Connected TV (CTV) may rely on television screens to serve advertisements, but in practice, it’s a powerful performance channel akin to paid search and paid social. With CTV advertising, brands get both a high level of control over their campaigns and, as a result, access to loads of data. The learnings from this data can be used to develop ad strategies not just for TV screens but on other channels, too. CTV also offers comprehensive audience building and extensive testing of ad creative, giving advertisers a deeper understanding of what resonates with their ideal customers — ultimately driving better performance.

Wielded strategically, CTV not only is a productive performance channel on its own, but can also inform full-funnel, omnichannel ad strategies.