CTV Ads are Overtaking Cable TV Ads: Here’s Why

Feb 24, 2023 Reading time : 5 min

In recent years, CTV (Connected TV) advertising has been on the rise, with more and more brands choosing to invest in this new form of advertising. This blog post will examine why CTV is overtaking cable TV advertising and how you can leverage this technology to reach your target audience. Keep reading to learn more!

What are CTV Ads?

CTV ads, or Connected TV ads, are digital advertising that reaches viewers through streaming services like Roku, Hulu, Apple TV, and others. These ads are usually embedded within the video content rather than running alongside it.

They can take the form of video, audio, or banner ads, allowing advertisers to target specific audiences with customized messages. CTV ads are more targeted than traditional cable TV ads, using advanced algorithms to pinpoint the right viewers. 

This means advertisers can serve more relevant ads to their desired target audiences while viewers get content tailored to their interests. CTV offers more interactive options than traditional cable TV, such as polls and surveys, allowing for more viewer engagement.

The Benefits of CTV Advertising


CTV ads allow advertisers to target their desired audiences by using advanced data analytics. This enables them to reach the right people with the right message, maximizing the effectiveness of their ad campaigns.


CTV ads offer a much more accurate measurement of ad performance than traditional cable TV ads. This allows advertisers to track the success of their campaigns in real-time and adjust their strategies accordingly.


They provide a more interactive experience for viewers, allowing them to interact with the ad and learn more about the advertised product or service.

Cost Efficiency

CTV ads are typically much more cost effective than traditional cable TV ads, offering advertisers more bang for their buck. 


CTV ads can be tailored to the specific interests of viewers, providing an ad experience that is more relevant and engaging. 


CTV ads offer greater flexibility than traditional cable TV ads, allowing advertisers to adjust their messages and campaigns as needed.

The Future of CTV Advertising

The rise of Connected TV (CTV) advertising is expected to continue in the coming years. CTV provides an attractive alternative for advertisers to reach large, targeted audiences with highly engaging campaigns. 

As more consumers become aware of the benefits of CTV and switch over from traditional cable TV, advertisers are likely to move further away from traditional cable and towards CTV as their primary source of advertising.

By 2022, eMarketer predicts that 78 million people in the US will be watching video content on their TVs via a connected device, representing nearly two-thirds of all adults. This indicates that CTV is becoming the preferred way for audiences to watch television and opens up a new market for advertisers to reach them.

Additionally, the growth of targeted advertising means that brands can reach highly relevant audiences based on demographics, interests, and behaviors. As more consumers become comfortable with streaming services, more brands will take advantage of CTV as an effective advertising medium. 

Advertisers are also beginning to recognize the benefits of programmatic buying, which can provide greater efficiency and scale when placing ads on streaming platforms. Clearly, the future of CTV advertising is bright, and marketers should keep a close eye on this rapidly growing market.

CTV Performance Metrics

When measuring the effectiveness of CTV ads, performance metrics are essential. Understanding these metrics will give you an idea of your Connected TV viewership and how successful your campaigns are and help you make better decisions when launching new campaigns. The most important CTV performance metrics are:

Reach & Frequency

Reach & Frequency measures the number of unique users who have seen or heard your ad and the number of times they saw or heard it. This metric helps you understand the overall reach of your campaign and which audiences you’re targeting.


Viewability measures whether a user has seen an ad and whether it was seen long enough for them to register it. This metric helps you understand how well your ads are performing and what types of ads are most effective for different audiences.

Engagement Rate 

The engagement Rate measures the percentage of viewers who interact with your ad, such as clicking on it or sharing it on social media. This metric will help you understand how effectively your ads engage viewers and drive conversions.

Conversion Rate

Conversion Rate measures the percentage of viewers who take action after seeing your ad, such as signing up for a newsletter or making a purchase. This metric can be used to measure the success of campaigns and understand how well ads are performing.

Using these CTV performance metrics, you can gain valuable insights into your campaigns and make informed decisions about where to allocate your ad budget. Understanding these metrics is essential for running successful campaigns and driving higher ROI.

Sejal Mehra
Posted by
Sejal Mehra

Technology & Internet Expert