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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.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Connected TV and OTT advertising

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.

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

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.

  1. 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.

  2. 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.

  3. Completed-view standard

    The campaign bought and reported on views that finish rather than impressions that start, agreed with the platform before anything runs.

  4. 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.

  5. 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.

  6. 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.

  7. 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.

How it works

How the work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 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. 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. 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. 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. 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.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is this the same as advertising on television?
No. The screen can be the same and nothing else is. Television sells ten seconds inside a programme to whoever is watching then, while streaming sells impressions against a household profile whenever that household presses play. The two are reported in completely different terms.
Can I measure enquiries from a connected TV campaign?
Not directly. There is no click on a television and nobody leaves the sofa to type a web address. We take completed views and household frequency from the platform, then watch branded search, direct visits and call volume through the flight for a lift.
Why did my campaign not spend its full budget?
The targeting left too little inventory to fill. Each layer you add, city, language, genre, device, cuts the pool, and eventually the campaign runs out of matching viewers before it runs out of money. We check delivery in week one for this reason.
Do we need a different film from our television commercial?
A recut rather than a reshoot, in most cases. Slot lengths differ, your name has to appear early because a viewer on a phone looks away, and the message has to survive being watched with the sound off.
How is this priced?
There is no published price. Streaming is quoted per thousand impressions, and that rate moves with the platform, the content and how tightly you target, so the media cost follows the plan we agree. Our fee for planning and running it is confirmed in writing after we have read your brief and spoken to you.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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.

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