How Connected TV powers cross-platform streaming strategies

Connected TV has fundamentally changed how people watch television, but most marketers are still thinking about it wrong. They treat CTV as just another advertising channel instead of the foundation for cross-platform streaming strategies.

86% of internet users now use other devices while watching TV. Streaming audiences actively browse social media, search for products, and shop online while their show plays on the big screen. This creates immediate opportunities for coordinated marketing across devices.

The challenge isn’t reaching audiences on connected TV. It’s building campaigns that work together – when your CTV ad plays, your mobile and search campaigns should be ready to capture the intent you just created.

In this guide, we’ll show you how to harness connected TV’s targeting power, integrate it with your existing digital channels, and build cross-platform streaming strategies that follow customers across every screen they use.

What is Connected TV?

Connected TV refers to television devices that stream content directly from the internet. Instead of scheduled cable programming, viewers access Netflix (in selected ad-supported plans), Disney+, and streaming platforms on demand.

Two types of connected devices enable this functionality:

• Smart TVs with built-in connectivity from manufacturers such as Samsung, LG, Sony, TCL, and Vizio offer direct access to streaming services through their operating systems.
• External streaming devices, such as Roku, Amazon Fire TV Stick, Apple TV, or gaming consoles, connect to any television through HDMI ports to provide the same capabilities.

Traditional television delivered scheduled programming through cable or satellite signals. Connected TV allows viewers to select video content at their convenience, eliminating the constraints of traditional broadcast schedules.

How Connected TV transforms marketing opportunities

Remember when TV advertising meant buying a 30-second spot during prime time and hoping your target audience was actually watching? Those days are gone.

Connected TV advertising has fundamentally changed the game, and the numbers tell a compelling story: global CTV ad spending surpassed $29 billion in 2024 and is projected to exceed $38 billion by 2027. What sets this growth apart from traditional TV is that it’s driven by precision, not just reach.

Precision targeting beyond broadcast TV

Traditional broadcast TV advertising worked like throwing darts in the dark. You knew roughly who watched certain shows, but that was about it. Connected TV flips this approach entirely.

CTV platforms collect actual viewing data from the audience. When someone watches Netflix on their Samsung smart TV, binges YouTube videos, or streams live sports on Hulu, that behaviour creates a detailed profile. Advertisers can now target viewers based on their actual streaming habits, rather than relying on broad demographic estimates.

The targeting goes beyond just age and location. You can reach:

• Cord-cutters who stream specific genres or content types
• Households that prefer certain streaming services like Netflix vs Disney+
• Viewers who consistently watch content at particular times of day
• Gaming console users on PlayStation and Xbox platforms
• Smart TV owners using specific connected devices like Fire TV or Apple TV
• Audience based on their streaming app usage patterns

This level of precision was impossible with linear TV, where you bought time slots and hoped for the best.

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Advanced measurement and attribution

Traditional TV advertising relied on estimates and surveys to guess who watched your ads. Connected TV tracks actual viewer behaviour in real-time.

Every CTV ad generates precise data you can act on immediately:

• Video completion rates across streaming platforms
• Cross-device behaviour after ad exposure
• Geographic and time-of-day performance
• Creative effectiveness on different streaming services

The attribution story is straightforward: a viewer sees your ad on Netflix, then visits your website on their phone two hours later. CTV measurement connects these dots and proves campaign impact on actual conversions.

Real-time optimisation changes everything. Do Fire TV users respond better than Roku users? Shift budget today. Creative underperforming on certain streaming TV apps? Replace it immediately. No more waiting weeks for traditional TV reports.

Better ad performance in streaming TV environments

Audiences behave differently from traditional TV viewers, creating better conditions for advertising.

When someone chooses to watch a specific Netflix show or YouTube video, they’re actively engaged with the content. This intentional viewing translates to better ad performance compared to passive channel surfing on linear TV.

Key advantages for advertisers:

• CTV ads achieve high completion rates since most streaming TV services don’t allow skipping
• Users actively select content rather than passively consuming
• Commercial breaks typically feature fewer ads compared to traditional television
• Premium video content environments maintain viewer attention throughout ad breaks

Ad-supported streaming creates genuine opportunities. 64% of US Connected TV users prefer ad-supported content if it allows them to pay less, and 57% of new streaming subscriptions are now ad-supported. Netflix, Disney+, and Hulu have successfully launched lower-cost plans with advertising, targeting subscribers who are willing to accept ads in exchange for reduced fees.

Budget flexibility across streaming platforms

Connected TV democratises television advertising. Small local businesses can launch targeted campaigns for specific zip codes, whilst national brands scale across multiple streaming platforms simultaneously.

Programmatic ad buys enable precise budget control:

• Bid on specific audiences rather than broad time slots
• Allocate spend across streaming devices and smart TV platforms
• Adjust budgets based on real-time performance data
• Target cord-cutters who’ve moved beyond traditional broadcast TV

CTV advertising accommodates a diverse range of budgets and campaign objectives. For example, local restaurants can target nearby households, whilst enterprise brands reach streaming audiences across all connected devices. Minimum spend requirements are significantly lower than those for traditional TV advertising, making television’s storytelling power accessible to businesses that were previously excluded by high broadcast TV costs.

How to build a cross-platform streaming strategy

Now you understand the targeting power and measurement advantages of connected TV. Let’s put this knowledge to work by building campaigns that follow streaming audiences across every screen they use.

Time your campaigns for maximum impact

Your CTV advertising becomes more effective when you run coordinated campaigns across mobile, search, and social channels simultaneously. The key is synchronising campaign timing to capture streaming audiences when they’re most engaged across devices.

Netflix data reveals peak streaming patterns: evening hours (18:00–23:59) account for 34% of session starts, with Sunday being the most popular day for web users and Monday for mobile device users.

Launch coordinated campaigns during your CTV flights:

• Run CTV advertising and mobile campaigns targeting identical audiences during evening viewing windows
• Increase search budgets during active CTV flights because streaming audiences research products immediately after seeing ads
• Activate social media campaigns on platforms during commercial breaks when viewers naturally check their phones
• Schedule email campaigns during or immediately after CTV flight periods to reinforce messaging

Without coordination, you miss immediate purchase intent. When your CTV ad generates brand awareness, competing brands with active search campaigns capture the interest you’ve created.

Set up proper attribution and measurement

Cross-platform campaigns need systems that connect your CTV ad exposure to customer actions on other devices. Without proper measurement, you cannot determine if your streaming campaign is actually driving results.

Here’s a simple example: someone sees your CTV ad while streaming Netflix, then searches for your product on their phone two hours later. Your measurement system needs to connect that search back to the original CTV exposure.

Track what matters:

• Search increases during and after CTV campaigns
• Website visits from mobile devices by CTV-exposed audiences
• Social media engagement spikes during streaming campaigns
• Conversions that happen within 1-2 weeks of CTV exposure

Different streaming devices, such as Fire TV, Roku, Apple TV, and smart TV platforms, offer varying measurement capabilities. Select platforms that offer the audience data your campaigns require to demonstrate results.

Coordinate budgets across channels

Budget allocation between CTV and other digital channels determines campaign success. Think of it this way: your CTV ad creates interest, but you need search and mobile campaigns active to capture that interest when people act on it.

Here’s a simple budget example: You have $50,000 for a streaming campaign. Instead of spending it all on CTV ads, split it strategically to capture the complete customer journey.

Smart budget coordination:

• Put most of your budget toward CTV for primary reach – this is your main awareness driver
• Reserve 20-30% for boosting search campaigns during CTV flights – people will search for your product after seeing the TV ad
• Keep 10-15% for mobile and social retargeting of people who saw your CTV ads
• Build in flexibility to shift money toward channels that perform best

Monitor the cost of acquiring customers through each channel during CTV campaigns. Search and mobile often become more efficient when people have already seen your television advertising – they’re primed to convert, so your acquisition costs drop.

Unlock the full potential of Connected TV advertising

Connected TV has changed the rules of digital advertising, but its full potential relies on the technology behind it. At Spyrosoft, we design and deliver systems that enable advanced targeting, accurate attribution, and seamless cross-platform integration. These solutions help organisations and their partners run campaigns that scale across every screen.

See our Media & Entertainment offer to learn how we can support your organisation.

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