To start a Connected TV (CTV) advertising agency, you act as a specialized media buying and strategy partner, placing TV ads on streaming services (like Hulu, Roku, Max, and Peacock) for brands and local businesses.
Launching a CTV agency requires standard business execution, targeted software partnerships, and a clear operational setup.
Step 1: Set Up the Foundation
- Define Your Niche & Pricing:
- Niche: Pick specific industries (e.g., local home services, law firms, eCommerce, real estate, automotive).
- Pricing Models: Charge clients via a Margin on Spend (e.g., you buy inventory at a $15 CPM and bill the client at a $30 CPM) or a Management Fee (e.g., 15–20% of ad spend + flat retainer).
- Establish Creative Partnerships: CTV requires high-definition, 15-to-30-second non-skippable video. Partner with local video production crews or use AI video tools (like QuickFrame or Waymark) to create professional ads without massive budgets.
- Set Up Measurement & Tracking: Install cross-device attribution pixels on your clients’ websites (e.g., via Google Tag Manager) so you can prove that a viewer who saw a CTV ad on their TV later visited the website or made a purchase on their mobile device or laptop.
Step 2: Choose the Platforms to Sign Up With
To buy CTV inventory, you must sign up with a Demand-Side Platform (DSP). A DSP gives you access to real-time bidding for ad placements across thousands of streaming apps and TV channels.
Recommended Self-Serve & Agency DSPs
Most enterprise DSPs (like The Trade Desk or Google DV360) require hundreds of thousands of dollars in minimum monthly spend. For new and growing agencies, these platform options provide low or no minimum spending requirements:
| Platform | Best For | Highlights & Features | Minimum Requirements |
|---|---|---|---|
| StackAdapt | Overall Best for Agencies | Multi-channel (CTV, Audio, Display), white-label reporting, exceptional onboarding support. | Very low/no minimums for self-serve agency accounts. |
| Simpli.fi | Local & Geo-Targeting | Industry leader for hyper-local geo-fencing (e.g., targeting specific neighborhoods or physical locations). | Scalable agency programs with flexible tiers. |
| Choozle | Beginners & Small Agencies | Built specifically for smaller agencies; simplified UI with access to major DSP backends. | Low monthly subscription model. |
| Basis Technologies | Workflow Automation | Integrates DSP media buying with agency project management, invoicing, and operations. | Requires an agency application process. |
| MNTN (Mountain) | eCommerce & Performance CTV | Focused on performance marketers and direct-to-consumer (DTC) brands with automated creative tools. | Tiered spend limits. |
Direct Streaming Self-Serve Options
If you want to buy direct inventory without a full DSP contract, you can sign up for direct self-serve portals:
- Hulu Ad Manager: Great for self-serve local campaigns starting at $500.
- Roku Ads Manager: Direct access to Roku TV inventory and audience targeting.
Step 3: Launching Your First Campaign
- Define the Audience: Target by location (ZIP code/DMA), household income, or behavioral interest segments provided within the DSP.
- Upload Video Assets: Ensure videos meet standard specifications (1080p, 16:9 aspect ratio, 15s or 30s duration, MP4 format).
- Set Bids & Caps: Set maximum CPMs (typically $15–$35 for quality CTV) and frequency caps (e.g., max 3 ad views per household per day to prevent ad fatigue).
- Report & Scale: Provide clients with transparent reporting dashboard metrics: VCR (Video Completion Rate—aim for >95%), CPCV (Cost Per Completed View), and Attribution/Site Visits.