Connected TV: The Ad Channel You’re Probably Ignoring (But Shouldn’t Be)

Remember when TV advertising was just for the big boys? Coca-Cola, Nike, your local double glazing company with a jingle that haunts your dreams. If you were a small business, you didn’t touch TV — unless you had a spare £100k and a death wish.

Well, welcome to 2025. TV is still here. But now it’s connected, targeted, and a lot more affordable. It’s called Connected TV (CTV), and if you're not paying attention to it, you're missing one of the most powerful shifts in digital advertising since Google decided to sell clicks.

What the Hell Is Connected TV?

Let’s clear this up. Connected TV doesn’t mean some bloke on a unicycle streaming EastEnders from a microwave.

CTV means televisions connected to the internet — think smart TVs, Amazon Fire Sticks, Apple TVs, Roku boxes, and even gaming consoles. The content you stream — Netflix (without ads), YouTube, BBC iPlayer, ITVX, Pluto TV, whatever — that’s where the ads live now.

And unlike traditional telly, where you had to hope your ideal customer was watching "The Chase" at 6:30pm, CTV lets you target people like you would with Facebook or Google Ads — by location, interest, behaviour, and even what they had for breakfast (probably).

Why CTV Is a Bloody Big Deal

CTV combines the reach and storytelling power of TV with the laser targeting and data of digital. That means:

You're not shouting into the void — you're speaking to your audience.

You only pay for actual views — not for hoping someone didn’t leave the room.

You can measure it — like proper digital marketers do.

This isn’t brand-building fluff. It’s performance marketing on the biggest screen in the house.

Is CTV Just for Big Brands? Not Anymore.

Once upon a time, the entry point for TV ads was like trying to join a private members’ club while wearing Crocs.

Now? Platforms like Google’s DV360, The Trade Desk, Amazon Ads, and even YouTube make it easy(ish) for smaller advertisers to buy connected TV spots without needing a media agency in a London skyscraper.

We’re talking realistic budgets, real-time reporting, and proper targeting — not “we think your ad ran during Homes Under The Hammer, but we can’t be sure.”

When to Use CTV (And When Not To)

📺 Use it when:

You’ve got a product or service that benefits from visual storytelling

You want to build brand trust without haemorrhaging cash on traditional TV

You’re already running performance channels and want a top-of-funnel rocket booster

🚫 Don’t bother if:

You’re not tracking conversions properly (seriously, sort your analytics)

Your video creative looks like it was made in PowerPoint

You think “TV is dead” because you read it on LinkedIn

What Smart Brands Are Doing Right Now

They're using CTV to amplify their performance mix — not replace it. It’s not about ditching Google Ads or Meta. It’s about getting your brand seen early, often, and in living rooms across the country, while still tracking what matters.

Add a QR code. Drive viewers to a landing page. Build retargeting audiences. The options are there. You just have to stop thinking like it’s 2010.

Final Thoughts: Big Screen. Bigger Opportunity.

Connected TV is no longer the future — it’s now. And it’s levelling the playing field. Whether you’re a local brand with ambition or a high-growth DTC monster, CTV gives you a shot at owning the living room without remortgaging your house.

So, are you going to keep pouring money into banner ads no one clicks? Or are you ready to get your brand seen, remembered, and acted on — right from the sofa?

Need help setting up CTV campaigns that don’t blow your budget on vague impressions? That’s where we come in. Pop the kettle on — we’ll show you how to do TV like a digital native.