The Beginner's Guide to Launching Your First CTV Campaign
Your complete step-by-step roadmap to launching successful streaming TV advertising campaigns—from budget planning to creative production to performance tracking.
Launching your first Connected TV advertising campaign might seem daunting, but the process is far more straightforward than traditional TV buying. This comprehensive guide walks you through every step—from planning and budgeting to creative production and performance tracking—so you can launch confidently and see results.
Phase 1: Planning Your Campaign
Step 1: Define Clear Objectives
Before spending a dollar, clarify what success looks like. CTV can achieve multiple goals, but your objective shapes every downstream decision:
Awareness Objectives
- • Launch new business or location
- • Increase brand recognition
- • Announce new products/services
- Key Metrics: Reach, impressions, brand lift
Conversion Objectives
- • Drive store visits or foot traffic
- • Generate website traffic and leads
- • Increase online/phone orders
- Key Metrics: Conversions, cost per visit, ROI
Step 2: Set Your Budget
CTV advertising is accessible at various budget levels. According to eMarketer's 2025 CTV report, successful campaigns start at different investment levels depending on goals:
| Budget Level | Monthly Spend | Best For |
|---|---|---|
| Test Campaign | $500 - $1,500 | Initial testing, single location, limited reach |
| Local Campaign | $2,000 - $5,000 | Sustained local presence, measurable results |
| Growth Campaign | $5,000 - $15,000 | Multi-location, strong market presence |
| Scale Campaign | $15,000+ | Regional reach, competitive dominance |
Budget Rule of Thumb: Allocate 70% to media spend (impressions), 20% to platform/management fees, and 10% to creative production. For a $3,000 campaign: $2,100 media, $600 platform, $300 creative.
Step 3: Identify Your Target Audience
CTV's power lies in precision targeting. Start with these core audience decisions:
Geographic Targeting
Define where your customers are: ZIP codes, radius around locations, DMAs, or custom boundaries. Learn more about hyperlocal targeting.
Demographic Targeting
Age, gender, household income, family status, homeownership, education level.
Behavioral & Interest Targeting
Shopping behaviors, content preferences, lifestyle interests (sports, cooking, travel, etc.).
In-Market Audiences
People actively researching or ready to purchase in specific categories (auto, real estate, insurance, etc.).
Phase 2: Creating Your Ad Creative
Step 4: Production Options
You don't need a Hollywood production budget. Here are your creative options ranked by cost:
AI Video Creation Tools (Lowest Cost)
$0 - $500Platforms like Synthesia, Pictory, or InVideo create professional videos from scripts and images.
Best for: Limited budgets, testing concepts, frequent creative updates
Template-Based Video Tools
$500 - $2,000Services like Animoto, Promo.com, or Canva Pro with customizable templates and stock footage.
Best for: Quick turnaround, professional polish, multiple variations
Freelance Videographers
$2,000 - $5,000Hire through Upwork, Fiverr Pro, or local videographers for custom filmed content.
Best for: Authentic local business feel, showcasing real locations/products
Professional Production Companies
$5,000+Full-service agencies handle scripting, filming, editing, and multiple versions.
Best for: Brand campaigns, reusable assets, premium quality requirements
Step 5: Creative Best Practices
Regardless of production method, effective CTV ads follow proven principles:
- ✓Hook in 3 seconds: Grab attention immediately—viewers can't skip, but you need to engage fast
- ✓Clear value proposition: What problem do you solve? Why choose you?
- ✓Strong call-to-action: Visit website, call now, visit store—be explicit
- ✓Minimal text: TV is visual—use voiceover rather than on-screen text walls
- ✓Brand consistency: Use your logo, colors, and brand voice throughout
- ✓QR codes work: Include scannable codes for immediate mobile action
Phase 3: Campaign Setup & Launch
Step 6: Choose Your Platform
You have two main options for buying CTV advertising:
Self-Service Platforms
Platforms like MNTN, Vibe.co, or AdSultans provide dashboards where you manage campaigns yourself.
✓ Pros:
- • Lower fees and minimums
- • Full control and transparency
- • Real-time optimization
✗ Cons:
- • Requires learning curve
- • You handle all optimization
Managed Service / Agencies
Agencies handle strategy, buying, optimization, and reporting on your behalf.
✓ Pros:
- • Expert optimization
- • Hands-off approach
- • Strategic guidance
✗ Cons:
- • Higher fees (15-30%)
- • Higher minimums ($5K+/month)
Step 7: Configure Campaign Settings
Once you've selected a platform, you'll configure these key settings:
- 1. Flight Dates: Campaign start and end dates (recommend minimum 2-4 weeks for meaningful data)
- 2. Daily/Total Budget: Set spending limits and pacing (even vs. accelerated)
- 3. Targeting Parameters: Apply geographic, demographic, and behavioral targeting
- 4. Inventory Selection: Choose streaming networks and content categories (news, sports, entertainment)
- 5. Frequency Caps: Limit how often the same household sees your ad (typical: 3-5 times per week)
- 6. Dayparting: Specify which hours/days to run ads (optional—streaming is 24/7)
Step 8: Launch & Monitor
Most platforms review campaigns within 24-48 hours to ensure compliance with advertising standards. Once approved, your campaign goes live. Initial monitoring is critical:
Days 1-3: Technical Checks
Verify ads are delivering, creative displays correctly, tracking pixels fire properly
Days 4-7: Early Performance
Check completion rates (should be 90%+), ensure targeting is working, review initial costs
Week 2+: Optimization
Identify top-performing networks, adjust targeting, test creative variations
Phase 4: Measurement & Optimization
Step 9: Track Key Metrics
Focus on metrics aligned with your objectives:
| Metric | What It Measures | Good Benchmark |
|---|---|---|
| Completion Rate | % of viewers who watch entire ad | 90-95% |
| Effective CPM | Cost per 1,000 impressions delivered | $20-40 |
| Website Visit Rate | % of exposed viewers visiting site | 2-5% |
| Store Visit Rate | % of exposed households visiting store | 4-8% |
| Cost Per Acquisition | Total spend ÷ conversions | Varies by industry |
Step 10: Optimize Based on Data
After 2-3 weeks, you'll have enough data to make informed optimizations:
- • Reallocate budget to top-performing networks and dayparts
- • Refine targeting by excluding underperforming segments
- • Test creative variations with A/B splits (different CTAs, messaging, offers)
- • Adjust frequency if seeing diminishing returns at higher exposures
- • Expand geography if performance is strong and budget allows
Launch Your First CTV Campaign with AdSultans
Our platform guides you through each step with expert support. No confusing jargon, no hidden fees—just transparent, effective streaming TV advertising from $500/month.
Quick Start Checklist
- ☐Define clear campaign objective (awareness vs. conversion)
- ☐Set budget allocation (70% media, 20% platform, 10% creative)
- ☐Define target audience (geography, demographics, behaviors)
- ☐Create or source 15s/30s video creative with clear CTA
- ☐Choose platform (self-service vs. managed)
- ☐Configure campaign settings and targeting parameters
- ☐Set up conversion tracking (website pixel, phone tracking)
- ☐Launch and monitor daily for first week
- ☐Optimize based on 2-3 weeks of performance data
Sources & References
- • eMarketer CTV Advertising Report 2025 - Budget & Spending Trends
- • Industry benchmark data from MNTN, Vibe.co, PlaceWise Media
- • IAB Video Advertising Guidelines - Creative Best Practices