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Ctv Ads

When the user wants to run CTV, OTT, or streaming TV ads. Also use when the user mentions "CTV ads," "connected TV," "OTT advertising," "streaming ads," "TV ads," "Hulu ads," "Roku ads," "YouTube TV ads," or "programmatic TV." For paid mix, use paid-ads-strategy.

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Specification
Skill ID
kostja94/marketing-skills/ctv-ads
Publisher
kostja94
Repository
marketing-skills
Installs
0
Files
1
Synced
Sep 23, 2026
How to use it

Open any RiverX project, open the Skills panel in the chat, and search for this identifier. The files are fetched from the source repository at install time.

kostja94/marketing-skills/ctv-adsInstalls these files
  • SKILL.md

What this skill tells the agent

Paid Ads: CTV / Streaming TV

Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

What Is CTV / OTT

  • CTV (Connected TV): Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads
  • OTT (Over-the-top): Video delivered over the internet (Hulu, Peacock, Paramount+, etc.)
  • Streaming share: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing)

Why CTV

AdvantageDetail
High completion~95% ad completion rate vs lower on mobile/desktop
UnskippableMost CTV inventory is non-skippable pre-roll/mid-roll
TargetingDemographics, interests, location, household data
UnderinvestedCTV received ~7% of ad spend despite ~18% of media time (2024)

Ad Formats

FormatUse
Pre-roll / Mid-rollStandard video; 15–30 sec
InteractiveDrives engagement; ~71 sec additional time vs standard
QR / URLDirect response; track offline-to-online

Platforms & Buying

  • Programmatic: DSPs (The Trade Desk, etc.); audience-based buying
  • Direct: Hulu, Roku, YouTube TV, Peacock—platform-specific deals
  • Google: YouTube on TV; part of Video campaigns

Metrics

MetricUse
Completion rate% who watch full ad; CTV typically 95%+
Reach / frequencyHousehold reach; avoid over-frequency (e.g., <7)
CPMCost per thousand impressions
AttributionQR scans, URL visits; harder than web/app

Creative

  • Horizontal: 16:9; TV screen format
  • Sound on: Assume sound; design for audio
  • Brand focus: CTV often awareness; clear brand, CTA

UTM for CTV

Use utm_medium=video or ctv with utm_source (e.g., hulu, roku) for QR/URL campaigns. Tag links in interactive CTV ads for attribution.

Pre-Launch Checklist

  • [ ] Creative in 16:9; sound-on
  • [ ] Targeting defined (demo, interests, geo)
  • [ ] Attribution plan (QR, URL, brand lift)
  • [ ] Frequency cap set
  • [ ] Budget aligned with CPM expectations

Related Skills

  • paid-ads-strategy: Ad formats by medium; when to use TV vs web vs app
  • traffic-analysis: UTM for CTV direct-response; attribution
  • analytics-tracking: Conversion tracking for QR/URL campaigns

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Use this skill in a project

Open any RiverX project, search the Skills panel for kostja94/marketing-skills/ctv-ads, and install it in one click.

Use this skill