{"id":19633,"date":"2026-03-24T09:22:48","date_gmt":"2026-03-24T08:22:48","guid":{"rendered":"https:\/\/inprofit.eu\/?p=19633"},"modified":"2026-03-23T11:53:59","modified_gmt":"2026-03-23T10:53:59","slug":"ctv-advertising-the-end-of-linear-television","status":"publish","type":"post","link":"https:\/\/inprofit.eu\/en\/paid-media-en\/ctv-advertising-the-end-of-linear-television\/","title":{"rendered":"CTV advertising: The end of linear television"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Viewers no longer wait for content to be programmed for them; they choose what, when and where to watch it. For brands, this presents an unprecedented opportunity: to <strong>marry the visual impact of the big screen with the surgical precision of digital marketing.<\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">If your brand hasn&#8217;t yet explored <strong>CTV advertising<\/strong>, you&#8217;re missing out on the most valuable inventory in today&#8217;s advertising ecosystem. In this guide, we break down how to master this channel to maximize your authority and conversion in 2026. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-que-es-la-publicidad-ctv-y-por-que-es-el-canal-rey-en-2026\">What is CTV Advertising and why is it the king channel in 2026?<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>CTV (<a href=\"https:\/\/inprofit.eu\/en\/advertising-ads\/t-commerce-from-spot-to-shopping-cart-in-one-click\/\" type=\"post\" id=\"19007\" target=\"_blank\" rel=\"noreferrer noopener\">Connected TV<\/a>) Advertising<\/strong> refers to ads displayed on any TV connected to the internet, either through its own operating system<strong>(Smart TV<\/strong>) or through external devices such as Chromecast, Apple TV or video game consoles.<\/p>\n\n<p class=\"wp-block-paragraph\">Unlike traditional interruptive advertising, CTV is integrated into an environment where the user has a <strong>high predisposition to consume<\/strong>, which raises attention rates to levels that social networks can no longer reach.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-diferencias-clave-entre-ctv-y-ott\">Key differences between CTV and OTT<\/h3>\n\n<p class=\"wp-block-paragraph\">It is common to confuse these terms, but understanding their distinction is vital to your strategy:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>OTT (Over-The-Top):<\/strong> refers to content (streaming service such as Netflix or Disney+).<\/li>\n\n\n\n<li><strong>CTV (Connected TV):<\/strong> Refers to the physical device where the content is consumed.<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\" id=\"h-el-papel-de-la-compra-programatica-en-la-television-actual\">The role of programmatic buying in television today<\/h3>\n\n<p class=\"wp-block-paragraph\">Thanks to the evolution of <a href=\"https:\/\/inprofit.eu\/programatica\/publicidad-paid-media-programatica\/\" type=\"post\" id=\"2815\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic advertising<\/a>, we can now buy real-time CTV (RTB) space. This allows two neighbors, watching the same soccer match, to see completely different ads based on their interests and previous browsing behavior. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-beneficios-estrategicos-de-invertir-en-tv-conectada\">Strategic benefits of investing in Connected TV<\/h2>\n\n<p class=\"wp-block-paragraph\">Investing in CTV is not just about &#8220;being on TV&#8221;. It&#8217;s about leveraging a guaranteed <strong>brand safety<\/strong> environment with digital measurement capabilities. <\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><td><strong>Feature<\/strong><\/td><td><strong>Traditional TV (Linear)<\/strong><\/td><td><strong>CTV Advertising (2026)<\/strong><\/td><\/tr><\/thead><tbody><tr><td><strong>Segmentation<\/strong><\/td><td>Mass Demographics (Age\/Sex)<\/td><td>Based on interests, context and own data<\/td><\/tr><tr><td><strong>Flexibility<\/strong><\/td><td>Long-term closed contracts<\/td><td>Real-time purchasing and daily optimization<\/td><\/tr><tr><td><strong>Interactivity<\/strong><\/td><td>Null<\/td><td>High (QR codes, shoppable ads)<\/td><\/tr><tr><td><strong>Cost of entry<\/strong><\/td><td>Very high<\/td><td>Scalable (Suitable for SMBs and large brands)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<ul class=\"wp-block-list\">\n<li><strong>Hyperlocal Targeting:<\/strong> As with <a href=\"https:\/\/inprofit.eu\/programatica\/rtb-programatica-en-tiempo-real\/\" type=\"post\" id=\"2800\" target=\"_blank\" rel=\"noreferrer noopener\">local RTB<\/a> campaigns, you can target only users in a specific city or neighborhood.<\/li>\n\n\n\n<li><strong>Cross-Device Measurement:<\/strong> You can find out if someone who saw your ad on Smart TV ended up buying on their smartphone hours later.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\" id=\"h-como-crear-una-campana-de-publicidad-ctv-ganadora\">How to Create a Winning CTV Advertising Campaign<\/h2>\n\n<p class=\"wp-block-paragraph\">To be successful in 2026, it is no longer enough to reuse a YouTube spot. <strong>CTV advertising<\/strong> requires an adapted approach. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-segmentacion-por-datos-first-party-data\">Segmentation by data (First-Party Data)<\/h3>\n\n<p class=\"wp-block-paragraph\">In a world without third-party cookies, <strong>first-party data<\/strong> is the oil of marketing. Integrating your CRM with CTV platforms makes it possible to exclude current customers from acquisition campaigns or <a href=\"https:\/\/inprofit.eu\/retargeting\/retargeting-sin-cookies-no-hay-paraiso\/\" type=\"post\" id=\"3244\" target=\"_blank\" rel=\"noreferrer noopener\">retarget<\/a> users who abandoned their shopping cart on your website. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-creatividades-interactivas-y-personalizadas-por-ia\">Interactive and AI-personalized creative<\/h3>\n\n<p class=\"wp-block-paragraph\">The trend for this year is <strong>dynamic personalization<\/strong>. Using generative AI, you can create variations of your video that change based on weather, time of day or viewer location, increasing relevance and CTR exponentially. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-que-saber-antes-de-irte\">What to know before you go?<\/h2>\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1774260163796\"><strong class=\"schema-faq-question\"><strong>Is CTV advertising too expensive for a small business?<\/strong><\/strong> <p class=\"schema-faq-answer\">Not necessarily. By operating under programmatic bidding models, you can set tight daily budgets, similar to what you would do in <a href=\"https:\/\/inprofit.eu\/en\/google-ads-agency\/\" type=\"page\" id=\"5907\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads.<\/a> <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774260178923\"><strong class=\"schema-faq-question\"><strong>Which platforms allow CTV advertising?<\/strong><\/strong> <p class=\"schema-faq-answer\">Almost every major content layer: from FAST (Free Ad-supported Streaming TV) services like Pluto TV or Rakuten, to ad-supported versions of Netflix, Disney+ and Amazon Prime Video.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774260196511\"><strong class=\"schema-faq-question\"><strong>How are results measured at CTV?<\/strong><\/strong> <p class=\"schema-faq-answer\">The main metrics are <strong>VCR (Video Completion Rate)<\/strong> and <strong>Brand Lift<\/strong>. However, in 2026 it is already standard to measure offline attribution (visits to physical store after viewing the ad). <\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774260251331\"><strong class=\"schema-faq-question\"><strong>Can I use QR codes in my TV commercials?<\/strong><\/strong> <p class=\"schema-faq-answer\">Yes, it is one of the best tactics to encourage interactivity and measure immediate direct response from the viewer&#8217;s cell phone.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1774260280047\"><strong class=\"schema-faq-question\"><strong>How long should a CTV advert be?<\/strong><\/strong> <p class=\"schema-faq-answer\">The most effective formats are usually 15 to 30 seconds, ensuring that the main message is delivered in the first 5 seconds.<\/p> <\/div> <\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion-el-futuro-de-tu-marca-esta-conectado\">Conclusion: The future of your brand is connected.<\/h2>\n\n<p class=\"wp-block-paragraph\">CTV advertising is no longer a trend but a mandatory pillar of any 360\u00b0 marketing strategy. <strong><a href=\"https:\/\/inprofit.eu\/paid-media\/marketing-360-en-tu-estrategia-paid-media\/\" type=\"post\" id=\"2947\" target=\"_blank\" rel=\"noreferrer noopener\">360\u00b0 marketing strategy.<\/a><\/strong>. It offers the best of both worlds: the prestige of television and the intelligence of data. <\/p>\n\n<p class=\"wp-block-paragraph\">Is your brand ready to make the leap to the largest screen in the home with a precision strategy?<\/p>\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/inprofit.eu\/en\/marketing-study\/program\/\" type=\"page\" id=\"4113\" target=\"_blank\" rel=\"noreferrer noopener\">Discover our Programmatic and CTV Advertising services<\/a><\/strong> and let experts position your message where your audience is really looking.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know that in 2025, connected TV consumption will surpass cable TV in European households by 40% for the first time?<\/p>\n","protected":false},"author":7,"featured_media":19634,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[197],"tags":[1247,1194,221],"class_list":["post-19633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media-en","tag-ctv-advertising","tag-digital-tv-advertising","tag-paid-media-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>CTV Advertising: Master Guide to Mastering Connected TV<\/title>\n<meta name=\"description\" content=\"Discover how CTV Advertising is revolutionizing ROI. 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We boost your growth with customized solutions, integrating innovation, creativity and technology to maximize your impact in the digital and physical world. \",\"email\":\"info@inprofit.eu\",\"telephone\":\"+34965594272\",\"legalName\":\"Inprofit Consulting SL\",\"foundingDate\":\"2018-10-18\",\"vatID\":\"B42605055\",\"taxID\":\"B42605055\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"11\",\"maxValue\":\"50\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/#\\\/schema\\\/person\\\/744f8a362f225bd2bbed4c1dfbef0f13\",\"name\":\"Miriam Agull\u00f3\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/inprofit.eu\\\/wp-content\\\/litespeed\\\/avatar\\\/81446a7ecafaf8d5d80e4e1eb9e3d8be.jpg?ver=1782807036\",\"url\":\"https:\\\/\\\/inprofit.eu\\\/wp-content\\\/litespeed\\\/avatar\\\/81446a7ecafaf8d5d80e4e1eb9e3d8be.jpg?ver=1782807036\",\"contentUrl\":\"https:\\\/\\\/inprofit.eu\\\/wp-content\\\/litespeed\\\/avatar\\\/81446a7ecafaf8d5d80e4e1eb9e3d8be.jpg?ver=1782807036\",\"caption\":\"Miriam Agull\u00f3\"},\"description\":\"Especialista en SEO y Paid Media | Google Ads, Meta Ads, LinkedIn Ads &amp; Search Console en vena Optimizo visibilidad org\u00e1nica + escalo adquisici\u00f3n pagada con ROAS obsesivo y estrategias data-driven. Especialista en Performance Digital, Core Web Vitals, E-E-A-T, algoritmos de subasta, attribution multi-touch y maximizar LTV\\\/CAC.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/miriam-agull-giner-2389a531\\\/\"],\"jobTitle\":\"Especialista en SEO & Paid media\",\"worksFor\":\"Inprofit Consulting S.L.\",\"url\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/author\\\/miriam-agullo\\\/\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/paid-media-en\\\/ctv-advertising-the-end-of-linear-television\\\/#faq-question-1774260163796\",\"position\":1,\"url\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/paid-media-en\\\/ctv-advertising-the-end-of-linear-television\\\/#faq-question-1774260163796\",\"name\":\"Is CTV advertising too expensive for a small business?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Not necessarily. By operating under programmatic bidding models, you can set tight daily budgets, similar to what you would do in <a href=\\\"https:\\\/\\\/inprofit.eu\\\/en\\\/google-ads-agency\\\/\\\" type=\\\"page\\\" id=\\\"5907\\\" target=\\\"_blank\\\" rel=\\\"noreferrer noopener\\\">Google Ads.<\\\/a> \",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/paid-media-en\\\/ctv-advertising-the-end-of-linear-television\\\/#faq-question-1774260178923\",\"position\":2,\"url\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/paid-media-en\\\/ctv-advertising-the-end-of-linear-television\\\/#faq-question-1774260178923\",\"name\":\"Which platforms allow CTV advertising?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Almost every major content layer: from FAST (Free Ad-supported Streaming TV) services like Pluto TV or Rakuten, to ad-supported versions of Netflix, Disney+ and Amazon Prime Video.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/paid-media-en\\\/ctv-advertising-the-end-of-linear-television\\\/#faq-question-1774260196511\",\"position\":3,\"url\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/paid-media-en\\\/ctv-advertising-the-end-of-linear-television\\\/#faq-question-1774260196511\",\"name\":\"How are results measured at CTV?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"The main metrics are <strong>VCR (Video Completion Rate)<\\\/strong> and <strong>Brand Lift<\\\/strong>. 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