CTV by industry

Telecom CTV Advertising

For wireless carriers, broadband and cable providers, and MVNOs

CS & Co. runs telecom CTV for wireless carriers, broadband and cable providers, and MVNOs. Telecom is a switching category. CTV should improve perceived value, network confidence and carrier preference, then prove whether exposure drives store visits, plan engagement and gross adds.

Find out if CTV is a fit

Where it usually breaks

Why does telecom CTV underperform?

Because carriers buy CTV as a brand-reach play measured on impressions, while the number that matters, gross adds, sits in a billing system the media buy never connects to.

Two things we find almost every time

Existing subscribers never suppressed. The suppression list was never wired up, so the campaign pays premium frequency to advertise switching to people who are already customers.
Three windows, three counts. The attribution window is set differently in the dashboard, the export and the API, so each reports a different conversion count.

The measurement framework

What will your board ask about telecom CTV?

CTV's job in telecom is to shift preference and pull switchers toward an order. These four questions test whether it reached the right households and whether they became gross adds at a defensible cost.

Did the right household notice?

Brand signals, measured against a geo control

Households reached in the footprint
Completed-view rate
Recall by market
Brand-search lift

Did it change what they did next?

Intent signals: behavior after exposure

Coverage-check sessions
Plan and pricing page views
“Check availability at my address” events
Plan-builder and cart starts

Did it move the business?

Business outcomes, proven with The CS Method™

Online orders and activations
Gross adds via CRM or billing match-back
Store visits
Geo incrementality test: gross-add lift

What did each outcome cost?

Acquisition efficiency: cost per real result

Cost per gross add
Cost per online order
Cost per coverage check
Cost per household reached

Your KPIs get set together on the call, against your numbers, not this list.

What proof does CS & Co. have in telecom?

Want to see how we’d measure yours? We’ll walk you through our full test design on the call, and share references under NDA. The method is The CS Method™, the same one behind our health & wellness case study, where an incrementality test showed 41.4% more purchases among households that saw the ads.

Which rules apply to telecom CTV ads?

Price, speed and “unlimited” claims must be truthful and carry their material terms under the FTC Act, and broadband offers should match your published broadband labels. Your legal team approves every offer on screen.

Regulatory note updated September 2026. This is not legal advice.

Straight answers

Frequently asked questions

How do carriers measure CTV switching?

By gross adds from households that saw the ads, matched back through the billing or CRM system, compared through a geo incrementality test in the footprint. Coverage checks and plan-builder starts show intent along the way, but the success fee is tied to gross adds, not clicks.

How do you connect CTV to gross adds?

CS & Co. matches exposed households to new accounts in your billing or CRM system, usually through a privacy-safe match-back, and uses one attribution window everywhere so the dashboard, export and API agree on the count.

Should existing subscribers see switching ads?

No. CS & Co. wires your subscriber suppression list in before launch, so spend goes to households that could actually switch. Existing customers can be targeted separately for upgrades, measured as their own audience.

One way to start

What would a customer cost you on CTV?

Most CTV plans are DECAF. They spend, they report, and nobody can prove what they sold. CS & Co. plans, buys and measures your streaming TV against the number you're held to, proves what it caused with The CS Method™, and only earns past the plan fee when that number moves.