Connected TV: A Comprehensive Guide to Media Planning and Buying in Europe

 

Connected TV: A Comprehensive Guide to Media Planning and Buying in Europe

Connected TV has become a core part of modern media plans across Europe. As audiences continue to shift away from traditional linear TV and toward streaming, advertisers are reallocating budgets to reach viewers on internet-connected televisions.

What makes Connected TV different from traditional TV is not just where ads appear, but how they are planned, bought, targeted, and measured. CTV sits at the intersection of television and digital media. It combines high-impact video with programmatic buying, audience data, and cross-device measurement.

This guide explains Connected TV from a European media planning and buying perspective and shows how it can be applied in practice, using a European ecommerce business as a recurring example.

How TV Consumption Has Changed in Europe

Across Europe, linear TV viewing is declining, particularly among younger and urban audiences. Subscription video on demand and free ad-supported streaming platforms are gaining share across major markets.

From a planning perspective, this creates reach inefficiencies in traditional TV plans.
For example, a European ecommerce retailer runs a spring sale on linear TV and hits frequency caps quickly among older audiences, while incremental reach among 18 to 34 barely moves because that group primarily watches streaming.
For example, a mid-sized ecommerce brand in a smaller EU market finds that national linear TV inventory is concentrated in a few broadcaster groups, which drives up CPMs, but CTV opens up additional supply that reaches cord-never households without paying for the same linear audiences twice.

CTV often becomes the “incremental reach layer” in a video plan.
For example, you plan a reach curve where linear TV delivers broad national reach, then CTV fills the gap among streaming-first households and controls household frequency to reduce wasted impressions.
For example, you use CTV to add reach in cities where streaming adoption is higher, while keeping linear TV focused on nationwide coverage.

What Connected TV Means in Practice

Connected TV refers to television devices connected to the internet that are used to stream video content. Ads appear full-screen within streaming environments and are typically non-skippable.

From a media strategy standpoint, CTV functions as a digital extension of TV.
For example, a European ecommerce store launching a new product category uses a 20-second hero video on CTV to build awareness and perceived credibility, then follows up with shorter online video and paid social formats to drive traffic.
For example, a home and living retailer uses CTV to show a “before and after” creative that is hard to communicate in static banners, then retargets exposed households with product carousels on mobile.

OTT and CTV From a Media Planning Perspective

OTT refers to the delivery of video content over the internet. CTV refers to the screen where that content is consumed.

This distinction matters when defining inventory, KPIs, and channel roles.
For example, you buy OTT video inventory but restrict the device filter to television screens only to ensure the ad experience matches “TV quality” and supports your brand lift goals.
For example, you run the same campaign message across OTT, but treat CTV as your reach driver and mobile video as your frequency and performance layer.

The Connected TV Ecosystem With Practical, Detailed Examples

The CTV ecosystem becomes manageable when you break it into devices, platforms, and apps or publishers. Each layer matters because it affects targeting options, inventory quality, reporting, and how you should plan.

1) Devices: What viewers actually stream on

A “device” is the hardware in the living room that enables streaming.

Common device types in Europe

• Smart TVs (built-in streaming)
• Streaming sticks and boxes connected to a TV
• Gaming consoles used for streaming apps

Why devices matter in planning
Device type can be a proxy for viewing behavior, household composition, and how ads are consumed.

For example, an ecommerce brand selling premium cookware prioritizes smart TV inventory because it correlates with longer session viewing, higher completion rates, and a more “lean-back” experience that suits brand storytelling.
For example, a fast-fashion ecommerce brand includes streaming device inventory because younger viewers often stream through a stick or box connected to an older TV, especially in rented apartments.
For example, an electronics ecommerce store includes gaming console inventory during holiday periods because households that game also over-index on buying accessories, headsets, and controllers.

Practical device tactics

• Device inclusion and exclusion
  For example, you exclude gaming console inventory for a luxury jewelry brand if brand safety reviews show a mismatch between creative tone and typical content environments.
  For example, you exclude older device types if performance shows higher buffering rates and lower completion rates, which can reduce effective reach quality.
• Creative adaptation by device behavior
  For example, for households that mostly stream long-form content on smart TVs, you run 30-second ads with narrative.
  For example, for households that stream shorter content via a streaming stick, you run 15-second punchy creatives with a single offer and a QR code.
• Dayparting by device usage
  For example, you schedule family-oriented creatives in early evening when smart TV usage is highest in households with children.
  For example, you schedule deal-driven creatives later at night when individual viewing increases and conversion intent is often higher.

2) Platforms: The operating system and the “TV environment”

A platform is the TV operating system and interface that organizes apps, content discovery, and sometimes its own ad placements.

Why platforms matter
Platforms can influence:

• Inventory access (what supply is available and how)
• Audience signals (what targeting data is available)
• UI placements (home screen ads, pause screen ads, content discovery ads)
• Reporting granularity (how much transparency you get)

Practical platform tactics

• Using platform-level placements for top-of-funnel scale
  For example, an ecommerce marketplace runs a high-reach campaign during a national sales period and uses platform UI placements to guarantee broad household coverage quickly.
  For example, a subscription-based ecommerce club uses platform placements to build awareness first, then retargets exposed users on mobile with a free trial offer.
• Platform-level frequency control
  For example, you cap frequency at the household level across platform inventory so the same household does not see your ad 12 times in a week, which protects brand perception and improves incremental reach.
• Platform-first party audience segments
  For example, you select a “recent movers” segment for a furniture ecommerce store to reach households likely to buy home goods, then layer geography to focus on regions where shipping is cheapest and fastest.

3) Apps and publishers: Where the ad actually appears

Apps are streaming services. Publishers are the owners of the content and inventory. This layer is where contextual relevance, brand safety, and content adjacency decisions happen.

App categories you will commonly encounter in Europe

• Broadcaster catch-up and on-demand environments
• Live streaming channels and “linear-like” streaming
• Free ad-supported streaming TV (FAST) channels
• Video platforms viewed on TV screens
• Niche apps: news, sports highlights, cooking, kids, music channels

Why apps and publishers matter
Two CTV impressions can look identical in a report but perform very differently based on:

• Content genre and mood
• Ad load and user tolerance
• Audience composition
• Fraud risk and traffic quality
• Creative fit and attention

Practical app and publisher tactics

• Contextual planning like traditional TV, but with digital controls
  For example, a European ecommerce store selling outdoor gear targets content categories like travel, adventure, and nature documentaries, because viewers are already in the mindset for hiking and camping purchases.
  For example, a beauty ecommerce retailer targets lifestyle and entertainment content in the early evening to reach audiences in “relaxation mode,” then follows with mobile retargeting the next day.
• App whitelisting and blacklisting
  For example, you build a whitelist of high-quality broadcaster environments and premium FAST channels for a brand campaign, then block long-tail apps with unclear ownership.
  For example, you blacklist kids content for an alcohol-free adult beverage ecommerce brand to avoid misalignment, even if CPMs are cheap.
• Genre-based creative rotation
  For example, you run a “home refresh” creative next to home improvement content, and a “quick gifts” creative next to general entertainment, even within the same campaign, because the mindset is different.
• Managing ad load and viewer experience
  For example, you prioritize publishers with lower ad load to reduce viewer fatigue, which can improve completion rate and brand recall.
• Local language and cultural nuance by market
  For example, you run localized audio and on-screen text by country because a pan-European English-only creative reduces attention and completion in markets where viewers strongly prefer local-language TV experiences.

CTV Inventory Types and How to Use Them in a European Media Plan

CTV inventory is accessed through different deal types. Each deal type maps to different planning goals.

Open exchange

This is the most flexible and often the broadest supply, but it can include more long-tail inventory.

For example, an ecommerce brand uses open exchange for always-on prospecting with strict app whitelists and supply filters, then optimizes weekly based on completion rate, reach quality, and brand safety reviews.
For example, you use open exchange for incremental reach after exhausting premium supply, while maintaining strict fraud controls and excluding unknown app bundles.

Private marketplace

Invitation-based access to curated inventory.

For example, you negotiate a private marketplace deal for premium broadcaster-like inventory so you get better placement transparency and more predictable quality than open exchange.
For example, you use private marketplace access for a new market entry where brand trust is low and you want to appear next to trusted local content environments.

Preferred deals

A fixed CPM agreement with priority access, without guaranteed delivery.

For example, you use preferred deals during peak retail weeks to stabilize CPMs and avoid auction volatility, while still allowing optimization controls.

Programmatic guaranteed

Guaranteed impressions at a fixed price.

For example, an ecommerce brand plans a product launch window and uses programmatic guaranteed so delivery is locked for the exact two-week period, supporting a coordinated PR and influencer push.
For example, a retailer uses programmatic guaranteed to secure a minimum level of reach in a specific country where premium CTV inventory is limited.

Direct IO

Traditional insertion-order buying with a publisher or sales house.

For example, you use a direct IO for a sponsorship-style campaign where you want premium positioning and custom integrations, then use programmatic for the rest of the reach and retargeting layers.

How to Buy Connected TV Advertising

Programmatic buying through a DSP

This is the most common route for scalable European CTV activation. It enables:

• Audience targeting
• Frequency caps
• Pacing and optimization
• Cross-market activation
• Supply path controls

For example, a European ecommerce store sets up one campaign per market, each with its own budgets and language creative, while using a shared measurement approach to compare incremental reach and completion rates across countries.
For example, the media buyer sets household frequency caps at 3 per week, then uses optimization rules to reduce spend on apps with low completion rates or poor post-exposure site visitation.

Platform-direct buying

This can offer premium UI placements and strong first-party signals, but reach is limited to that platform’s footprint.

For example, you allocate 20 percent of your CTV budget to platform-direct UI placements to get fast reach and strong visibility during a sales event, then use programmatic inventory to broaden reach beyond that ecosystem.

Publisher-direct buying

Strong for premium environments and first-party data but typically less flexible for daily optimization.

For example, you use publisher-direct buys in countries where broadcasters control most premium inventory, then run programmatic CTV as the incremental reach and experimentation layer.

CTV Ad Formats and How to Use Them

In-stream video (the core format)

Usually 15 or 30 seconds, full-screen, non-skippable.

For example, an ecommerce brand uses 30-second creative for a new category launch, focusing on brand story, product range, and delivery promise.
For example, the same brand uses 15-second cutdowns later in the campaign to reinforce recognition and improve frequency efficiency.

Interactive tactics and QR codes

CTV is digital, so you can create bridges to action.

For example, you show a QR code with “Scan to shop the collection” and land users on a mobile-optimized category page with UTM parameters and a dedicated offer.
For example, you use different QR destinations by market, sending viewers to the correct local storefront, language, and currency.

UI placements and pause screen formats

Available in some environments and often used for awareness.

For example, you use a UI placement for brand presence during a major retail week, then rely on in-stream to deliver the message with sound and motion.
For example, you use a pause screen format for a simple, high-contrast message like “Free delivery this week” because viewers have time to read it.

Targeting Strategies for CTV in Europe

Targeting is powerful, but in Europe it is also shaped by privacy rules, consent, and data availability by market. The best approach is usually layered targeting with clear roles for each layer.

Contextual targeting

Ads are served based on content genre, channel type, or app category.

For example, a kitchenware ecommerce store targets cooking and food content genres to reach viewers already thinking about recipes, tools, and home cooking.
For example, a sports apparel retailer targets live sports streaming environments during weekends, then follows up with mobile display retargeting on Monday.

First-party data targeting

Use your own data such as CRM lists, past purchasers, cart abandoners, loyalty members, or high LTV segments.

For example, an ecommerce brand uploads a hashed CRM list of high-value customers and runs a “new arrivals” CTV campaign to drive repeat purchase, while excluding those who bought in the last 14 days.
For example, you build a segment of “frequent buyers in the last 6 months” and target them with premium creative, while the prospecting campaign focuses on new households.

Prospecting using modeled and interest audiences

Used when first-party data is limited or when expanding reach.

For example, an ecommerce brand selling baby products targets “new parents” modeled segments and layers geography to focus on areas with next-day delivery coverage.
For example, a DIY retailer targets “home improvement intenders” and runs a weekend-heavy schedule to align with project planning habits.

Geography and local delivery logic

CTV is strong for regional activation.

For example, a retailer with warehouse-based delivery targets only regions with fast shipping, then uses creative that highlights “Delivered in 24 to 48 hours” for those areas.
For example, a brand entering a new EU market targets major cities first, then expands outward once brand search volume and conversion rates increase.

Household frequency management

CTV is typically household-based, not user-based.

For example, you cap frequency to avoid showing the same household your ad multiple times per evening, which protects user experience and improves incremental reach.
For example, you set different caps by campaign objective, such as a lower cap for pure awareness and a higher cap for consideration campaigns that require message reinforcement.

Media Planning Frameworks for CTV

A comprehensive CTV plan usually starts with the role of CTV in the full media mix.

CTV as incremental reach to linear TV

For example, you run linear TV for broad reach, then use CTV to pick up incremental reach among younger urban households that are under-delivered in linear.
For example, you use unified reach and frequency reporting to ensure the combined linear plus CTV plan does not overload a narrow segment.

CTV as the primary “TV layer”

In some markets or for some advertisers, CTV becomes the main TV channel.

For example, a digital-first ecommerce brand with limited budget runs CTV as its main “TV presence” because it can control spend, measure outcomes, and optimize weekly rather than committing to a rigid linear TV schedule.

Sequential messaging

Use CTV for the first exposure, then follow with other channels.

For example, you run a 30-second CTV hero ad for broad awareness, then retarget exposed households with 10-second online video reminders, then show product-specific dynamic ads on mobile.

Measurement, Attribution, and KPIs

CTV measurement is improving, but it must be planned correctly. If you measure it like a click-based channel, you will under-value it.

Core CTV KPIs

• Reach and incremental reach
• Frequency and household frequency distribution
• Video completion rate
• Viewable impressions (where supported)
• Brand lift or search lift
• Post-exposure site visits and assisted conversions
• Incrementality test results

For example, an ecommerce advertiser tracks incremental reach over linear TV by comparing exposed households to a matched control group and measures lift in branded search and direct traffic.
For example, you measure post-exposure site visits within a set time window, then compare conversion rates among exposed versus unexposed cohorts to estimate contribution.

Attribution approaches that actually make sense

• Geo tests
  For example, you run CTV in half of regions and hold out the other half, then compare changes in revenue and new customer orders, controlling for seasonality.
• Matched market tests
  For example, you select pairs of similar cities and activate CTV in one city from each pair to isolate incremental impact.
• Media mix modeling
  For example, you integrate CTV spend into your quarterly media mix model to estimate its contribution to sales and to optimize budget allocation for the next quarter.

Step-by-step: Launching a CTV campaign in The Trade Desk with Adjust measurement

1. Confirm CTV is enabled in your Trade Desk account
   Before you build anything, make sure your Trade Desk seat is set up to access CTV inventory and that you can select CTV device types and video supply in the UI.
   For example, a European ecommerce advertiser validates they can target “Connected TV” inventory, not just desktop or mobile video, because the goal is living room reach.
2. Create your Advertiser in The Trade Desk
   Set up a new Advertiser profile so all campaigns, pixels, audiences, and reporting stay organized under one brand.
   For example, if the ecommerce business operates in Germany, France, and Italy, you still keep one Advertiser, then split campaigns by country inside it.
3. Set up your CTV campaign objective and structure
   Create a new campaign and choose a video objective aligned with CTV. Define your campaign name, dates, and total budget.
   For example, an ecommerce store running a “Spring Sale” chooses a 3-week flight with a fixed budget and plans to optimize weekly based on completion rate and incremental reach.
4. Decide how you will split into Ad Groups
   In The Trade Desk, you will usually structure execution using Ad Groups. Think of Ad Groups as the control layer for targeting, inventory, pacing, and bidding.
   For example, the ecommerce brand creates three Ad Groups: one for broad prospecting, one for premium curated supply, and one for retargeting households exposed to the hero video.
5. Choose inventory type and control your supply path
   Select CTV video inventory and decide how strict you want to be with suppliers and exchanges. Many buyers start with curated supply and then expand once performance is stable.
   For example, a premium home goods retailer starts with a curated list of approved apps and publishers to protect brand safety, then cautiously opens scale once completion rate and site lift look strong.
6. Set your geography and language approach
   Define countries, regions, or cities depending on your distribution and business priorities.
   For example, a European ecommerce store targets only regions where next-day shipping is available, then uses creative that highlights “Fast delivery in your area” to improve relevance.
7. Apply frequency management at the household level
   CTV is typically household-delivered, so frequency caps are a key media planning lever. Set caps to prevent overexposure and protect reach efficiency.
   For example, the buyer caps exposure at 3 impressions per household per week for awareness, then allows a slightly higher cap for consideration once the brand message is established.
8. Build or import audiences in The Trade Desk
   Create the audiences you plan to use, such as third-party segments, contextual segments, or first-party audiences if you have them available in a compliant way.
   For example, an ecommerce advertiser targets “home improvement intenders” for a furniture line, then creates an exclusion audience for recent purchasers so budget does not waste impressions on people who already converted.
   For example, a retailer creates a retargeting audience of “site visitors last 30 days” and uses it for a separate Ad Group with a shorter, offer-led creative.
9. Set up Adjust for CTV measurement and generate impression trackers
   In Adjust, confirm your CTV measurement approach and generate impression tracker URLs that you will attach to creatives. CTV relies heavily on impression-based measurement rather than clicks.
   For example, the ecommerce brand sets up a specific measurement view for the CTV campaign to evaluate post-exposure behavior such as site sessions, purchases, and assisted conversions within a defined lookback window.
10. Prepare your creative assets for CTV delivery
    Ensure your video files meet CTV specs and that you have the right durations. Most campaigns run 15s and 30s versions. Consider a QR variant if it fits your user journey.
    For example, the ecommerce store runs a 30-second hero spot for storytelling, a 15-second cutdown for frequency efficiency, and a QR version that sends users to a localized sale landing page.
11. Upload creatives into The Trade Desk and attach Adjust trackers
    Upload the video creatives (or host via an ad server if that is your workflow) and apply the Adjust impression trackers. If you have multiple Ad Groups with separate measurement needs, use unique trackers per Ad Group or flight.
    For example, the buyer uses different Adjust impression trackers for Germany versus France so reporting can show which market delivered stronger lift and better cost per incremental visit.
12. Assign creatives and audiences to the correct Ad Groups
    Go back to each Ad Group and apply the right combination of targeting, inventory rules, and creative. Keep naming consistent so reporting is easy.
    For example, “DE_Broad_Prospecting_15s” versus “DE_Premium_30s” makes it instantly clear what each Ad Group is doing when you pull a weekly performance report.
13. Set bidding and pacing rules
    Define your pacing method, bid strategy, and any guardrails such as maximum CPMs, supply quality thresholds, and performance-based optimization rules.
    For example, the buyer sets a target CPM range for prospecting, then uses performance signals like completion rate and post-exposure site visit rate to shift budget toward the best-performing supply.
14. Configure postbacks from Adjust into The Trade Desk
    If you want The Trade Desk to display conversions inside the DSP reporting, set up postbacks from Adjust to The Trade Desk. The exact setup depends on how your events are defined in Adjust and what you want passed back.
    For example, the ecommerce advertiser sends “purchase” and “add to cart” as postback events so the DSP view can support optimization decisions alongside reach and completion metrics.
15. QA everything before launch
    Do a final review: targeting, frequency caps, geography, creative assignments, tracker URLs, budgets, and flight dates. Confirm that trackers are firing in test environments where possible.
    For example, the buyer verifies that each Ad Group has the correct creative length, the correct Adjust impression tracker, and the correct inventory restrictions before going live.
16. Activate the campaign and monitor the first 48 hours closely
    Launch and check delivery pacing, win rates, CPM stability, and completion rates. Early issues are usually audience size too small, inventory too restricted, or bids too low.
    For example, if delivery is slow in a smaller European market, the buyer broadens inventory slightly while keeping app whitelists, or loosens audience layers to increase eligible reach.
17. Optimize weekly using a clear decision framework
    CTV optimization is usually about quality and reach efficiency, not click metrics. Typical actions include removing underperforming supply, adjusting frequency caps, rotating creative, and rebalancing budgets between Ad Groups.
    For example, the ecommerce brand shifts budget from sources with low completion rate to sources with higher completion and stronger post-exposure site lift, while maintaining the same household frequency cap to protect user experience.

 

Common Challenges in Europe and How to Handle Them

Privacy and consent variability

Data availability differs by market and publisher.

For example, you plan for less granular targeting in stricter consent environments and lean more on contextual buying and premium supply.
For example, you design campaigns so that performance does not depend on hyper-specific user tracking, focusing instead on reach quality and incrementality.

Fraud and long-tail supply

CTV fraud can exist, especially in low-quality long-tail inventory.

For example, you restrict supply to vetted apps and use strict inventory filters, then review weekly reports to remove underperforming or suspicious sources.
For example, you allocate premium budgets to curated deals and use open exchange only as a controlled incremental layer.

Fragmentation across markets

Europe is not one market.

For example, you build a modular campaign structure where each country has its own language creative, delivery schedule, and KPI targets, but all feed into a single reporting framework for cross-market learning.

A Detailed Example: How a European Ecommerce Brand Might Activate CTV

Here is a realistic end-to-end activation blueprint.

Step 1: Define the role of CTV in the media mix

For example, the brand decides CTV’s primary role is incremental reach and category awareness, while paid search and paid social remain performance engines.

Step 2: Build the budget structure

For example, 60 percent of CTV budget goes to premium curated supply for quality and brand safety, 30 percent to scalable programmatic supply for reach extension, and 10 percent to testing new formats like QR-driven creative.

Step 3: Set campaign architecture

For example, separate campaigns are created by market and objective: one for awareness, one for consideration, and one for retargeting exposed households through cross-device tactics.

Step 4: Choose targeting

For example, awareness uses contextual plus broad geo targeting with household frequency caps, while consideration layers interest segments and excludes recent purchasers.

Step 5: Creative strategy

For example, the ecommerce brand produces a 30-second hero ad, a 15-second value proposition cutdown, and a QR-focused version that drives to a localized landing page with an offer.

Step 6: Measurement plan

For example, success is defined as incremental reach over linear TV, strong completion rates, and measurable lift in branded search and direct traffic, supported by a geo holdout test.

Step 7: Optimization

For example, after week one, the buyer shifts budget away from low completion rate apps and reallocates toward sources with strong completion and better post-exposure site visit rates.
For example, the buyer reduces frequency in regions where household frequency distribution shows heavy concentration and increases reach in under-exposed regions.

Final Thoughts

Connected TV is now a fundamental part of video media planning in Europe. It extends television reach, adds digital-style controls, and supports cross-device strategies that connect living room viewing with measurable outcomes.

The strongest CTV programs:

• Define clear channel roles in the media mix
• Use supply strategy intentionally, not just “buy everything”
• Treat frequency management as a core planning lever
• Measure success using reach quality, lift, and incrementality, not clicks alone

For example, a European ecommerce brand that treats CTV as a strategic reach and brand salience layer, then ties it to measurable downstream signals like search lift and conversion lift, will almost always make better budgeting decisions than a brand trying to force CTV into last-click attribution.