Traditional TV advertising is dying — but streaming TV is exploding. 87% of US households now have at least one connected TV device, and cord-cutting accelerates every quarter. Lumo manages Connected TV advertising on premium streaming inventory — Hulu, Peacock, Tubi, and thousands of publisher apps — with household targeting and attribution that traditional TV never offered.
Linear TV advertising — buying spots on broadcast or cable channels — offers minimal targeting, no performance data beyond reach and frequency estimates, and no connection between ad exposure and measurable business outcomes. Connected TV advertising flips every one of these limitations. CTV ads target specific households by demographics, interests, geographic location, and purchase behaviour — not just 'viewers of this show.'
CTV's completion rate advantage is significant. Streaming platform ads are typically unskippable (15–30 seconds), particularly on ad-supported tiers of premium platforms. When viewers can't skip, your entire message is delivered — with 95% completion rates versus 70% for pre-roll online video and far lower rates for display ads. Combined with full-screen, living-room-sized creative, CTV delivers the impact of traditional TV with the targeting of digital.
Lumo manages CTV advertising through DSPs with access to premium streaming inventory — negotiating CPMs below what direct buys offer, applying audience segmentation that broadcast can't match, and connecting CTV exposure to website visits, store traffic, and conversions through cross-device attribution. You can measure whether someone saw your streaming ad and visited your website within 14 days — something linear TV advertising has never offered.
Premium connected TV ad placement across Hulu, Peacock, Tubi, Pluto TV, discovery+, and thousands of streaming app publisher inventory — managed programmatically through DSPs with household audience targeting.
IP-based household targeting by demographics, income, purchase behaviour, and geographic location — reaching the right households across every device in the home, from smart TVs to tablets and mobile phones.
15 and 30-second unskippable ad production optimised for TV-screen viewing — high-production-value creative with clear messaging, strong brand presence, and end-card CTA for cross-device follow-up.
Attribution connecting CTV ad exposure to web visits, app downloads, and conversions on connected devices — measuring the downstream impact of streaming TV impressions on measurable business outcomes.
Over-the-top (OTT) advertising across the full streaming ecosystem — ad-supported tiers of premium services, free streaming apps, and connected device manufacturer inventory (Roku Channel, Samsung TV Plus, Fire TV).
Household reach and frequency reporting, completion rate tracking, cross-device website lift analysis, brand safety monitoring, and monthly CTV impact reports connecting streaming investment to business outcomes.
Define target household profile, select streaming platforms and inventory types, set reach and frequency goals, and map CTV to your broader media mix — ensuring CTV complements rather than duplicates other channels.
CTV ad creative production in required formats (MP4, MOV, VAST-compatible), DSP campaign configuration, audience segment setup, brand safety parameters, and measurement pixel implementation.
Campaign launch with daily delivery monitoring, completion rate tracking, frequency management, and cross-device attribution window configuration — ensuring correct measurement from day one.
Monthly performance review — household reach, completion rates, CPM trends, and cross-device lift analysis — with creative refresh recommendations and audience strategy adjustments based on performance data.
CTV (Connected TV) refers to the device — any TV set connected to the internet (smart TVs, Roku, Apple TV, gaming consoles). OTT (Over-the-Top) refers to the delivery method — streaming content delivered over the internet rather than cable or satellite. In practice, advertisers use the terms interchangeably. CTV/OTT advertising covers all streaming TV inventory accessed through connected devices, distinguishing it from linear TV (broadcast/cable) and desktop/mobile video advertising.
Through DSP-based programmatic buying, Lumo can access inventory on Hulu, Peacock, Tubi, Pluto TV, discovery+, Philo, Fubo, ESPN+, Paramount+, Samsung TV Plus, Roku Channel, Amazon Fire TV, and thousands of publisher streaming apps across categories (news, sports, entertainment, lifestyle). Some premium publishers (Netflix, Disney+) don't sell advertising programmatically and require direct insertion orders at much higher minimum spends.
CTV targeting uses IP addresses to identify households, then applies audience data from third-party data providers (demographics, income, purchase behaviour) and first-party data activation (matching your customer list to connected TV households). This allows targeting by household income, geographic location, purchase category (e.g., in-market for automobiles), and behavioural data — significantly more precise than linear TV's demographic daypart targeting.
Yes — cross-device attribution connects CTV ad exposure to website visits, app downloads, and conversions on other devices within the same household. If someone sees your streaming ad on their TV and visits your website from their phone the next day, that conversion event can be attributed to the CTV impression. Completion rate, household reach, frequency, and cross-device lift are the standard performance metrics for CTV campaigns.
Standard CTV ad formats: 15-second and 30-second video (MP4 or MOV), 16:9 aspect ratio (1920×1080px minimum), H.264 encoding, AAC audio. Ads must be delivered as VAST (Video Ad Serving Template) files or uploaded directly to the DSP. Unlike social video, CTV ads are viewed on large screens — production quality matters more than on mobile. Captions are recommended for accessibility and for moments when audio is low. Lumo handles creative production as part of CTV campaign setup.
Get a free CTV advertising strategy session — we'll assess your audience's streaming behaviour, map the right inventory and targeting approach, and show you what a CTV campaign would look like for your business.
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