Ctv AdsSAFE

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The instruction file, verbatim from the audited commit — this is the text the model reads, and the surface the audit's instruction layer examines. Quoted here so you can judge it without cloning anything.

---
name: ctv-ads
description: When the user wants to run CTV, OTT, or streaming TV ads. Also use when the user mentions "CTV ads," "connected TV," "OTT advertising," "streaming ads," "TV ads," "Hulu ads," "Roku ads," "YouTube TV ads," or "programmatic TV." For paid mix, use paid-ads-strategy.
metadata:
  version: 1.0.1
---

# Paid Ads: CTV / Streaming TV

Guides Connected TV (CTV) and OTT advertising: ads on streaming platforms (Hulu, Roku, YouTube TV, etc.). Use when targeting viewers who watch streaming content; CTV achieves ~95% ad completion, higher than mobile/desktop.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## What Is CTV / OTT

- **CTV (Connected TV)**: Smart TVs, streaming devices (Roku, Fire TV, Apple TV) that serve ads
- **OTT (Over-the-top)**: Video delivered over the internet (Hulu, Peacock, Paramount+, etc.)
- **Streaming share**: Streaming surpassed broadcast + cable combined in 2025 (~45% of TV viewing)

## Why CTV

| Advantage | Detail |
|-----------|--------|
| **High completion** | ~95% ad completion rate vs lower on mobile/desktop |
| **Unskippable** | Most CTV inventory is non-skippable pre-roll/mid-roll |
| **Targeting** | Demographics, interests, location, household data |
| **Underinvested** | CTV received ~7% of ad spend despite ~18% of media time (2024) |

## Ad Formats

| Format | Use |
|--------|-----|
| **Pre-roll / Mid-roll** | Standard video; 15–30 sec |
| **Interactive** | Drives engagement; ~71 sec additional time vs standard |
| **QR / URL** | Direct response; track offline-to-online |

## Platforms & Buying

- **Programmatic**: DSPs (The Trade Desk, etc.); audience-based buying
- **Direct**: Hulu, Roku, YouTube TV, Peacock—platform-specific deals
- **Google**: YouTube on TV; part of Video campaigns

## Metrics

| Metric | Use |
|--------|-----|
| **Completion rate** | % who watch full ad; CTV typically 95%+ |
| **Reach / frequency** | Household reach; avoid over-frequency (e.g., <7) |
| **CPM** | Cost per thousand impressions |
| **Attribution** | QR scans, URL visits; harder than web/app |

## Creative

- **Horizontal**: 16:9; TV screen format
- **Sound on**: Assume sound; design for audio
- **Brand focus**: CTV often awareness; clear brand, CTA

## UTM for CTV

Use `utm_medium=video` or `ctv` with `utm_source` (e.g., `hulu`, `roku`) for QR/URL campaigns. Tag links in interactive CTV ads for attribution.

## Pre-Launch Checklist

- [ ] Creative in 16:9; sound-on
- [ ] Targeting defined (demo, interests, geo)
- [ ] Attribution plan (QR, URL, brand lift)
- [ ] Frequency cap set
- [ ] Budget aligned with CPM expectations

## Related Skills

- **paid-ads-strategy**: Ad formats by medium; when to use TV vs web vs app
- **traffic-analysis**: UTM for CTV direct-response; attribution
- **analytics-tracking**: Conversion tracking for QR/URL campaigns

SAFEgrade B · trust 89/100 Nothing in the source contradicts what it says it does. Grade A is reserved for packages that have also passed the behavioural sandbox.

What the source does

Filesystem

none-observed

Network

none-observed

Shell

none-observed

Dependencies

pinned

Secrets in source

none-found

Findings (0)

No findings outside the package's declared scope.

Gates applied: no_behavioural_pass.