising? Mike Gates 4 min read | April 17, 2026 Television has not disappeared. It has evolved. As audiences move to streaming, Connected TV (CTV) advertising gives brands a way to reach viewers with high-impact video and more precise targeting and measurement than traditional linear TV. Nielsen reported that streaming accounted for 44.8% of total TV viewing in May 2025, surpassing broadcast and cable combined for the first time. Key takeaways: Connected TV advertising places paid video ads in streaming TV environments on internet-connected screens. It is a digital advertising channel, not a full marketing strategy. Unlike linear TV, CTV supports digital delivery, audience targeting, and optimization. CTV refers to viewing on TV screens, while OTT is the broader category for internet-delivered video. Strong CTV campaigns depend on audience fit, creative quality, and optimization. CTV can support both brand awareness and measurable performance. Who this is for: Marketers using streaming video in a digital advertising strategy. Media teams comparing CTV with linear TV, display, social, and online video. Brand leaders who want a clear explanation of how CTV advertising works. Demand generation teams evaluating awareness-focused paid media channels. Connected TV refers to a smart TV or a television connected to the internet through a streaming device or gaming console. Connected TV advertising is the paid video advertising delivered within that streaming TV environment. What CTV advertising is: Paid video advertising shown on internet-connected TV screens. A digital advertising format that brings brand messaging into streaming content environments. A channel that can support targeting, sequencing, and performance optimization. What CTV advertising is not: It is not the same as every type of digital video advertising. It is not the same as linear television advertising. It is not identical to OTT, which is the broader internet-delivered video category. How does Connected TV advertising work? CTV advertising places video ads inside streaming content viewed on internet-connected television screens. It combines the visual impact of TV with the targeting, flexibility, and measurement of digital media. Marketers can tailor creative for streaming, define the audience, choose placements, and optimize based on performance. That makes it easier to manage frequency, test creative, refine segments, and improve delivery over time. Connected TV vs. OTT vs. linear TV These terms are related, but they are not interchangeable. Connected TV refers to internet-delivered video viewed on a television screen. OTT, or over-the-top, refers more broadly to video delivered over the internet outside traditional cable or telecom systems. That means OTT can include content viewed on TVs, laptops, tablets, or mobile devices, while CTV is specifically tied to the TV screen experience. Linear TV refers to traditional scheduled television viewing. CTV differs because ad delivery is digital and can support more flexible buying, audience targeting, and optimization than traditional broadcast or cable approaches. Connected TV advertising examples Seeing the format in context makes CTV advertising easier to understand. Pre-roll or mid-roll ads in streaming shows: A brand runs a fifteen- or thirty-second video ad before or during content on a streaming app viewed on a smart TV. Audience-based awareness campaigns: A marketer delivers CTV ads to a defined audience segment based on demographics, behavior, or other targeting criteria supported by the campaign partner. Sequential cross-channel campaigns: A brand uses CTV for awareness, then follows up with additional messaging on web, display, or social channels to reinforce the message and move audiences closer to action. Premium brand storytelling: A company uses CTV to deliver high-quality video creative in a large-screen environment where message clarity and visual storytelling matter. Why Connected TV advertising matters The rise of streaming has made CTV an increasingly important part of digital media planning. It gives advertisers a way to combine premium video placement with greater control over targeting, delivery, and measurement. For marketers, that can mean: More flexibility in how video campaigns are planned and delivered. Better alignment between audience strategy and media placement. Opportunities to connect awareness campaigns with measurable performance. A strong environment for visual brand storytelling. Benefits of Connected TV advertising CTV can do more than extend reach. It helps brands combine visual storytelling with digital precision. Screen impact: Places video creative on the largest screen in the home. Targeting flexibility: Supports audience-based delivery that is often more refined than broad linear TV buys. Measurement potential: Offers stronger campaign visibility than traditional TV alone, especially when paired with broader digital analysis. Cross-channel alignment: Works alongside display, social, programmatic, and other paid media channels. Connected TV advertising playbook: reach, resonate, refine Reach: Define the right audience and streaming environments. Resonate: Use creative built for the viewing experience. Refine: Measure performance and optimize over time. CTV success depends on context, not just placement. The platform, audience mindset, and campaign goal shape how the ad is received. Common Connected TV advertising mistakes to avoid Mistake: Treating CTV like traditional TV with no digital strategy. → Fix: Plan around audience, placement, creative, and measurement from the start. Mistake: Using video creative that was not built for the streaming environment. → Fix: Adapt messaging and pacing so it works well in a large screen viewing experience. Mistake: Focusing only on impressions. → Fix: Track engagement, downstream actions, and business outcomes where possible. Mistake: Confusing OTT, CTV, and online video. → Fix: Define the channel clearly so planning, buying, and reporting stay aligned. Mistake: Running the same message too often. → Fix: Use frequency controls, creative rotation, and sequencing where available. Mistake: Treating CTV as a silo. → Fix: Coordinate it with broader digital media efforts for stronger full-funnel performance. CTV Metrics to track The right metrics depend on campaign goals. Awareness and delivery metrics: Impressions: The total number of times your ad is served. Reach: The number of unique people who see your ad at least once. Frequency: The average number of times each person is exposed to your ad. Video completion rate: The percentage of viewers who watch your ad to the end. Engagement and outcome metrics Site visits after exposure Branded search lift Conversion rate Cost per acquisition or cost per lead Return on ad spend Incremental lift across channels CTV has become a valuable part of the media mix for brands that want both big-screen impact and digital precision. How Nurse.com can help Nurse.com offers a full suite of digital advertising solutions for brand awareness, lead generation, and targeted advertising. These metrics highlight the scale and audience reach available to healthcare brands seeking to connect with nurses. 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