C-TV vs. Z-TV: What’s the Difference and Why It Matters for Your Advertising Strategy

Let's discuss the world of digital advertising. Video screens keep multiplying—and so do the opportunities. If you’ve heard us mention C-TV and Z-TV during a strategy session, you might be wondering: what's the difference between the two, and which one should I be using to promote my business?

Let’s break it down in simple terms...

What is C-TV (Connected TV)?

C-TV, or Connected TV, refers to televisions that are connected to the internet and can stream content via apps. Think of Smart TVs or devices like Roku, Amazon Fire Stick, Apple TV, or gaming consoles.

Your ads can appear on:

• Hulu
• YouTube TV
• Peacock
• ESPN app (when streamed on a TV)
• Pluto TV
• Other streaming platforms people watch on their TVs

Why it works:

• Full-screen attention: Ads appear during shows people are actively watching on their TVs.
• Highly targeted: We can reach households based on location, income, interests, and more.
• Unskippable: Most ads are non-skippable, making your message hard to ignore.

It’s like traditional TV, but smarter and more precise.

What is Z-TV?

Z-TV is a broader term we use here at Tommy House Studios to describe cross-screen video advertising—not just on TVs, but across all connected devices. It includes mobile phones, desktops, tablets, and yes, even some C-TV placements.

Your ads might show up:

• As pre-roll videos on websites and apps
• Inside mobile games or streaming apps
• In news apps or entertainment sites on a phone or tablet
• On smart TVs, as part of a blended campaign

Why it matters:

• More impressions for your ad dollars
• More screens means more touchpoints with your audience
• Ideal for frequency and reach when paired with C-TV

Z-TV is great for expanding your visibility without breaking the bank.

Which One Should You Use?

Honestly? Both.

At Tommy House Studios, we often recommend a layered video strategy that blends C-TV and Z-TV. Here’s why:

• C-TV builds brand prestige—your business shows up where people expect to see national brands.
• Z-TV builds reach and repetition—your message follows your audience across devices.

Together, they create an omni-channel presence that keeps your brand top of mind, whether your audience is watching from the couch, the coffee shop, or the breakroom.



Let’s Get You on Every Screen

Whether you’re launching a new product, promoting a seasonal offer, or just want to boost brand awareness, our C-TV and Z-TV campaigns are built to deliver results—and we handle everything from creative to reporting.

Let’s talk about how we can get your business on the big screen—and all the small ones too.

Ready to grow? Contact Tommy House Studios and let’s build your next campaign.