Paid Media · Service 13
Technical SEO Audit. Connected TV advertising on premium streaming inventory. Crawlability, indexability, Core Web Vitals, schema, internal architecture — examined with surgical rigour, prioritised by commercial impact.
Linear TV is collapsing. Streaming is winning fast.
The reach traditional TV used to offer now sits on Netflix,
Disney+, Hulu, Roku and Samsung TV+ — with addressable targeting
linear TV could never deliver and conversion attribution
linear TV could never imagine. The brands buying CTV seriously now
are positioning for a media landscape that's already arrived.
Connected TV is the medium traditional television always wanted to be. The reach is comparable — 85%+ household streaming penetration in most major markets. The addressability is dramatically better — household-level targeting, addressable demographics, contextual programme alignment. The measurement is unrecognisable — view-through to website, in-store visits via mobile-ID matching, attributable revenue at the household level.
Most agencies still execute CTV like cheaper linear TV — broad reach buys, generic creative, no measurement infrastructure. The brands winning CTV in 2026 execute it like premium digital with TV-quality inventory: addressable targeting, frequency capping, household-level attribution, creative tested with the rigour social platforms require. The discipline is fundamentally digital, even when the screen is the living room TV.
Every audit covers four pillars. Each pillar is a deep dive — not a checklist tick.
Direct platform deals (Netflix, Disney+, Hulu) vs. programmatic CTV via DV360 and The Trade Desk. Addressable demographics, household targeting, contextual programme alignment. The mix decides whether budget reaches your audience or scatters across general streaming inventory.
15-second and 30-second spots produced for streaming consumption (different cadence than TV broadcasts), 6-second bumpers for in-stream insertion, vertical adaptations for mobile streaming. Creative engineered for living-room viewing without the audio assumptions traditional TV makes.
Household-level demographic targeting, behavioural cohorts via streaming platforms' first-party data, location-based household segmentation, lookalike modelling from existing customer households. The targeting layer linear TV could never offer.
Household-level conversion attribution via mobile-ID matching, site-visitation lift studies, brand search lift, in-store visit attribution where retail is involved. CTV measurement is dramatically more sophisticated than linear TV — and most agencies don't configure it.
Where does your audience watch streaming? Premium subscription tiers (Netflix Premium, Disney+ Premium) skip ads entirely; ad-supported tiers (Hulu, Peacock, Netflix Standard with Ads, Disney+ Basic) carry the inventory. The right inventory mix depends on audience composition.
Direct platform deals (typically Netflix, Hulu, Disney+) for guaranteed inventory and contextual targeting. Programmatic CTV via DV360 or The Trade Desk for scaled reach across the long tail of streaming platforms. Most engagements need both.
Frequency capping (max 3-5 impressions per household per week — CTV viewers don't tolerate the repetition linear TV trained them to expect), brand safety filters, creative rotation cadence, household-level reporting.
Quarterly brand-lift studies, geo-experiment incrementality testing, household-level attribution analysis. CTV measurement compounds with deliberate study cadence — and atrophies without it.
Linear TV measures impressions — gross rating points, frequency, reach percentages. CTV measures households — which specific households were exposed, how often, with what creative, and whether those households subsequently visited your site, store, or made a purchase. The shift from impressions to households changes the entire economics of TV advertising — and creates accountability traditional TV agencies built careers around avoiding.
Most CTV agencies are former linear TV agencies who relabelled their offering. They sell impressions because impressions are what they know how to sell. The agencies actually winning CTV are digital-native organisations applying digital measurement standards to TV-quality inventory. The discipline is digital; the screen is incidental.
A D2C cosmetics brand wanted broadcast-style reach but couldn't justify €500K+ traditional TV buys. We built a CTV programme: direct deal with Hulu in the brand's priority demos, programmatic CTV via The Trade Desk for scaled reach, household-level attribution via Innovid measurement, and 30-second spots produced for streaming. Six months of €40K monthly spend produced €840K in attributed incremental revenue and brand-lift studies showing 22% awareness lift in target households.
We'd looked at TV for years and dismissed it as too expensive and too unmeasurable. CTV gave us TV-quality reach at digital-quality measurement. The lift studies showed the work was actually generating awareness in our target households — and the attribution showed the awareness was converting to revenue.
A technical audit is most powerful when followed by these complementary services.
CTV inventory increasingly runs through programmatic exchanges. Programmatic CTV is one of the fastest-growing programmatic categories — most premium programmatic engagements include CTV as meaningful spend share.
Explore →YouTube TV viewing has become a meaningful share of total YouTube watching. CTV strategy and YouTube strategy increasingly overlap for brands with broad-reach objectives.
Explore →CTV requires specifically-produced video creative. Production capacity in 15-second and 30-second formats is the binding constraint for most CTV programmes.
Explore →Plan addressable TV
Book a 30-minute scoping call. We'll review your category, your audience, and your existing video assets — then quote a possible CTV engagement built around addressable targeting and household-level attribution.