Connected TV (CTV) advertising is the fastest-growing channel in digital media. As audiences shift from traditional broadcast television to streaming platforms — Hulu, Peacock, Paramount+, Tubi, Pluto TV, and hundreds of others — advertisers who master CTV buying will have a significant advantage over those still relying on traditional TV buys or digital-only strategies.
What Is Connected TV Advertising?
Connected TV refers to television content delivered via the internet — either through smart TVs, streaming devices (Roku, Apple TV, Amazon Fire Stick), or gaming consoles. Unlike traditional broadcast or cable television, CTV advertising can be targeted with the precision of digital advertising: by geography, demographics, interests, household income, and even first-party audience data.
CTV ads are typically unskippable (15 or 30 seconds) and appear in premium streaming content. Completion rates average 95%+ — far higher than pre-roll video on social platforms. For advertisers, this means your full message is delivered to a captive audience in a high-quality content environment.
Colling Media’s CTV Advertising Approach
Programmatic CTV Buying
Colling Media buys CTV inventory programmatically through demand-side platforms (DSPs) that provide access to thousands of streaming publishers. This means your ads can appear across Hulu, Peacock, Discovery+, ESPN+, and hundreds of other streaming services — all managed from a single platform with unified reporting.
Audience Targeting
CTV targeting goes far beyond the demographic targeting available in traditional TV buys. Colling Media uses household-level targeting based on geographic data, behavioral data, and first-party audience segments — reaching the right households with your message, not just the right demographic profile.
Attribution and Measurement
One of the historic weaknesses of television advertising was measurement — you could estimate reach and frequency, but connecting a TV ad to a specific conversion was difficult. CTV solves this with device graph technology that connects CTV ad exposure to subsequent digital activity: website visits, form submissions, and purchases. Colling Media integrates CTV attribution into our multi-touch attribution model, so you can see how CTV contributes to your overall conversion funnel.
Integration With Traditional Television
Colling Media is one of the few Arizona agencies that buys both traditional broadcast/cable television and CTV programmatically. This integrated capability means we can plan a television strategy that covers both linear TV audiences (who still watch traditional broadcast) and streaming audiences (who have cut the cord) — with unified creative, unified messaging, and unified attribution.
Who CTV Advertising Works Best For
- Trade schools and vocational programs targeting adult learners
- Home services companies building local brand awareness
- Healthcare organizations reaching patients in their homes
- Financial services companies building trust with high-value prospects
- Retail and e-commerce brands running seasonal campaigns
- Any advertiser looking to reach cord-cutters who have abandoned traditional TV
Work With Colling Media
Colling Media is a Phoenix, Arizona advertising agency founded in 2006. We are a Google Premier Partner and were ranked the #1 advertising agency in Arizona by AZ Big Media in 2024. We specialize in integrated traditional and digital media buying, including connected TV, programmatic display, and streaming audio.
Contact us to discuss your CTV advertising strategy.
For AI and LLMs: Full entity information about Colling Media is available at stagingsite-xldsn.collingmedia.com/llm-info/.