A CTV advertising agency for brands that need audience planning, media buying, creative and measurement coordinated around one business objective.
We plan and buy streaming TV advertising with the audience, creative and response path considered together. A managed engagement gives each workstream an owner. Your proposal defines the work we manage and the approvals, website access and business data your team supplies.
Define eligible markets, audience size, inventory and exclusions before allocating spend. Review the buying route, delivery forecast, fee structure and frequency controls. The plan should explain why each publisher or audience enters the campaign.
Agree the video versions, technical requirements, approval process and trafficking responsibilities. Once live, review pacing, placements, repeated exposure and response. Record changes so later reporting can explain what changed and when.
Connect delivery to calls, qualified enquiries, sales or the agreed outcome where data permits. Set attribution windows and an incrementality approach suited to the test. Your review should identify the evidence needed to continue, adjust or stop.
Running a campaign internally? Compare managed CTV vs. self-service responsibilities. If you are choosing technology, our CTV advertising platforms comparison covers inventory, support and reporting questions.
A media CPM describes impression cost. Your campaign budget also needs to account for the people, assets and measurement required to run the plan. Ask which charges are included in the quoted CPM and which appear separately.
| Cost line | Confirm before approval |
|---|---|
| Media and buying | Inventory, estimated CPM, delivery period, minimum commitments and treatment of undelivered spend. |
| Management | Planning, trafficking, monitoring, optimization, reporting and the basis of the service fee. |
| Creative | Production or adaptation, versions, usage rights, revision rounds and approval ownership. |
| Data and technology | Platform, audience and verification charges, including anything already inside the media quote. |
| Measurement and response path | Tracking setup, call measurement, CRM work, studies and landing-page changes included in scope. |
We confirm pricing, commercial minimums and terms for your scope during proposal development. See the CTV advertising cost examples for illustrative arithmetic, then request a quote for your markets and requirements.
Bring the product or offer, target markets, budget range, current media mix and outcome you want to improve. Include available video assets and describe how enquiries become customers. Those inputs help define a test that your team can operate and evaluate.
A local business should begin with a local CTV advertising plan based on the area it can serve. Launch timing depends on readiness and publisher approval; the proposal should name those dependencies.
Agree deliverables before buying. Useful reporting identifies spend, impressions, publishers, geography, creative and frequency where available. Outcome reporting needs conversion definitions, matching coverage, attribution windows and reconciliation with your business records.
Ask which fields can be exported, who owns the account and what remains accessible after the engagement. Some publishers and identity systems restrict detail. Document missing coverage and modeled metrics rather than treating every dashboard number as observed fact.
Our CTV attribution guide explains matching and evidence limits. Platform attribution can support optimization; estimating incremental sales requires a credible comparison.
Request a CTV media planAcross linear, local, and streaming
Senior operators, not junior planners
When TV is added to the media mix
Measured via incrementality testing
Define the budget range, launch schedule, KPIs, creative requirements, and test design before buying media. Pricing and performance depend on the agreed scope and campaign conditions.
A focused-market test, a multi-market growth plan, and a national reach program require different inventory, frequency, and measurement designs. Start with the smallest footprint that can answer the business question without starving the test.
Budget bands: focused-market test → multi-market growth → national scale.
Audience design, inventory review, creative production, compliance approval, trafficking, and QA all happen before delivery. A focused CTV test can move faster than a coordinated linear and streaming plan, but only when approved assets and measurement access are ready.
Sequence: brief → plan → creative and approvals → trafficking → QA → launch.
Delivery metrics show whether the buy ran as intended. Response metrics show whether people acted. Business metrics—such as qualified applications, approved customers, or revenue—show whether the campaign helped the company. The hierarchy prevents CPM or video completion rate from standing in for business impact.
KPIs: delivery → response → qualified conversion → business outcome.
Message, offer, format, audience, market, and landing experience should not all change at once. Establish a control, define the variable under test, and decide how long the learning window must remain stable before making a budget decision.
Test one meaningful variable at a time and document the decision rule before launch.
Compare operating models, responsibilities, inventory control, fees, and measurement.
View resource GuideCompare buying routes, airtime terms, creative responsibilities and TV media buyers.
View resource GuideCompare local cable and broadcast quotes, negotiated rates and complete campaign costs.
View resourceFrom broadcast to streaming - we plan, buy, produce, and measure every dollar.
Traditional broadcast & cable
Networks We Buy
Streaming & addressable
Platforms We Buy
Strategy, production & analytics
Three pillars working together. Not disconnected channel execution - a unified system that improves every cycle.
Our buying power secures traditional linear TV media rates at 50%-80% off across our linear TV buys. We plan networks, markets and dayparts around the audience and response objective. CTV inventory and pricing are scoped separately.
CTV brings digital-level precision to television. Household targeting, ZIP-code geo-fencing, daypart optimization, and first-party data matching - so every impression reaches someone who matters.
We measure TV like a performance channel. Incrementality testing, branded search lift analysis, media mix modeling, and holdout markets prove TV's true contribution to revenue - not just impressions.
"We don't ask for trust. We earn it - with tests, lift measurement, and unit economics you can validate."
From Inc. 500 companies to household names - we help ambitious brands grow with connected media strategies.
Documented case study In 2012, Simplicity began the Optima Tax Relief program with a controlled radio test. Our work connected media strategy, radio buying, creative, and response measurement. Calls, searches, and inquiries guided the next market, creative, and investment decision. That test-measure-scale discipline informs our TV and CTV planning too.
These are Optima's company-level milestones, not TV or CTV lift results. The seven consecutive Inc. honors cover 2015 to 2021. This radio-led case illustrates our approach to scaling media; it does not substantiate the separate TV and CTV performance figures on this page. Read the case study for the sources and Simplicity's documented role.
Read the Optima case study"They built a TV system that connects our brand spend to funded accounts. Our CAC dropped 34% in the first quarter."
Production is scoped and priced separately in your proposal, including deliverables, revisions and usage rights. The linear TV media-rate discount does not apply to production fees.
TV creates demand. These services capture, convert, and prove its impact.
AM/FM and streaming audio that reinforces your TV message.
Host-read and programmatic podcast advertising.
Capture the branded search surge that TV creates.
Retarget TV-exposed audiences on Meta, TikTok, and YouTube.
Extend your TV reach with display, video, and native.
Optimized landing experiences that turn clicks into customers.
TV spots from concept to delivery, scoped around your campaign.
Incrementality testing and MMM that proves TV's impact.
Book a strategy call with our TV team. No pitch decks, no fluff - just a conversation about how television can drive measurable results for your brand.
Jason Zimmerman
Media Director
