WATCH: The 70/30 Rule — How the Best Marketers Make TV Work Like Digital

At eTail 2026, our CEO and Founder, Leif Welch, took the stage to challenge one of the biggest misconceptions in modern marketing: that Connected TV (CTV) is a branding channel, not a performance driver.

In Client Case Study: The 70/30 Rule — How the Best Marketers Make TV Work Like Digital, Leif breaks down how leading brands are rethinking their media mix to turn CTV into a measurable, full-funnel growth engine.

For years, performance teams have leaned heavily on digital-only channels to capture demand. But rising acquisition costs, weaker attribution signals, and increased competition are making that model harder to sustain. The marketers pulling ahead are doing something different — they're using CTV to efficiently create demand at scale, then pairing it with digital to capture and convert it.

In this keynote, Leif outlines the 70/30 framework for smarter media planning, explains how to connect CTV exposure to real online and offline outcomes, and shares a real-world client case study demonstrating measurable revenue impact. From household-level attribution to CRM-informed targeting and continuous optimization, this session shows what it looks like when TV is held to the same performance standard as digital.

If you're a retail, franchise, or DTC marketer looking to prove ROI across channels — not just clicks — this keynote offers a practical blueprint for turning CTV into a true performance lever.

Watch: Client Case Study: The 70/30 Rule — How the Best Marketers Make TV Work Like Digital