How much does it cost to produce a CTV ad?

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Last updated: April 8, 2026

Quick Answer: Producing a CTV ad typically costs between $5,000 and $50,000, with most campaigns falling in the $10,000 to $30,000 range. This includes creative development, production, and editing, but excludes media buying costs which average $20-$50 CPM. Costs vary based on factors like ad length, production quality, and talent fees, with simple 15-second ads starting around $5,000 while high-quality 30-second spots can exceed $50,000.

Key Facts

CTV ad production costs typically range from $5,000 to $50,000
Media buying costs average $20-$50 CPM (cost per thousand impressions)
Simple 15-second ads start around $5,000
High-quality 30-second spots can exceed $50,000
Most campaigns fall in the $10,000 to $30,000 range

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, including smart TVs, streaming boxes (like Roku, Apple TV), and gaming consoles. The CTV advertising market has grown rapidly since 2015, with spending reaching $21.2 billion in 2022 according to eMarketer, up from just $2.1 billion in 2017. This explosive growth has been driven by the cord-cutting trend, with over 80 million U.S. households now using CTV devices. Unlike traditional linear TV advertising, CTV offers precise targeting capabilities, real-time measurement, and interactive features. Major platforms include Hulu, Roku, Amazon Fire TV, and Samsung TV Plus, each offering different ad formats and buying options. The industry has standardized around programmatic buying, with 65% of CTV ads now purchased programmatically according to Magna Global.

How It Works

CTV ad production follows a structured process beginning with creative concept development and scriptwriting, which typically takes 1-2 weeks. Production involves filming with professional equipment, with costs varying based on location, crew size, and equipment quality. Post-production includes editing, color grading, sound design, and adding graphics or animations. The technical specifications require high-definition video (typically 1920x1080 resolution) with specific aspect ratios for different platforms. Ad lengths are standardized at 15, 30, or 60 seconds, with 15-second ads being most common due to viewer attention spans. Production teams must create multiple versions for different platforms and targeting scenarios. Quality control ensures ads meet technical requirements for streaming platforms, including proper encoding and file formats. The entire production timeline typically spans 4-8 weeks from concept to delivery.

Why It Matters

CTV advertising matters because it represents the future of television marketing, combining the reach of traditional TV with the precision of digital advertising. Brands achieve 70-90% completion rates for CTV ads compared to 45% for mobile video ads, according to Innovid. The targeting capabilities allow advertisers to reach specific demographics, interests, and behaviors with minimal waste. CTV also enables measurable ROI through detailed analytics on impressions, completion rates, and conversions. For consumers, CTV ads are often less intrusive than traditional TV commercials, with better relevance and shorter formats. The growth of CTV advertising is reshaping the media landscape, with projections showing CTV will account for over 50% of total TV ad spending by 2025 according to GroupM.