The reality is that CTV remains primarily an awareness channel. Viewer behavior doesn’t typically support direct response actions like scanning QR codes during ads, and when it comes to driving low cost-per-conversion outcomes, CTV doesn’t perform at the level of channels like search or social.

That said, Target, Amazon, Walmart, and more have partnered with CTV platforms for improved targeting, ad placements and better shoppable ads.

CTV can drive measurable results, and it will, but in my opinion, it’s still tough to compete with the performance of search and social. The same goes for online video and display.

Sam Khoury

Founder, Cedar Consultants

Creative consulting solutions for Adtech