How to Harness the Power of CTV Ads for Your Next Campaign
Streaming has changed how people watch TV, and it’s opened a huge opportunity for brands. More viewers now sit down with smart TVs every night, which means CTV ads (connected TV ads) have become one of the easiest ways to reach people where they already spend time. If you’re new to Connected TV, here’s our quick guide.
We’ll walk through what it is, why it matters, and how you can use it to run a stronger campaign. By the end, you’ll know how to make CTV work for your brand with clear steps and real examples.
Summary
CTV ads give brands a simple way to reach viewers in a focused, lean-back setting where ads are fully watched and harder to ignore. With smart targeting, clear messaging, and formats like UGC, animation, or branded storytelling, campaigns become more efficient and easier to scale.
When brands understand how people stream and build creative around that behavior, CTV becomes one of the most effective channels for modern video advertising.
Key Takeaways
What Is CTV?: Internet-connected TVs that let viewers stream through apps instead of cable.
Why It Works: Big-screen viewing, unskippable ads, and higher attention than mobile feeds.
Best Formats: UGC for trust, animation for clarity, branded videos for stronger recall.
Campaign Strategy: Set one goal, target with intent, test creative, and adjust pacing.
Costs: CPMs usually range from $20 to $65, depending on platform, audience, and creative style.
Brand Impact: CTV ads help campaigns feel more focused, more measurable, and more memorable.
What Is CTV and Why Are Brands Moving Toward It?
Connected TV is any television that streams shows through the internet. Think smart TVs or devices like Roku and Fire TV. Instead of cable channels, viewers pick apps and watch on their own schedule.
This shift matters because people now spend more time streaming than watching traditional TV. They want choice, comfort, and content that fits their mood. Brands have followed that behavior, and CTV advertising has grown fast because it meets viewers where they already are.
Another reason brands are moving toward Connected TV is the control it gives them. You can target real audiences, measure performance, and use creative formats that fit the big screen. Whether it’s UGC, branded stories, or animated spots, the ad experience feels smoother and more focused.
For many teams, CTV is becoming a smarter, more flexible way to reach people without wasting budget.
Why CTV Ads Work So Well for Modern Campaigns
One of the biggest reasons brands trust CTV ads is the level of attention they get. People watch on a large screen, usually relaxed and ready to enjoy a show, which means your message lands in a focused moment. Viewers also can’t skip these ads, so they hear and see the full story you want to tell.
Another advantage is how targeted CTV advertising can be. You can reach real households based on interests, viewing habits, or past actions. Many of these audiences may not show up on social media, but they watch CTV every day. That gap gives brands a chance to reach people they’ve been missing, helping teams spend smarter and avoid wasted impressions.
The format itself works in your favor. Most ads on CTV run for 15 or 30 seconds, which naturally keeps the message clear and tight. It pushes brands to get to the point fast, which audiences appreciate.
Creative flexibility is another win. You can use UGC clips, animated videos, or polished branded spots, and they all look great on a TV screen. This mix gives you room to test styles and learn what your audience responds to most.
Because people now stream almost everything, showing up on CTV helps your brand feel relevant, modern, and easy to remember.
Best CTV Video Ad Formats Every Brand Should Try
With more brands investing in CTV video ads, choosing the right creative style can make a big difference in how your message lands. The good news is that CTV supports a wide range of formats, so you can match your ad to your audience and your goal.
Here are the formats brands are using most in 2025:
UGC ads: Real people, simple shots, and a natural tone that feels trusted and easy to watch.
Animated CTV ads: Clear visuals and strong colors that help explain ideas fast and hold attention on the big screen.
Branded videos: Higher-end production built to share emotion, show product value, or highlight brand personality.
Short performance clips: Quick 15-second messages focused on one key benefit or offer.
These options make it easy to test different styles and see what works best for your audience. With so many strong CTV ad examples to learn from, brands have more creative freedom than ever. Many of the best CTV ads today use simple, clear storytelling that feels natural, and they still deliver great results.
How to Plan a High-Performing CTV Ad Campaign
A high-performing CTV ad campaign comes from understanding two things: how people watch on Connected TV and how to shape your message for that environment. Viewers are relaxed, focused, and less distracted than they are on mobile. This gives brands a rare chance to deliver a full, unskippable story, which is why your strategy needs more intention than a standard social ad push.
Here are the core steps most brands use when planning advertising on CTV:
Set your goal: Choose what matters most, like awareness, website visits, or conversions.
Define your audience: Target real households based on interests, lifestyle, or viewing habits.
Pick your creative format: UGC builds trust and relatability fast. Animated videos explain complex ideas in seconds. Branded storytelling drives long-term recall and brand lift.
Plan your budget: Keep your spending flexible and aligned with your main goal.
Match your message to the moment: CTV viewers lean back, and most ads are not too long. So keep your story really direct, focused, and easy to understand.
Test and adjust: Refresh your creative often to keep performance strong.
When your strategy and creative work together, CTV ads can deliver meaningful results without wasted budget. With the right plan in place, your campaign feels smooth, targeted, and built for how people watch today.
How Much Do CTV Ads Cost? A Simple Breakdown
When brands ask what the cost of CTV ads is, the specific answer depends on many factors. Here are some key ones to count.
The first thing to look at is platforms’ CPMs. According to Antidote 71, industry benchmarks show typical CPMs of $20 to $40 for programmatic CTV advertising, while premium platforms can go to $45–$65 or more per thousand impressions.
And you’re not just paying for ad space. You’re also paying for creative style. Production costs can vary, ranging from a few thousand dollars to higher-budget projects, depending on the format and style you choose.
Pricing also shifts based on your audience. Narrow targeting tends to cost more, but it boosts relevance and reduces wasted impressions. Broader segments usually cost less and help brands scale reach faster. This balance is why many teams start small, measure early performance, and increase spend once they find the right audience mix.
Here are a few budget-friendly ways small brands can try to keep CTV advertising efficient:
Start with a test budget: Run a small audience to validate your creative and pacing before scaling.
Use cost-effective creative: UGC is affordable and flexible, animated videos sit mid-range, and branded spots work best when your goal is long-term lift.
Lean on 15-second videos: Shorter spots often perform well and cost less to produce.
With smart planning, ads on CTV can outperform many other channels. The extra cost often pays off in deeper engagement and stronger measurement for your spend.
Final Thoughts
As streaming continues to grow, CTV ads offer a clear way to reach people in a focused, relaxed setting. When your targeting, pacing, and creative work together, the whole campaign feels more intentional and easier for viewers to follow.
Whether you choose UGC, animation, or branded storytelling, the goal is the same. Keep your message simple and focused, match it to how people watch, and test what resonates. When you approach ads on CTV with a clear plan, you gain stronger performance, better control, and a channel that supports long-term growth.
If you want an affordable way to start CTV ads, we’re here to help. At Creative AdBundance, we offer a full range of CTV ad formats, and we take care of the full process from planning, creative, casting, and production, so you don’t have to go it alone. Chat with us today and bring your next campaign to life.
