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Why CTV Is Still Mostly a Brand Channel And Why That’s OK

· CTV

Connected TV continues to grow, but many advertisers still expect it to perform like paid search or social. The reality is that CTV works best for driving awareness, not immediate conversions.

Most viewers are watching on big screens from a distance. That makes it harder to drive direct actions like clicks or form fills. While QR codes and shoppable ads are improving, CTV remains an upper-funnel format.

That doesn’t mean it can’t deliver value. Brands use CTV to:

-Reach audiences in high-attention environments

-Build frequency across household decision-makers

-Reinforce messaging alongside other media channels

When paired with the right measurement tools, brands can track lift, reach, and even in-store impact. But expecting low CPAs from CTV is often the wrong benchmark. It’s a long-term investment in brand visibility and reach and that’s a valid goal.


Sam Khoury

Founder, Cedar Consultants

Creative consulting solutions for Adtech


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