# What is CTV advertising?

> CTV advertising means video ads on internet-connected TVs, such as smart TVs and streaming sticks. What counts as CTV, how it is bought and a worked example.
- **Author**: Marxx
- **Published**: 2026-11-16
- **Category**: Platforms
- **URL**: https://marxx.ai/library-glossary/ctv-advertising

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CTV advertising means video ads shown on connected TVs. Google defines a connected TV as any television set used to stream video over the internet. Most of it streams through downloaded apps ([Google Display & Video 360 Help](https://support.google.com/displayvideo/answer/9262161), checked 2026-10-20).

## What counts as CTV

Google lists four kinds of device:

- Streaming devices that plug into a TV, such as Roku and Apple TV
- Smart TVs with built-in internet, such as Samsung
- Gaming consoles, such as Xbox and PlayStation
- Set top boxes that deliver cable and video-on-demand

## How it differs from phone video

- **No tap.** A TV has no tap, so you cannot count on clicks.
- **Priced on reach.** On Display & Video 360, Connected TV line items bid on CPM only ([Google Display & Video 360 Help](https://support.google.com/displayvideo/answer/9262161), checked 2026-10-20).
- **Long formats.** On Google Ads, a 30-second non-skippable format for CTV runs 16 to 30 seconds ([Google Ads Help](https://support.google.com/google-ads/answer/11462260), checked 2026-10-20).

## A worked example

Say you buy CTV video with a budget of INR 5,00,000 at a CPM of INR 600. The numbers are made up.

- Impressions = 5,00,000 / 600 x 1,000 = **8,33,333**
- If each viewer sees the ad about three times, you reach about 8,33,333 / 3 = **2,77,778 people**

Your cost to reach one person is 5,00,000 / 2,77,778 = about INR 1.80.

Compare that with the same budget on mobile video before you decide. Use [CPM](/glossary/cpm) as the common yardstick.

## How to measure it

Because TV has no click, use other signals:

1. **A QR code or short link** on the ad, with its own tracking.
2. **A rise in branded searches** after the flight.
3. **A lift test.** Split regions or people and compare sales. See [geo lift tests](/glossary/geo-lift-test) and [incrementality](/glossary/incrementality).

With no clicks and CPM bidding, CTV fits [brand advertising](/glossary/brand-advertising) goals first. Direct sales need a measurement plan.

## FAQ

### Is CTV the same as OTT?

They overlap. Google defines over-the-top as TV-like video delivered by a video provider over the internet. CTV means the TV set it plays on. Many people use the words loosely.

### Can I run CTV ads from Google Ads?

Google Ads lists a 30-second non-skippable format for CTV, and Display & Video 360 has Connected TV buying options. Check which fits your account.

### Is CTV worth it for a small brand?

It fits best when reach and brand recall are your goal and you can measure lift. If you need sales, compare it against channels where clicks are tracked.

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