CTV Advertising Benchmarks: What Good Performance Looks Like

Status: ✅ Published Entry ID: 1Zcg5iooiZFTJuCChSsJvp

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Article Brief

Publish Date: 2025-11-04 URL Slug: ctv-advertising-benchmarks Category: Insights Funnel Stage: MOFU Strategy: Gap Target Word Count: 1,500-2,000

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Subtitle

Industry CPM, VCR, and ROAS benchmarks to measure your campaigns

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Target Reader

Marketer running or about to run CTV campaigns who wants to understand what success looks like. Needs benchmarks to evaluate performance.

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Keywords

Primary Keyword: "CTV advertising benchmarks"

Secondary Keywords:

• CTV performance benchmarks
• connected TV metrics
• CTV CPM benchmarks
• CTV ROAS benchmarks

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Search Intent

Research—seeking standards to measure against.

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Article Outline

1. Introduction: How to know if your CTV campaigns are working
2. H2: CPM Benchmarks by Platform and Inventory Type
3. H2: Video Completion Rate (VCR) Standards
4. H2: CPCV (Cost Per Completed View) Expectations
5. H2: ROAS Benchmarks by Industry/Vertical
6. H2: Brand Lift Benchmarks
7. H2: Site Visit and Conversion Rate Standards
8. H2: How to Use Benchmarks (not all comparisons are valid)
9. H2: Improving Below-Benchmark Performance
10. CTA: Track your performance against benchmarks with Adwave

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Adwave Integration Notes

Provide real benchmark data—this is the kind of content that gets cited and linked. Reference Adwave platform data where possible for proprietary benchmarks.

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Research Sources

• Industry benchmark reports
• Adwave platform performance data
• Vertical-specific benchmarks
• Platform performance standards

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Competitive Context

TVScientific has benchmark content—make ours more actionable.

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Pre-Writing Checklist

• [ ] Primary keyword researched and verified
• [ ] Top 5 SERP results reviewed
• [ ] Unique angle/value-add identified
• [ ] All research sources gathered
• [ ] Internal links identified (2-4 relevant Adwave articles)

Draft Checklist

• [ ] Opening hooks reader in first 100 words
• [ ] Primary keyword in first paragraph
• [ ] All outline sections covered
• [ ] Statistics cited with sources
• [ ] Adwave mentions natural (2-3 in body)
• [ ] CTA connects to article topic
• [ ] Word count within target range

Quality Checklist

• [ ] Voice matches Adwave style guide
• [ ] No jargon without explanation
• [ ] Examples are concrete, not abstract
• [ ] Scannable with clear headings
• [ ] All claims accurate and verifiable
• [ ] Links work and are appropriate

Version history

• v1 · 6/20/2026, 3:11:54 AM · migration import