If you have been running television advertising for your business, you have probably noticed something over the past few years: the results are not what they used to be. Your spots are still airing, but the phone is not ringing the way it once did. The reason is not your commercial. The reason is your audience has moved.
They are watching Netflix. They are on Amazon Prime. They are streaming sports through apps, catching up on news through Crave, and watching their favourite shows on demand — whenever they want, on whatever screen they have nearby. And most of them? They are not watching traditional television anymore.
So what is Connected TV advertising?
Connected TV — or CTV — refers to any television that is connected to the internet, and over-the-top (OTT) advertising refers to ads that are delivered through streaming apps and platforms rather than through a traditional cable or satellite broadcast. In simple terms: instead of your ad running on a scheduled TV channel, it runs inside a streaming app that someone is already watching.
This includes platforms like Amazon Prime Video, Crave, TSN Direct, and dozens of other streaming services that GTA consumers use every day. And unlike traditional television, these platforms know exactly who is watching — which means your ad can be targeted to specific households, age groups, income levels, and locations, including the Greater Toronto Area.
Why this matters for GTA businesses right now
Here is the opportunity: most of your competitors are still buying traditional TV spots. They have not made the move to CTV yet. That means the connected TV advertising space in the GTA is significantly less crowded than traditional broadcast — and the audiences being reached are the people who have stopped watching the channels your competitors are advertising on.
- Your ads appear on premium streaming content — not buried between infomercials at 2am
- You can target specific GTA postal codes, demographics, and household income levels
- You pay based on actual views — not estimated reach
- You get real performance data, not just estimated ratings
- You reach the cord-cutters your traditional TV buy is completely missing
What does a connected TV ad look like?
A CTV ad looks exactly like a television commercial — because it is one. It plays before, during, or after streaming content, typically in a 15 or 30-second format, and it is unskippable on most platforms. The production quality needs to be high because it is appearing alongside premium content. A poorly produced ad in this environment will stand out for the wrong reasons.
This is where having an experienced production team matters. SignatureGold produces connected TV ads from concept through to final delivery, built to the exact technical specifications of each streaming platform. We also handle the media buy and placement — so we are not just making your ad, we are making sure it reaches the right GTA households.
Is connected TV right for your business?
If you are a GTA business that currently advertises on television, radio, or digital platforms and you want to reach an audience that has moved to streaming — the answer is almost certainly yes. And if you want to get there before your competitors figure it out, the time to move is now.
Call SignatureGold at 416-569-1967 or email greg@signaturegold.ca to discuss what a connected TV campaign would look like for your business. We currently work with a select number of GTA clients on a year-round basis — and we have the experience to make CTV work for you.