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
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