Connected TV: The unique interaction with your target group on TV
Connected TV: the best out of TV and digital
Connected TV 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 2025 shows, advertising on connected TV is perceived and accepted much more strongly.
New in our portfolio: CTV Ads!
Connected TV:
The unique interaction with your target group
The use of moving images is growing rapidly – especially on the TV screen. More and more viewers are switching from traditional, linear television to streaming services and connected TV. This digital TV usage not only enables precise user tracking, but also targeted advertising on smart TV. This allows brands to reach a high-quality target group that would be virtually impossible to reach via conventional streaming platforms.
Are you still unclear about terms from the Connected TV sector? Then take a look at our simply explained buzzwords.
Here you will find the media data, the sitelist and the technical specifications for Connected TV:
If you want to find out more about advertising relevance and usage behaviour on connected TV, download the Advanced TV study here.
Targeting specific target groups
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 adverts 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.
Connected TV premium inventory: Reach & quality
Utilise the advantages of Connected TV and place your advertising where it works – on the big screen. With our premium inventory, you can reach targeted users in high-quality environments. Benefit from precise targeting, measurable results and an advertising-attractive target group that is difficult to reach via traditional TV.
Connected TV ad formats overview
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.
A distinction is made here between two generic terms:
- Connected TV Ads are clickable advertising banners on the user interface (‘homescreen’) of smart TV sets and
- Connected TV Spots are digital TV adverts in video streams or linear advertising 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.
Homepage Ad
A Homepage Ad is a clickable ad on the start screen of the CTV. The advantage of this ad is its great interactivity with the viewer.
