Connected TV

Reach your audiences on the

newest screen

Connected TV in Display & Video 360

Connected TV (CTV) is a TV that is connected to the internet either natively (i.e. a Smart TV) or via an
external device (i.e. digital media player, game console, streaming stick). CTV is a brand new device type in
the ecosystem. Get to know what CTV is, why it’s important to your buying strategy, and how you can buy it
programmatically via Display & Video 360 today.

Reach your audience Impactful Advertising Flexible Buying

63.5% of internet users in North
America are using a connected TV
device of some sort1
Based on Ipsos Lab Experiments,
YouTube ads shown on TV screens had a
significant lift in Ad Recall and
Purchase Intent, with an average
lift of 47% and 35% respectively2
Reserve inventory upfront from
publishers via programmatic guaranteed
deals, or buy via the auction and select
auction packages

1
Source: TiVo "Q4 2017 Online Video and Pay-TV Trends Report: Consumer Behavior Across Pay-TV, OTT, Connected Devices and
Content Discovery." March 2018
3
2ource: Google/Ipsos Lab Experiment, US, March 2018 (32 ads, n=1,600 among US residents M/F 18-64 y/o).
 Connected TV Buying Best Practices
New Device Type
Connected TV is a new
device type. Similar to mobile
and desktop, this new device
type has its own nuances that
impact the buying best
practices.
Creative & Targeting
Due to the nature of this new
device type, creative specs
and targeting must be
adjusted for Connected TV
buys.
User Experience
Watching video on a
connected TV is a “lean back”
viewing experience with little
interaction unlike desktop or
mobile
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Device Type Connected TV is a new device type in Display & Video 360 to use for
targeting and reporting
Inventory Due to scarcity of inventory, majority of CTV is transacted via 1:1
deals and private marketplaces. TrueView targeting coming soon.
Viewability Viewability is not measurable on most CTV devices. Make sure you
exempt CTV from viewability targeting (via Advertiser level settings).
Context Most CTV app ID/names & signals are not yet logged. Don’t use any
App, Brand Safety, Keyword, Category or Language targeting.
User Standard audience/identity solutions don’t yet work with CTV device
IDs, therefore do not set any Audience targeting. Age/Gender
targeting is limited but available on some AdX CTV inventory. Check
with publishers what they can offer for more advanced segments.
Geo Use DMA or Country level targeting
Size Screen size will be large, use an HD video creative (1080p,
1920x1080)
Format Use a general VAST tag with a high resolution MP4 video file; no
VPAID accepted
Skippable There is typically no click possible on CTV. Set creative as
non-skippable
Placement Most inventory is pre-roll or mid-roll, 15-30sec
KPIs Engagement KPIs are not relevant. Do not optimize towards CTR,
CPC, engagement, vCPM, CPA. Due to high viewability, relevant KPIs
are Completion Rate, CPCV.
Frequency Device ID must be passed in order for frequency capping. Device IDs
are not passed for all CTV inventory, therefore using frequency
capping will limit your reach.