101: Advertising on Streaming Services & CTV

From Linear TV to Addressable TV: A New Era of Advertising

For decades, television advertising followed a simple model: one ad broadcast to millions of viewers at the same time — no matter who they were. This is known as linear TV. While effective for mass reach, it lacked precision. Everyone watching a show saw the same commercial, whether they were interested or not.

The growth of usage of streaming services like Disney+, Netflix and Hulu as well as the rapid growth of TVs that are connected to the internet have changed that. By delivering content over the internet to smart TVs and via streaming devices, ads now can be targeted specific households with tailored messages — just like digital ads on websites or social media.

This shift makes it possible to run addressable TV advertising, where different viewers watching the same content on platforms or TV channels can see different ads based on their interests, demographics, or location. And AllMediaDesk as a booking platforms allows you exactly that.

CTV 101 Strategy

What Is Connected TV (CTV) Advertising?

Connected TV advertising refers to video ads shown on the TV device within streaming content or apps on internet-connected televisions. This includes:

  • Smart TVs
  • Define the exact region if it is only Austin or also the surrounding areas
  • Set the budget and you are set

Unlike traditional TV, where everyone sees the same thing, CTV ads can be targeted, personalized, and measured — making them highly effective for both brand awareness and performance marketing.


What is Streaming Video Advertising?

Besides Ads on Connected TVs we also offer advertiser to book ads on streaming services like Netflix, Disney+, Hulu, Peacock, Tubi, Pluto TV.

While connected TV is defined by the fact that they are watched via a connected TV device, streaming video advertising focuses more on the definition of where the advertising is placed. In other words, both on well-known streaming services and around quality content, but regardless to the device. Streaming Video Ads can also be played on mobile devices or the computer, while CTV is purely on the TV.

What Is Addressable TV Advertising?

Addressable TV advertising means showing different ads to different households — even during the same show — based on data like location, interests, income, or behavior. It’s one of the most significant changes in TV advertising history.
Addressable TV vs Linear TV:

Linear TVAddressable TV
Same ad to all viewersDifferent ads to different households
Broadcast modelData-driven targeting
Limited measurementAdvanced metrics and insights

CTV vs Addressable TV: What's the Difference?

While they often overlap, it’s useful to distinguish:

  • CTV (Connected TV) is the device and content environment (e.g., streaming via a smart TV)
  • Addressable TV is the ad strategy that uses data to target specific households

CTV enables addressable advertising, but the two terms aren’t exactly the same.

What Is OTT and How Does It Relate to CTV?

OTT (Over-the-Top) refers to video content delivered over the internet, bypassing traditional cable or satellite. Think of Netflix, Hulu, or Disney+ — these are OTT platforms.

CTV (Connected TV) is one way viewers access OTT content, specifically via televisions.

Difference Between OTT and Connected TV:

  • OTT = Content and platforms (e.g., Netflix, Hulu)
  • CTV = Devices used to watch OTT on a TV screen (e.g., Smart TVs, Roku)

That’s why you often see terms like CTV OTT, CTV advertising meaning, or OTT CTV meaning used together — they’re part of the same ecosystem.

CTV in Digital Marketing

CTV has become a vital component in digital marketing strategies. It blends the best of TV — big-screen impact, storytelling — with the best of digital — targeting, flexibility, and measurement.

Advertisers can:

  • Target based on age, interests, ZIP code, or device
  • Limit frequency to avoid ad fatigue
  • Measure impressions, viewability, and conversions
  • Reach cord-cutters and younger audiences who don’t watch traditional TV

Why Use CTV Advertising?

  • Massive reach across premium content like Netflix, Disney+, and others
  • Personalized ads shown to the right audience
  • Actionable insights to improve performance
  • Ease of access through platforms like AllMediaDesk’s self-service tool