Skip to content
Anderson Collaborative

Connected TV and OTT advertising

CTV MARKETING AGENCY

Anderson Collaborative is a Miami-based CTV marketing agency combining connected TV and OTT strategy, media buying, commercial production, and measurement. We select buying platforms around the needs of national, regional, franchise, and multi-location campaigns.

Start with the terms

CTV AND OTT: WHAT EACH TERM MEANS

01

CONNECTED TV

Video delivered through the internet to a television screen, whether the connection is built into a smart TV or supplied by a streaming device or game console.

02

OVER-THE-TOP VIDEO

Internet-delivered television and video content across televisions, phones, computers, consoles, apps, and websites. CTV is the television-screen subset of OTT.

Definition reference: IAB UK CTV definitions.

CTV

Television screens

Audience-led commercial delivery in streaming TV environments.

OTT

TVs, phones, tablets, and computers

The broader category for video delivered over the internet.

Linear TV

Television screens

Scheduled programming distributed through broadcast, cable, or satellite.

Online video

Primarily phones and computers

Video placements within websites, social platforms, and digital video services.

Buyer fit

CTV WORKS BEST WHEN THE PLAN IS READY.

The screen is only one part of the system. The offer, commercial, media plan, conversion path, and evidence need clear owners before spend begins.

Signals of a good fit

  • You need television-scale storytelling with audience and market controls.
  • Your team can supply or approve a clear 15- or 30-second commercial.
  • The campaign has enough budget and time to manage reach and frequency responsibly.
  • Website, call, CRM, booking, sales, or revenue data can support the agreed measurement plan.

Resolve before launch

  • The offer, landing path, or conversion definition is still changing.
  • No one owns commercial approvals, usage rights, or versioning.
  • The only success criterion is a platform-reported ROAS number.
  • Markets are too small or unstable to support the planned audience or test design.
Person at home holding a television remote with a phone nearby
CTV reaches the television screen, while response often happens later on another device.

Service scope

CTV MARKETING SERVICES FOR THE FULL CAMPAIGN

Our role is to keep strategy, commercial readiness, media delivery, and measurement connected. We select the buying approach using audience fit, geography, inventory quality, reach and frequency controls, fees, data compatibility, creative specifications, and measurement needs. Multi-location brands can also review our franchise marketing approach.

Illustrative planning view
Illustration of a CTV campaign planning interface with audience, budget, and video creative steps
Planning screens vary by buying platform. This image illustrates workflow, not current client performance.
01

Plan the business question

Define what the campaign must accomplish, who it should reach, where it should run, and which decision the reporting needs to support.

02

Build the media plan

Set markets, prospecting audiences for qualified new households, eligible first-party or retargeting audiences, exclusions, inventory, flighting, reach, frequency, and budget. Availability depends on consent, match quality, scale, and platform rules.

03

Prepare the commercial

Review rights, specifications, cut lengths, messaging, calls to action, audio, captions, and platform-ready versions before trafficking.

04

Launch and verify

Complete trafficking, naming, destination, pixel, audience, geography, and quality checks before the campaign begins serving.

05

Control delivery

Manage budget pacing and reallocation, audience and inventory quality, reach and frequency, creative rotation and fatigue, and documented changes against the plan.

06

Read the business signal

Connect delivery with qualified visits, calls, leads, jobs, sales, or revenue when the required data and permissions support the match.

Streaming inventory

PREMIUM PROGRAMMING ACROSS FAMILIAR NETWORKS

Anderson Collaborative plans across multiple CTV buying platforms. We select the route based on the campaign goals, audience, market coverage, inventory access, frequency controls, and measurement needs, then confirm eligible programming before launch.

  • ABC logoABC
  • AMC logoAMC
  • Bravo logoBravo
  • CBS logoCBS
  • CBS Sports logoCBS Sports
  • CNN logoCNN
  • Comedy Central logoComedy Central
  • ESPN logoESPN
  • FOX logoFOX
  • FS1 logoFS1
  • HGTV logoHGTV
  • Hulu logoHulu
  • NBC logoNBC
  • NFL Network logoNFL Network
  • TNT logoTNT
  • USA Network logoUSA Network
Publisher availability varies by platform, market, and campaign. We confirm the eligible mix during planning.

Inventory examples cross-checked against MNTN's May 2026 inventory guide. Available inventory depends on the selected buying platform and campaign.

Creative requirements

A TELEVISION BUY NEEDS A TELEVISION-READY IDEA.

CTV usually has no direct click. The commercial has to establish the offer, brand, and next step quickly enough to be remembered when the viewer reaches for a phone or computer.

  • A focused message that works without a click
  • Licensed footage, music, voice, talent, and brand assets
  • Correct cut lengths and platform specifications
  • A visible next step that viewers can remember or search
  • Versions for markets, offers, audiences, or franchise tiers when needed
  • A review path for brand, legal, and local stakeholders
Commercial planning framework
CTV creative planOne clear story
01

Message

Lead with the offer or idea viewers need to remember.

02

Brand

Make the advertiser unmistakable through sight and sound.

03

Next step

Give viewers one action they can recall after the spot ends.

A practical CTV commercial connects the message, brand recognition, and a memorable response path.

Cross-channel context

CTV CAN SUPPORT A BROADER MEDIA PLAN

A January 2024 MNTN guide reported the averages below after adding its Performance TV product to search or social programs. These historical vendor benchmarks are context only, not Anderson Collaborative client results, expected lift, or a forecast.

+22%

Stronger paid search conversion rates after adding Performance TV

+9%

Stronger paid social conversion rates after adding Performance TV

+57%

Longer average session duration than paid social

+21%

Longer average session duration than paid search

Source: MNTN, Search, Social and Performance TV Quick-Hit Guide, January 2024.

Budget and timing

THE RECOMMENDATION STARTS WITH SIX INPUTS.

Your quote and launch plan depend on the markets, audience, delivery goals, commercial needs, available data, and measurement design.

Plan a CTV campaign
01Markets
The number, size, and competitiveness of the regions included.
02Audience
The breadth, addressability, and available scale of the intended households.
03Delivery
Campaign length, reach, frequency, inventory mix, and buying platform.
04Creative
Commercial production, editing, cutdowns, localization, and approval cycles.
05Data
Site, call, CRM, booking, sales, revenue, and identity integrations.
06Testing
The market count and sample needed for a holdout or matched-market design.

CTV measurement

DELIVERY, ATTRIBUTION, AND INCREMENTALITY ANSWER DIFFERENT QUESTIONS.

A complete report keeps these layers separate. CTV standards and available signals vary across a fragmented ecosystem, so the definitions and method belong in the plan before launch.

01

Delivery

Did the media run as planned?

Spend, impressions, reach, frequency, completed views, geography, and creative delivery.

Delivery quality shows what ran. It does not establish a sale or causal lift.

02

Attribution

What happened after exposure?

Qualified visits, calls, leads, bookings, sales, or revenue credited under a defined identity method and window.

Attribution assigns credit under rules. Other channels can influence or claim the same outcome.

03

Incrementality

What did CTV add?

Holdout, matched-market, or other controlled comparison using total business outcomes.

A credible test needs suitable markets, enough data, stable operations, and an agreed design.

Working process

A CLEAR DECISION AT EVERY STAGE.

  1. 01

    Discovery

    Goals, markets, audience, offer, creative, data, approvals, and constraints.

  2. 02

    Recommendation

    Media structure, budget drivers, measurement plan, creative requirements, and launch conditions.

  3. 03

    Readiness

    Commercial, destinations, tracking, audiences, naming, and quality assurance.

  4. 04

    Launch

    Controlled activation with delivery checks and a clear escalation path.

  5. 05

    Learn

    Reporting, interpretation, optimization, and the next decision the evidence can support.

Agency selection

HOW TO CHOOSE A CTV MARKETING AGENCY

A credible proposal should explain what the agency manages, which inputs shape the budget, how creative moves from concept to trafficking, how buying platforms are selected, and what the reporting can and cannot prove.

01

Integrated strategy

The audience, markets, offer, budget, and role of CTV should be clear before a buying platform is selected.

02

Media and platform fit

Ask how platforms and inventory are selected, how frequency is controlled, and how tradeoffs are explained.

03

Commercial production

Confirm who owns messaging, rights, specifications, versions, captions, approvals, trafficking, and quality assurance.

04

Measurement discipline

Require clear delivery definitions, attribution rules, business-data inputs, optimization decisions, and an honest incrementality plan.

College HUNKS 2023 connected TV commercial. This archived creative is shown as a production example.
Read the commercial transcript

Once upon a time, moving was stressful and far from a fairytale.

How are we supposed to move our house and get rid of our junk?

But the big bad move was no match for College HUNKS Hauling Junk and Moving.

Have no fear, the HUNKS are here.

College HUNKS did all the packing, moving, and unpacking for the family.

They also hauled away the unwanted clutter to be properly donated and recycled.

And the family moved happily ever after.

Make moving and junk removal less stressful and more magical.

Selected work

COLLEGE HUNKS CTV CAMPAIGN

Our College HUNKS case study documents the campaign structure, commercial work, custom reporting, and case-specific results through June 2026. The full page keeps the timeframe, metric definitions, attribution method, and held-out comparison together.

Read the case study

From Those Who Know Us Best

Ratings & Testimonials

“Their innovative team is always up to date with the latest trends, ensuring our strategies are cutting-edge.”

Anderson Collaborative™ has successfully helped the client develop an effective digital marketing strategy, bringing innovative ideas to the table to achieve a stronger ROAS. The team is highly communicative, proactive, accessible, and responsive.

Stacy StecDirector of Sales & Marketing
“We highly recommend Anderson Collaborative™ for their professionalism and commitment to achieving outstanding results.”

Anderson Collaborative’s efforts have been extremely fruitful, achieving a ROAS of 10 times, doubling ticket sales for end clients, and improving user engagement significantly. The team is very responsive, organized, and collaborative through Asana and Trello, and their data analysis is outstanding.

AnonymousExecutive
“Every year, they project results that seem ambitious, but they always hit them.”

Thanks to Anderson Collaborative’s efforts, the client has achieved 800% ROI for all their ads. The team delivers excellent results and is very performance-driven. They’re also reliable, flexible, and well-organized; they meet deadlines and are responsive and efficient in solving problems.

Scott RedmanCo-Owner, SNOWDAY
“They genuinely cared about the result and were transparent throughout, ensuring that we made the right decisions.”

The site was launched and started getting an increase in web traffic and inquiries, thanks to Anderson Collaborative. The team kept the client updated via email and conducted video calls once a week during the development. Their dedication and transparency throughout impressed the client.

Adam SoperMarketing Manager, Nabooki
“They took a lot of pressure off my team and worked tirelessly to get the job done.”

The Anderson Collaborative team successfully delivered a functioning website within the expected timeframe. From start to finish, they put in a lot of effort to produce outputs according to specifications. They also worked efficiently, stayed accessible, and followed an organized process.

John HallPresident, The Hall Agency Inc.
“I was very impressed with Trevor’s ability to come up with a game plan for the site.”

The client has been pleased with all the updates done on their new site. Anderson Collaborative communicates well, follows deadlines, and exhibits a high level of professionalism. They’ve also provided a clear plan, so the client knows and understands what to expect.

Shelby MeekMarketing Manager, Energy Service Company
“We’re happy with the number of conversions compared to the amount of new inbound leads attributed to their efforts.”

Both the ads and the new website have garnered a noticeable increase in leads and conversions. Anderson Collaborative finds success in employing a team of subject matter experts rather than spreading themselves thin across disciplines.

Greg SnowMarketing Manager, Washify
“They utilize a lot of our free media and press coverage to make us feel more authentic.”

The client has seen a 12% to 18% ROI on their work with Anderson Collaborative. The team takes an organic approach to advertising which helps make the brand feel more genuine. They understand the market and have strong communication skills.

Amber SolettiHead of Marketing & PR, JAMNOLA
“They were amazingly creative, knowledgeable, and have fantastic personalities. The final results are so impressive!”

Anderson Collaborative produced consistent yet unique branding materials to help the client’s brand stand out. A reliable partner, they were very attentive to the client’s needs and ideas. They led productive meetings and communicated effectively.

Juli Ann QuinnPresident, RSABill, Inc.
“Trevor and his team deliver with precision, clarity, and data that doesn’t lie.”

I’ve worked with plenty of agencies that promise results. Every campaign feels like a calculated moon landing: nothing is left to chance, every move is strategic, and the ROI speaks louder than any fancy pitch deck.

Joe FortunatoPerformance Marketing Director at CHHJ
“The payoff has been immediate, with strong return on ad spend and increased visibility for our brand.”

Anderson Collaborative has been a long time partner of ours and has patiently worked with us to get CTV launched throughout our brand, building strong return on ad spend and impression growth.

Mary MillsVP, Marketing at CHHJ

Conducted by an independent 3rd party

Take a look at client interviews

Read Client Interviews

Start with the business question

BUILD THE CTV PLAN BEFORE YOU BUY THE IMPRESSIONS.

Bring us the markets, audience, commercial, data, and decision you need to make. We will map the next practical step.

Discuss your campaign

CTV marketing agency questions

What is the difference between CTV and OTT advertising?

OTT describes video delivered over the internet across devices and environments. CTV is the television-screen subset, including smart TVs and televisions connected through streaming devices or game consoles.

What does a CTV marketing agency manage?

A CTV marketing agency can coordinate strategy, markets, audiences, buying platforms, inventory, budgets, reach and frequency goals, commercial production, trafficking, launch quality assurance, optimization, and measurement. Anderson Collaborative confirms the final scope, platform mix, and reporting method for each campaign.

How much does CTV advertising cost?

The recommendation depends on market count and size, audience scale, campaign length, reach and frequency goals, inventory, creative production, integrations, and measurement design. We build the quote after those inputs are clear.

How do you choose audiences and budget for a CTV campaign?

Audience planning can use geography, contextual, interest, in-market, first-party, or CRM signals where consent, match quality, minimum scale, and platform availability support them. Budget depends on market size, audience scale, flight length, reach and frequency goals, inventory, creative needs, and measurement design.

What creative does a CTV campaign need?

Most campaigns need a focused commercial in the required cut lengths, licensed assets, clear audio, a memorable next step, and any market or audience versions the plan calls for. Anderson Collaborative can assess supplied creative and scope production or adaptation when needed.

How are CTV visits and conversions measured?

Measurement methods can connect an ad exposure with a later site visit or conversion using household or device identity rules and a defined window. That is attribution. It does not by itself prove the ad caused the outcome, so incrementality requires a suitable test design.

How long does a CTV campaign take to launch?

Timing depends on creative readiness, rights and approvals, audience and market setup, landing paths, tracking, data access, and quality assurance. We confirm the launch plan after those inputs are reviewed.

Why Businesses Trust Us

Complete Budget Transparency: Always Know Where Your Money Goes

With Anderson Collaborative, you’ll have full visibility into your spending. Let us earn your trust.

A True Partnership in Success

Our agency’s success is built on helping you achieve yours. Together, we thrive.

Custom Strategies for Businesses of All Sizes

Whether you’re a Fortune 500 company or a growing small business, we tailor solutions to fit your unique needs.

Schedule A Free
Consultation