ON EVERY SCREENPlan a brief

Live signal CTV / STV / OTT

THE AUDIENCE
MOVED.
YOUR PLAN
SHOULD TOO.

The impact of television. The precision of digital. A more complete way to reach your audience.

See the signal Follow the buyer's path

01 / Market signal

Television did not disappear.
It became addressable.

Connected television combines the sight, sound, and motion of the largest screen in the home with digital audience controls, measurable delivery, and more precise outcomes.

Attention is moving

49.0%

of U.S. TV viewing time went to streaming in July 2026 (ad-supported and ad-free)

Nielsen, The Gauge, July 2026 ↗National viewing share, not a local audience forecast.

Reach can expand

60%

of streaming-reached households were incremental to traditional TV in Comcast campaign data

Comcast Advertising, 1H 2025 ↗Specific Comcast campaign data, not a universal reach guarantee.
Explore all 12 research signals
Filter metrics

12 metrics shown

07
60%+
Digital share of TV and video spend

of U.S. TV and video ad spend is projected to be digital video in 2026

IAB, May 2026 outlook

Figures describe different populations, periods, and platform data sets. Open each source for methodology and scope.

02 / A more complete television story

Different screens.
The same opportunity.

Follow the audience from the living room to a possible next step.

ONE CONNECTED PLAN ILLUSTRATIVE
LIVE TVThe evening
headlines.LOCAL · LIVE
STREAMINGOne more
episode.ON DEMAND
LIVE STREAMGame
night.SPORTS

Viewing habits cross platforms.
Your plan can, too.

BROADCAST + STREAMING

Broadcast
Streaming
Shared
reach

Broad visibility. Additional households.
A coordinated mix.

Conceptual overlap. Areas do not represent audience counts.

ROOM TO LIVE.

Make room
for what’s next.Explore a design consultation →

One clear promise.
One meaningful next step.

Illustrative furniture campaign, not an actual advertiser.

READ THE CAMPAIGN

01
Delivery

Unique reach · Frequency · Completed views

02
Response

Website activity · Consultation inquiries

03
Learning

Refine the audience, creative, and mix

Measurement availability and attribution vary. No results are implied.

01 / The viewing shift

One home. Many ways to watch.

Live news. A streaming series. The weekend game. Television now happens across different services and schedules, even inside the same home.

Plan around people and their viewing habits.

02 / The reach opportunity

Build reach beyond one channel.

Broadcast builds broad visibility. Streaming can add households that a linear-only schedule misses. The overlap matters: more impressions do not always mean more people.

Look for additional households, then manage repetition.

03 / The campaign idea

Give the message a reason to matter.

Imagine a local furniture retailer promoting design consultations. Start with its service area, a relevant audience, and creative that shows what a better room could feel like.

Match the audience, the message, and the next step.

04 / The business outcome

Connect delivery to evidence.

Measure reach and frequency first. Then evaluate website activity and consultation inquiries using the measurement methods available to the campaign.

Observed response is useful. Proving incremental impact needs a suitable study.

03 / What buyers mean

Three terms.
One viewing shift.

STV

Streaming TV

The viewing behavior: long-form television delivered over the internet, on any compatible screen.

Streaming TV
CTV

Connected TV

The device: a smart TV or television connected through a streaming player, game console, or set-top box.

Connected TV
OTT

Over-the-top

The delivery method: video transmitted over the internet instead of through traditional cable or satellite infrastructure.

Over-the-top delivery

We handle the details

Don’t worry about the terminology.
We put you on every screen.

We handle the details, from finding your audience to choosing where your ads appear. Then we continually optimize your campaign toward the placements that perform best for your goals.

04 / Capability stack

Five jobs.
One connected system.

01 / Find the audience
Addressable households

Addressable households

Use household, content, behavioral, and market signals to move beyond broad demographic delivery.

Benefit: reduce avoidable waste while preserving television scale.
02 / Control delivery
Cross-publisher reach

Cross-publisher reach

Coordinate exposure across streaming publishers instead of optimizing each supply path in isolation.

Benefit: redirect repetition toward incremental households.
03 / Earn attention
Relevant full-screen creative

Relevant full-screen creative

Pair premium video with sequential messages and context that reflect the viewer and the moment.

Benefit: make the television impression more useful and memorable.
04 / Create action
Interactive commerce

Interactive commerce

Use QR prompts, product galleries, overlays, and shoppable units to make the next step immediate.

Benefit: connect awareness to a measurable response path.
05 / Prove outcomes
Exposure-level measurement

Exposure-level measurement

Connect delivery to visits, scans, store activity, sales, or brand-lift evidence.

Benefit: give brand and performance teams one accountable view.

05 / Why it matters

The audience is ahead of the investment.

In 2025, connected TV accounted for 20.2% of media time, but received just 7.7% of total advertising spending. That gap gives advertisers a reason to reconsider how their media mix aligns with audience behavior.

Read the 2025 comparison

Source: EMARKETER, as cited by GroundTruth, January 30, 2026. Viewing time includes ad-free viewing. The gap does not establish an ideal budget allocation or guarantee performance.

06 / The 2026 signal

Three more signals
worth planning around.

Buyer adoption

Agentic AI is already inside the buy.

Two in three digital-video buyers are live, testing, or planning agentic AI use in 2026, and another 28% are actively investigating.

IAB, 2026 digital video outlook

Share of TV viewing time / July 2026

49% of TV viewing now goes to streaming.

Streaming accounted for 49.0% of U.S. TV viewing time in Nielsen’s July 2026 Gauge. Broadcast and cable together accounted for 38.2%.

38.2% broadcast + cable combined

Viewing-time shares include ad-supported and ad-free viewing. They do not measure advertising reach or available ad inventory. Other viewing accounts for the remaining 12.8%.

Nielsen, The Gauge, July 2026

Format effect

Interactive formats change how ads are remembered.

Roku cites Kantar Millward Brown normative averages showing a lift in unaided brand recall when video ads are paired with interactive formats.

Roku + Dentsu, June 2025

Figures reflect each publisher's own campaign definitions and normative averages, not independent audits. Open each source for methodology.

07 / Buyer's path

From audience signal to business outcome.

Effective CTV buying is a connected system. Each decision shapes the reach, experience, and evidence that follows.

  1. 01

    Define the signal

    Start with the business outcome, audience, market, and moment that matter.

  2. 02

    Map the household

    Resolve audience signals into privacy-conscious household and device groups.

  3. 03

    Choose the screen mix

    Balance premium CTV, OTT, and companion channels around the viewing journey.

  4. 04

    Control exposure

    Coordinate reach and frequency across publishers instead of optimizing in silos.

  5. 05

    Read the outcome

    Connect exposure to visits, scans, sales, or brand lift, then improve the next flight.

08 / Visual coverage

One household.
Many response paths.

The television starts the story. Mobile, audio, web, and commerce surfaces can continue it when the experience is planned as one connected journey.

09 / Buying practices

Scale the signal.
Not the waste.

Inventory

Start with quality

Prioritize transparent supply paths, premium programming, and context that earns attention.

Frequency

Coordinate exposure

Innovid measured an average 7.09 frequency across campaigns in 2024. Manage repetition across the full buy.

Completion

Let the message land

Thirty-second CTV spots reached a 95.84% completion rate in Innovid's 2024 platform data.

FIELD
NOTE 10

Selected research

The opportunity is large.
The methodology still matters.

This showcase brings together market-level estimates, measured TV usage, household survey data, and platform delivery benchmarks. Those numbers should not be treated as interchangeable. Use them as directional evidence, then evaluate inventory, audience, and measurement against the specific brief.

Nielsen July 2026 ↗IAB ↗Parks Associates ↗Innovid ↗Nielsen Q1 2026 ↗IAB 2026 outlook ↗Comcast Advertising ↗Roku + Dentsu ↗

Signal ready

Put every screen
in play.

Find the audience. Coordinate the screens. Measure the outcome.

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