What if there was a way to combine the reach of TV with the precise targeting of digital ads—and you could start tomorrow?

That’s what connected TV advertising can do.

If you’ve heard about digital TV advertising, also known as connected TV (CTV) advertising, you might be curious about how it can promote your brand and keep you ahead of your competitors.

At Bolo Brothers, we’ve seen what connected TV advertising can do, and we want to share the details with you. In this blog, we’ll break down everything about connected TV advertising—what it is, how it works, and how you can get started as soon as possible.

What Is Connected TV Advertising?

Connected TV (CTV) advertising displays ads to people watching videos on internet-connected platforms like Roku or Hulu. These platforms are usually accessed using smart TVs, streaming sticks, or gaming consoles.

One of the main advantages of CTV advertising is that it reaches audiences who watch on demand rather than relying on live broadcasts. Its uniqueness lies in its precision—you can customize ads for specific audiences, monitor engagement metrics, and make real-time adjustments to improve performance.

Back when it was just TV, commercials were the only form of advertising outside of print. Now, there are so many facets and places to view digital and CTV ads.

6 Main Differences Between CTV and Other TV Advertising Channels

There are usually two advertising channels that are compared to CTV: traditional TV and OTT (over-the-top) advertising.

Think about the unskippable TV commercials you watched as a kid—that’s traditional TV advertising. On the other hand, OTT advertising is almost like CTV, but it’s not limited to TV. It can also be in devices like smartphones and tablets.

CTV, Traditional TV, and OTT advertising have critical differences, and knowing them would help you make smarter advertisement decisions.

1. Delivery method

CTV Advertising: Delivered through smart TVs, streaming sticks, and gaming consoles, with ads appearing on platforms like Hulu and Roku during on-demand content.
Traditional TV: Relies on cable or satellite programming, with ads scheduled during live broadcasts.
OTT (Over-the-Top): Extends beyond TVs to devices like smartphones and tablets, delivering ads on platforms like Tubi, Netflix (ad-supported), and YouTube.

2. Audience targeting

CTV Advertising: You can tailor it based on demographics, interests, and past viewing habits to get a more targeted reach.
Traditional TV: Broad targeting based on programming or time slots—less precision with targeting.
OTT Advertising: Similar to CTV but spans multiple devices, offering detailed targeting across screens.

3. Ad formats

CTV Advertising: Offers pre-roll, mid-roll, and interactive ads that engage viewers directly.
Traditional TV: Limited to static commercials during scheduled breaks.
OTT Advertising: Includes dynamic options like viewer-selected ads or skippable formats—adding personalization.

4. Viewer Behavior

CTV Advertising: Engages viewers actively choosing on-demand content.
Traditional TV: Relies on passive viewers tuning in during set times.
OTT Advertising: Captures viewers across devices, meeting them during intentional and casual viewing.

5. Performance measurement

CTV Advertising: Tracks detailed metrics like impressions, click-through rates, and ad completion.
Traditional TV: Relies on broad data like Nielsen ratings.
OTT Advertising: Offers similar insights to CTV while tracking performance across multiple devices.

6. Cost efficiency

CTV Advertising: Cost-effective with targeted reach, minimizing wasted impressions.
Traditional TV: Expensive due to broad reach, often including irrelevant audiences.
OTT Advertising: Flexible pricing, ideal for smaller budgets, with room for testing and refinement.

Getting Started with Digital TV Advertising

Now that we know the basics of digital TV advertising, let’s discuss how to get started.

1. Know your audience better than they know themselves

Every great marketing campaign starts with a deep understanding of your audience.

That includes knowing and learning their habits, preferences, and needs. Are they young professionals streaming shows on Hulu during their downtime? Or maybe they’re families using Roku for movie nights?

Dig into the data you already have—analytics tools, customer feedback, or even past campaign performances. Then, build a clear picture of the people you want to reach, including their age, location, interests, and streaming habits.

The more specific you are, the easier it becomes to speak directly to your target audience. When you know them better than they know themselves, you can almost guarantee that your ads will yield a massive ROI.

2. Choose platforms that match your audience

Not every streaming platform is the same, and that’s good.

Some platforms may be more geared toward Gen Zs, while others may be more toward adult demographics. The great thing about this is that you don’t necessarily have to triple your cost and be everywhere.

You just have to focus on your ideal platforms and make the message resonate with your audience. For instance:

Hulu: Ideal for millennials and Gen Z viewers who stream a mix of shows and movies.
Roku: Great for reaching diverse age groups with self-service ad options.
Amazon Fire TV: A good fit for households already in Amazon’s ecosystem.

Remember to research the features and costs of each platform. Look at the types of ads they support, too. Do they allow for interactive ads or use more traditional video formats? Give yourself all the information you need before you spend time on the campaign.

3. Create ads that are valuable and capture attention

We are in the attention economy. In fact, studies indicate that the average human attention span has decreased to approximately 8 seconds.

Creating something that grabs attention is non-negotiable if you want to get the most bang for your buck with ads. A few tips we can give are:

Get straight to the point. Viewers don’t have the patience—or attention span— for drawn-out storytelling. You have to immediately relate to their needs, pain points, and problems.
Use high-quality and striking visuals. If your ad looks amateurish, that reflects negatively on your brand.
Give a strong call to action (CTA): What do you want viewers to do? Whatever draws them closer to your offer, make it easy for them to take the next step.

Don’t stop at one version. Test different ad formats—like pre-roll, mid-roll, or even interactive ads—and refine based on what performs best. Sometimes, a minor tweak can make a big difference.

4. Set goals and define success for your ads

It’s easy to create ads without a clear end goal, but that’s exactly how you waste your ad budget.

So, before launching your ad campaign, define success. Is it brand awareness, website traffic, or conversions? Define your “success metrics,” such as achieving a 70% ad completion rate or generating 500 new leads.

Next, plan your budget around your specific goals and break down how much you’ll allocate to each platform to leave room for testing and adjustments.

For example, you might start by spending 60% of your budget on a primary platform like Hulu and 20% on retargeting ads through Amazon Fire TV. The remaining 20% can be used to test new ideas or formats.

5. Partner with a programmatic advertising platform

Programmatic advertising platforms can simplify your CTVs by automating ad buying, targeting, and performance tracking.

For example, platforms like The Trade Desk or StackAdapt handle bidding and ad placement. You can also better target your audience by using factors such as location, demographics, or streaming habits.

Plus, you can make real-time adjustments and monitor your performance metrics live to improve results. Many platforms also provide tutorials and support to help you get started.

6. Track, learn, and improve

Once your campaign is live, monitor your performance metrics, such as:

Impressions: How many people saw your ad?
Completion Rates: Did viewers watch the entire ad?
Click-Through Rates (CTR): Did they take action?

Use these insights to identify what’s working and what isn’t. If one platform outperforms another, consider reallocating your budget. If a particular ad doesn’t work, tweak the messaging or visuals. Optimize your campaign to get you closer to better results.

These steps will take a lot of time. But from our experience at Bolo Brothers Creative, a “CTV done right” is a worthy investment if you want to grow your business.

Connected TV Ad Examples: What Makes a Great CTV Ad and Why

Looking at examples of great CTVs is one of the best ways to improve your own.

Let’s explore a few successful Connected TV (CTV) ad campaigns and see what they did.

1. AHA! Sparkling Water's celebrity appeal and iconic humor

AHA Sparkling Water launched CTV campaigns featuring well-known celebrities, immediately capturing viewers' attention. The cherry on top is the memorable “AHA!” humor and relatable scenarios that made the ad stand out and easily remembered.

2. Thinkbox's "Harvey the Dog" campaign

Everybody loves dogs. And Thinkbox knew how to take advantage of that. Thinkbox is the marketing body for commercial TV in the UK.

They created a series of ads featuring Harvey, a dog who uses TV advertising to find a home. A relatable character like Harvey also helps humanize the brand and strikes at the heart of many people.

3. Sainsbury's Christmas campaign featuring the BFG

UK supermarket chain Sainsbury's partnered with New Commercial Arts to develop a Christmas ad featuring Roald Dahl's character, the BFG. The BFG is a beloved character, which made the ad more relatable, emotional, and impactful.

They also released the ad during the Christmas season, making it even more effective at enhancing the company's market position.

Looking at great CTV advertising examples can spark ideas for creating compelling CTV ads that resonate with your target audiences.

Common Pitfalls in CTV Advertising and How to Avoid Them

While connected TV (CTV) advertising has tons of opportunities, there are also challenges.

Missteps can lead to wasted budgets, poor performance, and frustrated stakeholders. Below, we’ll explore common pitfalls in CTV advertising and actionable steps to avoid them.

1. No clear goals

Many advertisers jump into CTV campaigns without a clear idea of their goals. This is a recipe for wasting your budget and time.

So, define specific, measurable objectives before launching your campaign instead of using vague strategies. For instance, aim to increase website visits by 20% or achieve a 70% ad completion rate.

Whatever it is, your ad has to have a purpose and foundation to guide your strategy from beginning to end.

2. Poor audience targeting

Unlike traditional TV, CTV thrives on precise targeting. If you don’t take the time to research your audience, you won’t be able to leverage its strength and will most likely waste your budget.

Before you release your ad, ensure that you know your audience’s needs—their pain points, what makes them tick, and what benefits they want. Use data-driven insights to build detailed audience profiles.

And when you’re about to put up your ad, leverage the targeting features of your platform to refine demographics, behaviors, and interests.

3. Ignoring platform differences

Each CTV platform has unique features, audiences, and ad formats.

Research each platform's strengths and audience demographics. For example, some platforms are dominated by Gen Zs, and some are dominated by families. The key is to match your campaign goals to the platform’s capabilities and audience.

4. Low-quality creative content

CTV ads often appear on large screens—so low-resolution visuals, poor audio, or dull messaging will make your ad look unprofessional and forgettable.

At Bolo Brothers, we believe that NO IDEA IS TOO WILD! We don't just follow trends—we take risks, break conventions, and create content that stands out in a sea of sameness. The rules of engagement are constantly evolving, and we embrace that shift.

The goal? To make something unforgettable.

To avoid low-quality creative content, here are a few things you can do:

Invest in high-quality production to ensure crisp visuals and clear sound.
Focus on creating a compelling hook to grab attention within the first five seconds.
Test multiple versions of your ad to find the most engaging creative.

5. Overcomplicating messaging

Packing too much information into a short ad can confuse viewers and bury your main message.

So, focus on one key idea or benefit per ad. Keep your message simple, clear, and actionable. Also, ensure your call-to-action (CTA) is easy to understand and follow.

6. Sticking to “safe” ideas

One of the biggest mistakes we see in creative marketing is when brands stick to the same safe ideas and relationships, even when the landscape is evolving.

If you want to stand out, think beyond the obvious and embrace bold, innovative storytelling. The best campaigns don't just ‘check the boxes’—they take risks, capture attention, and create lasting impact.

Remember that doing the right things is just half of making your CTV advertising successful. The other half of it is avoiding the wrong things. So, keep these pitfalls in mind when you’re launching your CTV campaign.

Future of Connected TV Advertising

The creative field is changing—just like every other industry.

The rise of AI will definitely be a big player in shaping CTV Advertising’s future. It will transform how we work, and as creators, we must adapt or be left behind.

AI can analyze viewing habits, preferences, and behaviors to create highly personalized ad experiences. For instance, an AI algorithm can show a fitness ad to someone streaming health-related content.

We've all heard the buzz, but at Bolo Brothers, we see AI as a tool, not a threat. It helps us move faster, work smarter, and stay ahead of the curve in a rapidly evolving industry.

Another factor that will affect the future of CTV advertising is the increasing number of new streaming platforms. For advertisers, this offers more opportunities to reach audiences but also creates challenges in selecting the right platforms.

As dedicated creatives, being adaptable and embracing these trends is non-negotiable. It’s how you can ensure your campaigns remain effective and impactful in this exciting new era of television advertising.

Spice Up Your Advertising Strategies with CTV

The fear of falling behind in your advertising strategies is real. But if you reframe your mind and look at it, these new advertising strategies(like CTV advertising) can be a great tool to make your brand shine.

It combines the reach of traditional TV with the precision audience targeting of digital.

Now that you have the knowledge, it’s time to show them what your brand can do. You can use this blog to build a strategy that doesn’t just catch up to competitors but positions you as a leader in this growing space.

Digital TV Advertising: The Complete Guide to Getting Started