Connected TV: The unique interaction with your target group on TV

Connected TV: the best of TV and Digital combined

Connected TV now plays an important role in the media mix in order to address specific target groups that are difficult or impossible to reach via other channels. As the Goldbach Study 2024 shows, advertising on connected TV is much more widely recognised and accepted.

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Connected TV Partner
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CTV Ad Requests / month
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CTV channels

Connected TV:

Unique interaction with your target group

Video usage is on the rise: TV accounts for a large proportion of this. Streaming, i.e. non-linear TV, is increasing rapidly. This creates the opportunity to use the TV set digitally and measure user behaviour. This new target group can be reached by advertising, which will never be possible with other streaming platforms.

If you want to find out more about advertising relevance and usage behaviour in Connected TV, click here to access the Advanced TV Study.

Here you will find the media kit, the sitelist and the technical specifications for Connected TV:

Precise target group approach

By using data such as demographic information, interests and user behaviour, advertisers can target their commercials on CTV to specific target groups.

This enables more effective advertising and a higher probability that the message will reach the right viewers.

Engaged viewers

In addition, viewers of connected TV content are often more engaged and attentive than in traditional linear television, as they actively select content and consume it more consciously.

In turn, CTV platforms allow viewers to select their favourite content from a variety of streaming services. They can receive personalised recommendations based on their interests, viewing habits and preferences.

100% Viewability

CTV spots are displayed in full-screen size on the television screen. Compared to other digital forms of advertising, CTV therefore offers better viewability.

Compared to traditional television, advertising blocks on CTV often have a smaller number of adverts. This can lead to better perception of adverts.

Discover our Connected TV products

The world of CTV advertising is extremely diverse. Advertisers can choose from a wide range of formats and target group orientations to reach their desired target group on CTV platforms.

There are two generic terms:

  • Connected TV Ads are clickable ad banner on the start screen of smart TV devices and
  • Connected TV Spots are digital TV spots in video streams or linear ad placements. These are further differentiated as follows:

A general distinction is made between:

Pre Roll

Pre-roll ads are played before the video content.

Mid Roll

Mid-roll ads are played during the video content – by briefly interrupting playback.

Post Roll

Post-roll ads are played at the end of the video content.

Bumper Ads

Bumper ads are played within a few seconds between the content.

Do you have questions about our portfolio?

Connected TVs, also known as CTVs, are television sets that are either connected to the internet via additional devices such as Blu-ray players, streaming boxes or sticks and game consoles and smart TVs that already have an integrated internet function.

According to our Advanced TV Study 2023, awareness and use of connected TV remains at a very high level. 80% of all respondents state that they are aware of connected TV and 61% also use it. The use of connected TV is particularly well established in the 16-49 age group (70%). The intensity of use is steadily increasing compared to previous years: 57% of all respondents use Connected TV weekly, and around a third even use the additional functions daily (+5% year-on-year). Households with children in particular are among the strongest user groups. Here, daily use is 44% and has therefore increased by 12% compared to the previous year.

Over half of Connected TV users are familiar with adverts in the CTV environment. Acceptance among 16-49 year olds has risen by 4% to 60% compared to the previous year. Just under a third of those surveyed said that they remember the adverts, talk about them with friends, find out more about the advertised brand and ultimately buy the product.

Connected TV channels are digital channels or broadcasters that provide live or on-demand content – via apps or OTT (over-the-top) services – for streaming on connected TV devices.

FAST Channels (Free Ad-Supported Streaming TV Services) are free, ad-supported streaming channels available on CTV platforms. They offer a wide range of linear programmed content from different genres and categories, including films, series, news, sports and more, from a variety of different content providers.

CTV ads are display areas in the user interface of smart TV sets.

According to our Goldbach Advanced TV study, 82% of respondents access Connected TV via their smart TV set. Around half of those surveyed start their TV usage on the provider’s user interface. Streaming apps, TV channel apps and web TV apps are still the most popular applications and are used for an average of 2.5 hours a day. At 2:51 hours, the 16-29 year-olds surveyed stated that they spend significantly more time on the additional functions than on the linear TV programme (2:18 hours).

The following prices are valid for Connected TV spots:

  • Run on Network: 90 € CPM
  • Run on Categories: 95 € CPM
  • Run on Site: 100 € CPM
  • Targeting markup: 5 € CPM

The general terms and conditions apply of Goldvertise Media GmbH.