CTV, planned and measured against the business.
Connected TV and OTT bought on audience strategy and measured through designed-in structures — geo holdouts, post-purchase attribution, branded-search lift — not just impressions delivered.
Most CTV is bought on impressions delivered, not business impact.
CTV inventory looks like premium video advertising and is bought like programmatic display: audience targeting, CPM benchmarks, reach reports. The platforms can't show you whether the spend grew the business — only that the impressions ran.
We treat CTV as a brand-and-performance channel that requires designed-in measurement to evaluate. Audience strategy first, geo holdouts second, branded-search and conversion-lift attribution third. The CTV program is held to the same standard as the rest of the paid plan.
Three structures that make CTV measurable against the business.
Plan the audience before the inventory.
CTV audience targeting is granular and improving fast. We plan around the audience definition first, then evaluate inventory and supply paths against that audience. Not the other way around.
Withhold the campaign in one market and measure the lift.
CTV's measurement gap is best closed with geo holdouts. Run the campaign in some geographies and not others, then compare branded search, direct site traffic, conversion lift, and foot traffic between control and exposed.
Connect CTV impressions to downstream signals.
Post-purchase survey attribution, household-level conversion modeling, and time-lagged branded-search analysis tie CTV impressions to the eventual business signal. Platform reports stop at the impression; we don't.
Our approach
- 01Audience-first CTV planning with inventory selected against the audience definition
- 02Supply path optimization for transparency and viewability
- 03Geo holdouts and conversion lift studies designed into the campaign at planning time
- 04Branded-search and direct-traffic lift analysis tied to CTV exposure windows
- 05Cross-screen attribution: post-purchase survey, household modeling, time-lagged analysis
Outcomes
- CTV spend held to business contribution, not impressions delivered
- Brand investment measurable through designed-in structures
- Confidence to scale CTV budget on lift evidence, not delivery reports
Common questions about CTV advertising.
- How do you measure CTV's contribution?
- Geo holdouts are the cleanest method: run the campaign in some markets and withhold in others, compare branded search, direct traffic, conversion lift, and foot traffic between exposed and control. Combined with post-purchase survey attribution and household-level modeling, it produces a defensible read on what CTV moved.
- What's the difference between CTV and OTT?
- CTV (Connected TV) is the device — smart TVs, streaming sticks. OTT (Over-the-Top) is the delivery method — streaming content over the internet. In practice the terms overlap and the inventory pools are largely the same. We use "CTV" for both.
- How do you handle audience targeting on CTV?
- First-party data integration where available, third-party household-level audiences from major data providers, and demographic/contextual targeting on inventory that supports it. Audience strategy is planned first; supply paths and inventory are selected against the audience definition.
- Is CTV brand or performance media?
- Both. CTV reaches an audience that's predominantly in passive-consumption mode, so it functions as brand-builder. But the right measurement structures — geo holdouts, post-purchase attribution — make the performance contribution provable. It's a brand channel that can be measured against business performance.
- How is QRY different from a typical CTV agency?
- Most CTV agencies report on impressions, reach, and audience verification. We report on what the spend grew — through geo holdouts and cross-screen attribution designed into the campaign at planning time, not bolted on afterward.
Talk through your CTV program.
Start with a short strategy conversation. We'll assess fit and outline how CTV could be planned and measured against business growth for your brand.