In the ever-evolving digital landscape, Connected TV (CTV) has become a powerful advertising medium for brands aiming to reach high-intent viewers across smart TVs, streaming platforms, and OTT devices. However, making the most of CTV requires expertise, strategy, and technology—making it crucial to hire the right CTV advertising agency.
If you're a brand, startup, or enterprise looking to break into the CTV space, this guide will walk you through the best practices for hiring a CTV advertising agency. Whether you’re based in India or targeting global markets, understanding the nuances of hiring an expert digital marketing agency in India like Adomantra can transform your campaign results.
1. Understand What a CTV Advertising Agency Does
Before you begin your search, it’s essential to understand the core functions of a CTV advertising agency:
Strategizing ad placement on smart TVs and OTT apps
Audience targeting based on behavioral and geo-demographics
Real-time bidding through programmatic platforms
Creative optimization for high engagement
Measurement and reporting on key metrics like impressions, completion rate, and cost-per-view
These agencies combine technology, data, and creativity to deliver brand messaging to viewers watching TV through the internet, not cable.
2. Identify Your Campaign Goals
Not all agencies are created equal. Some specialize in performance marketing, while others focus on brand awareness. Define your campaign objectives clearly:
Are you looking to boost app installs?
Is your goal to increase brand recall?
Do you want to drive web traffic or conversions?
Once you know what success looks like, you can filter agencies that have proven results in your niche.
3. Choose an Agency with CTV-Specific Experience
CTV advertising isn't the same as traditional TV or even digital video advertising. It blends elements of TV viewing with digital analytics. Look for an agency that:
Has run successful CTV ad campaigns across platforms like Roku, Amazon Fire TV, and Android TV
Uses programmatic ad buying for better ROI
Offers advanced targeting like lookalike audiences, geo-fencing, and device-based targeting
A CTV advertising agency with this experience can maximize your ad dollars and deliver precise outcomes.
4. Evaluate the Technology Stack
Great agencies are powered by great technology. Ask the agency about their CTV tech stack:
Do they use Demand Side Platforms (DSPs) like The Trade Desk, MediaMath, or DV360?
Do they offer cross-device attribution?
Can they measure view-through rates, completion rates, and incremental lift?
These tools help ensure you're not just reaching your audience, but converting them too.
5. Transparency is Key: Insist on Reporting
Make sure the agency offers real-time reporting dashboards and transparent analytics. You should be able to:
Track ad spend in real time
Monitor viewer engagement metrics
Access heatmaps, video completion rates, and conversion tracking
Agencies like Adomantra, a leading digital marketing agency in India, offer detailed performance analytics to help you understand what’s working—and what’s not.
6. Assess Their Creative Capabilities
A successful CTV ad campaign doesn’t rely on targeting alone. The creative execution is equally important.
Ask if the agency provides video ad creation services.
Do they optimize creatives for various screen sizes and formats?
Can they A/B test different creatives and messages?
Strong creative capabilities ensure your message resonates with your audience.
7. Budget Clarity and Flexibility
Discuss your budget upfront. A professional CTV advertising agency should be able to offer:
Clear pricing models (CPM, CPCV, etc.)
Flexibility in scaling ad spend
No hidden costs
Many agencies also offer pilot campaigns to help you test performance before committing to larger spends.
8. Look for Cross-Platform Expertise
CTV works best when integrated with broader digital campaigns. Look for agencies that:
Can synchronize CTV ads with search, social, and display ads
Provide multi-channel attribution
Create a unified brand experience across devices
Adomantra, a forward-thinking digital marketing agency in India, specializes in multi-platform campaign management that ensures message consistency across all touchpoints.
9. Check Client Testimonials and Case Studies
Reputation matters. Review the agency’s:
Client success stories
Testimonials from brands in your industry
Case studies showing actual results with metrics
These documents help gauge the agency’s reliability, creativity, and ability to deliver results under budget and time constraints.
10. Prioritize Agencies that Understand Indian & Global Markets
If your brand caters to a regional or global audience, choose a CTV advertising agency that:
Understands cultural nuances
Has access to premium inventory globally
Offers language-specific targeting and localization
Adomantra stands out as a digital marketing agency in India that combines local insights with global execution capabilities, offering tailor-made CTV strategies.
11. Ensure Compliance and Brand Safety
Your brand reputation is at stake with every ad shown. Ask the agency:
How they ensure ad placement safety
Whether they comply with GDPR and other privacy laws
What fraud-prevention measures they implement (e.g., anti-bot software, viewability filters)
Top-tier agencies integrate brand safety technology to prevent unwanted associations or wasted impressions.
12. Schedule a Discovery Call
Before finalizing your agency, schedule a discovery call to:
Assess team compatibility
Clarify deliverables and timelines
Discuss campaign launch process
This conversation sets the foundation for a long-term partnership built on trust, communication, and aligned goals.
Conclusion
Hiring the right CTV advertising agency can elevate your brand’s visibility, performance, and ROI. By following these best practices, you ensure that your investment is backed by data, experience, and strategy.
If you're looking for a partner that blends creative brilliance with technical precision, Adomantra is a trusted digital marketing agency in India with a proven record in CTV success. From media planning to creative storytelling and granular analytics, they offer everything you need to win in the Connected TV space.
FAQs
1. What is a CTV advertising agency?
A CTV advertising agency specializes in placing ads on smart TVs, streaming platforms, and OTT apps using targeted, data-driven strategies.
2. How does CTV advertising differ from traditional TV?
CTV ads are served via the internet and allow for precise targeting and real-time analytics, unlike traditional TV which uses broad demographic targeting.
3. Why hire a digital marketing agency in India for CTV?
Agencies in India like Adomantra offer cost-effective, high-quality CTV services with local market expertise and global campaign capabilities.
4. What metrics should I track in a CTV campaign?
Key metrics include video completion rate, impressions, CPM (Cost Per Mille), and view-through rate.
5. What platforms do CTV ads appear on?
They appear on Roku, Amazon Fire TV, Apple TV, Samsung Smart TVs, and streaming services like Hotstar, Zee5, and SonyLiv.
6. What’s the ideal CTV ad length?
15 to 30 seconds is ideal for maintaining viewer attention while delivering a concise brand message.
7. Can CTV ads be programmatically bought?
Yes, CTV ad inventory is often bought programmatically through DSPs (Demand Side Platforms).
8. How do I measure ROI on CTV ads?
Track conversions, engagement metrics, and use cross-device attribution models to link CTV views with purchases or actions.
9. Is CTV advertising suitable for small businesses?
Yes, with flexible budgets and precise targeting, CTV is accessible and effective for startups and SMEs.
10. How do I get started with Adomantra’s CTV services?
Visit Adomantra's official website or schedule a free consultation to start your CTV campaign.
