CTV Advertising — the Reach of TV, the Targeting of Digital.
Connected TV combines what made TV powerful — big-screen, full-attention video — with the targeting, flexibility and measurement of digital. We run CTV and streaming advertising that lets D2C brands create demand with TV-quality impact, targeted and measured like performance media.
CTV Fixes What Was Wrong With TV
Television advertising was always powerful — big-screen, full-attention, high-impact video that builds brands like no other format — but it had real limitations: you bought broad demographics with little precision, you could not target or personalise, and measurement was approximate at best. Connected TV (CTV) and streaming advertising keep TV's impact while fixing those limitations, bringing digital's targeting, flexibility and measurement to the big screen.
This combination is genuinely new. With CTV you reach viewers watching premium streaming content on their TVs — the same high-attention, big-screen environment as traditional TV — but you can target by audience, household and behaviour, run programmatically with flexibility traditional TV never offered, and measure outcomes far more accurately. For D2C brands, this means TV-quality brand impact and demand creation became accessible and accountable in a way they never were before.
SCALE D2C runs CTV and streaming advertising for D2C brands that want to create demand with the impact of TV and the discipline of digital. We plan and buy across streaming and CTV inventory, target the right audiences, build video creative for the big screen, and measure on incrementality and blended economics — so CTV's TV-quality demand creation is held accountable to profitable growth.
Our CTV and Streaming Services
Our CTV Advertising Process
1. Strategy & Audience
We define how CTV's demand creation fits your growth and which audiences to reach, with incrementality measurement set up.
2. Plan & Buy Inventory
We plan and buy across CTV and streaming inventory, reaching the right audiences in premium big-screen environments.
3. Build Big-Screen Creative
We build video creative for full-attention, big-screen viewing, with the quality the environment rewards.
4. Run Programmatically
We run CTV programmatically with the targeting, flexibility and optimisation digital offers, unlike traditional TV.
5. Measure Incremental Lift
We measure CTV on incrementality and blended economics, holding its demand creation accountable to real, profitable lift.
Why CTV Needs Incrementality, Not Last-Click
CTV's primary value, like other demand-creation channels, is building awareness and consideration that convert later through other channels — which makes last-click attribution the wrong way to measure it. A viewer who sees your CTV ad and later searches for your brand or clicks a social ad will have that conversion credited to search or social, not the CTV that created the demand. Judged on last-click, CTV looks ineffective, leading brands to undervalue exactly the channel that could lift their growth ceiling.
Measuring CTV properly requires incrementality — testing whether adding CTV genuinely lifts total sales and improves blended efficiency, rather than looking for direct last-click conversions it will rarely get credit for. This is the same measurement challenge as other demand-creation channels, and it is solvable: incrementality testing, geo-experiments and blended analysis reveal CTV's real contribution, which for the right brand and creative can be substantial and entirely invisible to last-click.
We measure CTV this way, which is what makes investing in it rational and accountable. By judging CTV on its incremental lift to profitable sales rather than on last-click credit it will not fairly receive, we can run it as the TV-quality demand-creation channel it is and scale it where it genuinely works. This measurement discipline is what distinguishes accountable CTV advertising from the unmeasurable brand spending that traditional TV often was — keeping TV's impact while adding digital's accountability.
CTV's Role as Demand Creation
Within the paid portfolio, CTV is a demand-creation channel — building awareness and consideration with TV-quality impact that feeds the demand-capture channels. It complements YouTube's video demand generation and social's discovery with the distinctive impact of big-screen, full-attention viewing, and it sits alongside the demand-capture work of Search, Shopping and retargeting. We run CTV coordinated with these, allocating on blended economics and incrementality.
CTV is most powerful for brands at the stage where awareness is a constraint and brand impact matters — where the big-screen, premium environment can build the brand and create demand in ways smaller-format digital cannot. For brands not yet at that stage, or without the creative to use the format well, other channels may come first. We assess this and run CTV where its demand creation genuinely lifts profitable growth.
If your growth is capped by awareness, you want TV-quality brand impact with digital accountability, or you are running demand-capture channels without enough demand creation feeding them, we can run CTV and streaming advertising measured on its real, incremental contribution to profitable growth.
Frequently Asked Questions
CTV (connected TV) and streaming advertising places video ads in premium streaming content viewed on TVs and devices — keeping traditional TV's big-screen, full-attention impact while adding digital's targeting, flexibility and measurement. It lets brands reach viewers by audience and behaviour, buy programmatically, and measure outcomes, making TV-quality demand creation accessible and accountable in ways traditional TV never was.
Traditional TV offered powerful big-screen impact but with broad, imprecise demographic buying, no targeting or personalisation, and approximate measurement. CTV keeps the impact while fixing these limitations — targeting by audience, household and behaviour, buying programmatically with flexibility, and measuring outcomes far more accurately. It combines TV's brand-building power with digital's precision and accountability.
Because CTV creates awareness and consideration that convert later through other channels, so last-click attribution credits the search or social ad that captured the sale, not the CTV that created the demand. Judged on last-click, CTV looks ineffective and gets undervalued. Incrementality testing — measuring whether CTV genuinely lifts total sales — reveals its real, often substantial contribution that last-click misses.
For the right brands and stage, yes. CTV is most powerful where awareness is a growth constraint and brand impact matters, using the big-screen, full-attention environment to build the brand and create demand in ways smaller-format digital cannot. For brands not yet at that stage or without strong video creative, other channels may come first. We assess fit and run CTV where its demand creation lifts profitable growth.
By audience, household and behaviour — the precision traditional TV never offered, applied to premium streaming inventory. CTV lets you reach specific audiences rather than broad demographics, run programmatically with optimisation, and tailor reach. We build the right audience strategy so CTV reaches your potential customers in a high-attention environment, combining TV-quality impact with digital-quality targeting.
Both are video demand-creation channels, but CTV reaches viewers watching premium streaming content on TVs in a big-screen, full-attention environment, while YouTube spans devices including mobile and offers vast video reach within Google's network. They complement each other — CTV for premium big-screen impact, YouTube for scale and search-network integration. We run both as demand creation, measured on incrementality.
CTV is a demand-creation channel building awareness and consideration with TV-quality impact that feeds demand-capture channels like Search, Shopping and retargeting. It complements YouTube's video demand generation and social's discovery with distinctive big-screen impact. We run it coordinated with these, allocating on blended economics and incrementality, using CTV to create demand that the portfolio's capture channels convert.
Ready to Get Started with CTV & Streaming Advertising?
150+ D2C brands scaled. $500 Mn+ in tracked revenue. Since 2004.