Connected TV channel strategy: routes, targeting and consent

What to take away

Which buying route suits your team?

Keep buying in-house when you buy similar inventory each quarter and can fund measurement. Use an agency when you need wide reach quickly. The choice turns on repetition, first-party data and the relationships you already hold, not on the size of the budget alone.

In-house suits teams that repeat the same buys and hold useful first-party data. You gain speed on creative and pricing, and you lose the vendor relationships an agency already holds. Read the strategy and planning guide to size the workload before you commit headcount.

What fixed cost does an in-house route carry?

An in-house route carries fixed cost whether or not you spend. For example, a team paying £400 a month for a buying platform still funds the buyer and analyst who run it, so a quiet quarter costs nearly the same as a busy one.

An agency turns some of that fixed cost into a fee that follows the work. Agencies earn their place when you want many platforms on one invoice. Check the hidden costs on both sides before you compare, because neither route is free of cost when volume dips.

Which buying route reaches which inventory?

Each service is bought through a route, and the route decides who needs to do the work. Check each service's current inventory and buying eligibility before building the plan around it, because availability varies by service and format.

Google Display & Video 360 (DV360) and The Trade Desk are examples of DSPs. Examples of inventory to assess include Netflix's ad-supported plan, Disney+'s ad-supported plan and Prime Video's ad-supported inventory, plus the UK broadcaster video-on-demand options ITVX, Channel 4, My5, Sky and NOW.

Where targeting divides the routes

Targeting is where the two routes divide. Streaming platforms sell largely on behavioural and contextual signals, while broadcaster video on demand sells audience segments built from panel and set-top data. Each needs different skills to operate, so the target audience work belongs before the route decision.

Thinkbox's targeting explained page sets out how those TV segments are built, which helps you judge whether your team can operate them. The route you can buy decides how much of the plan sits in-house.

Single platform or mixed plan?

A mixed plan wins when your reach target sits above what one service can deliver, or when you need frequency caps across screens. A single-platform buy usually costs less per impression and is easier to report on, so a small in-house team often starts there.

The trade-off is comparability. Every platform counts a view differently, so agree one definition before you buy, or you will move budget for the wrong reason. If one service supplies most of your incremental reach, it earns the larger share.

Judge a service on the reach it adds rather than the reach it claims. Ask for a deduplicated figure built on your agreed definition, then weigh it against the cost of those extra impressions. For measurement, consider BARB's UK television audience measurement and the relevant Comscore or Nielsen products, and ask which services they cover.

For a broadcaster-led test, combine ITVX, Channel 4 and My5, then consider Sky or NOW if their inventory fits the objective. For a mixed-reach test, pair ITVX or Channel 4 with Netflix, Disney+ or Prime Video, and add another service only if measurement shows it contributes incremental reach.

Who owns consent and ad compliance?

Consent sits with you as the advertiser, not the platform, whichever route you choose. The ICO's hub on direct marketing and privacy and electronic communications explains the rules for electronic marketing, including how consent is gathered and recorded. Plan for that before launch, not after a complaint.

For UK campaigns, also consider the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR) and the UK GDPR when personal data is used. Check whether the ASA's CAP Code or BCAP Code applies to the creative and placement; Ofcom is the statutory regulator for broadcasting.

An agency can run the checks, but it cannot hold the consent record for you. Confirm which requirements apply to the specific service and ad placement, and name one person who owns the answer.

What should change after the first quarter?

Review the route on a fixed cycle, and change it only when the evidence supports the move. Write the objective, audience and measurement choices down first, using the strategy framework, so a vendor comparison tests the plan rather than replacing it.

Move budget when a platform misses that definition twice in a row. Keep a short written note of what changed and why, so the next planning quarter starts from evidence rather than memory.

Keep the review to one page: spend, reach, completed views and the change you will make next. That is enough to brief an agency, a new platform or a finance team.

Before you choose a route

Common questions

Do you need an agency to buy broadcaster video on demand?

No. Broadcasters sell direct and through self-serve routes, so a capable in-house team can buy. Agencies earn their fee when you want many platforms on one invoice.

How long should a route decision run before review?

It should cover one or two planning quarters. That is long enough to gather comparable data and short enough to react when inventory or pricing shifts.

Does privacy law limit connected TV targeting?

Yes. Electronic marketing rules apply to the data behind targeting, so consent, notice and records need to be in place before a campaign goes live.

Who is responsible for consent when an agency buys?

You are, as the advertiser. Plan the consent record before launch and name one owner for it.