CTV Advertising Platforms: How to Choose the Right One

CTV advertising offers plenty of upside—far broader reach, more fine-tuned targeting, and better tracking than traditional TV.

But when it comes time to pick a CTV platform for your ad dollars, the differences may seem frustratingly subtle—at times, making it surprisingly difficult to find the option that works best for your small- or medium-sized business.

If you’re considering options in the space, you likely already know: some tools prioritize automation, while others can provide more control. Some are built for big-budget brands, while others cater to leaner teams looking for efficiency.

So, it makes sense to ask: What are some key questions businesses should be asking themselves when picking a CTV advertising platform?

What’s a CTV Advertising Platform?

A CTV (connected TV) advertising platform lets businesses run and manage advertising campaigns on streaming apps like Paramount+, Roku, and Hulu—where millions of viewers are already watching.

But unlike traditional TV ads, CTV comes with a smart twist: direct targeting, real performance data, and a level of control you’d expect from digital—only this time, your ad isn’t sandwiched between memes and makeup tutorials like it might be with a platform like YouTube.

In other words: these platforms can provide your business 30 seconds of unskippable airtime, all without needing a huge budget or a media agency in your corner.

Where CTV Fits in Your Broader Marketing Strategy

CTV works best when it’s not doing all the heavy lifting on its own. For small and mid-sized businesses, its real power comes from how it supports and amplifies your broader marketing strategy.

Perhaps you’re already running mobile or social campaigns. Adding CTV can reinforce those messages across multiple devices—especially during “lean-back” moments like streaming shows or live sports, when viewers are leaning back (but not tuning out).

And with U.S. adults now averaging over two hours of CTV per day (a number expected to rise another 25% by 2026, according to eMarketer), those “lean-back” moments are becoming increasingly valuable in the fight for viewers’ attention.

Where Viewers Could See Your CTV Ads

Of course, CTV affords advertisers opportunities away from the couch as well, reaching viewers across all kinds of connected devices. That includes not only smart TVs, but also streaming sticks like Roku or Amazon Fire TV, and even gaming consoles with internet access.

What Your CTV Advertising Platform Needs

Some CTV platforms feel like they were built for media agencies, not real businesses trying to stretch a budget. If you're running a lean team, you need tools that help you launch quickly, stay in control, and understand what’s working.

So if you’re choosing a platform for your business, here are the features that actually matter—and why they make a difference.

• Budget-friendly options
• A simple, user-friendly interface
• Straightforward audience targeting tools
• Access to high-quality content and engaged viewers
• Clear performance metrics and reporting
• Easy-to-use creative tools
• Reliable customer support when you need it

Let’s take a closer look at what each of these actually means, and why they should be on your checklist.

Budget-friendly options

CTV shouldn’t require a Super Bowl budget. Whether you’re experimenting with streaming ads for the first time or looking to scale up without blowing past your limits, the right platform should offer flexible pricing—ideally, with the ability to set a flexible daily spend, run short campaigns, and adjust as needed.

Many small businesses fund CTV campaigns from existing budgets, often categorized under experimental or growth marketing. It’s an easy way to test the waters without having to fight for more budget.

Easy to Use

The right platform should offer a clean, intuitive interface that helps small teams—or even solo marketers—launch quickly and confidently. Some platforms even make it possible to get your ads live within 24 hours, using drag-and-drop tools or integrations that turn social media content into TV-ready spots.

Look for tools that walk you through setup without excess hurdles or complexity. A visual dashboard to track performance, plus access to help resources or live support, can also be game-changing, especially if this is your first time working with streaming ad campaigns.

Intuitive Audience Targeting

One of the biggest strengths of CTV advertising is precision—being able to choose who sees your ads based on factors like location, age range, gender, or household income—without needing a data science team to figure it out.

Geo-targeting, in particular, is key for local businesses. Look for platforms that let you advertise by ZIP code so you can zero in on nearby customers without wasting spend on irrelevant impressions.

Strong Viewership & Content Inventory

High-performing campaigns don’t just depend on creative—they depend on where your ads appear and who is watching.

For small- to mid-sized businesses, reach and relevance matter just as much as production value. And because CTV ads typically run full-screen and can’t be skipped, they hold attention better than most formats.

Detailed Performance Metrics

One of the biggest advantages of CTV advertising is the ability to measure what’s working—without relying on guesswork.

The right platform should offer an intuitive dashboard that makes it easy to track performance, understand your campaign’s impact, and refine your approach over time.

Some platforms also offer a tracking pixel, which lets you tie ad views to real-world outcomes, e.g., website traffic, online purchases, and even in-store foot traffic.

As with any digital campaign, it’s important to give your campaign time to generate results. Most platforms with this level of tracking recommend at least 30 days of activity and a consistent daily budget to ensure the insights are meaningful.

Access to Ad Creation Tools

Most businesses won’t have a full creative team—and a good CTV platform shouldn’t assume you do. You’ll want to find one that includes built-in tools to help you create ads quickly, without needing expensive equipment or outside help.

Those kinds of tools can not only help you get started but also launch campaigns faster, shorten approval times with key stakeholders, and allow you more time to focus on your business.

Customer Support Focused on You

Even with a top-notch, user-friendly platform, it helps to know support is there when you need it.

A strong CTV solution should offer both self-service tools and access to a team that can answer questions, troubleshoot issues, or offer guidance when something isn’t working as expected.

Keep in mind, though, that some platforms only offer dedicated team support to businesses with higher ad spend(s). If that kind of expertise is important to you, make sure to check for any minimum spend requirements before jumping in.

Ultimately, whether you're launching your first campaign or refining one that’s already live, having reliable assistance can save you time and stress.

Why Choose Paramount Ads Manager?

If you’re looking for a platform that’s built for growing businesses—not just agencies with unlimited time and budget—Paramount Ads Manager checks every box.

For starters, Paramount+ ads average a 96% completion rate—which means almost all viewers are watching your message, from beginning to end. (Paramount Internal, USA, 2024)

Below are some additional advantages to consider for Paramount Ads Managers.

• Budget-friendly: Get started for as little as $50/day, no surprise fees or long-term contracts. (See our media buying guide for more details.) With Peak Placement, you get extensive reach across Paramount streaming platforms at a lower CPM, a cost-effective solution when targeting viewers across multiple Paramount-owned channels.
• A large, built-in audience: Paramount+ streams its programming to over 100 million people in the U.S. each month.
• Easy to use: Set your spend, choose your audience, and launch your campaign in an intuitive interface with helpful onboarding tools. (Our how it works highlights the process for advertisers and agencies.)
• Fast deployment: Go from idea to live campaign in as little as 24 hours.
• Massive content inventory: With access to premium content across trusted networks and genres, your ads will show up where your audience is already tuned in. (Yes, that includes 100 million U.S. monthly streamers.)
• Smart audience targeting: Reach the right people by location (including by ZIP code), demographics (age and gender), and income.
• Performance insights: Visual dashboard and pixel tracking show how your ads are performing across Paramount Streaming, for example, with key insights into what’s working—even providing the top shows your ad was seen within.
• Creative tools included: A built-in AI tool that creates customized 15- to 30-second video ads for your business at no additional cost—no production team needed.
• Support when you need it: Access help articles or reach out to a team of experts. Plus, guides on topics such as CTV measurement for beginners and how to report on CTV ad campaigns results to set you up for success.

Ready to get your business on the biggest screen in people’s homes?