Connected TV is no longer experimental. It’s full funnel.
In partnership with the Chief Marketer Network (Cynopsis, AdExchanger, AdMonsters, Cablefax) for the Convergent TV World event, TiVo Ads conducted a new industry study to explore how brands and agencies are redefining their CTV strategies — and where the home screen fits in.
We surveyed 170 brand and agency professionals and uncovered a clear shift: CTV is now judged by business impact — brand lift, sales, and incremental reach — not just impressions.
But one critical question remains: Where does influence really begin?
Some say at content. Others say at power-on — the home screen.
As streaming fragments and expectations rise, the brands that win will be those that define and prove impact from the very first screen.
- How advertisers are redefining the CTV funnel
- The evolving role of the home screen
- Why investment in home screen formats is accelerating
- What will unlock the next wave of adoption
Download the report.
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