Connected television
Video viewed on an internet-connected TV screen through a smart television, streaming stick, set-top box or games console.
Connected TV advertising for UK brands.
Double W plans, creates, produces and buys connected TV advertising for UK brands across broadcaster video on demand, streaming and addressable television.
Plan a CTV campaignPlan the household screen around the decision.
We connect the audience, creative, production, inventory and measurement plan so CTV becomes part of one accountable campaign rather than another disconnected media line.
- 01CTV and BVOD planning
- 02Audience and household targeting
- 03Direct and programmatic buying
- 04Campaign strategy
- 05Original TV creative
- 06Film production
- 07Existing asset adaptation
- 08Clearance and delivery
- 09Reach and frequency planning
- 10Measurement and optimisation
Similar screens. Different buying environments.
Connected TV is video content watched on an internet-connected television or through a connected device. It is a screen environment, not one media owner or one buying route.
The plan may include broadcaster video on demand, ad-supported streaming services, FAST channels and addressable television. Each brings different audiences, inventory, targeting, creative specifications and measurement options.
Broadcaster video on demand
On-demand services from established broadcasters, including advertising environments such as ITVX and Channel 4 Streaming.
Free ad-supported streaming TV
Scheduled streaming channels and on-demand content funded by advertising, available without a paid subscription.
Household-level delivery
Television advertising delivered to defined households or audience groups rather than every viewer of the same programme.
The biggest digital screen in the home.
Connected TV combines the emotional scale of television with more flexible audience, geographic and data-led planning.
That is particularly relevant for categories decided within the household. Mobile and broadband contracts, energy, insurance and financial products may be bought by one person, but the cost, service and consequences can affect everyone who lives there.
We build the campaign around the person making or influencing that decision, then plan the screens, creative and frequency needed to make the brand easier to choose.
Shared viewing
The living-room screen can create conversation and shared memory around a category decision.
Targeted reach
Audience, geography and first-party data can make television more relevant without losing its visual impact.
Connected response
CTV can support brand building and response when the route from exposure to site activity or sale is planned properly.
Buy the audience, environment and role each screen needs to play.
A UK CTV plan can include broadcaster inventory such as ITVX and Channel 4 Streaming, addressable television through Sky AdSmart and streaming environments such as Prime Video. Other platforms and FAST inventory can be considered where availability, audience and brand suitability fit the brief.
Inventory and access change. We confirm availability, trading terms and specifications during planning rather than presenting a fixed platform list as a permanent package.
Made for television attention, not stretched from social.
The viewing environment may be digitally delivered, but the creative still has to earn attention on the largest screen in the room.
Double W can develop an original television idea, produce the finished film and create the versions required across broadcasters, streaming platforms and the wider campaign.
Where a brand already has a strong television commercial, we can assess whether the master can run unchanged or whether the opening, duration, end frame, offer, call to action or versioning should be adapted for a specific audience and platform.
We confirm the applicable clearance, substantiation, technical specification, subtitling and delivery requirements for each destination. Connected TV is not a reason to leave compliance until the end.
Build for the decision
Strategy, scripts, storyboards and production developed around the household choice the campaign must influence.
Make an existing asset fit
Thoughtful duration, messaging, offer and format changes that protect the original idea while improving platform relevance.
Get every version ready to run
Clearance, substantiation, specifications, subtitling, naming and submission managed as part of production.
Measure the role CTV played.
The right measurement plan depends on the campaign objective and buying route. Delivery metrics alone do not prove a commercial effect, while a final sales number rarely explains which part of the plan created it.
We define the available measures before launch, which can include completed views, reach, frequency, incremental reach, brand lift, site activity, response and sales outcomes.
- 01Audience
Confirm who the campaign needs to reach and which household or behavioural signals can be used responsibly.
- 02Delivery
Monitor impressions, completed views, reach and frequency across the selected inventory.
- 03Incrementality
Assess whether CTV added useful reach or response beyond linear TV and the rest of the media plan.
- 04Outcome
Connect exposure to the best available brand, site, switching, acquisition or sales measure.
Make the switching decision feel relevant in the room.
For a utility, mobile or broadband brief, the plan could use location, household and first-party audience signals to prioritise people with a realistic reason to reconsider their provider.
The creative would make the cost, service or switching advantage emotionally clear on the big screen, then the wider media plan would provide the response route and frequency needed to turn consideration into action.
This is an illustrative approach rather than a published case study. Approved CTV campaign evidence will be added when available.
What UK advertisers need to know.
What is connected TV advertising?
Connected TV advertising is video advertising delivered through an internet-connected television or a connected device. It can include broadcaster video on demand, ad-supported streaming services, FAST channels and other addressable television environments.
What is the difference between CTV and BVOD?
CTV describes the screen and internet-connected viewing environment. BVOD describes on-demand services from broadcasters, such as ITVX and Channel 4 Streaming. BVOD may be watched on a connected television, mobile, tablet or computer, so the terms overlap but are not interchangeable.
Can Double W create and buy a complete CTV campaign?
Yes. Double W can connect audience planning, campaign strategy, original creative, film production, adaptation, clearance, media buying, delivery and measurement through one senior team.
Does a CTV advert need Clearcast approval?
The clearance route depends on where and how the advert will run. Broadcaster and platform requirements can differ. We confirm the applicable compliance, substantiation, specification and delivery process during planning rather than assuming every streaming placement follows the same route.
How much does connected TV advertising cost in the UK?
There is no single UK CTV minimum or CPM that applies across every broadcaster, streaming service and buying route. Cost depends on inventory, audience, geography, format, season, data, duration and measurement. We build an indicative plan around the commercial objective and available audience before recommending spend.
How is connected TV advertising measured?
Measurement can include impressions, completed views, reach, frequency, incremental reach, brand lift, site activity and commercial outcomes. The available methods vary by media owner and buying route, so the measurement plan should be agreed before launch.
Last reviewed
20 September 2026
Platform names and trademarks belong to their respective owners. Double W Worldwide is an independent advertising agency and does not imply formal endorsement or partnership.
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