The Untapped Potential Of Ctv 8211 Netflix Disney And Co Programmatically Book

The rapid development of CTV creates new opportunities for advertisers to reach their target groups in a fragmented but highly focused environment. In this article we take a detailed look at the CTV landscape and show what options already exist.

CTV is booming – but media planning in DACH is lagging behind

Connected TV (CTV) is no longer a niche phenomenon, but one of the fastest growing segments in digital marketing. Streaming services and on-demand offerings are conquering living rooms, while classic linear television is increasingly taking a back seat. Millions of households use Smart TVs – but many advertisers stick to outdated strategies. This is also shown by the most recent moving image study by GfK Austria (1). The potential of CTV often remains untapped. There is often a lack of clarity about how these placements can be booked and that huge budgets are not always required to be successful.

How can CTV finally get the place in media planning that it deserves? In this article, we show how advertisers can unlock the full potential of CTV.

The purchase-relevant target group is increasingly moving away from linear TV to online video

There is a clear change in video consumption in the purchasing-relevant target group of 18 to 49 year olds. Classic linear television is increasingly losing importance, while alternative viewing habits such as live streaming, time-shifted television, on-demand offerings and social media are becoming increasingly popular. Streaming platforms such as Netflix, YouTube, Amazon Prime Video, Twitch and Disney+ are particularly popular and dominate the media usage of many viewers. (2)

According to a Goldbach study, 90% of internet-capable TV devices are now connected to the internet, and two thirds of those surveyed actively use connected TV.(3) This development shows that the way in which moving image content is consumed has fundamentally changed.This presents an increasing challenge for advertisers: They must realign their strategies, creative and overall marketing mix to effectively reach their audiences in these fragmented, digital environments.Source: Moving Image Study 2024, GfK Austria on behalf of RTR Medien and AGTT

CTV advertising on YouTube, Netflix, Disney+ & Book Co programmatically

As the leading demand-side platform for programmatic bookings, DV360 offers advertisers a wide range of options for precisely planning, booking and targeting CTV campaigns. Thanks to various booking models, campaigns can be flexibly adapted to individual marketing goals and budgets. In addition, the available inventory is constantly growing as more and more premium publishers and streaming platforms are connected to the network. This gives advertisers access to high-quality placements in high-reach and brand-safe environments.

Below is an overview of the most important onesBooking options in DV360:

YouTube

YouTube is the world’s leading online video platform, reaching a massive audience on CTV devices. By integrating Google Audiences, YouTube enables precise targeting, even on connected TVs. Advertisers also benefit from cross-channel frequency capping and detailed measurement options to efficiently control campaigns. With YouTube CTV campaigns, high-quality inventory can be combined with a broad reach – and at an attractive CPM.

Netflix  🇩🇪 🇮🇹 🇪🇸 🇫🇷 🇬🇧

The latest addition to CTV’s inventory on DV360 is its partnership with the world’s leading streaming provider, Netflix. Since February 24, 2025, it has been possible to book advertising on Netflix via DV360 and thus receive exclusive access to the inventory of this renowned publisher. This option is available within the EU in Germany, Italy, Spain, France and Great Britain.

Disney+  🇩🇪 🇨🇭🇫🇷 🇬🇧 🇪🇸 🇮🇹 🇩🇰

Disney+ has been offering an ad-financed subscription since November 2023. This expanded offering allows users to enjoy premium entertainment – ​​including exclusive original series, blockbuster films and binge-worthy shows tailored to their streaming preferences. Advertising on Disney+ can be played via DV360 in Germany, Switzerland, France, Great Britain, Spain, Italy and Denmark.

Amazon Prime Video

Amazon Prime Video is one of the most popular streaming platforms in the CTV context and offers advertisers a variety of options to reach their target groups directly in their living rooms. Streaming TV ads can be used to place brand messages in premium series, films and live content that can be played on smart TVs, Fire TV devices and other networked devices. By linking to first-party data from the Amazon ecosystem, the platform enables unique targeting based on real purchasing behavior.

DAZN  🇩🇪 🇦🇹 🇨🇭

DAZN is a global streaming provider of live and on-demand sports content. It offers exclusive access to Bundesliga and Champions League games, boxing, documentaries and weekly shows. DAZN offers an excellent opportunity to reach sports enthusiasts at exactly the right time. DAZN can be booked both individually and in a package with other CTV providers via publishers such as Goldbach.

Joyn  🇩🇪 🇦🇹 🇨🇭

Joyn is a popular German streaming platform that offers a wide selection of TV shows, films and exclusive content. It is an integral part of Seven One Media, a leading provider in the field of digital television and advertising, and represents an important pillar in the portfolio of the ProSiebenSat.1 media group. Advertising on Joyn is available throughout the DACH region.

HBO Max  🇩🇪 🇦🇹 🇨🇭

With the launch of HBO Max in German-speaking countries from January 2026, another premium environment for CTV advertising will open up. Warner Bros. Discovery’s streaming platform combines high-quality series, films and originals in a strong entertainment portfolio and offers new touchpoints for brands through an advertising-supported subscription model. In partnership with marketers such as Azerion or Zattoo, HBO Max inventory can be integrated into CTV strategies to expand reach in a demanding and attention-grabbing environment.

Samsung TV Plus  🇩🇪 🇮🇹 🇬🇧 🇫🇷 🇦🇹 🇨🇭 🇪🇸

Samsung TV Plus is a global streaming service that offers quick access to over 200 channels – from news and sports to entertainment and more. Since its launch in 2015, Samsung TV Plus has been one of the fastest-growing streaming services worldwide. The platform is pre-installed, 100% free and contains half as much advertising per hour as traditional cable TV, making it very popular among users.

Zattoo  🇩🇪 🇦🇹 🇨🇭

Zattoo is the largest Internet TV provider in Europe with 20 million registered users and 100 channels in Germany. The OTT (over-the-top) service offers live streaming, catch-up TV and on-demand video content on a variety of CTV devices. Both free and paying users receive video ads (Dynamic Ad Insertion).

Rakuten TV  🇩🇪 🇮🇹 🇬🇧 🇫🇷 🇦🇹 🇨🇭 🇪🇸

Rakuten TV is one of the leading video-on-demand platforms in Europe. The platform offers both AVOD content – including Hollywood films, exclusive originals and an extensive range of free streaming channels – and a FAST service with over 250 channels from global networks and European broadcasters. With more than 80% of viewers aged 18 to 54 and a high video completion rate of around 95%, Rakuten TV reaches a particularly demanding audience on CTV devices.

Best practices

To get the most out of CTV advertising via DV360, consider the following best practices:

• Customize advertising materials: Spots should be optimized for large screens and streaming usage.
• Use frequency capping: To avoid advertising fatigue, the frequency of displays should be limited.
• Develop cross-device strategies: Use CTV in combination with mobile and desktop ads for a seamless user journey.
• Data-driven optimization: Regular analysis of campaign data to adjust bidding strategies and target audience targeting.

Conclusion

The evolution of CTV and the increasing use of streaming services represents a significant shift in the media landscape. Advertisers must adapt their strategies to make the most of these new, dynamic platforms. DV360 offers a powerful solution for efficiently booking CTV advertising and displaying it in a targeted manner. With an ever-growing inventory and a variety of best practices to optimize campaigns, advertisers can precisely target their target groups and maximize their reach in an increasingly digital environment.

Sources:

(1) Moving Image Study 2024, GfK Austria on behalf of RTR Medien and AGTT:https://www.rtr.at/medien/aktuelles/publikationen/Publikationen/nin/Bewegtbildstudie_2024.pdf(2) Moving Image Study 2024, GfK Austria on behalf of RTR Medien and AGTT:https://www.rtr.at/medien/aktuelles/publikationen/Publikationen/nin/Bewegtbildstudie_2024.pdf(3) CTV study Goldbach 2023, Goldbach Austria

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