Insights
The plain-English guide to streaming TV advertising.
A working reference for people deciding how to put a brand on connected TV — the terms, the pricing model, and how campaigns are actually measured. No jargon, no ad-tech tour.
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The questions buyers ask first
Glossary
How we define the terms
One definition per term, used consistently across the site.
- Rambunctious.tv
- Rambunctious.tv is a managed connected-TV advertising service in the United States. Advertisers say who they want to reach and where, and Rambunctious.tv plans, launches, runs and reports the streaming-TV campaign on their behalf.Campaigns start online without a sales call. Creative production and review are available through Creative Studio, and agencies can use the service white-label.See how we run it
- Connected TV (CTV)
- Connected TV is a television set that streams video over the internet — a smart TV, or a TV with a streaming device or console attached. CTV advertising places video ads inside that streaming content, so the ad plays on the television screen rather than on a broadcast channel.CTV ads are bought as impressions rather than as broadcast dayparts, and are usually non-skippable in ad-supported streaming apps.See how we run it
- OTT
- OTT (over-the-top) is streaming video delivered over the internet to any screen, including phones, tablets and computers. CTV is the subset of OTT that plays on a television set.
- GEO targeting
- GEO targeting selects where a campaign runs — country, state, metro, city, ZIP code or a radius around an address. It is the simplest way to keep streaming-TV spend inside the area a business actually serves.See how we run it
- AUDIENCE targeting
- AUDIENCE targeting selects who a campaign reaches using audience attributes such as demographics, interests, behaviours or in-market signals, in addition to geography.See how we run it
- Sports CTV
- Sports CTV advertising places ads inside live and on-demand sports streaming, so a brand appears during the games people watch together and in real time.Live sports inventory is more contested than general streaming, which is why it carries a higher CPM than GEO or AUDIENCE targeting.See how we run it
- Connected Audiences (ABM CTV)
- Connected Audiences puts an advertiser's own known audiences — customer lists, CRM segments or target account lists — on connected TV, so streaming ads reach the specific people or companies the advertiser already cares about.Audience files are handled by Rambunctious.tv as part of the managed service; advertisers do not need to operate data tooling themselves.See how we run it
- Managed CTV
- Managed CTV means the provider runs the campaign: planning, setup, launch, in-campaign optimisation and reporting. The advertiser supplies goals, audience and budget instead of operating a self-serve buying platform.The alternative is self-serve, where the advertiser licenses a platform and does the operational work in-house.See how we run it
- Creative Studio
- Creative Studio is Rambunctious.tv's in-house production path for advertisers without a TV-ready commercial: concept, script, production, and review before a campaign goes live.A creative fee applies below $10,000 in core media spend; at or above that level a spot is included. Performance Extension impressions do not count toward that threshold. Every spot is reviewed by Rambunctious.tv before launch.See how we run it
- Performance Extension
- Performance Extension adds additional impressions on top of a core CTV campaign at a lower rate, extending reach beyond the core buy without changing the campaign's targeting intent.Performance Extension impressions are additive and do not count toward the $10,000 core-spend threshold for included creative.See how we run it
- Campaign reporting
- Campaign reporting for CTV shows what actually ran: impressions delivered, video completion rate, the apps and channels the ads appeared in, device and tactic breakdowns, and any outcomes configured for the campaign, such as site visits or measured foot traffic.See how we run it
- Video completion guarantee
- Video completion rate is the share of ad impressions watched to the end. Rambunctious.tv guarantees a 95% video completion rate on managed campaigns — a confidence signal that ads are being served into real, watched TV environments.See how we run it
- Agency / white-label CTV
- White-label CTV lets an agency offer connected-TV campaigns to its clients while Rambunctious.tv executes the media behind the scenes. The agency keeps the client relationship, reporting and branding.See how we run it
- Political CTV
- Political CTV advertising places campaign video in streaming TV, targeted to the districts and geographies that matter to a race, with the disclosures political advertising requires.See how we run it
- Cannabis and CBD CTV
- Cannabis and CBD CTV advertising places brand video in streaming TV where the category is permitted, with the additional review and placement checks these regulated categories require.See how we run it
- Planned impressions
- Planned impressions are the number of ad views a budget is expected to deliver at a campaign's rate. One impression is one ad play on a screen.See how we run it
Reference
Two things people mix up
What is connected TV advertising?
Connected TV advertising places video ads inside streaming content that plays on a television — a smart TV, or a TV with a streaming device attached. Instead of buying broadcast time on a channel, you buy impressions: individual ad plays delivered to the households and audiences you choose. The ads run inside ad-supported streaming apps, usually without a skip option, on the biggest screen in the home.
What is managed CTV advertising?
Managed CTV means the provider runs the campaign for you: planning, setup, launch, in-campaign optimisation and reporting. You supply the goal, the audience and the budget. The alternative is self-serve, where you licence a buying platform and do that operational work in-house. Rambunctious.tv is managed but starts like self-serve — you begin online, without a sales call, and the execution stays with us.
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