OTT Advertising Agency (CTV) | MoonSauce Agency

The honest answer first

Connected TV is television that finally behaves like digital: targeted by audience, measured by outcome, and bought programmatically. The audience already moved to streaming; CTV is how you reach them on the biggest screen, accountably.

Streaming has passed broadcast and cable combined, and the ad dollars are following. The difference from linear is the whole point: you can target who sees a CTV ad and measure what it did.

It’s premium, full-screen, largely unskippable inventory, with digital-grade targeting and measurement. Here’s the case, with receipts.

The audience moved

Streaming is now the biggest slice of TV.

The shift is complete. By December 2025, streaming captured 47.5% of all US TV viewing, more than broadcast (21.4%) and cable (20.2%) combined, an all-time record. It first passed the two together back in May 2025.

The living room is now a streaming-first environment. CTV is how you advertise where the attention is.

Share of US TV viewing, Dec 2025

Streaming vs traditional TV

47.5%Streaming

21.4%Broadcast

20.2%Cable

Streaming has overtaken broadcast and cable, separately and combined.

Source: Nielsen The Gauge

The dollars followed

Digital video is taking the majority of TV budgets.

Ad spend is chasing the audience. Digital video is set to capture nearly 60% of all US TV and video ad spend in 2025, up from just 29% in 2020, with US digital video spend projected to surpass ^$80 billion in 2026. eMarketer expects CTV ad spend to pass traditional TV by 2028.

This isn’t an experimental line item anymore. It’s where TV advertising is going, because it works and it’s measurable.

Share of US TV/video ad spend, 2025

Digital video’s share of TV budgets

Digital video (OTT/CTV) (60%)Traditional TV (40%)

Up from 29% in 2020. Budgets are following viewers to streaming.

Source: IAB

Near-universal reach

Smart TVs are in three-quarters of homes.

CTV has mass reach in its own right: 75% of Americans aged 12 and up own a smart TV, and ad-supported streaming reaches hundreds of millions monthly across platforms. This is premium, full-screen inventory at near-universal scale.

So CTV isn’t a narrow targeting play that sacrifices reach. It’s broad reach and precise targeting at the same time, which linear could never offer.

US smart TV ownership

CTV reaches almost every home

75%of Americans 12+ own a smart TV

Source: Edison Research, The Infinite Dial 2025

The real edge

CTV targets and measures the way linear never could.

Here’s what separates CTV from linear: accountability. Over 84% of CTV ad spend is bought programmatically, and 84% of advertisers say CTV delivers better targeting than linear TV. You can target by audience and measure impressions, completion, and conversions, not just buy a time slot and hope.

That’s the whole reason budgets are shifting. CTV brings digital-grade targeting and measurement to the television screen.

CTV vs linear

Why CTV wins on accountability

84%of CTV spend is bought programmatically

84%of advertisers say CTV out-targets linear

Source: StackAdapt (Connected TV statistics)

And it performs

CTV drives measurable business outcomes.

Because it’s measurable, CTV proves its results. In Google case studies, DocuSign saw a 126% conversion lift and 33% higher ad recall from YouTube CTV, and L’Oréal earned a 6-to-1 return on ad spend, with more than 700 million hours of YouTube watched daily on TV screens.

That’s the promise of CTV delivered: the impact of television, with the accountability of digital. We run it programmatically and measure it against real outcomes.

CTV outcomes (Google case studies)

What measurable TV looks like

+126%conversion lift (DocuSign)

6:1return on ad spend (L’Oréal)

Source: Think with Google (YouTube CTV)

The people who study this for a living

As we continue down a path where all video will be digital and streamed, marketers are demanding accountability.
David Cohen, CEO, IAB

Streaming viewership captured 47.5% of television in December 2025, eclipsing its previous record.
Nielsen (The Gauge)

How we run it

We run TV you can target, measure, and trust.

MoonSauce runs OTT and CTV programmatically: precise audience targeting, premium full-screen inventory, and real measurement (impressions, completion, conversions) instead of linear’s panel estimates. You get the impact of television on the biggest screen in the home, with the accountability of digital. TV that proves it worked.

Programmatic OTT vs CTV advertising OTT vs Linear TV

Straight answers

Frequently asked

What is the difference between OTT and CTV?

OTT (over-the-top) is any video streamed over the internet, on any device; CTV (connected TV) is the part watched on a television screen. CTV is a subset of OTT. We run both, using CTV for premium big-screen impact and broader OTT for cross-device reach, all bought programmatically.

Why advertise on CTV instead of traditional TV?

Targeting and measurement. Streaming now captures more viewing than broadcast and cable combined, and unlike linear, CTV lets you target by audience and measure impressions, completion, and conversions. 84% of advertisers say CTV out-targets linear. You get the reach of TV with the accountability of digital.

Is CTV measurable?

Yes, that’s its biggest advantage over linear. CTV reports impressions, completion rates, and conversions in close to real time, and Google case studies show measurable outcomes like DocuSign’s 126% conversion lift and L’Oréal’s 6-to-1 ROAS. Linear, by contrast, relies on panel estimates.

Is CTV affordable for mid-sized businesses?

Increasingly, yes. Programmatic buying and self-serve platforms have lowered the entry point, and precise targeting means you’re not paying for mass reach you don’t need. You can run CTV at a budget that fits and measure exactly what it returns.

How does MoonSauce run CTV?

Programmatically and accountably: precise audience targeting, premium streaming inventory, and measurement against real outcomes rather than estimates. We treat CTV like the rest of your performance media, so your TV spend is as trackable as your search and social.

Receipts

Every figure on this page comes from a primary platform, an independent study, or a named industry expert. No competing-agency stats, no made-up numbers.

OTT / CTV Advertising: TV You Can Target and Measure