Rethinking Brand Reach in the CTV Era

Media

Rethinking Reach in the CTV Era

A Guide for Advertising and Brand Marketing Leaders

TV viewing has officially entered a new era. For the first time, adults are spending more time with connected TV (CTV) than with traditional programming — by a full six minutes. That may not sound like much, but in the world of brand advertising and paid media, it’s a major shift in both audience behavior and marketing strategy.

On average, people spend approximately 42% of their waking hours looking at a screen.¹

In today’s attention economy, even a small shift in daily viewing time translates into millions of hours of opportunity. That’s why integrated, multi-platform planning is now essential for reaching audiences wherever they are.

A Tipping Point for TV Advertising

CTV refers to any television connected to the internet that can stream content beyond traditional cable or broadcast channels through apps like Netflix, Hulu, Disney+ and Peacock.

Over-the-top (OTT) refers more broadly to all streaming video content delivered over the internet, bypassing cable and satellite providers. CTV is a subset of OTT, focused on the big-screen experience, while OTT spans all connected devices, from TVs to laptops, tablets and smartphones.

Here’s how they compare:

	Connected TV (CTV)	Over-the-Top (OTT)
Delivery Method	Internet-connected TV	Streaming over internet
Devices Supported	Smart TVs, Roku, Amazon Fire TV, Apple TV, Chromecast, game consoles	TV, tablets, phones, desktops
Targeting	Household-level via digital data	Device- or user-level via internet

This evolution is more than a trend — it’s a transformation. Together, CTV and OTT combine the storytelling power of television with the precision and measurability of digital. Instead of broadcasting one message to everyone, brands can now deliver relevant content to the right audience, on the right screen, at the right time.

Why it matters:

88% of U.S. homes have a CTV.²
Nearly 30 million more Americans watch CTV than traditional TV.²
CTV impressions surged 66% in 2024 worldwide as streaming hit record highs.³

Average Time U.S. Adults Spend Per Day with Media

Source: eMarketer, 2025

Why Streaming Wins for Brands

For marketers, streaming success comes from seeing the bigger picture. CTV is one part of a connected video strategy that spans the full OTT landscape. CTV owns the big screen experience; OTT captures everything beyond it. Together, they give brands the reach, relevance and real-time insight to connect with audiences wherever they choose to watch:

Real-Time Measurability
CTV provides real-time reporting on impressions, views, clicks and conversions. Brands can see what’s working and adjust quickly — something traditional TV campaigns can’t offer.
Cross-Device Integration
Consumers move seamlessly across TV, mobile, desktop and tablet. CTV enables campaigns to coordinate across devices, creating a consistent and personalized experience.
Advanced Targeting
Unlike traditional TV, CTV allows advertisers to target audiences by demographics, interests, behaviors, retargeting and hyper-local.
Interactive Engagement
It’s not just about reach. It’s about connections. Some CTV ads invite viewers to interact through clickable calls-to-action, QR codes, app downloads or surveys. Passive viewers become active participants, deepening engagement and delivering richer insights.

“Connected TV continues to redefine the TV landscape, giving brands new ways to reach the audience and measure success.

—Jess Kennedy, Director of Media, ZLR Ignition

Maximizing Your CTV Campaigns

To make the most of your CTV investment, try these strategies:

Invest in interactive creative. Ads that invite engagement drive stronger results.
Use first- and third-party data to reach the most relevant audience.
Sync campaigns across TV, social, mobile and desktop for bigger impact.
Track performance in real time and pivot quickly for better ROI.
Work with a partner that has experience with CTV, like the media team at ZLR Ignition. We can help navigate fragmentation, optimize targeting and maximize the effectiveness of your campaign while strengthening your brand reputation.

Challenges to Keep in Mind

While the opportunities are exciting, there are challenges worth planning for:

Fragmentation: Many devices and platforms make measurement more complex.
Ad Fraud: Bots show up, too. Trusted platforms and verification are a must.
Costs: Premium placements, like Hulu or Disney+, often carry higher CPMs, but the precision and measurability can make the investment worth it.

CTV isn’t the TV of the future — it’s the TV of right now. For marketers, it’s an opportunity to reach more people, engage them in new ways and measure results like never before.

Brands that embrace CTV will gain a competitive edge by connecting with viewers where they spend their time: streaming on their terms, across devices, and with content they love.