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Streaming has turned the living room TV into a powerful, measurable advertising outlet. This enables marketers to engage viewers in a premium environment with data-driven targeting. And as the first agency to execute a programmatic connected TV (CTV) ad campaign, Strategus delivers the expertise required to drive business results.
Connected TV Agency
Drive Advertising Results With the Only Pure-Play CTV Agency
Trusted By
The Best Brands
What Is Connected TV?
Connected TV describes the internet-connected televisions used to tune into streaming services like Amazon Prime. By extension, the smart TVs, gaming consoles, and set-top boxes that viewers rely on to access this content fall in the category of connected TV (CTV) devices.
What makes CTV unique from linear TV advertising is its digital nature. When placing ads in the data-rich environment of streaming, marketers gain access to deep insight about the users they’re targeting and the actions they take following exposure.
Because CTV ads are purchased programmatically, brands and agencies can precisely target relevant buyers on the biggest screen in the house. But the advantages of CTV digital advertising don’t stop there. CTV advertising platforms also open doors to advanced advertising techniques. Retargeting strategies, real-time measurement, holistic attribution solutions, and ongoing optimization all become possible. Leveraging CTV advertising strategies helps businesses achieve their growth goals and effectively reach the right target audience through streaming service ad campaigns.
As a leading connected TV agency, Strategus delivers the technology and resources required to capitalize on the many possibilities of connected TV — serving as a hands-on partner every step of the way.
Managed Services CTV Agency vs. Self-Serve CTV
Marketers have a choice when approaching CTV: Take it in-house with a self-serve demand-side platform (DSP) or partner with a managed service CTV agency like Strategus. Here’s how the two compare.
Managed Services
From Strategus
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Our CTV experts partner with you to design and execute customized campaigns. -
We assist with training your staff and pitching to clients, while also providing access to high-quality inventory.
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Instant access to our dedicated team makes it easy to scale as your CTV needs grow.
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We monitor and optimize in-flight campaigns to ensure success.
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You gain access to our 24/7 reporting dashboard, as well as custom reports for you or your clients.
Self-Service DSP
- Your in-house team determines strategy and campaign design, a full-time job in its own right.
- Inventory is limited in the initial media purchasing stages, and staff knowledge about CTV best practices may be lacking
- Minimum fees, the compounding costs of add-ons, and investment in training internal staff all drive up CPM.
- Your team is tasked with monitoring performance and adapting campaigns accordingly, which often requires juggling multiple dashboards and reporting systems.
What Services Do CTV Agencies Offer?
CTV media buying requires expertise and tools to make the most of the data-rich environment of streaming television while ensuring that CTV advertising costs align with your business goals. While we can’t speak for other agencies, at Strategus, we take care of everything that goes into strategizing, executing, and measuring sophisticated CTV campaigns.
Programmatic
CTV Services
We integrate with countless publishers and marketplaces, giving you that agility to reach viewers wherever they are with data-driven strategies.
Prime Audience
Targeting
We take targeting beyond standard demographics like location and income to narrow viewers down based on shopping habits, hobbies, and more.
Premium
Inventory
Our vast library of brand-safe inventory ensures that your ads play on the most important screen in the household: the living room TV.
Customized
Attribution
With an evolving roster of attribution solutions customized to your goals, we illustrate the impact of your ads and how your viewers progress through the conversion funnel.
CTV Cross-Device
Retargeting
Using cross-device retargeting, we build awareness through CTV and then drive conversions across supplementary channels like display ads and streaming audio.
24/7
Reporting
Our reporting dashboard — with flexible APIs and custom feeds — provides real-time insight into engagement and conversions by audience segment, ROI tracking, and more.
How to Choose a CTV Connected TV Advertising Agency
A lot of agencies today offer CTV ad services, but only a few do truly excel in the CTV advertising market. When evaluating vendors, you’ll want to make sure your agency has deep expertise in the industry and isn’t just tacking CTV to their offerings as an afterthought. This specialized knowledge is crucial for fulfilling their promises of driving CTV advertising growth and ensuring the success of your marketing efforts.
Points of differentiation include:
- Data integrations: Look for a partner that possesses robust data integration and analysis.
- Tech stack prowess: Ask about the tools available for ad delivery, measurement, and attribution.
- Service excellence: CTV advertising is about partnership. Look for a provider who actively collaborates with you to understand your objectives and refine strategies.
- Track record of success: Results are what matter. So make sure your agency can substantiate their claims with tangible evidence and case studies.
For additional guidance on evaluating agencies, check out our guide on the 15 questions to ask your CTV ad partner.
OTT Agency vs. CTV Agency
CTV and OTT are often used interchangeably. For that reason, we’re also referred to as an OTT agency. Here’s a look at the nuances between the two terms.
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When looking for a CTV/OTT agency, you’ll want to make sure that the inventory and screens used to access the content align with your goals. After all, the YouTube ads that play while users are searching for music videos are a whole lot different from the commercials that air during live sporting events consumed on the living room TV.
At Strategus, we ensure that all CTV inventory is non-skippable, professionally produced, and long-form. Our vast library of premium inventory spans 200+ publishers that dominate the media landscape and more than 843 individual deal IDs.
CTV vs. OTT Deep Dive →
Strategus Is Your Go-To CTV Agency
Marissa Spainhour
Sterling Rice Group
Digital Associate Media Director
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Ashley Sterle
Paradise Advertising and Marketing
Senior Media Planner
Natalie Henton
Paradise Advertising and Marketing
Media Planner
Get Started
With Strategus
With Strategus as your CTV agency, you get a hands-on partner driving innovation in the industry. We ran the first programmatic CTV ad in 2015 and continue to push the boundaries with our robust retargeting and attribution solution.
Don’t settle for generalist agencies that are stretched too thin. Learn how you can deliver high-performance CTV campaigns with measurable results by reaching out today.
