Introduction: The CTV Boom and Why the Right Partner Matters
In 2025, CTV advertising companies are no longer an emerging trend—they’re the dominant force shaping how brands connect with audiences. With more than 230 million Americans streaming content on Connected TV devices, the market has evolved into a competitive arena where precision targeting, creative storytelling, and measurable ROI decide who wins.
Over the past five years, U.S. ad spend on Connected TV has surged, growing from under $9 billion in 2020 to well over $25 billion in 2025, according to Statista. This rapid shift has left traditional TV in the dust, giving advertisers a dynamic channel with programmatic buying, advanced audience segmentation, and cross-device tracking that was once impossible.
But here’s the catch—while the opportunity is massive, not all connected tv advertising companies deliver the same results. Picking the wrong partner can mean wasted spend, missed targeting opportunities, and campaigns that fail to convert. That’s why brands seeking serious performance turn to high-caliber CTV agencies that combine cutting-edge platforms with seasoned strategy.
At Emerald Wave Media, we’ve built our reputation on exactly that—delivering data-backed, high-ROI campaigns that put your brand in front of the right viewers at the right time, on the right device. Whether you’re targeting a nationwide audience or honing in on a hyper-local market, our team blends creative, technology, and analytics to maximize every ad dollar.
What Makes a CTV Advertising Company “The Best”
When evaluating a CTV advertising agency, the difference between “good” and “best” comes down to four critical factors—each with a direct impact on your ROI.
1. Targeting Precision
The best CTV partners don’t just target by demographics—they leverage behavioral data, purchase intent, and geolocation to ensure your ads reach the viewers most likely to convert. This level of precision reduces wasted impressions and increases campaign efficiency.
2. Audience Scale
Without access to a broad and diverse inventory of premium streaming platforms, your reach will be limited. Top agencies have established relationships with major CTV vendors and streaming networks, allowing campaigns to scale nationally or focus on high-value local markets.
3. Creative Optimization
A compelling ad is only effective if it’s optimized for the platform. Leading agencies continually test variations in creative, placement, and call-to-action elements to boost engagement rates across multiple CTV platforms.
4. Attribution & Measurement
Knowing exactly how CTV campaigns influence sales or leads is essential. The best agencies deploy advanced attribution models, tying ad exposure to measurable actions. For more on this, see our guide on
How to Track TV Advertising.
According to the Interactive Advertising Bureau, advertisers who prioritize these criteria consistently outperform competitors in both brand lift and direct-response metrics—proving that the right partner is as important as the ad budget itself.
To understand how CTV can transform your marketing mix, start with our
Connected TV Advertising Overview and
Advantages of TV Ads Guide.
Emerald Wave Media’s Approach to CTV Advertising
As a performance-driven CTV agency, Emerald Wave Media combines proprietary technology, creative expertise, and advanced analytics to deliver campaigns that outperform traditional benchmarks. Unlike many CTV advertising companies that take a one-size-fits-all approach, we tailor every step of the process to your brand’s goals and audience profile.
1. Proprietary Targeting Engine
Our in-house targeting system integrates first-party data, platform-specific audience segments, and third-party behavioral insights. This allows us to pinpoint high-value viewers with unmatched accuracy—whether they’re streaming on smart TVs, gaming consoles, or mobile devices.
2. Creative Strategy That Converts
From initial storyboarding to platform-specific editing, our creative team ensures every ad is designed to capture attention and drive action. We optimize message delivery for each streaming environment, testing variations to maximize click-through and conversion rates.
3. Real-Time Campaign Tracking & Optimization
Through our advanced reporting dashboard, clients see performance data as it happens—impressions, completion rates, post-view conversions, and more. This real-time visibility allows us to adjust campaigns on the fly, ensuring optimal performance and budget efficiency.
Our process isn’t theory—it’s proven in real-world results. Explore our
Case Studies to see how we’ve helped brands turn CTV into a top-performing channel.
According to MarketingCharts, advertisers who implement both audience precision and creative optimization in CTV see up to 47% higher engagement rates compared to those using static campaigns—proof that the right blend of strategy and technology delivers measurable growth.
The Best CTV Advertising Platforms We Partner With
Choosing the right CTV advertising platforms is just as important as crafting the right creative. At Emerald Wave Media, we only work with top CTV platforms that deliver premium inventory, robust targeting, and transparent reporting—ensuring every campaign has the tools needed to perform.
1. The Trade Desk – Known for its expansive reach and advanced programmatic buying, The Trade Desk offers granular targeting across thousands of premium publishers. Its data integrations make it ideal for brands wanting sophisticated audience segmentation.
2. MNTN – Specializing in performance-driven CTV campaigns, MNTN provides automated optimization and direct-to-site attribution, making it a strong choice for direct-response advertisers.
3. Hulu Ads – With a massive, engaged audience and ad formats that integrate seamlessly into premium content, Hulu offers both national scale and the ability to target niche interest segments.
4. YouTube Connected TV – Leveraging Google’s vast audience data, YouTube CTV delivers strong targeting precision and a wide variety of ad formats, from skippable in-stream to non-skippable high-impact ads.
5. Roku OneView – As the largest streaming platform in the U.S., Roku offers unparalleled device-level targeting and powerful cross-device attribution.
We select platforms based on campaign objectives, audience data, and desired ROI—ensuring that whether your goal is brand awareness, lead generation, or direct sales, you’re using the best channel mix. To learn more about ad formats and placements, see our
What Are Program Ads Examples.
According to Think with Google, campaigns that blend multiple CTV platforms see up to 35% higher reach efficiency compared to single-platform buys, proving that diversification is key to maximizing exposure and ROI.
Industry-Specific CTV Campaign Expertise
Not all CTV vendors or CTV companies understand the nuances of marketing in highly specialized industries. At Emerald Wave Media, we’ve built a track record of delivering high-performance CTV campaigns across sectors where compliance, messaging, and targeting require a tailored approach.
Our proven industry verticals include:
| Industry | Key Strategy Focus | Sample Result* |
|---|---|---|
| Healthcare | HIPAA-compliant targeting, patient education, local service promotion | +42% increase in appointment bookings |
| Legal | Geographic precision targeting, reputation building, lead qualification | 3x more qualified inbound calls |
| Retail | Seasonal campaign optimization, product-specific audience targeting | +58% lift in online sales |
| Education | Enrollment-driven messaging, geo-fencing by school districts | +31% rise in inquiries and applications |
*Sample results are from recent client campaigns and represent average performance improvements across multiple markets.
We approach each vertical with its own data strategy, creative tone, and compliance considerations—ensuring campaigns resonate with the right audience and meet regulatory requirements.
If you’re in one of these sectors (or another that demands precision and accountability), let’s talk.
Contact Us to see how our industry-specific expertise can turn CTV into your most reliable growth channel.
According to eMarketer, CTV’s ability to blend precision targeting with engaging formats makes it one of the fastest-growing ad channels for verticals that require high trust and measurable outcomes.
How Emerald Wave Media Measures & Proves ROI
In a competitive landscape where countless CTV advertising platforms promise results, Emerald Wave Media sets itself apart by proving them. As one of the leading CTV advertising companies, we’ve built a measurement framework that tracks every impression, view, and conversion—giving clients full transparency into performance.
Our ROI measurement framework includes:
- Multi-Touch Attribution – We connect the dots between CTV impressions and customer actions, whether that’s a website visit, form fill, or purchase.
- Real-Time Reporting Dashboards – Clients get instant access to campaign KPIs through a live dashboard, including completion rates, click-through rates, and post-view conversions.
- Advanced Conversion Tracking – From cross-device matching to pixel-based tracking, we ensure no lead or sale goes uncounted.
- Geo-Lift & Incrementality Studies – We isolate CTV’s true impact on sales by comparing exposed vs. non-exposed audiences across geographies.
For a deeper breakdown of these methods, explore our
How to Track TV Advertising guide.
The Interactive Advertising Bureau reports that brands leveraging robust attribution and transparent reporting in CTV campaigns achieve up to 40% better budget efficiency compared to those relying on vanity metrics alone—proof that accountability drives performance.
Common Mistakes Businesses Make When Choosing a CTV Partner
Selecting the wrong CTV partners or CTV vendors can drain your ad budget and limit your results. Many businesses jump into CTV without fully vetting their agency or platform—and end up paying the price.
Top mistakes to avoid:
- Falling for Low-Cost Packages with Hidden Fees
Initial rates may seem attractive, but lack of transparency can lead to inflated costs once “premium inventory” or “advanced targeting” fees are added. - Accepting Generic Targeting
Without granular audience segmentation, your ads reach broad, untargeted viewers—reducing ROI. Learn more about how targeting should work in our
Are Hulu Ads Targeted? article. - Ignoring Reporting Transparency
Some vendors provide limited or delayed reporting, making it impossible to measure performance in real time. - Not Vetting Platform Inventory
Running ads on low-quality or non-brand-safe channels can hurt your brand reputation. - Overlooking Compliance Requirements
Certain industries require strict adherence to regulations, and not all CTV vendors are equipped to handle them.
The Federal Communications Commission emphasizes the importance of transparency, accountability, and compliance in all broadcast and digital advertising. Choosing a partner that embodies these principles ensures your campaigns are both effective and brand-safe.
Emerging CTV Trends Businesses Should Act On Now
The most effective brands don’t wait for the market to shift—they move early. As a forward-thinking CTV advertising agency, Emerald Wave Media keeps clients ahead of the curve by integrating the latest capabilities from the top CTV platforms into their campaigns.
Key trends shaping CTV in 2025:
- AI-Powered Targeting – Machine learning now analyzes massive datasets to predict which audiences are most likely to convert, adjusting campaigns in real time.
- Interactive Ad Formats – Clickable overlays, polls, and in-ad forms turn passive viewers into active participants, boosting engagement and response rates.
- QR Code Integration – A fast-growing trend, QR-enabled ads bridge the gap between TV and mobile, allowing instant access to landing pages, offers, or appointment scheduling.
- Cross-Device Attribution – Tracks a viewer’s journey from CTV ad exposure to actions taken on phones, tablets, or desktops—delivering a clearer ROI picture.
These innovations aren’t “nice to have”—they’re already driving stronger results for brands that adopt them now. For a full breakdown of why these tools work, see our
Advantages of TV Ads Guide.
According to Think with Google, advertisers who implement cross-device measurement see an average 20–30% lift in attributed conversions, proving that integrated strategies create measurable impact.
Why Businesses Choose Emerald Wave Media Over Other CTV Companies
When comparing CTV advertising companies, the gap between “average” and “exceptional” is clear. As a results-first CTV agency, Emerald Wave Media consistently outperforms competitors through a combination of strategy, technology, and service.
What sets us apart:
- Proven Performance – Campaigns delivering 20–50% higher completion rates than industry averages.
- Full Transparency – Real-time dashboards and no hidden fees—ever.
- Industry Expertise – Tailored strategies for healthcare, legal, retail, education, and more.
- Creative + Data Synergy – Ads built to both engage and convert, backed by continuous optimization.
- Dedicated Account Teams – Hands-on campaign management with a single point of contact for accountability.
Client feedback speaks for itself:
“We saw a 3x increase in qualified leads within the first 60 days. Emerald Wave made CTV our highest-performing channel.” – Healthcare Client
“Finally, a CTV partner that delivers on their promises. The transparency and results are unmatched.” – Retail Client
| Feature / Metric | Emerald Wave Media | Average CTV Agency |
|---|---|---|
| Completion Rate | 92% | 74% |
| Real-Time Reporting | ✅ | ❌ |
| Industry-Specific Strategies | ✅ | ❌ |
| Hidden Fees | ❌ | ✅ |
| Dedicated Account Manager | ✅ | ❌ |
Ready to see the difference for yourself?
Contact Us today to launch your next high-performance CTV campaign.
In a rapidly evolving market, the best CTV advertising companies aren’t just media buyers—they’re strategic partners who know how to turn streaming audiences into measurable growth. With Emerald Wave Media, you get more than ad placement. You get precision targeting, creative built to convert, transparent reporting, and a team that treats your success as our own.
Whether you’re exploring connected TV advertising companies for the first time or looking to outperform your current campaigns, our track record speaks for itself. From healthcare to retail, we’ve helped brands unlock the full potential of CTV—and we can do the same for you.
Take the first step toward a campaign that delivers.
Contact Us today for your free CTV advertising assessment, and see how we can maximize your reach, efficiency, and ROI—guaranteed.
