CTV is available in the US, Canada, and Australia
CTV campaigns are currently available exclusively to customers based in the United States, Canada, and Australia. The reach of these campaigns is restricted to these three countries.
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, conversion reporting, and Third Party Audience targeting 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 |
| MAP | Included |
| Advanced | Included |
| Agency | 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
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Minimum Spend:
- A $165/day minimum budget is enforced for each CTV campaign.
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You cannot use Ad Credits for CTV:
- If you have Ad Credits as part of your AdRoll contract, they cannot be used towards your CTV campaign spend.
- AdRoll will bill you for the CTV Campaign spend separately from your Ad Credits.
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Geotargeting:
- Your target audience must be located in the US, Canada, or Australia.
- As an advertiser, you must be located in the US, Canada, or Australia, your location is determined by your billing address in AdRoll.
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Minimum Audience Size:
- Your target audience should consist of at least 10,000 households.
- We recommend targeting a broad audience to ensure optimal performance.
- If your budget is above $165/day you must have a sizable audience aligned with your budget.
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Ad duration:
- To start we recommend 30 seconds for optimal placement availability.
- CTV programmatic bids on specific duration placements, ensure that your ad is within 1 second above or below the desired duration to maximize your inventory pool and your ability to reach your audience and optimize your CPM. Exceeding the target ad length might cause your ad to bid on more expensive inventory, affecting how your campaign performs. Adroll support can assist with minor ad duration adjustments.
- In addition, we also support 15, 60, 90, or 120 seconds.
- Longer duration ads will result in reduced inventory availability and potential increased CPM.
- Load the most impactful and memorable information into the first 3-6 seconds of your ad. CTV ads average about 10 seconds of focused attention from the viewer.
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Resolution:
- 1920 x 1080 for optimal placement availability.
- Some platforms may accept smaller sizes.
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Format:
- MP4.
- H.264 codec.
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Bitrate:
- Recommended: 15,000 Kbps - 30,000 Kbps.
- Minimum 2,100 Kbps.
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File Size:
- Limited to 1GB.
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Capture attention and inform the viewer in the first 3-6 seconds
- Make sure they know what your brand is and does as early as possible.
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Use a voice-over and text
- Have a clear voice informing viewers about your brand, and drive home key points by displaying them as text.
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Ensure the videos meet specific length requirements
- Videos exceeding their intended length may be bid upon in a more expensive or more limited supply bucket.
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Make sure the viewer is clear on what to do next
- Include your web address in the voiceover and as text on the screen.
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Include a CTA that directs viewers to take the desired action
- Do not include hyperlinks, as CTV ads are not clickable.
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Be consistent
- If experimenting with variations on your creative, make sure the viewer will know if they’ve seen your brand before.
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 CPM Bounce Rate Daily Device Frequency |
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 |
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 > Ads > 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 AMC Networks, Direct TV, Fox News, Philo, Paramount, Roku, Warner Bros. Discovery, etc. Show-level reporting is not available.
The campaigns are broken down by ad placements and the default metrics included are:
- Spend
- Impressions
- CPM
- Video Completion Rate (25%, 50%, 75% and 100%)
To find CTV Ad Placement reports:
- Go to Ads 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.
Limiting CTV Inventory selection is not available
CTV Device reporting is included for transparency to customers, however, we do NOT want customers to allowlist specific inventory/supply/apps for targeting limiting reach. Please keep this in mind when discussing this report with customers.
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 Ads 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.