""Advertisers see streaming TV as a performance multiplier," said Erin Firneno, SVP of business intelligence at Advertiser Perceptions. Marketers understand that a streaming TV campaign can support outcomes over time."
""Marketers are absolutely still seeing streaming TV as best suited for branding and upper-funnel goals, primarily," she said, highlighting the unique nature of CTV compared to other digital channels."
""Advertisers have a healthy skepticism regarding TV's ability to prove lower-funnel outcomes," Firneno said, emphasizing the need for incrementality testing and a focus on mid-funnel metrics."
""What matters is ascertaining whether CTV is actually making a positive difference in a brand's long-term growth," Firneno stated, underscoring the importance of measuring CTV's effectiveness."
Connected TV (CTV) is seen by advertisers as a performance multiplier, enhancing campaign outcomes over time. However, CTV is not expected to become a pure performance marketing channel like search or social media. The lean-back viewing experience means conversions often occur on second screens, leading to longer attribution windows. Currently, about 24% of CTV campaigns target lower-funnel goals, but skepticism remains regarding CTV's ability to prove these outcomes. Incrementality testing and mid-funnel metrics are recommended for better assessment of CTV's impact on brand growth.
Read at AdExchanger
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