CTV campaigns are available for US, Canada, and Australia audiences
Your CTV target audience must be located in the US, Canada, or Australia. You can physically be located anywhere in the world, though your audience must be in one of the aforementioned regions.
AdRoll Connected TV (CTV) advertising combines the storytelling power of TV with the targeting precision of digital advertising to deliver high-impact video ads through streaming apps, either built-in to smart TV or through devices like Roku, Apple TV, and gaming consoles connected to a TV. CTV campaigns are great for increasing brand awareness among your target audience, driving new customers to discover your brand, and supporting new product launches.
AdRoll CTV Features
Access global CTV inventory across the US, Australia, and Canada, including top platforms like Paramount+, DirectTV, FuboTV, and MLB.
Reach audiences in a brand-safe, highly engaged viewing environment, making it an effective channel for increasing brand awareness and engagement.
CTV campaigns leverage AdRoll’s BidIQ machine learning, you can choose time of the day, user frequency caps and granular geo-targeting options.
CTV campaigns reach audiences across the entire funnel to maximize awareness and engagement:
- Upper funnel Targeting: Let our Lookalike targeting do the work of identifying people who look and act like the people who already engage with your brand, choose from 90+ entertainment genres to narrow down the most relevant programming for your audience, or choose from 2000+ Third Party Audiences, for example recent college graduates.
- Retargeting: Show CTV ads to households that have visited your website and mobile app or specific CRM audiences you bring over to AdRoll. Also, retarget an audience of people have viewed your CTV ads with display, video, or native ads.
Combine your CTV efforts with Web Display advertising through AdRoll’s multi-channel, full-funnel platform, increasing performance for lower funnel channels. Over 70% of connected tv users hold their phones while watching TV.
Understand performance across key metrics and its contribution to the media plan with detailed placement and device reporting.
How does AdRoll CTV work
We partner with Experian, a leader in consumer data and identity services, to expand AdRoll’s cross device graph, identifying and reaching a user seamlessly across multiple devices in the household. The average US household has 21 internet-connected devices, from laptops to connected TVs, cross-device tracking involves identifying and connecting the devices and individual users for more effective and customized campaigns differentiating between home, work, and travel IPs. This graph enables CTV Retargeting Campaigns, Third Party Audience targeting, and conversion reporting through the AdRoll platform.
Leveraging CTV will boost the effectiveness of your existing web and mobile campaigns, resulting in a stronger, more unified customer journey. Imagine a modern consumer's full-funnel journey across multiple devices.
CTV and Web Cross-Channel Strategy
Monday: While relaxing at home, Sarah spots an intriguing ad for eco-friendly sneakers while watching TV.
Tuesday morning: During her commute, Sarah uses her smartphone to research the sneakers, comparing styles and reading customer reviews.
Tuesday afternoon: As Sarah scrolls through her social media feed on her work computer, she notices a targeted ad showcasing the exact sneakers she was eyeing.
Wednesday: Curious about upcoming sales, Sarah signs up for the brand's newsletter using her personal tablet.
Thursday: Sarah receives a welcome email on her smartphone and clicks through to browse the full product range.
Friday: An exclusive discount code arrives in Sarah's inbox. She makes the purchase on her laptop during her lunch break.
This seamless, multi-device experience demonstrates the power of integrated digital marketing strategies in today's connected world.
AdRoll CTV Inventory
AdRoll's Connected TV (CTV) ads are delivered through premium ad exchanges, ensuring access to high-quality inventory in real-time. By leveraging these diverse inventory sources, we ensure your CTV ads reach engaged audiences across a wide range of popular streaming platforms.
Our CTV inventory is full screen, non-skippable and delivered in theatrical releases and TV programming that are initiated by the viewer.
AdRoll delivers CTV exclusively on content streamed on internet-connected TVs. AdRoll does not deliver CTV on other devices such as mobile, laptop/desktop, or tablets, called OTT (over the top).
We display CTV ads in two main streaming sources:
AVOD platforms offer ad-supported subscriptions that allow users to watch content for free or at a reduced cost in exchange for viewing ads. Examples include HBO Max, FuboTV, Paramount+, and TubiTV.
FAST services provide streaming content without requiring a paid subscription. Popular FAST platforms include Philo, Roku Channel, SamsungTV Plus, and SlingTV.
Who can access
Access to CTV Campaigns is available for all AdRoll packages.
| Your AdRoll Plan | CTV Campaigns |
|---|---|
| Ads Only | Included |
| Advanced | Included |
| Agency | Included |
| Map (Legacy) | Included |
| Starter (Legacy) | Included |
| Growth (Legacy) | Included |
To find your current package, log in to AdRoll and navigate to Settings > Billing & Subscriptions > Plan & Usage.
Requirements to launch a CTV Campaign
Click here to explore the minimum budget and audience size requirements that apply to you depending on your AdRoll plan.
For the best results with CTV ads, we recommend following AdRoll’s CTV Ads Format Guidelines, which cover ad duration, resolution, format, bitrate, file size, and creative best practices. Keeping CTV ads within the suggested duration and loading the most impactful content in the first few seconds can significantly improve performance.
Click here to explore our detailed guide on the best practices for creating effective CTV. This comprehensive resource is designed to help you navigate the intricacies of CTV creative strategies, ensuring that your campaigns resonate with your target audience and achieve optimal results. Whether you are new to CTV advertising or looking to refine your existing strategies, our guide offers valuable insights and actionable tips to enhance your creative approach.
CTV Campaign Types Supported
Stay top-of-mind by showing ads on CTV devices to people who have visited your website but not completed your target action yet. Your potential customers will see your ads on CTV devices on our expansive network premium exchanges.
- Limited to the United States, Australia, and Canada.
- Learn how to launch a Retargeting Campaign for CTV here.
Drive brand awareness by targeting digital profiles on CTV devices who are similar to those of your existing customers. Let AdRoll’s IntentMap machine learning do the work of identifying people who look and act like the people who already engage with your brand. We recommend launching CTV campaigns in conjunction with other brand awareness campaigns for Web.
- Limited to the United States, Australia, and Canada.
- Learn how to launch a Lookalike Targeting campaign for CTV here.
Target data-driven audiences to grow your customer base, with a wide range of 2,000+ attributes, from industry leader Experian, including customer behaviors, demographics, interests, lifestyle, business, financials, life events, location, and purchase predictors.
Our proprietary bidding algorithm BidIQ powers and enhances Experian Third Party Audiences to reach the right customers, at the right time with the right message without wasting budget and resources. Reduce unnecessary ad spend by focusing on highly relevant audiences that match your ideal customer profile.
- Limited to the United States only.
- Learn how to launch a Third Party Audience for CTV here.
Showcase your ads within CTV programming that your ideal customer is interested in and that aligns with your product with the goal to drive brand awareness and grow your customer base. You can choose from more than 90+ curated entertainment genre categories.
- Limited to the United States, Australia, and Canada.
- Learn how to launch a Contextual Targeting for CTV here.
CTV Reports: Campaign Summary Page
Clicks are not available
CTV Campaign performance cannot be measured through Clicks, CTR, CPC. Due to the nature of CTV technology and how users interact with it, click data is not collected for CTV campaigns. As a result, click-derived metrics aren’t available for this type of campaigns.
The measurement of CTV campaigns is focused on impressions and engagement (video completion rates). The following metrics are available.
| Performance | Video Engagement | Conversion |
|---|---|---|
|
Spend Impressions Daily Device Frequency CPM |
Video Completion Rate Video Views to 25% Video Views to 50% Video Views to 75% Video Views to 100% |
Conversions CPA VTC VTC Rate Attributed Revenue View-Attributed Revenue ROAS View ROAS Influenced Conversions Influenced Revenue |
Daily Device Frequency Options
- Automatic: Optimizes for best reach.
- Manual: Defaults to 10 impressions per device to account for household viewing duration.
CTV conversion tracking may show lower numbers compared to web campaigns:
- CTV campaigns do not use traditional cookie-based tracking methods.
- Measurement techniques differ from standard web campaign tracking.
What This Means for You:
- Expect reduced conversion numbers for CTV campaigns and focus on building brand awareness and engagement.
- This is an industry-standard limitation for connected TV advertising.
To analyze the performance of your CTV campaigns, navigate to Campaigns > CTV tab.
Filters available:
- Date Picker: Adjusts your report results to a specific date range
- Campaign Status: Filter by active campaigns only
- Campaign Name: Filter your report results for one or more campaigns
- Funnel Stages: Filter by the stage the campaign is at, such as awareness, consideration, etc. Learn more about Funnel Stages here.
- Targeting: Filter by campaign type such Retargeting, Lookalike, etc.
These filters will be applied to the Overview tab results and the List table.
The Overview top-line metrics and Insights tabs summarize performance across all your CTV campaigns. The default metrics are Spend, Impressions, CPM and Video Completion Rate. You can always customize this view by clicking on the ‘Customize’ button and select other metrics of your choice.
You can customize which metrics are displayed in the Campaign Summary page by clicking Customize KPIs.
CTV Reports: Ad Placements by Campaign
AdRoll offers channel-level reporting to understand the inventory where CTV impressions are serving. This report tells you which TV platforms or channels the campaign is live on. For example, you might see AMC Networks, Direct TV, Fox News, Philo, Paramount, Roku, Warner Bros. Discovery, etc.
When you see the following Original Equipment Manufacturers (OEMs) in your placements reporting, these are specifically the publishers owned by these OEMs:
- Roku: The Roku Channel
- Samsung: Samsung TV Plus
- LG: LG Channels
- Vizio: Vizio WatchFree
While these channels do include sub-channels within them, we do not reliably receive information on which specific channels are serving the ads, and as a result, we do not surface that granular detail in the current report. We have plans in the works to make our CTV placement-level reporting more intuitive and granular in the near term.
Show-level reporting is not available
Currently we receive different placement information from each supplier, for example Streaming App vs Network, and different naming conventions (Roku, roku, Roku Inc). We are actively working on mapping and consolidating placement naming to avoid multiple entries for the same placement.
To find CTV Ad Placement reports:
- Go to Campaigns on the left side navigation menu.
- Click the CTV tab.
- Select the CTV Campaign Name to open the Campaign Details page.
- Click the Placement tab.
- Optionally, you can Customize the report columns or Export to Excel or CSV.
CTV Reports: Devices
This report will let you compare how an individual campaign is performing on different CTV devices, for example Apple, Samsung, Google, LG, Microsoft, etc.
The campaigns are broken down by CTV divide types and the default metrics included are:
- Spend
- Impressions
- CPM
- Video Completion Rate (25%, 50%, 75% and 100%)
To find CTV Device reports:
- Go to Campaigns on the left side navigation menu.
- Click the CTV tab.
- Select the CTV Campaign Name to open the Campaign Details page.
- Click the Placement tab.
- Optionally, you can Customize the report columns or Export to Excel or CSV.