CTV calls

CTV stands for Connected TV: advertising delivered through streaming television rather than a cable broadcast or a search engine. A CTV call is an inbound call from someone who saw one of those ads on a television, tablet, or phone while streaming, and picked up the phone to call the number in the ad.

What counts as a CTV call

The defining fact about a CTV call is the source of the ad the caller responded to. Instead of clicking a search result or a social ad, the caller watched a spot run inside a streaming app, on a smart TV, a connected streaming device, or a mobile app showing streaming content, and then called. Callmart runs Final Expense CTV as a named campaign built specifically on this source.

From a streaming ad to a ringing phone

1. 01The ad playsA commercial runs inside a streaming service or Connected TV app, the way a traditional TV spot would, but delivered digitally.
2. 02The viewer takes noteThe ad displays a phone number, on screen or read aloud, for the viewer to call.
3. 03The viewer dialsUsing their own phone, separate from the screen they were watching, the viewer calls the number.
4. 04The call routes to a buyerCallmart routes the connected call to a buyer who has that campaign turned on.

Why CTV calls start at $50

CTV calls start at $50 per connected call, priced like every other campaign in tiers tied to a connected-time buffer. That starting price reflects the cost of the TV advertising behind the call, not a claim about how the call will perform once you answer it. Callmart does not claim CTV calls convert better, or worse, than calls from any other source. You are paying for where the call came from, and you can see the exact price and buffer tiers in your workspace before you buy.

The $50 starting price sits above the $25 starting price for a screened inbound call, and the gap is the advertising cost, not a promise. A streaming TV spot costs more to produce and run than a screened phone flow, and that cost is reflected in the call price rather than hidden in the wallet balance. As with every campaign, the higher tiers in the buffer table cost more than the starting tier, and you choose which tier to buy before any call is delivered.

What the caller has already seen before they dial

• A television-style ad, watched on a streaming service rather than a broadcast channel.
• A phone number presented as the way to respond, rather than a link or a form.
• Enough of the ad to decide, on their own, to pick up the phone.
• No screening questions yet: the CTV source describes where the call came from, not whether it was qualified before it reached you, unless the campaign is screened as well.

Deciding whether CTV fits your call mix

CTV calls are one source among several on Callmart. Some buyers run CTV alongside screened inbound campaigns from other sources; others test a single CTV campaign, like Final Expense CTV, on its own. Because the price is set before you buy and your daily limits are yours to set, you can try a CTV campaign at a small daily cap before committing more of your budget to it. You remain responsible for your own licensing and for TCPA, state telemarketing, and call recording consent rules wherever you take these calls.

A different starting point than a search-driven call

A caller responding to a search ad usually typed a question and is comparing several results at once. A CTV caller was not searching for anything when the ad played; the ad interrupted whatever they were streaming and made the case on its own. By the time they dial, they have effectively self-selected out of the audience that was not interested, which is a different shape of intent than a click on a paid search result, even if Callmart makes no claim about which one performs better. Whether that shape of intent matters to your close rate is something you find out from your own call recordings, not from an assumption built into the campaign.

Common questions