Build your message for television viewing through supported streaming placements.
Give viewers a way to explore your offer using supported QR or remote-control formats.
Connect TV and mobile activity where household matching and inventory support it.
Review delivery and interaction metrics against agreed campaign goals.
Build an audience plan around relevant content, locations and available data. Targeting coverage varies by publisher, device environment and buying platform.
Where supported by participating data providers, ACR signals can help identify viewing patterns for audience planning. Availability depends on the data source and permissions; ACR does not give every campaign access to every household's viewing activity.
Use eligible customer data to build matched audiences or exclusions where supported. We confirm the onboarding route, permitted use and available match coverage before activation.
Plan campaigns using available audience segments relevant to your offer. Segment attributes may be modelled or household-based and should not be treated as verified details about each person watching.
Select inventory using available content information, such as language, genre or programme category. Contextual selection helps align your message with the viewing environment.
Consider permitted audience segments based on relevant activity signals where available. The media plan should identify the data source, coverage and limitations before these segments are used.
Plan a series of messages that introduces your brand, explains the offer and invites a response. Delivery order depends on the platform's ability to recognise eligible devices or households across exposures.
Connected TV advertising reaches people watching streamed content on internet-connected televisions, including smart TVs and TVs using streaming devices. Ads appear within supported apps and publisher environments, with buying options determined by the available inventory.
OTT describes content delivered over the internet and can include viewing on phones, computers and TVs. CTV refers to the television device environment. Programmatic describes a method of buying advertising; it is not a separate type of screen.
Choose an interaction that fits the viewer's next step, then define how it will be measured. Features depend on the creative format and publisher integration.
Coordinate supported TV and mobile placements around eligible household matches. This can help continue a campaign message across screens, but a household match does not establish that the same individual saw both ads.
Add a QR-enabled response route to supported TV creative. Viewers can use a compatible phone to open a mobile landing page, form or interactive experience. A browser-based destination can avoid the need for a separate app download.
Help interested viewers explore products and continue towards a purchase through a QR-linked mobile destination or supported remote-control interaction. The available shopping journey depends on the publisher, creative and destination setup.
Plan research to assess awareness, recall or consideration when the campaign can support an appropriate study. A lift study needs a suitable comparison design and sufficient responses. A survey of exposed viewers alone can provide feedback but does not establish incremental brand lift.
CTV can combine a television viewing experience with digital media planning and reporting. Its value depends on audience fit, inventory quality, creative and the measurement available for your campaign.
CTV can support large-screen video storytelling, audience selection and QR-enabled response routes when the inventory and campaign setup support them.
Full-screen delivery and video completion do not prove that a person paid attention, remembered the brand or made a purchase.
Show the Experience. Define the Metrics.
MRN Digital's published CEAT example describes an interactive experience on CarzOnWheel that invited users to scan a QR code and explore a phone-camera-based tyre assessment. It illustrates a response journey from an ad to a mobile experience. Confirm the delivery environment and campaign report before presenting this example as a CTV result. A camera-based experience should not be described as a substitute for a professional tyre inspection.
Response Journey
Interaction
Campaign Measurement
Select formats and reporting measures together, so the campaign has a clear definition of delivery, interaction and response.
Brand lift is a measurement option, not an ad format. Confirm format availability in the campaign proposal.
Understand where CTV campaigns can run, how interactive responses work and which targeting options are available.
Reach depends on the participating publishers, their apps and the inventory available through the selected buying route. A connected TV agency should confirm the proposed publisher coverage, supported devices and formats in your media plan. Compatibility with a device does not mean access to every app on that device.
A QR code can open a web page directly in a compatible phone browser, so a separate app is not necessary for a browser-based experience. Camera permissions, browser support and other requirements depend on the destination. The response journey should be tested before launch.
Location targeting may be available at country, regional or city level, depending on the publisher and buying platform. Finer targeting is not available everywhere and location signals are not perfectly precise. MRN Digital confirms the supported geography and expected coverage during planning.
Share your target audience, markets, budget and campaign goal. MRN Digital will help you explore the CTV formats, interactive options and reporting approach suited to your brief.