Connected TV (CTV) Advertising Agency

Audience strategy and media planning, inventory sourcing and negotiation, campaign activation and optimization, creative production where you need it, brand safety and verification, and measurement built around incremental lift rather than impression counts.

CTV rarely runs in isolation. It sits inside a broader upper-funnel plan alongside programmatic channels including streaming audio and digital out-of-home, and it is measured against the search and social performance it influences rather than on its own terms.

Three things you can verify rather than take on faith. We report CTV against incremental lift instead of leaning on view-through conversions, which is the metric most CTV partners default to because it flatters the channel. We disclose inventory and delivery at the app and publisher level. And CTV sits inside the same media plan as your search and social rather than being sold as a standalone brand line item, which is the only way to see whether it is actually creating demand downstream.

If you are comparing partners, two questions separate them quickly: will you show me app-level delivery, and how exactly will you prove this worked. The answers tell you most of what you need.

Through matched-market testing rather than platform-reported conversions. We hold out comparable geographic markets from CTV exposure and compare performance against markets that received it, which isolates what CTV actually caused rather than what it was merely present for. For brands with sufficient history, CTV is also included in marketing mix modeling alongside every other channel.

We avoid leaning on view-through conversions, which is the standard CTV metric precisely because it is the most generous one available. Counting everyone who was served an impression and later converted will make any CTV campaign look excellent, including one that reached nobody who mattered. The numbers incrementality testing produces are smaller and defensible in front of a CFO.

Both, and we will tell you which makes sense. Our in-house creative team handles concepting, production, motion graphics, and cutdowns for CTV specifically.

Repurposing existing assets works when you have broadcast or hero video to cut down. It works poorly when the source is vertical social content, which does not translate to a living room screen at fifteen or thirty seconds. CTV viewers are further from the screen, sound is usually on, and the format rewards clarity over the fast-cut density that performs on a phone. Where budget is tight, cutdowns of existing brand video are a reasonable starting point and better than forcing social assets into a format they were not built for.

Curated inventory rather than open-exchange defaults, third-party verification, content category and app-level exclusions, and delivery reports we actually review rather than file.

CTV has a specific inventory quality problem worth naming: a meaningful share of what gets sold as premium streaming inventory is free ad-supported channels and long-tail apps that bear little resemblance to what a buyer pictures when they approve a CTV budget. Ad fraud through spoofed device signals is also a real issue in this channel. We buy against defined app lists and show you where your impressions ran, so the delivery report either matches what you were told or it does not.

Yes to the second, and that is the part that separates transparent partners from opaque ones. Reporting covers reach, frequency, completion rate, brand lift where measured, and incremental impact, alongside app and publisher-level delivery detail.

Everything consolidates in nova next to your other channels, which matters because CTV is best understood by what it moves elsewhere. Watching branded search and direct traffic in exposed markets tells you more about whether CTV is working than any in-platform metric will.

Demographic, geographic, behavioral, interest, content and genre, and household-level targeting, plus first-party data onboarding, which is usually the highest-value option available and the most underused.

Your own customer data is the strongest targeting asset you have on CTV: purchasers, high-value segments, lapsed customers, and CRM lists onboarded for household matching. Suppression matters as much as targeting here, since serving expensive video impressions to existing customers is one of the most common ways CTV budgets get wasted. Getting first-party data activated well requires a clean pipeline, which is where our data infrastructure team is often involved.

Yes, primarily through matched-market testing against point-of-sale or retail sell-through data. Holding out comparable markets and comparing offline sales performance with and without CTV exposure is the most reliable method available, and for CPG brands where most revenue happens on a shelf rather than a website, it is often the only measurement that matters.

The practical requirements are worth knowing upfront: you need access to retail sales data at market level, enough markets to build a valid test and control set, and a flight long enough to produce a readable result. We scope that before launch rather than discovering mid-campaign that the test cannot be read.

Power Digital ensures complete transparency across every stage of your CTV campaigns. We provide real-time reporting, verified inventory sourcing, and detailed insights into spend allocation and performance. By leveraging premium publisher relationships, strict frequency controls, and continuous optimization, we eliminate inefficiencies and ensure every dollar contributes to measurable, incremental growth.

CTV refers to the device, meaning an internet-connected television or streaming-enabled screen. OTT refers to the delivery method, meaning content served over the internet rather than through cable or satellite. OTT includes viewing on phones, tablets, and desktops; CTV is specifically the television screen.

For planning purposes the distinction matters because CTV inventory typically commands higher rates and delivers higher completion rates, since a television is a lean-back environment where the ad is less likely to be skipped or backgrounded. If a partner quotes OTT pricing and delivers largely mobile inventory, you are not buying what most people mean by CTV.

CTV has a higher practical floor than most digital channels because both reach and frequency have to be sufficient before the media does anything. A small budget spread across a broad audience delivers one or two impressions to a lot of households, which changes nobody’s behavior and produces a flat result that gets misread as the channel not working.

We size budget against the audience you need to reach, the frequency required for the message to land, and the flight length needed to read a result. Where the number does not support a valid test, concentrating on fewer markets at higher frequency is almost always better than a thin national presence, and we will say so before you commit.

CPG, fashion, consumer services, healthcare, and B2B, each with a dedicated division.

CTV is often assumed to be a consumer-only channel, and that is increasingly wrong. Account-based CTV targeting lets B2B brands reach defined account lists in a premium environment, which is particularly effective for categories where the buying committee is broader than the person filling out forms. On the other end, regulated categories face content and creative restrictions that vary by publisher and need to be mapped before activation rather than discovered at rejection.

For most brands the honest answer is that CTV comes first and linear is added when reach requirements exceed what streaming can deliver. CTV offers targeting, suppression, frequency control, and measurable outcomes that linear cannot match, and it does not require the budget scale linear does to be viable.

Linear still has a role for mass-reach moments and for demographics that remain heavily on traditional television, and we buy both where the plan calls for it. What we would not recommend is buying linear because it feels more established, or buying CTV because it feels more modern. The question is which audience you need to reach and what you need to prove afterward.

With creative ready and audiences defined, CTV activation moves quickly. The usual gating factor is creative, since assets have to meet publisher specifications and may need production or cutdowns rather than a simple upload.

A named strategist owns the account with media buying, creative, and analytics specialists supporting. Measurement design happens before launch rather than after, because incrementality testing requires the holdout structure to be in place from the start. Retrofitting a test onto a campaign already in flight does not work.