Reach your audience through digital TV channels and streaming services
Connected TV: brand impact on the largest screen in the house
CTV combines the reach of television with the measurability and flexibility of online advertising. At Follo, we strategically use CTV as part of a full-funnel approach, where branding, performance, and data reinforce each other.
What is Connected TV?
Connected TV refers to televisions connected to the internet. Users stream content through apps like Videoland, Disney+, YouTube, or RTL XL. Unlike linear TV, CTV offers the ability to show ads based on behavior, interests, or location.
CTV is primarily a branding medium. Because users often watch on-demand, ads have a longer-lasting impact. Moreover, many viewers watch with multiple people at once, increasing the attention value. The big difference with traditional TV? With CTV, you are more flexible, cheaper, and much more targeted.
Reach your audience through premium content and smart targeting.
Why choose CTV advertising?
The rise of CTV is not a hype, but a structural shift in media consumption. 50% of regular CTV users stream content daily. For brands, this means an opportunity to be present on premium platforms, at low costs and with high relevance.
Benefits of Connected TV:
- Advertising on premium streaming services, broadcasters, and apps
- Lower CPMs than traditional television, less competition
- Usable for regional, national, and international campaigns
- Perfect for storytelling with high attention value
- Possible integration with GA4 and search data for impact measurement
Full-funnel strategy with CTV
At Follo, we don't believe in standalone campaigns. Connected TV is the perfect starting point for a full-funnel approach. In the upper funnel, you build brand awareness through powerful video formats. We directly translate this visibility to mid- and lower funnel through search, social, and retargeting.
This is how we build a full-funnel with CTV:
- Awareness through storytelling in premium video content
- Re-engagement via YouTube or display ads
- Conversion via search, social, and dynamic remarketing
Through FolloEngine, we link CTV campaigns to your entire media mix. We measure impact through search volumes, website visits, and engagement. This allows you to make the effectiveness of your branding campaigns concrete.
Premium reach, smart targeting, and measurable results
Our approach to Connected TV
Audience selection based on behavior, geography, and interest
We adjust campaigns in real-time based on location, time of day, or audience interests, for a relevant and personal approach.
Purchase of inventory via DSPs with direct deals and private marketplaces
We optimize media campaign purchases by using Demand Side Platforms (DSP) or direct deals with renowned partners, for the most efficient placement.
Creative guidance for video formats that match the platform and audience
Our specialists develop targeted and engaging videos that capture attention and convey the message clearly.
Integration with search and conversion data via FolloEngine for impact measurement
With FolloEngine, you receive real-time insights into the performance of your video campaigns, allowing you to adjust and optimize immediately for the best result.
Platforms and providers
We advertise on all major Connected TV platforms, including:
- RTL & DPG Video Content: Local news and entertainment channels with high viewership
- Videoland: Dutch premium on-demand platform
- HBO Max & Disney+: International streaming giants with growing reach
- Amazon Prime Video: Available to advertisers via basic subscription
- YouTube CTV: More than 5 million unique users per day, perfect for scale and targeting
- Netflix (expected): Soon available to advertisers in the Netherlands
From young adults to professionals: reach every target group via CTV.
Which target groups do you reach via Connected TV?
Connected TV offers enormous diversity in reach and is usable for diverse target groups. Thanks to the available targeting options and various platforms, we can optimally tailor campaigns to behavior and interest.
Examples of target groups and corresponding platforms:
- Young adults (18-34 years): Very active on YouTube CTV and Videoland. Focused on entertainment, reality, and short-form content. Perfect for lifestyle, fashion, and tech brands.
- Families: Reachable via Disney+, RTL XL, and DPG platforms. High consumption of children's programs, family movies, and series. Interesting for retail, food, and toy brands.
- Professionals & HBO graduates: Stream a lot via HBO Max and Amazon Prime. Sensitive to brand stories and quality content. Ideal for B2B, tech, and premium consumer brands.
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Regional target groups: Through DPG and local streaming services, campaigns can be deployed hyper-locally. Effective for retail, services, or city-based campaigns.
By using behavioral data and first-party insights via FolloEngine, we know exactly which audience is active on which platform and when. This makes CTV not just a reach channel, but a strategic part of your media mix.
FolloEngine
Integrated data approach via FolloEngine
Thanks to our performance stack FolloEngine, we combine all data streams around CTV with your broader marketing efforts. From first exposure to search behavior, from video completion to conversion: we map everything.
FolloEngine offers:
- Cross-channel dashboarding with CTV, SEO, SEA, social, and CRM
- SERP monitoring and impact analyses (before and after campaign)
- First-party data integration and remarketing
- AI-driven optimization of targeting and creatives
Klaar om het verschil te maken op Connected TV?
Connected TV biedt merken de kans om hun verhaal op een beklijvende manier te vertellen. Met Follo maximaliseer je deze kans, dankzij data, creatie en strategie in perfecte harmonie.
