CTV Advertising: A Complete Guide to Connected TV Marketing

For the first time, cannabis brands can share a screen with Nike, Netflix, and the NFL. A few years ago, that would have been impossible. National networks refused cannabis ads, and streaming platforms were still finding their footing. Today, connected TV (CTV) has rewritten the rules. It blends the reach of traditional television with the precision of digital targeting, allowing brands to appear on ad-supported streaming services viewed on smart TVs, consoles, and devices like Roku or Fire TV.

This is not cable. It is a data-driven, programmatic marketplace where advertisers bid in real time to reach verified, engaged audiences. For regulated industries like cannabis and CBD, it is one of the few compliant ways to run full-screen, premium video campaigns.

In this guide, we explain what CTV advertising is, how it works, which platforms and strategies deliver the best results, and why it is changing the way modern brands reach consumers on the biggest screen in the house.

See how we implement compliant streaming campaigns through our Cannabis CTV Advertising Services.

Understanding CTV Advertising

Before diving into the mechanics, let’s clarify two related terms often used interchangeably: 

Connected TV (CTV) and Over-The-Top (OTT).

• OTT (Over-The-Top) means streaming content delivered via the internet rather than through cable or satellite providers such as Netflix, Hulu, or Peacock.
  
• CTV describes the devices that stream this content, such as smart TVs, connected boxes, and gaming consoles.
  

In short, OTT is the content while CTV is the screen. If you are still unsure how the two differ, read our detailed comparison of OTT vs CTV to see how each channel fits into your overall video advertising strategy.

As viewers continue to “cut the cord,” ad budgets are shifting. According to industry reports, more than two-thirds of U.S. households now use ad-supported streaming services. It’s a massive migration that makes CTV one of the fastest-growing ad channels in digital marketing.

CTV ads are delivered programmatically, meaning automated, data-driven systems decide which ads appear, to whom, and when. Here’s how the process works:

• Advertiser / Brand: Defines campaign objectives, target audiences, and budgets.
  
• Demand-Side Platform (DSP): Automates real-time bidding for available CTV inventory.
  
• Publisher / App: Hosts ad-supported content and delivers the video ad.
  
• Audience Targeting Layer: Uses household data, behavior, and location to keep placements relevant.
  

Performance metrics such as completion rate, view-through rate, and conversion tracking provide a transparent view of campaign effectiveness, something traditional TV never could.

Benefits of CTV Advertising

CTV gives brands the precision of digital with the impact of TV, an unmatched combination for engagement and ROI.

Highly Targeted: Reach audiences based on demographics, location, interests, and even purchase behavior. You can advertise to households most likely to convert instead of broadcasting to everyone.

Premium Inventory: Your brand appears alongside long-form, professionally produced content in brand-safe environments.

High Engagement: CTV ads typically play full-screen and are non-skippable, so your message gets seen in its entirety.

Measurable Results: Track key metrics like completion rate, view-through rate, and ROAS to evaluate campaign performance.

Cross-Device Impact: Because CTV campaigns can extend to mobile, desktop, and tablet, your message follows viewers across multiple touchpoints. The result is higher brand recall, more qualified traffic, and stronger conversions.

Want to understand how CTV fits into the programmatic ecosystem? Learn more in our Programmatic Advertising Academy Guide.

How to Advertise on CTV

Getting started with advertising on CTV is easier than most marketers think. Follow these key steps to build an effective campaign:

1. Define Campaign Goals: Determine whether your objective is brand awareness, engagement, or driving conversions.
   
2. Choose a Platform: Work with a trusted DSP or a partner agency experienced in CTV advertising platforms.
   
3. Segment Audiences: Leverage first-party data, location, and interest-based targeting for maximum precision.
   
4. Develop Creative Assets: Produce 15–30 second video ads optimized for streaming environments. Keep visuals simple, captions clear, and messaging emotionally resonant.
   
5. Set Budget & Bidding: CTV operates on a CPM (cost per thousand impressions) model. Establish daily caps to control spend and test multiple bid ranges.
   
6. Launch & Measure: Track key metrics such as completion rate, click-through rate (CTR), and ROAS.
   
7. Optimize Continuously: Rotate creatives, test new audience segments, and adjust bids monthly to sustain performance.
   

Each iteration sharpens your strategy and improves your return on ad spend.

CTV Advertising for Regulated Industries

For highly regulated sectors such as cannabis, CBD, alcohol, and political advertising, CTV offers a rare opportunity to run compliant digital campaigns without relying on restricted ad networks.

Compliance Benefits: Unlike broadcast or cable, CTV does not fall under FCC regulations, allowing brands to advertise legally within state-approved markets.

Geo-Targeting & Age Gating: Limit your ad delivery to approved regions and verified 21+ audiences.

Brand Safety: CTV inventory is curated and premium, protecting your brand from being placed next to inappropriate or non-compliant content.

Measurement Transparency: Every impression and completion can be tracked, providing accountability and performance visibility.

Platforms like MediaJel’s Cannabis CTV Advertising Solutions make it possible to reach compliant, verified audiences across streaming networks with confidence and precision.

CTV Advertising Examples

To see what’s possible, consider a few common CTV advertising examples that modern marketers use to engage viewers:

• Sequential Storytelling: Deliver multiple ad variations to guide viewers through the buyer’s journey.
  
• Geo-Localized Offers: Tailor messaging to nearby locations, events, or promotions.
  
• Cross-Channel Retargeting: Re-engage viewers who saw your CTV ad with follow-up mobile or desktop display campaigns.
  
• Interactive Overlays: Some platforms support QR codes or “shop now” features that connect directly to landing pages.
  

These tactics make CTV both creative and performance-driven, ideal for brands ready to scale awareness and conversions at the same time.

Wrapping It Up: CTV Is Cannabis Marketing’s Big Break

For the first time, cannabis marketers can compete for the same screen space as the biggest household names and stay fully compliant while doing it. CTV has transformed what was once a regulatory barrier into a strategic opportunity. Combining programmatic precision with premium placement, CTV advertising helps your brand appear exactly where audiences are watching, legally, effectively, and at scale. Connect with MediaJel to design a compliant CTV strategy that brings your message to millions.

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