Connected TV Advertising
Enhance your clients' visibility on Connected TV with the expertise of Pathlabs' dedicated team. Our experienced professionals ensure your campaigns capture the attention of high-value CTV viewers and receive the most relevant traffic.
Elevate Your CTV Marketing Strategy With Pathlabs
In 2023, Statista reported that 88% of American households own at least one connected TV (CTV) device. With a vast number of users engaging on these devices, advertising teams and agencies have jumped at the opportunity to execute CTV advertising campaigns.
Despite CTV being an attractive landscape, it can be very competitive. For those ready to level up their strategy, they should consider working with Pathlabs.
Why Choose an MEP for CTV Marketing?
CTV advertising is a new frontier, distinct from traditional linear TV advertising. It involves investing in platforms and technology, targeting, budgets, tracking, optimization, and much more.
At Pathlabs, we help teams navigate these complexities. We serve as a Media Execution Partner (MEP), partnering with agencies and providing the necessary people, workflows, and technology to successfully execute their CTV campaigns.
Our Comprehensive Approach to CTV Advertising Services
At Pathlabs, our approach is comprehensive. We assist agency partners with every aspect of their CTV campaigns, honing in on the tactical details of execution, optimization, data-driven analytics, and reporting.
We are hands-on from initial setup to ongoing monitoring. Throughout, we maintain open communication with agency partners to deliver precisely on their business objectives.
Making Impactful Campaigns With CTV Advertising
Harness Advanced Targeting
Our experts leverage data to apply the best targeting parameters to reach audiences effectively.
Track Metrics With Certainty
We continuously monitor and report on campaign performance, tracking the most optimal KPIs for CTV campaigns.
Complement Your Linear TV Purchases
Agencies can run their linear TV ads while we help with CTV campaigns, reaching cord-cutters, and integrating the marketing funnel.
Strategize High-Impact Campaigns
We help agency partners define the best strategies for CTV campaigns, aligning objectives with budget optimization and audience reach.
Unlock Premium Inventory Access
We invest heavily in platforms, technology, and direct partnerships to access premium ad inventory.
Meet Your Expert CTV Advertising Team
Pathlabs boasts a team of media coordinators, tracking experts, campaign analysts, account managers, and more who collaborate with agency partners to execute their CTV campaigns.
We take media execution seriously, managing over 165+ million dollars in digital media annually, with a significant portion dedicated to CTV advertising.
Hear It From Our Customers
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![Katie Glaisyer]()
"We're spending more time with clients than ever before. With Pathlabs, my team spends 50% less time managing media."
— Katie Glaisyer, VP, Media Director, Merlino Media Group
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![Black and white photo of a man with glasses, short hair, and facial hair, smiling, wearing a leather jacket over a dark shirt.]()
Pathlabs has helped grow our media business with current clients because they’ve proved they do media better. Clients have evidence that their campaigns are working, so they continue to invest good money after good money.
Sam Burn, Strategy Principal, Cayenne Creative
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![Chelsea Kauss]()
"Pathlabs is more than a vendor. They're part of our team! Providing new ideas & insights - we're thrilled to have them on board."
— Chelsea Kauss, Director of Account Services, The Partnership
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![A smiling man with a beard and short hair, wearing a dark zip-up jacket, sitting indoors with framed artwork on the wall behind him.]()
“As soon as we got on the phone with Pathlabs, there was an immediate sense of calm. Their business model supported exactly what we needed. Their personalities and demeanor were in sync with ours and something clicked in me that they shared our values and commitment to over-delivering on every piece of work.”
— Clay Deal, Media Director, Simantel
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![Andy Brunn]()
"Pathlabs is the best digital media partner I've worked with. They consistently deliver results for our agency -- and give our clients better performance for the same dollars."
— Andy Brunn, Media Director, CCF
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![Ashley Nix]()
"Pathlabs came to us at the perfect time. We were eager to launch a campaign in a matter of a week, and Pathlabs worked effortlessly to meet our deadline. That's when we knew they were going to be an excellent long-term partner."
— Ashley Nix, Digital Strategist, The Partnership
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![Geoff Peddicord]()
"For me, Pathlabs has transcended the concept of a typical vendor. They are incredibly transparent on every level and make it crystal clear that their #1 priority is our organization’s success.”
— Geoff Peddicord, Vice President, Marketing - First Security Bank
FAQs
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Connected TVs are television devices that connect to the internet and can display OTT video streaming content. These include smart TVs, streaming sticks and devices, and gaming consoles.
In CTV advertising, teams target ads specifically to users while they stream video content on these CTV devices.
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Teams should adhere to the ad space owner's respective formats and guidelines to ensure compatibility between the CTV ad content and where it appears. Additionally, this content should align with the specific audience the CTV ad aims to target.
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Our teams have developed workflows for tracking and attributing CTV advertising campaigns. We track the best KPIs to indicate performance while continuously monitoring and optimizing the campaign for better results. We also have access to data providers, which add granularity to our campaigns.
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The budget needed for successful CTV advertising campaigns differs based on factors like the ad placement method, where the ad appears, and the campaign's duration. Teams must also account for higher prices for premium ad inventory and the cost of developing video creative.
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CTV ads tend to have a traditional TV commercial format: a video that takes up the entire screen and plays before, during, or after the main video streaming content. There are additional features teams can use incorporating QR codes or other image banners.
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Yes, our team possesses the expertise to manage CTV advertising campaigns locally and nationally. We can even do so simultaneously.
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