Connected TV
Connected TV (CTV) covers commerce on the living-room screen — CTV apps, OTT services, streaming surfaces, and shoppable TV content. The constraints are different from web or mobile: input is a remote control, the screen is shared across multiple household viewers, and the commerce surface has to work without a keyboard.
What this category covers
CTV destinations include:
| Type | What it does |
|---|---|
| Shoppable streaming content | Products embedded in shows, ads, or sports broadcasts; viewers can buy without leaving the stream |
| CTV ad-driven commerce | Shoppable pre-roll and mid-roll ads on CTV inventory |
| CTV-native commerce apps | Standalone commerce experiences designed for the TV screen and remote |
| Remote-driven checkout | Purchase flows optimized for D-pad input (not keyboard or touch) |
Why CTV is a Firmly destination
The challenges that map onto Firmly’s platform:
- Input constraints — remote-control purchase flows need fewer steps and larger UI elements; per-step friction is amplified
- Cross-device handoff — many CTV commerce flows hand off to a mobile device for the final purchase step; the handoff has to preserve cart state and attribution
- Express wallets — saved-payment wallets are critical because the buyer can’t easily type card details on a TV
- Per-screen-format adaptation — the same commerce flow needs to render correctly across CTV form factors
Which Firmly solutions apply
| Solution | When to use it |
|---|---|
| Branded Commerce | When the CTV surface routes buyers to a partner-branded mobile or web purchase flow. |
| Ad Commerce | When commerce is driven from CTV ad placements. |
Status today
CTV destinations are on the Firmly roadmap. The underlying platform infrastructure (cart, checkout, attribution, payment) is in production and used by other destination categories. CTV-specific buildout — particularly cross-device handoff, remote-friendly UI, and per-CTV-platform integration — depends on partner demand and is scoped during onboarding.