Scheduled broadcast reach
Traditional broadcaster inventory organized around programming, audience and schedule.
Ask: what audience and program environment am I buying?Video & connected TV in Canada
TV is now a
multi-screen buy.
Canadian television advertising now spans linear TV, broadcaster streaming, connected TV apps, FAST channels and programmatic video. The planning challenge is not just reach. It is understanding inventory, audience, format, frequency and measurement across environments.
Canada digital marketIAB Canada · 2025
+26%
Video advertising growth reported by IAB Canada for 2025, with continued advertiser investment in connected television and premium streaming environments.
The same IAB Canada release reported Canada’s overall digital advertising market at $21.1 billion in 2025.CTV ecosystem
Streaming TV adds
new buying layers.
IAB Canada’s current CTV resources describe a market connecting linear TV, streaming apps, publishers, ad servers, SSPs, DSPs and data platforms.
AdvertiserBrand / agencyObjective, audience, creative
→
BuyingDirect / programmaticBroadcaster, DSP or partner
→
InventoryLinear + streamingCTV apps, FAST, broadcaster video
→
ScreenTV / connected devicePremium video environment
Buying choices
Not all video impressions
are the same product.
Context, screen prominence, audibility, time on screen and content environment can affect the value of a video placement.
TV content delivered digitally
Streaming inventory attached to broadcaster content and apps.
Ask: how is reach deduplicated across linear and streaming?App-based television viewing
Ad-supported streaming and connected TV environments can add audience targeting and digital delivery mechanics.
Ask: which apps, publishers and device environments?Short-form / web video
Digital video outside traditional television environments can serve different attention, intent and creative roles.
Ask: is the placement really comparable to TV?Measurement questions
Reach is only the
starting point.
CTV planning should connect audience delivery with attention, frequency, incremental reach and business outcomes.
Incremental reach
Ask what audience the streaming or CTV buy adds beyond existing TV and digital exposure.
Frequency
Know how often the same household or viewer may encounter the campaign across environments.
Completion / attention
Video completion alone does not guarantee attention, but it can help diagnose creative and placement quality.
Business lift
Use brand search, site activity, sales, experiments or modeling where appropriate to connect video exposure to outcomes.
Industry references
Canadian video & CTV sources
Current IAB Canada and thinkTV resources support the market structure and growth context used here.
Next step
Define the role of video before choosing linear, CTV or streaming inventory.
Then compare reach, frequency, context and measurement rather than one CPM alone.