CTV Legend
Smart TV Advertising Insights & Data-Driven Strategies
Connected TV Adoption
Nearly 88% of U.S. households now have at least one internet-connected TV. Streaming viewership has surged dramatically - as of early 2025, streaming accounts for about 43.8% of all TV time in the U.S., up ~10 percentage points in just two years.
Shifting Ad Spend
Marketing budgets are following the eyeballs. The share of media budgets going to CTV doubled from 14% in 2023 to 28% in 2025. About 4 in 10 US marketing professionals shifted ad dollars from linear to CTV in 2024.
CTV vs. Linear TV: Data Dashboard
Direct comparison between Connected TV advertising and traditional linear TV using real statistics and performance metrics.
Premium CTV (SVOD)
FAST Channels
Advertiser Satisfaction
Campaign Performance Insights
Evidence-based best practices for running successful CTV campaigns with optimal performance metrics.
15-Second Ads
More website visits than 30-second ads
30-Second Ads
Higher conversion rates than 15-second ads
Recommendation: Use a mix - lead with 30s ads to tell your story, then retarget with 15s cut-downs to drive action.
Optimal Campaign Length
Frequency Guidelines
Platform Benchmarks & Channel Mix
Comparative overview of major CTV advertising platforms and their unique strengths in the marketplace.
Largest CTV platform with broadest audience reach. Mix of free and subscription apps.
Rich consumer data for targeting based on Amazon shopping behavior and purchase history.
67.8M smart TVs in U.S. homes. No external device needed, automatic content recognition.
Smaller but affluent user base. Premium content environment for high-end brands.
Diversification Benefits
Each platform reaches unique audience segments with relatively low overlap. Spreading budget across multiple platforms (Roku + Fire + Samsung) ensures maximum reach.
Incremental Reach StrategyCost Considerations
Test Your CTV Strategy Knowledge
Challenge yourself with scenario-based questions to reinforce key CTV advertising insights.
Campaign Performance
"Which campaign likely drove more website visits: Campaign A (15-second CTV ads) or Campaign B (30-second CTV ads)?"
Answer: Campaign A (+46% more visits)
Optimal Duration
"True or False: A two-week CTV campaign is usually sufficient to reach optimal performance."
Answer: False (8-12 weeks optimal)
Platform Knowledge
"Which CTV platform has the largest share of U.S. streaming device users?"
Answer: Roku (~40% market share)
CTV ads achieve 95%+ completion rates with high viewer engagement
91% of advertisers find CTV as effective or more effective than linear TV for ROI
Optimal campaign length is 8-12 weeks for meaningful impact
Platform diversification maximizes incremental reach
Mix 15s and 30s ads for optimal performance across funnel stages
The Future of TV Advertising
Connected TV advertising offers a powerful combination of TV's big-screen impact with digital-style targeting and measurement. With CTV ad spend expected to overtake linear in coming years, staying informed on these metrics and trends will help you stay ahead of the curve.