What to Expect from a Managed CTV Agency

Working with a managed CTV partner is different from self-serve platforms or traditional agency relationships. Here’s what to expect. And what to demand.

What Managed Service Includes

Core Services

At minimum, a managed CTV partner should provide:

Service Levels

Enterprise Service: Dedicated team, custom attribution, advanced analytics, integration with internal systems, executive reporting. For major market dominance and complex requirements.

Onboarding Process

Week 1-2: Discovery

• Market analysis
• Competitive review
• Goal setting
• Audience strategy

Week 2-3: Setup

• Tracking implementation
• Creative review/production
• Targeting configuration
• Campaign build

Week 3-4: Launch

• Campaign activation
• Initial monitoring
• Early optimization
• Baseline establishment

Ongoing

• Regular reporting
• Continuous optimization
• Strategy evolution
• Performance reviews

Reporting Expectations

What Good Reports Include

Performance metrics:

• Impressions delivered
• Completion rates
• Verified visits
• Conversion attribution
• Cost per lead
• Cost per case (if integrated)

Trend analysis:

• Week-over-week comparison
• Month-over-month trends
• Benchmark comparison
• Seasonal patterns

Insights:

• What’s working
• What needs attention
• Recommended actions
• Strategic observations

Clear visualization:

• Easy to understand
• Key metrics highlighted
• Actionable format

Report Frequency

Budget Level	Minimum Frequency
Under $25K/month	Monthly
$25-50K/month	Bi-weekly
$50K+/month	Weekly

Communication Expectations

Regular Meetings

Budget Level	Meeting Cadence
Under $25K/month	Monthly
$25-50K/month	Bi-weekly
$50K+/month	Weekly

Meeting Content

Good meetings include:

• Performance review
• Optimization updates
• Strategic discussion
• Next period planning
• Issue resolution

Not just: Reading the report you could read yourself

Responsiveness

Expect:

• Same-day acknowledgment of questions
• 24-48 hour resolution for non-urgent issues
• Immediate response for urgent issues
• Proactive communication on problems

Attribution and Measurement

Required Capabilities

• Verified visit tracking
• Call tracking integration
• Conversion attribution
• Multi-touch visibility

CTV accounted for 38% of impressions but 63% of conversions. You need attribution to see this.

What to Ask

1. “How do you track verified visits?”
2. “Can you integrate with our call tracking?”
3. “What attribution model do you use?”
4. “How do you connect CTV to downstream conversions?”

Search Integration

CTV Without Search = Leakage

75% of viewers search after seeing TV ads. Your partner should address this.

Integration Options

Ideal: Partner manages both CTV and search Acceptable: Partner coordinates with your search agency Problematic: No search consideration at all

Ask: “How do you handle branded search protection?”

Fee Structures

Common Models

Percentage of spend:

• 10-20% of media spend
• Aligns incentives with your spending
• Common for mid-size engagements

Flat fee:

• Fixed monthly management fee
• Predictable costs
• Common for larger, stable programs

Hybrid:

• Base fee + percentage
• Balance of predictability and alignment
• Common for full-service arrangements

What’s Included vs. Extra

Service	Typically Included	Often Extra
Campaign management	✓
Standard reporting	✓
Basic optimization	✓
Creative strategy	Sometimes	Sometimes
Creative production		✓
Advanced analytics		Sometimes
Custom attribution		✓

Clarify upfront what’s in-scope.

Red Flags

Questions That Reveal Quality

1. “Can I see sample reporting?”
2. “How do you handle underperformance?”
3. “What’s your approach to search coordination?”
4. “Can I speak with similar clients as references?”
5. “What’s your cancellation process?”

Performance Benchmarks

ROAS improves 24% after 90 days. Give campaigns time before judging. Killing a campaign at day 30 often kills what would have been your best performer by day 90.

Performance Improvement

Expect:

• Month-over-month optimization
• Learning curve in first 60 days
• Stabilization by month 3
• Continued refinement ongoing

The Right Questions to Ask

Before signing:

• What specific services are included?
• How is performance measured?
• What’s the reporting cadence?
• How do you handle search integration?
• What’s your experience with law firms?
• Can you provide references?

Ongoing:

• What optimizations did you make this period?
• What’s working and what isn’t?
• What should we test next?
• How does this compare to benchmarks?

For choosing between self-serve and managed, see Self-Serve CTV vs Managed.

References

• Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
• MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/
• MNTN Research. (2023). Increased investment in CTV leads to better performance. https://research.mountain.com/trends/data-reveals-increased-investment-in-ctv-leads-to-better-performance/