Paid Ads: CTV / Streaming TV
Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
What Is CTV / OTT
- - CTV (Connected TV): Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads
- OTT (Over-the-top): Video delivered over the internet (Hulu, Peacock, Paramount+, etc.)
- Streaming share: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing)
Why CTV
| Advantage | Detail |
|---|
| High completion | ~95% ad completion rate vs lower on mobile/desktop |
| Unskippable |
Most CTV inventory is non-skippable pre-roll/mid-roll |
|
Targeting | Demographics, interests, location, household data |
|
Underinvested | CTV received ~7% of ad spend despite ~18% of media time (2024) |
Ad Formats
| Format | Use |
|---|
| Pre-roll / Mid-roll | Standard video; 15–30 sec |
| Interactive |
Drives engagement; ~71 sec additional time vs standard |
|
QR / URL | Direct response; track offline-to-online |
Platforms & Buying
- - Programmatic: DSPs (The Trade Desk, etc.); audience-based buying
- Direct: Hulu, Roku, YouTube TV, Peacock—platform-specific deals
- Google: YouTube on TV; part of Video campaigns
Metrics
| Metric | Use |
|---|
| Completion rate | % who watch full ad; CTV typically 95%+ |
| Reach / frequency |
Household reach; avoid over-frequency (e.g., <7) |
|
CPM | Cost per thousand impressions |
|
Attribution | QR scans, URL visits; harder than web/app |
Creative
- - Horizontal: 16:9; TV screen format
- Sound on: Assume sound; design for audio
- Brand focus: CTV often awareness; clear brand, CTA
UTM for CTV
Use utm_medium=video or ctv with utm_source (e.g., hulu, roku) for QR/URL campaigns. Tag links in interactive CTV ads for attribution.
Pre-Launch Checklist
- - [ ] Creative in 16:9; sound-on
- [ ] Targeting defined (demo, interests, geo)
- [ ] Attribution plan (QR, URL, brand lift)
- [ ] Frequency cap set
- [ ] Budget aligned with CPM expectations
Related Skills
- - paid-ads-strategy: Ad formats by medium; when to use TV vs web vs app
- traffic-analysis: UTM for CTV direct-response; attribution
- analytics-tracking: Conversion tracking for QR/URL campaigns
付费广告：CTV / 流媒体电视
指导联网电视（CTV）和OTT广告：在流媒体平台（Hulu、Roku、YouTube TV等）上投放广告。适用于定位观看流媒体内容的受众；CTV广告完成率约达95%，高于移动端/桌面端。
调用方式：首次使用时，如有帮助，可用1-2句话介绍该技能涵盖内容及其重要性，然后提供主要输出。后续使用或用户要求跳过时，直接提供主要输出。
什么是CTV / OTT
- - CTV（联网电视）：智能电视、流媒体设备（Roku、Fire TV、Apple TV）上投放广告
- OTT（过顶服务）：通过互联网传输的视频内容（Hulu、Peacock、Paramount+等）
- 流媒体份额：2025年流媒体已超越广播电视+有线电视总和（约占电视观看时长的45%）
为什么选择CTV
| 优势 | 详情 |
|---|
| 高完成率 | 广告完成率约95%，高于移动端/桌面端 |
| 不可跳过 |
大部分CTV库存为不可跳过的片前/片中广告 |
|
精准定向 | 人口统计、兴趣、位置、家庭数据 |
|
投入不足 | CTV获得约7%的广告支出，却占据约18%的媒体时间（2024年） |
广告形式
| 形式 | 用途 |
|---|
| 片前/片中广告 | 标准视频；15-30秒 |
| 互动广告 |
提升参与度；比标准广告多约71秒互动时间 |
|
二维码/网址 | 直接响应；追踪线下到线上转化 |
平台与购买方式
- - 程序化购买：DSP（The Trade Desk等）；基于受众的购买
- 直接购买：Hulu、Roku、YouTube TV、Peacock——平台专属交易
- Google：电视端YouTube；属于视频广告系列的一部分
指标
| 指标 | 用途 |
|---|
| 完成率 | 观看完整广告的百分比；CTV通常95%以上 |
| 触达/频次 |
家庭触达；避免过度频次（例如<7） |
|
CPM | 每千次展示成本 |
|
归因 | 二维码扫描、网址访问；比网页/应用更难追踪 |
创意要求
- - 横屏：16:9；电视屏幕格式
- 有声：默认有声音；为音频设计
- 品牌聚焦：CTV通常用于品牌认知；清晰展示品牌和CTA
CTV的UTM设置
对于二维码/网址广告系列，使用utmmedium=video或ctv配合utmsource（例如hulu、roku）。在互动CTV广告中标记链接以便归因。
上线前检查清单
- - [ ] 创意为16:9横屏；有声
- [ ] 定向条件已定义（人口统计、兴趣、地理位置）
- [ ] 归因方案已制定（二维码、网址、品牌提升）
- [ ] 频次上限已设置
- [ ] 预算与CPM预期相符
相关技能
- - paid-ads-strategy：按媒介划分的广告形式；何时使用电视、网页或应用
- traffic-analysis：CTV直接响应的UTM设置；归因分析
- analytics-tracking：二维码/网址广告系列的转化追踪
