Competitive TV Audit
An analysis of how a brand’s TV, CTV, or video advertising compares with competitors across spend, channels, markets, dayparts, messaging, audience reach, and performance opportunities.
Creative Testing
The process of comparing different messages, offers, formats, visuals, or calls to action to determine which creative drives stronger performance. Creative testing helps brands improve response, engagement, and efficiency across TV, CTV, digital, and omnichannel campaigns.
CRO (Conversion Rate Optimization)
The process of improving a website, landing page, form, or digital experience so a higher percentage of visitors take a desired action. CRO helps brands turn traffic from paid search, paid social, TV, CTV, and other media into leads, purchases, or revenue.
CTV Media Buying
The planning, buying, optimization, and measurement of connected TV advertising inventory across streaming publishers, platforms, networks, and programmatic marketplaces.
Cross-Screen Measurement
The process of measuring audience exposure, engagement, and outcomes across multiple screens and devices, including linear TV, CTV, streaming, desktop, mobile, and tablet. Cross-screen measurement helps marketers understand how campaigns work together across channels.
CTV Attribution
Measurement that connects connected TV ad exposure to downstream actions such as website visits, app downloads, lead forms, purchases, store visits, or other conversions. CTV attribution helps brands understand the performance impact of streaming TV campaigns.
CTV Advertising
Video advertising delivered through connected TV devices and streaming TV environments. CTV advertising helps brands reach cord-cutters and streaming audiences with audience targeting, full-screen video, performance measurement, and attribution.
CTV Agency
An agency that specializes in planning, buying, optimizing, and measuring connected TV advertising campaigns. A CTV agency helps brands reach streaming audiences, manage media efficiency, and connect CTV investment to measurable business outcomes.
CTA (Call to Action)
What we want our target audience to do with the information we’ve given them, in particular, how we want them to respond and/or purchase
CTV (Connected TV)
A Connected TV (CTV) is a device that connects to—or is embedded in—a television to support video content streaming. Different types of CTVs include Xbox, PlayStation, Roku, Amazon Fire TV, Apple TV, and more