Connected TV (CTV): the power of the living room screen with the precision of digital retargeting

Forget your father's television advertising, the one that sprayed everyone at the same time. With the explosion of streaming usages (Netflix with ads, Prime Video, Disney+, Pluto TV, and major networks' Replay apps), the biggest screen in the house has become as connected (and trackable) as your smartphone: this is Connected TV (CTV).

The Holy Grail of Attention

On social networks (Meta, TikTok), a video is considered viewed after 3 seconds. The format is scrolled, often without sound, on a 6-inch screen during a bus ride. The completion rate of a 15-second video rarely exceeds 10%.

In CTV, it's the exact opposite. The viewer is slouched on their couch in front of a 55-inch screen with a Dolby soundbar. They technically cannot "skip" your ad during their movie. The result: View Through Rates (VTR) approaching 95% with sound on. In terms of brand experience, it's an unmatched premium format for telling a scale-up's story.

Digital Precision: Retargeting comes to the big screen

But the real revolution of CTV isn't its size; it's what's under the hood. Since the feed goes through the internet (via a set-top box or a Smart TV), every household has an IP address. And this changes absolutely everything for your acquisition strategies:

• The Audience Graph: We can now broadcast your 20-second spot on a household's TV only because we know that a smartphone connected to the same Wi-Fi network visited the "Pricing" page of your website this morning. It's full-screen B2B/B2C retargeting.
• Centripetal Targeting: Unlike linear TV (which targets "women under 50"), in CTV we target behaviors or specific "In-market" intents. (e.g., "Households that have recently downloaded a banking app").
• Frequency Capping: No more budget wasted because the same person saw the same spot 10 times in a day. The IP allows freezing the broadcast once the ideal pressure is reached.