Connected TV and OTT advertising · Marketing
Streaming ends up on the same screen as television and is bought nothing like it.
Both end on a television screen, which is where the confusion starts. Broadcast television sells time inside a programme and shows the film to whoever is watching then. Streaming sells impressions against a household profile and plays the film when that household presses play.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Connected TV and over-the-top (OTT) advertising places video inside streaming apps, on smart televisions, phones and streaming sticks. It is sold per thousand impressions against a household profile, not per ten seconds against a time band. GullySales sets the inventory, the frequency cap and the completed-view standard, then coordinates the booking with the platform or their agency.
The unit of sale changes completely. There is no ten-second rate and no prime time. Instead there is a cost per thousand impressions, and a pre-roll or mid-roll slot of a fixed length. Every targeting layer you add narrows the inventory left to fill and lifts the price.
The part nobody says out loud is that a television has no click. Somebody on a sofa with a remote is not going to type your address, so this is judged on completed views and frequency, never on cost per enquiry.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“We paid for connected TV and the film played on phones”
Streaming apps sell across devices, and a phone impression costs less than one on the television in the living room. Unless the device is specified in the buy, the cheap one fills the order.
“The same house saw our film eleven times”
With no frequency cap per household, heavy viewers absorb a large share of the campaign. By the eighth exposure they are irritated rather than interested.
“The report shows impressions, not people who watched”
An impression counts when the film starts. A completed view counts when it finishes. Only one of the two tells you it was seen.
“Targeting was set by age and gender on a shared account”
One subscription, one television, four people in the room. Demographics on streaming are inferred from whoever opened the account, not observed.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Platform and inventory plan
Which streaming services, which content genres and which devices, each with a written reason, and the inventory we would refuse named alongside.
Targeting stack with a price note
Geography, language, genre and device chosen deliberately, with what each added layer does to the rate and to how much inventory is left to fill.
Completed-view standard
The campaign bought and reported on views that finish rather than impressions that start, agreed with the platform before anything runs.
Frequency cap per household
A weekly limit on how often one household sees the film, set at launch instead of after somebody complains about it.
Creative cut to the slot
Non-skippable slots have fixed lengths. The film is cut to them, with the name on screen early and the message readable with the sound off. Each platform publishes its own delivery specification for the file, and an export made for a phone does not meet it.
Booking coordination
The buy placed with the platform's sales team or their media agency, with delivery terms and the make-good position written down first.
Delivery and lift report
Completed views, household frequency and device split from the platform, read against branded search, direct visits and calls through the flight.
How the result is measured
- Completed views against impressions served
- Average frequency per household
- Share of delivery on television screens against phones and tablets
- Budget delivered against budget committed
- Branded search and direct enquiries through the flight
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Brands whose buyers stopped watching scheduled television and did not stop watching
- Regional businesses wanting one language audience without paying for a whole channel feed
- A launch that needs a fast, visible push in four named cities rather than across a state
- Companies with a television film already made and budget left at the end of the burst
- Advertisers who want a controlled number of exposures per household instead of whatever the schedule delivers
Not for
It is not the right fit if.
- Businesses judging every rupee on cost per enquiry, because a sofa and a remote produce very few of them
- Anyone without a video. This medium takes nothing else, and a still image with music behind it is not a video
- Campaigns targeted so tightly there is no inventory to fill, which underspends quietly instead of failing loudly
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs
- 1
Separate this from television
We settle which of the two you are buying and why. The plans, the money and the reporting are not comparable, so mixing them hides both.
- 2
Pick inventory before targeting
We choose the services and the content first, then add only the targeting layers that genuinely change who sees the film.
- 3
Cut the creative to the slots
An existing film is recut to the lengths the slots take, or a new one is shot to them if the old one cannot survive the cut.
- 4
Launch with caps and a delivery check
Frequency caps and the view standard are set at launch, and delivery is checked in the first week so targeting can be widened if it is not filling.
- 5
Report views and what moved elsewhere
Completed views and frequency come from the platform. We read them against branded search, direct traffic and enquiries during the same weeks.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Is this the same as advertising on television?
Can I measure enquiries from a connected TV campaign?
Why did my campaign not spend its full budget?
Do we need a different film from our television commercial?
How is this priced?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Connected TV and OTT advertising, written for your industry.
Related services
Often bought with this, or instead of it.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.