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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.
Connected TV and OTT advertising
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
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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.
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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.
Television screens
Audience-led commercial delivery in streaming TV environments.
TVs, phones, tablets, and computers
The broader category for video delivered over the internet.
Television screens
Scheduled programming distributed through broadcast, cable, or satellite.
Primarily phones and computers
Video placements within websites, social platforms, and digital video services.
Buyer fit
The screen is only one part of the system. The offer, commercial, media plan, conversion path, and evidence need clear owners before spend begins.

Service scope
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.

Define what the campaign must accomplish, who it should reach, where it should run, and which decision the reporting needs to support.
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.
Review rights, specifications, cut lengths, messaging, calls to action, audio, captions, and platform-ready versions before trafficking.
Complete trafficking, naming, destination, pixel, audience, geography, and quality checks before the campaign begins serving.
Manage budget pacing and reallocation, audience and inventory quality, reach and frequency, creative rotation and fatigue, and documented changes against the plan.
Connect delivery with qualified visits, calls, leads, jobs, sales, or revenue when the required data and permissions support the match.
Streaming inventory
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
AMC
Bravo
CBS
CBS Sports
CNN
Comedy Central
ESPN
FOX
FS1
HGTV
Hulu
NBC
NFL Network
TNT
USA NetworkInventory examples cross-checked against MNTN's May 2026 inventory guide. Available inventory depends on the selected buying platform and campaign.
Creative requirements
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.
See how CTV fits into paid media planning and coordinated paid social campaigns.
Lead with the offer or idea viewers need to remember.
Make the advertiser unmistakable through sight and sound.
Give viewers one action they can recall after the spot ends.
Cross-channel context
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.
Stronger paid search conversion rates after adding Performance TV
Stronger paid social conversion rates after adding Performance TV
Longer average session duration than paid social
Longer average session duration than paid search
Source: MNTN, Search, Social and Performance TV Quick-Hit Guide, January 2024.
Budget and timing
Your quote and launch plan depend on the markets, audience, delivery goals, commercial needs, available data, and measurement design.
Plan a CTV campaignCTV measurement
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.
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.
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.
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
Goals, markets, audience, offer, creative, data, approvals, and constraints.
Media structure, budget drivers, measurement plan, creative requirements, and launch conditions.
Commercial, destinations, tracking, audiences, naming, and quality assurance.
Controlled activation with delivery checks and a clear escalation path.
Reporting, interpretation, optimization, and the next decision the evidence can support.
Agency selection
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.
The audience, markets, offer, budget, and role of CTV should be clear before a buying platform is selected.
Ask how platforms and inventory are selected, how frequency is controlled, and how tradeoffs are explained.
Confirm who owns messaging, rights, specifications, versions, captions, approvals, trafficking, and quality assurance.
Require clear delivery definitions, attribution rules, business-data inputs, optimization decisions, and an honest incrementality plan.
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Selected work
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 studyFrom Those Who Know Us Best
Past awards and coverage
Selected awards and media coverage recognizing our media buying, digital marketing, and creative work.
Best In Marketing Analytics Solutions
Top United States Digital Marketing Agencies
Top 100 U.S. Media Buying AgenciesReported October 2022
Top Digital Marketing Companies to Hire in 2022Reported October 2022
Best of 2023Reported November 2023
Best Agencies For Brand Exposure
The Best Digital Marketing Agencies
Global Leader 2023Reported November 2023Start with the business question
Bring us the markets, audience, commercial, data, and decision you need to make. We will map the next practical step.
Discuss your campaignOTT 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.
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.
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.
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.
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.
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.
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.
With Anderson Collaborative, you’ll have full visibility into your spending. Let us earn your trust.
Our agency’s success is built on helping you achieve yours. Together, we thrive.
Whether you’re a Fortune 500 company or a growing small business, we tailor solutions to fit your unique needs.