Can you buy CTV ads through TikTok?

Content on WhatAnswers is provided "as is" for informational purposes. While we strive for accuracy, we make no guarantees. Content is AI-assisted and should not be used as professional advice.

Last updated: April 8, 2026

Quick Answer: Yes, you can buy CTV ads through TikTok via its TikTok TV app and partnerships. TikTok launched its CTV advertising capabilities in 2021, allowing brands to extend their video ads from mobile to connected TV screens. This integration leverages TikTok's existing ad platform, enabling targeting based on user engagement data from the mobile app. Major brands like Chipotle and e.l.f. Cosmetics have run CTV campaigns through TikTok to reach audiences on larger screens.

Key Facts

TikTok launched CTV advertising capabilities in 2021
Ads can run on TikTok TV app available on platforms like Roku, Amazon Fire TV, and Samsung Smart TVs
TikTok's CTV ads are part of its TikTok Marketing Partners program
CTV ads on TikTok can use the same creative assets as mobile video ads
TikTok reported over 50 million monthly active users on TikTok TV in 2023

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, including smart TVs, streaming boxes (like Roku and Apple TV), and gaming consoles. TikTok entered the CTV space in 2021 with the launch of its TikTok TV app, expanding beyond its mobile-first platform. This move came as CTV advertising spending was projected to reach $21.2 billion in the U.S. in 2023, up from $8.1 billion in 2020, according to eMarketer. TikTok's foray into CTV advertising allows it to compete with established players like YouTube and Hulu in the growing streaming ad market. The platform leverages its massive user base of over 1 billion monthly active users globally, with particular strength among Gen Z and Millennial audiences who are increasingly cutting the cord on traditional cable TV.

How It Works

TikTok's CTV advertising operates through its self-serve ad platform, where advertisers can create campaigns that target both mobile and CTV audiences. The process begins with advertisers uploading video creative (typically 15-60 seconds) through TikTok Ads Manager. They can then select CTV as a placement option alongside other placements like TikTok feed and Stories. TikTok uses its algorithm to serve these ads on the TikTok TV app, which is available on various CTV platforms including Amazon Fire TV, Roku, Samsung Smart TVs, and Android TV. The targeting capabilities include demographic filters, interest-based targeting using TikTok's content categories, and retargeting of users who have engaged with the brand on mobile TikTok. Measurement includes standard CTV metrics like completion rates and reach, with additional insights from TikTok's engagement data.

Why It Matters

TikTok's CTV advertising matters because it represents a convergence of social media and traditional television advertising, offering brands a way to reach cord-cutters with the engaging, short-form video format that has made TikTok popular. For advertisers, it provides access to TikTok's young, highly engaged audience on the larger screen where attention spans are typically longer. This is particularly valuable as CTV ad spending continues to grow while linear TV declines. For TikTok, CTV advertising diversifies its revenue streams beyond mobile and helps establish the platform as a broader entertainment destination. The integration also allows for cross-screen campaigns that can follow users from mobile to TV, creating more cohesive marketing strategies in an increasingly fragmented media landscape.