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The big screen is no longer only for big budgets.

How connected TV creates new demand and puts television's impact within reach of more advertisers than ever.

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The basics

Television, now connected to the internet.

CTV is TV content watched through an internet-connected TV or device: a smart TV, streaming stick, games console or set-top box. It combines the impact of television with digital audience, buying and measurement tools.

Broadcast TV

Cable or aerial, with broad scheduled buying.

Streaming

Delivered over the internet, on demand or live.

CTV

The ad opportunity when streamed content is watched on a TV. Buyable and measurable like digital.

Why now

Capturing demand isn't the same as creating it.

Search captures existing intent. Once that demand is captured, growth depends on reaching people earlier. Paid social extends reach, but efficiency can decline as audiences broaden. CTV adds earlier reach, with TV attention and digital targeting.

Create and influence demand

CTV, YouTube, streaming audio, digital out of home.

Build consideration

Video, social, display, content.

Capture demand

Search, retargeting, conversion.

Channels do more than one job. This is about emphasis, not a strict sequence.

How it is different

Two forms of television. Different strengths.

Viewers now split their television time between broadcast and streaming, and each format does a different job in the plan.In New Zealand, 64.9% of video viewing is Total TV (linear plus BVOD), and linear alone accounts for 56.6%. Source: Nielsen Total TV Measurement, NZ, via ThinkTV.

Linear TV

  • Broad demographic buying
  • Scheduled
  • Larger geographic buys
  • Reach-based measurement
  • Limited optimisation after launch

Connected TV

  • Audience-led buying
  • On demand
  • More precise activation
  • Digital delivery and outcome signals
  • Ongoing control and optimisation

Different formats can play different roles in one plan.

Readiness

When CTV can unlock your next stage of growth.

Consider CTV when:

  • Search performs but is hard to scale efficiently
  • Social frequency is climbing or reach is getting expensive
  • Extra spend gives diminishing returns
  • You need new prospective customers
  • Video communicates your offer well
  • You have budget for meaningful reach
  • You have a clear measurement approach

You don't need to be a huge advertiser to use CTV. You do need a clear reason.

Audience

It isn't "everyone watching television."

CTV audiences are built in layers: demographics, interests and behaviours, geography, contextual environment, first-party audiences, retargeting, audience extension and modelled audiences. Who they are, what they are into and the data you already have combine into your CTV audience.

The best targeting isn't the narrowest. Reach enough of the right people.

Where you appear

Where your advertising appears still matters.

CTV describes the screen, not the content around the ad. Environments include live sport, drama and entertainment, news and current affairs, documentary and lifestyle. Ask where your advertising will actually appear.

Creative

Make creative worthy of the big screen.

It is watched from a distance, leaning back, with no click.

  • Make the brand identifiable early
  • Communicate one idea well
  • Design for the big screen
  • Give an obvious next step
  • Remember the response may happen later, on another device

Measurement

Measure CTV like television. Not like a click.

Start with reach, frequency, completed views and incremental reach. Then look downstream: branded search, site visitation, conversion influence, and sales or lead outcomes.

CTV exposure, then a search or site visit, then consideration, then conversion. It doesn't always happen in one pass.

Choosing a partner

One campaign. More reach. Better control.

Coordinated programmatic buying centralises reach and frequency across participating apps and platforms, reduces duplication and allocates budget more smartly. Questions to ask:

  • Can frequency be managed across every environment?
  • How is my audience assembled, and how transparent is it?
  • How does this work with the rest of my media plan?
  • What will I see in reporting?

Why HTMG

CTV without the complexity.

HTMG helps agencies and brands plan, buy and measure CTV within the wider media mix, backed by independent research and senior media judgement.

Senior thinking

Experienced media judgement on every plan.

Independent recommendations

No obligation to any platform.

Specialist capability and practical execution

From planning through to buying and measurement.

Start with the problem. Not the platform.

You've spent years optimising how you capture demand. What are you doing to create the next wave?

Connected TV, YouTube, digital out of home, streaming audio, AI search. Independent thinking. Media that performs.

Let's Talk

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