ctv-ads

When the user wants to run CTV, OTT, or streaming TV ads. Also use when the user mentions "CTV ads," "connected TV," "OTT advertising," "streaming ads," "TV ads," "Hulu ads," "Roku ads," "YouTube TV ads," or "programmatic TV." For paid mix, use paid-ads-strategy.

313 stars

Best use case

ctv-ads is best used when you need a repeatable AI agent workflow instead of a one-off prompt.

When the user wants to run CTV, OTT, or streaming TV ads. Also use when the user mentions "CTV ads," "connected TV," "OTT advertising," "streaming ads," "TV ads," "Hulu ads," "Roku ads," "YouTube TV ads," or "programmatic TV." For paid mix, use paid-ads-strategy.

Teams using ctv-ads should expect a more consistent output, faster repeated execution, less prompt rewriting.

When to use this skill

  • You want a reusable workflow that can be run more than once with consistent structure.

When not to use this skill

  • You only need a quick one-off answer and do not need a reusable workflow.
  • You cannot install or maintain the underlying files, dependencies, or repository context.

Installation

Claude Code / Cursor / Codex

$curl -o ~/.claude/skills/ctv-ads/SKILL.md --create-dirs "https://raw.githubusercontent.com/kostja94/marketing-skills/main/skills/paid-ads/formats/ctv-ads/SKILL.md"

Manual Installation

  1. Download SKILL.md from GitHub
  2. Place it in .claude/skills/ctv-ads/SKILL.md inside your project
  3. Restart your AI agent — it will auto-discover the skill

How ctv-ads Compares

Feature / Agentctv-adsStandard Approach
Platform SupportNot specifiedLimited / Varies
Context Awareness High Baseline
Installation ComplexityUnknownN/A

Frequently Asked Questions

What does this skill do?

When the user wants to run CTV, OTT, or streaming TV ads. Also use when the user mentions "CTV ads," "connected TV," "OTT advertising," "streaming ads," "TV ads," "Hulu ads," "Roku ads," "YouTube TV ads," or "programmatic TV." For paid mix, use paid-ads-strategy.

Where can I find the source code?

You can find the source code on GitHub using the link provided at the top of the page.

SKILL.md Source

# Paid Ads: CTV / Streaming TV

Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## What Is CTV / OTT

- **CTV (Connected TV)**: Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads
- **OTT (Over-the-top)**: Video delivered over the internet (Hulu, Peacock, Paramount+, etc.)
- **Streaming share**: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing)

## Why CTV

| Advantage | Detail |
|-----------|--------|
| **High completion** | ~95% ad completion rate vs lower on mobile/desktop |
| **Unskippable** | Most CTV inventory is non-skippable pre-roll/mid-roll |
| **Targeting** | Demographics, interests, location, household data |
| **Underinvested** | CTV received ~7% of ad spend despite ~18% of media time (2024) |

## Ad Formats

| Format | Use |
|--------|-----|
| **Pre-roll / Mid-roll** | Standard video; 15–30 sec |
| **Interactive** | Drives engagement; ~71 sec additional time vs standard |
| **QR / URL** | Direct response; track offline-to-online |

## Platforms & Buying

- **Programmatic**: DSPs (The Trade Desk, etc.); audience-based buying
- **Direct**: Hulu, Roku, YouTube TV, Peacock—platform-specific deals
- **Google**: YouTube on TV; part of Video campaigns

## Metrics

| Metric | Use |
|--------|-----|
| **Completion rate** | % who watch full ad; CTV typically 95%+ |
| **Reach / frequency** | Household reach; avoid over-frequency (e.g., <7) |
| **CPM** | Cost per thousand impressions |
| **Attribution** | QR scans, URL visits; harder than web/app |

## Creative

- **Horizontal**: 16:9; TV screen format
- **Sound on**: Assume sound; design for audio
- **Brand focus**: CTV often awareness; clear brand, CTA

## UTM for CTV

Use `utm_medium=video` or `ctv` with `utm_source` (e.g., `hulu`, `roku`) for QR/URL campaigns. Tag links in interactive CTV ads for attribution.

## Pre-Launch Checklist

- [ ] Creative in 16:9; sound-on
- [ ] Targeting defined (demo, interests, geo)
- [ ] Attribution plan (QR, URL, brand lift)
- [ ] Frequency cap set
- [ ] Budget aligned with CPM expectations

## Related Skills

- **paid-ads-strategy**: Ad formats by medium; when to use TV vs web vs app
- **traffic-analysis**: UTM for CTV direct-response; attribution
- **analytics-tracking**: Conversion tracking for QR/URL campaigns

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