Connected TV (CTV) is rapidly moving from a growing channel to a mainstream advertising priority and – with our 360° MEERKAT vision – we predict that it will be one of the biggest media trends of 2026. As audiences continue shifting away from traditional broadcast schedules towards on-demand streaming platforms, CTV is offering brands something previously out of reach: TV-scale impact, paired with digital-level targeting and accountability. For marketers preparing next year’s strategies, CTV presents a timely opportunity to reach targeted viewers in an engaged environment.
What is connected TV (CTV)?
Connected TV refers to any television device that can access content via the internet, rather than through a traditional broadcast signal or cable connection. Users can stream their favourite content via CTV, whether they are at home or on the go. All CTVs enable audiences to use apps like Amazon Freevee, ITVX and Prime Video to watch streaming content.
The defining element is connectivity: these devices allow viewers to stream programmes, films, live channels and video content using apps and platforms rather than scheduled linear broadcasts. The viewer chooses what they watch and when they watch it.
Since the pandemic, CTV adoption has bounded forward, with households increasingly substituting, or supplementing, broadcast TV with streaming services. This shift means brands can no longer rely solely on traditional TV planning if they want to reach audiences consistently.
What is streaming TV?
Streaming TV refers to television content delivered over the internet. This can happen through:
- On-demand services like ITVX and Channel 4
- Paid subscription services such as Netflix or Disney+.
- Free ad-supported platforms such as Pluto TV or Freevee.
- Hybrid platforms where viewers can pay to remove ads, such as YouTube Premium.
The key difference between streaming TV and connected TV is that streaming TV refers to the content and service, while connected TV refers to the device used to watch it. In practice, however, the terms are often used interchangeably because CTV devices are how audiences access streaming platforms.
What is the difference between OTT and CTV?
At MEERKATworks, we help clients navigate a TV landscape which is increasingly filled with acronyms and new terminology. Over-the-top (OTT) – is content delivered “over the top” of traditional broadcast infrastructure. CTV is the hardware; OTT is the content. When brands run CTV OTT advertising, they are placing ads within streamed content accessed via CTV devices such as connected smart TVs, watching content via mobile phone or desktop.
Common TV advertising acronyms explained
As the opportunities for TV advertising grow, so does the terminology. Here are some of the acronyms the MEERKAT team see as most relevant:
AVOD – Advertising Video On Demand: Free video platforms supported by advertising. Examples include Freevee and Roku Channel.
BVOD – Broadcaster Video On Demand: On demand content by ‘traditional’ broadcasters such as Channel 4, ITVX and Sky
SVOD – Subscription Video On Demand: Paid-for services with no ads or reduced ad formats. Examples include Netflix and Amazon Prime Video, though both now offer ad-supported tiers.
TVOD – Transactional Video On Demand: Pay-per-view films or episodes, often through Apple TV or Amazon Store.
PVOD – Premium Video On Demand: Early-release films made available for a higher rental fee.
FAST – Free Ad-Supported Streaming Television: Live-streamed channels delivered over the internet, usually free but with ads.
These models determine where ads can appear and how viewers experience content. Understanding the differences allows the MEERKATs to advise clients on the environments best suited to their brand message and audience.
What is connected TV advertising?
Connected TV advertising refers to the placement of video advertisements within streamed content accessed through connected TV devices. Whether the viewer is watching a catch-up drama on ITVX, a film on Amazon Freevee or a live sports event via a FAST channel, brands can appear alongside high-quality, professionally produced programming.
What makes CTV media buying particularly compelling is that it blends the emotional impact and screen presence of television with the precision, control and optimisation associated with digital advertising.
Advertisers can choose to target:
- Geographic regions
- Demographic profiles
- Interest and behavioural segments
- Retargeting audiences that have already engaged
Advantages and benefits of CTV advertising
One of the primary benefits of CTV advertising is that it reaches viewers in a highly engaged environment. People who watch streamed long-form content tend to be actively choosing what to watch, which makes the viewing experience more intentional and often more attentive.
CTV also offers meaningful cost-efficiency. Rather than paying for broad, untargeted mass exposure, advertisers can reach specific audience segments and only pay for impressions that are actually delivered. This makes CTV particularly suitable for challenger brands seeking targeted impact without the cost of full national broadcast campaigns. It is important to note here that this targeted approach can also be employed across a more ‘traditional’ BVOD campaign, using data to effectively target by demographic and down to postcode level on channels such as Channel 4 and ITVX.
Additional advantages include:
- Higher ad completion rates: CTV ads are typically non-skippable.
- Large-screen viewing: The television remains the most impactful branding canvas.
- Cross-device targeting opportunities: CTV can be combined with mobile or digital video to reinforce reach.
- Support for both awareness and performance: Advertisers can track completion, site visits, incremental reach and more.
CTV metrics and measurement
Because CTV advertising works through programmatic systems, advertisers have access to detailed performance reporting. Key CTV metrics include:
- Impressions delivered
- Cost per completed view (CPCV)
- Completion rate
- Reach and frequency
While attribution in CTV is more complex than web-based channels, the MEERKATs have noted that the industry is rapidly improving with more widespread use of first-party identifiers and household-level measurement.
Streaming advertising benefits vs. traditional TV
Traditional TV advertising still commands strong reach, particularly for major live events and older demographics. However, viewing continues to fragment and audiences aged under 45 are spending far more time on streaming platforms.
AT MEERKATworks we regard CTV as complementing traditional TV rather than replacing it. When combined, the two can maintain reach across age groups, reduce wastage from broadcasting to audiences unlikely to watch, and reinforce brand messaging across multiple touchpoints.
For many brands, the strongest media plans incorporate both broadcast TV and CTV, ensuring continuity of presence while adapting to changing viewing behaviour.
Programmatic CTV and platform opportunities
Programmatic CTV refers to the automated buying of connected TV inventory through demand-side platforms (DSPs). This approach streamlines access to a wide range of publishers, platforms and streaming environments.
Examples of connected TV advertising platforms include:
- Channel 4 and ITVX programmatic video inventory
- Amazon Ads and Freevee
- Roku
- YouTube on TV screens
- Sky’s streaming environments
These placements can be purchased contextually (aligned with content genre), behaviourally (aligned with user interests), geographically or through custom data integrations.
Advertisers may also explore dynamic creative optimisation, sequential storytelling across devices or household frequency management to ensure messaging remains effective without oversaturation.
Examples of CTV advertising in action
Willen Lake’s connected TV campaign
The MEERKATs delivered a strategically targeted connected TV campaign for Willen Lake – the popular Milton Keynes park that offers adventures for all the family.
The campaign was designed to reach families in their homes across a range of viewing platforms – in this case on ITVX, Sky BVoD and AdSmart, Amazon Prime and Disney+. Specifically, the ads were geo-targeted to households in the surrounding catchment area, ensuring the creative reached families most likely to visit the popular outdoor destination. Whether parents were enjoying family films in the living room or children were streaming shows on personal devices, the campaign made certain the Willen Lake message was front and centre.
By combining connected TV with Video on Demand (VoD) and traditional Sky AdSmart TV, the campaign ensured consistent messaging across a variety of formats and devices. This cross-platform strategy maximised reach while maintaining relevance, tapping into the real viewing behaviours of modern families.
Lightning Fibre’s connected TV Campaign
The MEERKATs planned and bought a VoD (Video on Demand) campaign across the Lightning Fibre coverage area, which was designed to build on the momentum of the company’s programmatic advertising.
The campaign promoted their Winter Sale and ran across ITVx, Netflix, Amazon Prime and Disney, as well as other channels within the UK CTV landscape. By leveraging a multi-platform VoD strategy, the campaign ensured Lightning Fibre reached its target audience at the right time – while they’re fully engaged in their favourite content.
Viewers in the Lightning Fibre area were also delivered ITVX Pause ads, which appeared when they paused their big-screen streaming experience – delivering the message at a moment of high attention and extended dwell times.
How MEERKATworks integrates CTV into media planning and buying
We approach CTV advertising with the same holistic, independent thinking that underpins our broader media buying philosophy.
We begin by understanding your audience; not just who they are, but how they consume media, how engaged they are across devices and where your brand has the strongest opportunity to stand out. From there, we develop cross-channel plans that use CTV strategically alongside broadcast TV, digital, audio and out-of-home.
The MEERKATs are proudly independent and not tied to any single platform or publisher, which means our recommendations always reflect what is right for your campaign – not what is most convenient to buy.
Connected TV represents one of the most powerful evolutions in advertising of the last decade: TV-quality storytelling with the accuracy and accountability of digital. For marketers, the opportunity is to use CTV not as a standalone tactic, but as part of a balanced media strategy that reflects real audience behaviour.
If you are looking to advertise on CTV but feel overwhelmed by all the options, MEERKATworks is here to help. We are renowned for our expert navigation of the media landscape. We’ll guide you through the complexities of planning and buying your campaigns so you can move forward with confidence and a clear strategy.
Get in touch with our media experts today.