"Consumers don't experience media in silos. They might stream a live game on their TV, scroll social feeds during halftime and research products on their mobile device later that night. For advertisers, that means CTV is the ideal launch point for campaigns, delivering high-impact engagement on the biggest screen in the home, while using omnichannel to amplify and extend those messages across other touch points."
"CTV has moved well beyond being a nice-to-have. It's now a central pillar of modern media strategies and a proven brand-building and performance engine. Advertisers see CTV as the foundation of their media plans, with omnichannel integration as the strategy that maximizes its impact. A CTV-first approach delivers cohesive storytelling across platforms, smarter sequencing of messages and measurement that captures performance from awareness through conversion."
Consumers use multiple screens and channels during a single viewing experience, making CTV the ideal launch point for campaigns that seek high-impact engagement on the largest in-home screen. CTV functions as a central pillar of modern media strategies and a foundation for both brand-building and performance goals. Omnichannel integration with social, streaming audio, and digital display amplifies CTV impact, enables cohesive storytelling and smarter message sequencing, and supports measurement from awareness through conversion. A recent survey with Advertiser Perceptions shows rising omnichannel adoption, strong full-funnel benefits, broad expectations for integrated solutions, and ongoing measurement challenges around attribution and unified reporting.
Read at AdExchanger
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