Question 1

What is CTV advertising?

Accepted Answer

Connected TV (CTV) advertising is video advertising delivered to streaming content watched on a television — through smart TVs, streaming devices, and gaming consoles. It combines the impact of the big screen with digital targeting and measurement.

Question 2

What does an agnostic CTV consultant do?

Accepted Answer

An agnostic consultant has no platform to sell and earns nothing from your media spend. That means the advice is about what's right for your brand — which partners to use, what to keep, what to cut, and how to measure it — not about moving inventory.

Question 3

How do I choose the right CTV partner for my brand?

Accepted Answer

Start with your goals and measurement plan, then evaluate partners on inventory quality, transparency, and placement-level reporting. The right partner can show you exactly where your ads ran and how results were measured.

Question 4

How do I know if my brand is ready for CTV?

Accepted Answer

You're likely ready if your core channels are working but plateauing, you have first-party data to activate, and leadership can commit to a 60–90 day test. If you don't have a measurement plan or purpose-built creative, solve those first.

Question 5

What's the difference between programmatic and direct CTV buying?

Accepted Answer

Programmatic is a buying method that uses automated platforms to purchase impressions. Direct buying means working with publishers to secure specific placements. Many of the most premium CTV placements are only available direct.

Question 6

Why should I hire a CTV consultant instead of going directly to a platform?

Accepted Answer

Platforms are experts in their own inventory, not in your whole media plan. An independent consultant looks across every option, pressure-tests vendor claims, and helps you avoid paying for what you don't need.

Question 7

How does Quiet Giant measure CTV campaign success?

Accepted Answer

Success is defined before launch. Depending on your goals, that may mean incrementality testing, brand lift studies, or media mix modeling — methods that measure what CTV actually causes, not just what a dashboard credits it with.

Practical takes on
what brands need to know.

Common questions.

Practical takes onwhat brands need to know.