Let’s face it: CTV is taking over–both when it comes to how consumers are spending time, and as a result, where marketers are advertising. CTV users often pay for content and have higher ad engagement intent. Nearly 25% of streaming subscribers choose ad-supported streaming services (AVOD). And if you’re not using this inventory for user acquisition, well... you’re missing out. But don’t worry–we’ve got your back.
Starting with the basics, CTV stands for Connected Television. CTV includes all the streaming services most of us use like Netflix, Hulu, Roku, the list goes on. These aren’t your typical (linear) cable channels; they’re the platforms where people increasingly spend hours, usually with their phone in hand, watching their favorite shows, movies, and cat videos
And it’s not just passive watching—The percentage of adults using a second screen while watching TV could be as high as 85%, often using their phone, which makes it the perfect moment to connect across devices.
Okay, but what do CTV ads actually look like? Similar to the traditional 30-second linear TV commercial, CTV ads are non-skippable.
For marketers, that means:
🍿 Your full message gets seen. No skipping, no fast-forwarding. Viewers watch the entire ad, which increases brand recall and message impact.
📺 Premium placement. These ads appear alongside high-quality, long-form content. Unlike social media, ads don't get lost in the general feed making them more relevant.
📱 Quality attention. Unlike passive scrolling on mobile, CTV viewers are in a lean-back, focused mode—making them more receptive to your message.
🎬 Larger screen, bigger impact. Your ad shows up on the biggest screen in the house, with rich visuals and sound.
👁🗨 Less clutter, more visibility. CTV has fewer ads per hour than traditional TV, so your brand doesn’t get buried in the noise.
🎯 Smart targeting. You can reach specific demographics and interests, just like other digital ad channels. Granular data sets like demographics, detailed viewing habits, location, device type and channel are available for targeting.
📊 Measurable performance. From impressions to installs, CTV offers clear ROI reporting.
Here's an example of what your potential users will see:
In the past, CTV was basically the place to be if you wanted to show your face, get noticed, and hope that someone actually took action. But now? Things have changed. You can now measure installs and target the right people.
Adikteev clients running CTV have seen ROAS targets double. Apps running CTV have seen over 252% ROAS on Day 1 and over 144% on Day 7.
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Day 1 ROAS vs Target |
Day 7 ROAS vs Target |
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252.61% |
144.63% |
We’ve taken the guesswork out of what was once a notoriously foggy channel. We’ve made it measurable.
So, how do we make this magic happen?
💥 Unskippable, High-Impact Ads
No more finger-swiping to skip. CTV ads are in-your-face and impossible to ignore. And we all know that the bigger the screen, the bigger the impact, right?
🏃♂️💨 Real-Time Optimization
We don’t just set it and forget it. We’re making moves every 10 seconds–adjusting bids in real time, ensuring your money’s going toward the users who matter. (That’s a lot of moves, by the way. We’re pretty fast.)
📊 Data-Driven Goodness
Millions of data points per second. Yup, we’re that serious. We’re analyzing everything to find the users who are most likely to convert. Then, we make sure your ads reach them at exactly the right moment.
⭐ Premium Placements
Think of supply-side platforms (SSPs) like the VIP list of advertising space. We’ve got access to over 30 of them, meaning your ads aren’t just popping up anywhere–they’re in the best spots on CTV.
🔎 Verified Install Reporting
We’ve got install measurement through MMPs like Adjust, AppsFlyer, Kochava, and Singular, so you can actually see how well your ads are doing and not just wonder if that “click” turned into an install. Integrate an MMP supporting CTV measurement and benefit from accurate IP-based attribution. Available on mobile, console, and PC. 📈
“CTV isn’t uncharted territory. It’s just a channel that too many app marketers have overlooked. Most marketers still treat it like linear TV with a digital wrapper. But we’re turning it into a performance engine that can rival (and outperform) mobile. We’re not experimenting–we’re optimizing in real time, across 30+ SSPs, measuring installs down to the device. This isn’t theory. It’s execution at scale–and it’s working.”
Emilien Eychenne, Chief Growth Officer, Adikteev
So what does all of this add up to? You get to reach high-value users while they’re engaging with content on their TVs. With our own data-based optimizations, in addition to the data we provide to you, the marketer, you can create a CTV strategy that drives installs, maximizes your ad spend, and delivers measurable results.
Our experts bring the know-how to reach your best users. We follow a clear campaign roadmap, starting with an initial alignment call to define budget, bundle IDs, KPIs, and attribution. The pre-launch phase involves data stream activation and campaign setup, allowing for test campaigns with smaller budgets. Finally, performance marketing focuses on scaling towards your target budget with continuous optimization and regular bi-weekly performance updates.
Ready to ditch the guesswork and make CTV actually work for your app? Book a call and we’ll help you get started.