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What exactly is CTV?
CTV (Connected TV) refers to video content watched via the internet on television screens. Typically through smart TVs, streaming services like YouTube, Voyo, HBO Max, or advertising-supported applications (AVOD). According to the IAB Europe definition, it differs from traditional linear television in that CTV ads are addressable, digitally targeted, and fully measurable, similar to the online environment.
Three Different Worlds
| Property | CTV (Connected TV) | Linear TV | Social Video |
|---|---|---|---|
| Where it displays | Smart TV, streaming platforms with advertising | Traditional TV stations | TikTok, Instagram, Facebook, YouTube Shorts |
| Format | 15-30s spots, preroll, midroll, longer videos | 15-60s spots in commercial breaks | Vertical short videos, reels, stories |
| Targeting | Addressable (like in digital) | Mass (by time and program) | Personalized based on behavior and interests |
| Measurability | Impressions, view-through, conversions, attribution | GRP, reach, basic statistics | Engagement, clicks, conversions, retention |
| Benefits | Viewer attention, big screen, higher brand uplift | Broad coverage, format credibility | Speed, price, flexibility, interactivity |
| Limitations | Lower reach in CZ/SK, technical fragmentation | Weak measurability, high costs | Fast content burnout, disruptive environment |
Source: Based on EMARKETER & Smartly report (2025)
Why should you care?
When brands fail to distinguish between CTV, television, and social networks, they risk having their video seen but not reaching the right viewer in the right way.
1. CTV is television, but with digital logic
While traditional TV still offers mass reach, CTV brings the ability to target specific viewers on specific devices. It’s a compromise between the power of the big screen and the precision of digital campaigns. Brands can combine formats (e.g., preroll, midroll) and evaluate results similarly to online – based on view-through rates or conversions.
2. Social videos are the fastest – but also the most volatile
Vertical formats like Reels or TikTok can deliver reach, feedback, and sales within days. But their lifespan is short, attention is scattered, and the environment is oversaturated. Moreover, not all brands manage to produce social video that feels natural.
3. Linear TV maintains its position, but its role is changing
While television isn’t dead, its role is evolving. In many cases, it serves as a symbol of credibility, particularly suitable for large brands or campaigns aimed at achieving broad awareness. But weaker measurability and high entry costs make it difficult for smaller brands to utilise.
How do you choose the right channel?
It depends on what you want to achieve with video:
- If you’re looking for quick response, low costs, and testing, social video will be the most effective channel.
- If you want brand reach in high quality but with digital measurement logic, CTV makes increasing sense – especially if you know how to adapt existing content for it.
- And if you have the budget and need to reach the entire market, linear TV still works.
It’s not enough to say “we’re doing video”
In 2025, it’s no longer sufficient to create a “video campaign.” You need to know which screen it’s going to, in what format, with what objective, and how you’ll measure it. The differences between CTV, TV, and social video lie in the details – and those details determine whether the video hits its mark or gets lost in the noise.
