There’s been a lot of excitement around Connected TV (CTV) lately, especially as more platforms roll out new formats and retail media networks double down on streaming partnerships. But while CTV is evolving fast, the reality is that it still functions primarily as an awareness channel.
Viewer behavior on CTV doesn’t typically support direct response. Most people aren’t scanning QR codes during ad breaks or taking immediate action on what they’ve just seen. That’s not a knock on the format—it’s just the nature of lean-back viewing. When you're watching TV, you're relaxed, not necessarily ready to convert on a product in that moment.
When compared to channels like search or social, CTV has a harder time delivering low cost-per-conversion outcomes. Paid search targets people already in-market, while social platforms thrive on engagement and action. These channels have been optimized over time to drive measurable, bottom-of-the-funnel results. CTV, on the other hand, excels at reach, storytelling, and frequency—but not always immediate return.
That said, the landscape is shifting. Big players like Amazon, Walmart, and Target have made significant investments in CTV ad integrations. They’re partnering with streaming platforms to improve targeting, enhance ad placements, and push new types of shoppable formats. These collaborations are starting to bridge the gap between awareness and conversion, especially by combining retail data with media exposure.
We’re seeing signs that CTV can drive measurable results. Attribution tools are getting better, and more platforms are experimenting with creative strategies that make ads easier to act on—even if not immediately. Brands can now track lift, reach, and even tie exposure to purchases using identity and retail media integrations. These developments are pushing CTV beyond just branding.
Still, in my opinion, CTV isn’t yet in the same performance tier as search, social, display, or online video. The intent signals just aren’t as strong, and the measurement still relies on modeled attribution more than deterministic tracking. For most performance marketers, that’s a challenge.
That doesn’t mean CTV isn’t valuable—it absolutely is. It fills an important role in building awareness, reaching cord-cutting audiences, and reinforcing messages across screens. It should be part of the media mix, especially when paired with channels that close the loop.
But it’s important to keep expectations realistic. CTV will continue to grow in performance capabilities, and its value will increase as targeting and measurement improve. Until then, it remains a strong awareness driver with growing—but still developing—performance potential.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech