Streaming moved television onto addressable infrastructure. The storytelling did not change. What changed is that the household can be chosen, the view can be tied to the visit that followed, and the spend can be defended.
video completion floor on inventory we will buy
household frequency cap across a typical flight
branded search lift in exposed markets against holdout
made-for-advertising apps in the allow list
Selected clients
Every CTV audience we build starts from evidence the client already owns, then extends outward only as far as the measurement can follow.
Customer lists, lapsed accounts, and CRM stages matched to households, with current customers suppressed unless retention is the objective.
Service areas, trade zones, campus catchments, and postal-level coverage for organizations whose market has an edge on a map.
Purchase behaviour, category research, and in-market signals for households showing the pattern that precedes a decision.
Expansion from the segments already converting, sized against the measurement rather than the available inventory.
A selection of the specialists who lead and shape this work, supported by a broader multidisciplinary team.
Connected TV is video delivered to an internet-connected television through a streaming service or device. It looks like television because it is television: full screen, sound on, in the living room, usually unskippable. It behaves like digital because the impression carries an address.
That address is the whole argument. A broadcast buy reaches a daypart and a demographic estimate. A CTV buy reaches specific households, chosen from first-party lists, purchase behaviour, location history, or the segments already converting elsewhere in the program.
Most CTV disappoints because it is bought as a reach line item and reported as impressions. We plan it as an upper-funnel driver inside the wider media program, then hold it to site visits, branded search lift, and revenue rather than completion rate.
Inventory, audience segments, and measurement setup are documented in the client's name. Nothing about the program depends on us to keep running.
Representative inventory we buy against on connected TV. Networks and apps are selected per audience, then held to allow lists rather than open exchange defaults.
Streaming services
Hulu
Disney+
Peacock
Paramount+
Max
Netflix
Amazon Prime Video
Tubi
Pluto TV
CrackleDevice platforms
Roku
Samsung TV Plus
Vizio
LG Channels
YouTube TV
Sling TV
Fubo
Philo
DIRECTVNetwork programming
ESPN
AMC
Food Network
CNBC
USA Network
E!
HGTV
Discovery
TNT
Bravo
National Geographic
The Weather ChannelWe are platform-independent. Tooling is chosen per engagement, and every account is client-owned.
Hulu
Disney+
Peacock
Paramount+
Roku
Amazon Prime Video
YouTube TV
Samsung TV Plus
Pluto TV
GA4Six failure patterns we see repeatedly, and what we change about each.
If none of these describe the situation, we will say so before a proposal is written.
When almost nobody is querying the category yet, the demand has to be built. Video does that faster than any other format we buy.
Health systems, destinations, utilities, and public agencies that need household coverage inside a specific geography, not a national buy.
Programs with an existing broadcast budget and no way to prove what it returned. CTV keeps the reach and adds the measurement.
Higher education, healthcare, and major home services, where the decision takes months and familiarity decides the shortlist.
Accounts capturing most available intent. Growth from here comes from creating demand the search program can later harvest.
Campaigns that need household reach concentrated into a defined window, then measured against the sales it produced.
Bought on its own, Connected TV is an expensive awareness line that no one can defend. Bought alongside search, social, display, and geofencing, it raises the performance of every one of them and can be shown doing it.
In practice: audience built once and shared across channels, frequency managed across formats rather than per platform, creative planned as a family, and a single measurement model that decides what CTV actually contributed.
Fig. 02
Nobody buys from a television. The exposure happens on the largest screen in the house, and the response arrives on a phone minutes later or a laptop days later. Attribution has to follow the household, not the device.
Without device stitching, CTV shows up in reporting as a spike in branded search that nobody can account for.
Eight stages, run in order. Measurement design is agreed before any budget is committed.
Scoped per engagement. Most programs use four or five of the capabilities below.
First-party matching, behavioural and location signals, lookalike expansion, and suppression lists built once and reused across the program.
Direct and programmatic access to publisher-owned streaming supply, bought against a named allow list rather than an open exchange.
Fifteen and thirty second spots, sequenced narratives, and end frames written for the search or visit they are meant to cause.
Exposure stitched to mobile, desktop, and site sessions through a device graph, so the view and the visit belong to the same household.
Household level caps enforced across publishers and formats, with reach curves reported so saturation is visible before it is wasteful.
Geo holdouts and matched market tests that separate what CTV added from what the rest of the program would have delivered anyway.
CTV sized and sequenced alongside programmatic, search, social, and geofencing as one budget with one set of goals.
Exposure, lift, assisted revenue, and modeled contribution in one view, reconciled to what the business booked.
Fig. 03
The same sequence runs on every flight, which is what makes one quarter comparable to the next. Reporting is not the end of the campaign, it is the brief for the following one.
Measurement is designed in step two, before inventory is committed. Retrofitting it never produces a number worth defending.
Talk it through
Send a recent CTV or broadcast plan and your revenue definition. We will show you where the impressions ran, what can be measured today, and what has to change before the next flight.
01
Media planned and bought against the buying journey rather than the platform, with direct channels like email activated in the same plan. The focus is measurable performance, not simply placement, so every dollar reads cleanly against revenue.
Advertising
Biddable display, video, native, and audio inventory bought against audience quality and verified outcomes.
Advertising
Search demand captured at the moment of intent, bid against revenue rather than clicks.
Advertising
Audience-led social media buying built on creative testing, not boosted posts.
Advertising
Location-defined audiences built from real-world behavior, then measured to visits and revenue.
Advertising
One plan across channels, negotiated and stewarded by the people accountable for results.
Representative, not exhaustive. Regulated categories carry exclusion policies we maintain and review.
Health systems, medical groups, and specialty practices competing for patients who now begin their search inside an AI answer rather than a directory.
Destinations, hospitality groups, and attractions marketing to travelers across a long, distracted planning window.
Universities and colleges recruiting across programs, regions, and audiences, each with its own funnel and its own enrollment math.
Industrial and B2B manufacturers with long sales cycles, technical buyers, and pipeline that has to be traced back to the source.
Service businesses where every dollar of media is judged on booked jobs, call quality, and cost per acquisition.
Retailers and direct-to-consumer brands competing on margin, media efficiency, and repeat purchase rather than impressions.
Utilities, conservation programs, and clean energy organizations translating technical work into public understanding and enrollment.
County agencies, municipalities, and public programs that need reach, transparency, and reporting that survives a council meeting.
Pechanga Resort Casino
Tourism & Destination Marketing. Advertising.
Pechanga competes for discretionary time against every other entertainment option a household can choose from the sofa. Broad awareness buying reached people, but it could not prove which impressions moved anyone toward a booking, a visit, or a reservation inquiry.
Combined campaign impressions
Awareness was never the problem. The opportunity was proximity: making it effortless to find a nearby location at the exact moment of the decision. Most of those searches happened on a phone with immediate intent, someone wanting hours, directions, or the closest restaurant, not information about the brand.
Franchises | Advertising
7
High-intent local search patterns targeted
Franchises
Advertising
In-N-Out Burger
01 / 02
Writing from the team running this work, published as the field changes.
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Connected TV advertising places video on internet-connected televisions through streaming services and devices. The viewing experience is television: full screen, sound on, usually unskippable. The buying and measurement are digital, which means specific households can be selected and the response to the ad can be traced rather than estimated.
Broadcast buys a programme and a daypart, then estimates who saw it from panel data. CTV buys a household from real signals: your customer list, location, purchase behaviour, or the segments already converting. Frequency can be capped, existing customers can be excluded, creative can differ by segment, and the exposure can be connected to the site session and revenue that followed.
Hulu, Disney+, Peacock, Paramount+, Roku, Amazon Prime Video, YouTube TV, Samsung TV Plus, and Pluto TV, among others, bought through programmatic guaranteed deals, private marketplaces, or publisher direct. Platform selection follows where the audience actually watches and what the objective is, not availability.
Low CPM CTV inventory is often not television at all. It is muted autoplay video, small screen placements, or made-for-advertising apps built to absorb budget. Premium publisher supply means a real living room screen, sound on, a completion rate that reflects genuine attention, and a transparent report of every app the ad ran in. We work from a named allow list rather than an open exchange.
When search and social are already capturing most available intent, when the category has thin search volume and demand has to be created, when a defined geographic footprint needs household coverage, or when an existing broadcast budget needs to become measurable. If profitable search demand is still unclaimed, that comes first and we will say so.
Incremental site visits, branded search lift, assisted conversions, and modeled revenue contribution. Exposure is stitched to devices in the household so the view and the visit connect. Where the spend justifies it, we run geo holdouts, which turns the reported effect into a measured difference between exposed and unexposed markets rather than a platform claim.
It sits at the top of the same funnel everything else feeds. CTV creates familiarity and lifts branded search that paid search then captures cheaply. Programmatic display and geofencing extend the message to households already exposed. Analytics reconciles the whole thing to one revenue number, so no channel is credited twice.
Yes, and we would rather build it for the format than adapt a broadcast spot. Length, pacing, and the end frame are written for a streaming audience and for the branded search or direct visit the spot is meant to cause. Where usable footage already exists, we will recut it before recommending a new production.
Next step
Share your footprint, your revenue definition, and what you are spending on video today. We will come back with the audience worth reaching, the inventory worth buying, and the measurement that has to exist first.
Connected TV engagements begin with audience and measurement design, agreed before inventory is committed.
