Streaming TV & CTV Advertising
TV has moved to streaming — and streaming TV advertising brings something linear never had: targeting and measurement. It's TV's impact combined with digital's accountability, reaching viewers across the streaming services they actually watch.
TV with targeting and measurement
Streaming TV advertising — also called CTV or OTV advertising — is buying television advertising across the streaming services people now watch, rather than through traditional linear TV. As viewing has shifted from broadcast and cable to streaming, advertising has followed, and streaming TV advertising is how a brand reaches viewers in that streaming environment: on the connected TVs and streaming services where television is increasingly watched. For a D2C brand, it's a way to get the impact of television advertising while reaching the audience where it actually is now — streaming.
The reason streaming TV advertising is so significant is that it brings to television something linear TV fundamentally never had: targeting and measurement. Traditional TV was powerful but blunt — you bought a show and a time slot and hoped the right people were watching, with little ability to target specific audiences and little ability to measure what the advertising actually did. Streaming TV changes this completely. Because it's delivered digitally, it can be targeted to specific audiences rather than bought blind, and it can be measured in ways linear TV never could, connecting the advertising to outcomes. This is the core of streaming TV advertising's value: it combines the impact of television — the big screen, the engaging format, the credibility of TV — with the targeting and accountability of digital.
We run streaming TV and CTV advertising for D2C brands to capture exactly that combination — TV's impact with digital's targeting and measurement. The aim is television advertising that reaches the right viewers across the streaming services they actually watch, and that's measurable enough to manage toward real outcomes, rather than the blind, unmeasurable spend that linear TV required. Because TV has moved to streaming and streaming brings targeting and measurement TV never had, and the value of streaming TV advertising is in getting television's impact in a form a brand can actually target and hold accountable.
What streaming TV advertising brings
How we run your streaming TV
Define the audience
We start from the specific audience to reach, since streaming TV's advantage over linear is targeting rather than buying blind.
Reach across streaming
We reach viewers across the streaming services they actually watch, following the audience to where TV is now consumed.
Target rather than guess
We target specific audiences rather than buying a show and hoping, using the targeting linear TV never offered.
Measure the impact
We measure what the advertising actually drives, using streaming's measurability to connect TV spend to outcomes.
Manage to outcomes
We manage toward real results, since streaming TV's accountability lets TV spend be optimized rather than spent blind.
TV's impact, finally accountable
Television advertising has always had a unique power — the big screen, the immersive format, the credibility and impact that come with being on TV — and it has always had a corresponding weakness: it was blunt and unaccountable. Buying linear TV meant buying a show and a time slot and hoping the right audience was watching, with little ability to target specific people and little ability to measure what the advertising actually accomplished. You got the impact of TV, but you bought it largely blind and couldn't prove what it did. For a long time that was simply the deal with television: real power, real impact, but a level of imprecision and unmeasurability that no digital channel would tolerate.
Streaming TV breaks that deal, and that's why it matters so much. As viewing has shifted to streaming services and connected TVs, television advertising delivered digitally gains exactly the two things linear always lacked: targeting and measurement. A brand can reach specific audiences rather than buying a show and hoping the right people are there, and it can measure what the advertising actually does rather than spending blind. This transforms TV from a powerful-but-unaccountable channel into one that keeps the impact of television while adding the targeting and accountability of digital. It's the best of both — the credibility and engagement of the big screen, combined with the precision and measurability that make digital advertising manageable.
For a D2C brand, this combination is genuinely valuable, because it removes the main reasons TV was hard to justify. The impact of television is real and worth having, but spending blind and unmeasured on it was a hard sell; streaming TV lets a brand get that impact while targeting the right viewers and measuring the results, so the spend can be managed toward outcomes like any accountable channel. We run streaming TV and CTV advertising for D2C brands to capture exactly this — reaching the right viewers across the streaming services they watch, with TV's impact and digital's targeting and measurement together. Because TV has moved to streaming and streaming finally makes TV accountable, and the value is in getting television's real impact in a form a brand can target and hold to results rather than buy blind.
Get TV's impact, managed like digital
We run streaming TV advertising to capture the combination that makes it valuable — TV's impact with digital's targeting and measurement. We reach viewers across the streaming services they actually watch, getting the impact of the big screen, while using streaming's targeting to reach specific audiences rather than buying a show and hoping. The point of streaming TV over linear is exactly this: the credibility and engagement of television, but aimed at the right viewers rather than bought blind, which is what we manage the channel to deliver.
We lean hard on streaming TV's measurability, because it's what transforms TV from unaccountable to manageable. With streaming, we can measure what the advertising actually does and connect TV spend to outcomes, which linear never allowed. We use that measurement to manage the spend toward real results, optimizing based on what performs rather than spending blind on impact we can't track. This accountability is much of what makes streaming TV worth running over linear — TV spend that can finally be held to outcomes like any digital channel.
And we treat streaming TV as TV that's managed like digital, because that's the whole opportunity. A brand gets television's real impact — the screen, the format, the credibility — in a form that can be targeted and measured and optimized, removing the blind, unaccountable quality that made TV hard to justify. We run streaming TV and CTV advertising for D2C brands to get that impact accountably: reaching the right viewers across streaming, measuring what works, and managing toward outcomes, so the brand gets the power of TV in a form it can actually target and hold to results.
Frequently Asked Questions
It's buying television advertising across the streaming services people now watch — also called CTV or OTV advertising — rather than through traditional linear TV. As viewing has shifted from broadcast and cable to streaming, advertising has followed, and streaming TV advertising reaches viewers in that streaming environment, on the connected TVs and streaming services where television is increasingly watched. For a D2C brand, it's a way to get the impact of television while reaching the audience where it actually is now: streaming.
The key difference is targeting and measurement. Traditional linear TV was powerful but blunt — you bought a show and time slot and hoped the right people were watching, with little ability to target or measure. Streaming TV, delivered digitally, can be targeted to specific audiences and measured in ways linear never could, connecting the advertising to outcomes. So streaming TV keeps TV's impact while adding the targeting and accountability of digital — the credibility of the big screen combined with the precision and measurability that make digital advertising manageable.
CTV stands for connected TV — televisions connected to the internet that stream content — and OTV refers to online or over-the-top video advertising. Both are essentially about advertising in the streaming TV environment rather than traditional linear broadcast. The terms overlap and are often used around the same shift: television viewing and advertising moving to streaming. Streaming TV advertising, CTV, and OTV all describe reaching viewers with TV advertising on the streaming services and connected TVs where television is increasingly watched, with the targeting and measurement that streaming enables.
Because it's delivered digitally. Linear TV was broadcast to whoever was watching, with no real way to measure what the advertising did beyond rough ratings — you spent largely blind. Streaming TV, delivered over the internet to specific viewers, can be measured in ways linear never could, connecting the advertising to outcomes. This measurability is one of the two big things streaming brings to TV that linear lacked, and it's what lets streaming TV spend be managed toward results rather than spent blind on impact that couldn't be tracked.
Yes — targeting is one of the main advantages streaming TV has over linear. Instead of buying a show and a time slot and hoping the right people are watching, streaming TV can be targeted to specific audiences, because it's delivered digitally to individual viewers. This lets a brand reach the right viewers rather than broadcasting blind. Combined with measurement, this targeting is what transforms TV from a powerful-but-blunt channel into one that keeps television's impact while gaining the precision of digital, which is much of streaming TV's value.
They're closely related — streaming TV advertising, CTV advertising, and connected TV advertising all describe reaching viewers with TV advertising in the streaming environment. The core idea is the same: TV has moved to streaming, and advertising follows, bringing targeting and measurement TV never had. The terminology varies, but the value is consistent — television's impact combined with digital's targeting and accountability. We run streaming TV and CTV advertising to get a brand that combination, reaching the right viewers across streaming and managing the spend toward measurable outcomes.
It can be, because it removes the main reasons TV was hard to justify. The impact of television is real and worth having, but spending blind and unmeasured on linear was a hard sell. Streaming TV lets a brand get that impact while targeting the right viewers and measuring results, so the spend can be managed toward outcomes like any accountable channel. For D2C brands that want television's impact without the blind, unmeasurable quality of linear, streaming TV is genuinely valuable — which is exactly what we run it to deliver: TV impact, targeted and measurable.
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150+ D2C brands scaled. $500 Mn+ in tracked revenue. Since 2004.