Connected TV is any platform that delivers professionally produced TV content and serves adverts within it. Connected TV content is delivered over the internet to devices like smart TVs, streaming sticks, game consoles and set-top boxes.
Toast TV is a TV advertising agency in London, we’re experts at producing adverts for CTV. We’ve worked with brands like Moneybox, Loaf Sofa and Wayfair.
These terms refer to either the delivery method or the content owner. Because connected TV is delivered via the internet, broadcasters and advertisers can target viewers precisely. Linear TV refers to broadcast content shown on a schedule, with no advertiser control. Broadcaster video on demand (BVOD) often uses the same content as linear TV, but broadcasters and advertisers have limited viewer information, which limits targeting. OTT means over-the-top television; it distinguishes itself from closed-loop cable TV. A set-top box delivers the TV advertising formats and channels.
CTV advertising spend grew 21% in 2025 and is projected to grow another 15% in 2026. IAB UK reports spend at £1.62bn in 2023 and forecasts overall spending of £2.94bn by 2028.CTV’s highly targeted nature is pulling advertising budgets from linear TV as advertisers try to replicate the precise budgeting available in display advertising. In 2026, most of Toast TV’s campaign deliverables now include CTV assets.
CTV is sold on an impressions basis, with CPM (cost per thousand impressions). UK TV advertising costs vary, but a good guide is £30-£60 for lower-tier inventory and £90-£110 for more superior inventory.
Platforms differ on how they count an impression; look for impressions counted when an ad is watched to completion. Unlike web display ads, CTV adverts are generally full-screen and can’t be skipped.
CTV is a great entry point into TV advertising for smaller brands. Universal Ads reaches over 35 million UK households across Channel 4, ITV, and Sky through a single unified campaign, with no minimum spend.
There are a few routes to buying CTV. You can approach each platform’s sales team directly, but without scale, you’ll get rate card deals. Another route is to buy programmatically via platforms like Amazon DSP or The Trade Desk; these offer more control but add complexity that may require SQL experts to configure correctly.
Another self-serve route is Universal Ads; it has a more familiar dashboard interface reminiscent of social media buying platforms. Universal Ads lets you repurpose social media assets and includes a built-in AI video generator. The AI slop backlash is now in full swing; be careful not to ruin your brand with a cheap-looking TV advert.
The final route for those looking for help making the most of CTV is to use a media-buying agency. They can advise on the best course of action and, because media buyers have established industry deals, spend your budget wisely.
CTV offers several formats, each serving a different purpose. Traditional in-stream ads help build brand awareness. Pause ads show when the viewer pauses the stream; they are available on Netflix, Prime Video, and ITVX.
Interactive and shoppable ads support impulse purchases; viewers can interact with the ad via a QR code or their remote. Sponsorships are available on Disney+, which has activated more than 50 in the UK. Finally, Prime Video has a new location-based feature that lets national campaigns show local offers by region.
Targeting is where CTV really excels; it can target households and demographics, including partial postcodes, genres, and regional targets. Advertisers with their own client data can use a data clean room to match it with the platform’s data safely, without GDPR implications.Always remember you’re targeting a household screen; the matching is tight - not magical.
As with all ads, make it clear and make it stand out. Nobody wants to watch wallpaper. CTV ads need simple messaging that is yours alone and cannot be confused with a competitor’s. Because you’re steps ahead of linear TV ad targeting, keep the CTA simple and efficient. Toast TV can help with TV advert production, from concept to broadcast.
CTV works brilliantly for brands reaching younger audiences and challengers that want to test TV advertising before scaling. Brands with specific regional offers should also use CTV’s targeting features. If you’re a big brand or want to scale fast, choose linear. Linear’s mass reach can build a customer base faster than CTV’s cherry-picked audience pockets.
Use the form below to tell use about your next project. See our TV campaigns. Talk to Toast about a CTV campaign.
Through Barb, platform reporting, tracking pixels and outcome tools such as Lantern. Independent measurement varies by platform.
Yes. Most platforms offer regional or postcode targeting, and Prime Video now offers location-based ad versions.
Yes, through self-serve platforms like Universal Ads, regional targeting and smaller test budgets. It's priced per thousand impressions. Entry ranges from no minimum on self-serve platforms to managed campaigns with minimum budgets.
Ads served to TV screens through internet-connected devices within streaming content. Platforms include: Netflix, Prime Video, Disney+, ITVX.
