Retail Media on CTV and Streaming
Connected TV gives brands the reach and impact of television, and retailer data makes it measurable. We run CTV and broadcaster video-on-demand (BVOD) campaigns using retailer audiences, so your TV spend reaches households that actually buy your category.
Formats include shoppable and QR-led TV ads that give viewers a direct route to purchase. We manage household reach and frequency across platforms and use retailer data to connect TV exposure to sales, so CTV is judged on what it sells, not only on how many people saw it.
Retailer data on the biggest screen in the home.
Who Retail Media CTV Is Built For
Retail media CTV is for brands that already use television for reach but cannot show what it sells. Traditional TV measurement relies on panels and surveys. Retailer data adds purchase evidence, which allows streaming campaigns to target households that buy your category and to be judged against sales rather than impressions alone.
It also helps agencies that manage TV and retail media in separate teams. The two budgets compete, yet few clients can say how they work together. A joined plan lets you decide when streaming should build reach, when sponsored ads should capture demand, and how to avoid paying twice to reach the same household.
Platforms, Formats and Audience Activation
We activate retailer audiences through demand-side platforms and retailer-owned offsite tools, including The Trade Desk, Amazon DSP and DV360, depending on the retailer and market. Inventory spans CTV apps, streaming services and broadcaster video-on-demand. For international plans we check which retailer audiences are available in each country, since coverage and rules vary widely.
Formats include standard video, shoppable ads and QR-led creative that moves a viewer from the living room to a phone. Trafficking is detailed work: creative specifications, tags, brand safety settings and frequency caps must be correct across several platforms. Our CTV and BVOD trafficking checklist shows the checks we apply before launch.
Measuring Household Reach and Sales
CTV reporting starts with reach and frequency by household, because an ad that reaches the same homes repeatedly wastes budget while other homes are missed. We manage frequency across platforms where possible and flag overlap where it is not. This is also where CTV differs from social or search: the same viewer can appear on several services.
Sales results come from retailer data wherever the network allows it, reported next to reach so both sides of performance are visible. We label what is directly measured and what is modeled. See how this worked in practice in the connected TV and display case study for an FMCG brand, and consider our CTV and OTT monetization work if you sell streaming inventory.
What we need from you: your retailers and markets, existing TV creative, brand-safety rules and the goal (reach, sales or both). Problems we commonly catch: creative that fails a platform spec, households reached too often and wrong tags on video assets.
Next step: send your TV creative and the markets you want to reach. We will return which retailer audiences are available there and a draft frequency plan.
How an engagement runs
Audience and Goal Setting
We confirm your categories, markets and retailers, decide which audiences are available, and agree whether the priority is reach, sales or both.
Platform and Format Plan
We select buying platforms, streaming inventory and formats, including shoppable or QR-led creative, and set frequency and brand safety rules.
Trafficking and Launch
We check creative specifications and tags on each platform, test playback, and launch with close monitoring of delivery and household overlap.
Sales and Reach Review
We connect exposure to retailer sales where allowed, report household reach with it, and advise on where to shift budget next.
Frequently asked questions
What is the difference between CTV and BVOD?
CTV is any TV content streamed to an internet-connected TV. BVOD is on-demand video from broadcasters. We plan both using retailer audiences.
Can TV ads be shoppable?
Yes, where the platform supports it. Shoppable and QR-led formats let viewers move from the ad to the product with their phone.
How do you measure CTV sales impact?
We connect CTV exposure to retailer sales data wherever the network and platform allow it, and report sales and reach together.
Do you manage reach and frequency across platforms?
Yes. We manage household reach and frequency so the same households aren't overexposed while others never see the ad.
Do we need our own creative made for CTV?
Not always. Existing television creative can often be adapted, but specifications differ by platform. We advise on edits, add calls to action or QR codes where useful, and make sure that each version passes platform checks before launch.
Can retail media CTV work in markets outside the US?
Yes, though audience availability varies by country and retailer. We check what is offered in each market first, then plan with the data that actually exists rather than assuming that US features are available everywhere.
How does this fit with our linear TV plan?
Streaming can fill reach gaps that linear leaves, especially among households that watch less broadcast television. We plan it as part of the wider video budget, with shared frequency goals and consistent messaging.