Programmatic buying across CTV: The Time Is Now.
The UK TV landscape is undergoing a major shift as streaming and digital-first platforms overtake linear viewing. At the centre of this change is Connected TV (CTV), which offers brands data-driven, measurable opportunities across premium streaming inventory, with Netflix’s partnership with Google DV360 marking a milestone.
This move brings programmatic buying into prime time, opening new reach and ROI potential for brands.
Traditional TV’s rigid buying models, poor targeting, and declining younger viewership contrast sharply with CTV’s precision, measurability, and access to hard-to-reach audiences. For advertisers, adapting now is essential—those who act early will lead, while late adopters risk falling behind.
Ad-supported streaming now reaches 44% of UK households
The pandemic accelerated streaming adoption in the UK, and habits have stuck. Over 75% of households own a smart TV, and ad-supported tiers from Netflix, Amazon Prime, Disney+, and Paramount+ are reshaping expectations. As a result, UK CTV ad spend is set to double to £2.94bn by 2028, far outpacing traditional TV growth. Amazon Prime Video remains the leader here, with 83% of its total subscribers—representing almost 8 million households—on the ad tier.
Programmatic integration makes premium inventory more cost-effective to access, with Netflix’s Google DV360 deal allowing advertisers to buy ad-supported content programmatically across CTV, mobile, tablet, and desktop in major European markets, including the UK, France, Germany, Italy, and Spain.
Brands can target audiences by demographics, interests, and postcode-level geography, or even align with Netflix’s daily “Top 10” programmes. Better still, first-party CRM data can be layered in for custom targeting.
Available formats include first-impression placements, title selections aligned with trending shows, and 15–60 second pre-rolls—all delivering high completion and attention rates. DV360 also provides granular analytics on impressions, completion, clicks, and device-level performance, while integrating with verification tools like DoubleVerify and IAS to ensure quality and brand safety.
Brand Benefits of CTV
For UK advertisers, CTV is not just another digital channel but a direct gateway to premium audiences. Advantages include:
Precise Targeting: Reach niche demographics by location, interests, or lifestyle.
Advanced Measurement: Attribute campaigns to specific actions beyond impressions.
Creative Flexibility: Use interactive, shoppable, or dynamic formats to drive engagement.
Premium Inventory: Partner with trusted platforms like Netflix and Amazon.
Expanded Reach: Engage digital-first, younger, and affluent audiences.
Ultimately, CTV offers measurable ROI, creative customisation, and unified reporting across devices—benefits that span sectors from fashion to entertainment and healthcare.
How Crate Supports Brands
Navigating CTV requires expertise. As a market leading digital agency, Crate helps brands maximise CTV through:
Integrated Campaigns: Blending CTV with display, native, search, audio, and social.
Programmatic Approach: Leveraging biddable technology to secure premium inventory efficiently.
Data-Driven Strategy: Real-time optimisation, segmentation, and analytics.
Privacy Compliance: Ensuring GDPR adherence while protecting brand integrity.
Cross-Sector Expertise: Tailored strategies for industries from fashion and beauty to music and retail.
Industry Momentum
As the IAB UK notes, CTV “closes the loop” between viewing and buying—combining TV’s impact with digital’s accountability. Industry forecasts confirm rapid growth, where the number of households subscribing to ad-supported services will outnumber those subscribed to ad-free platforms by Q2 2026.
Brands that embrace CTV today will gain measurable reach, premium audiences, and future-proofed strategies.
To unlock premium CTV inventory and maximise ROI, book a discovery meeting with Crate. Stay ahead of the curve, embrace programmatic CTV and make every ad pound work harder.