Most streaming TV reporting proves the ad was delivered. It doesn't prove it worked.

A large share of advertisers still buy streaming TV for reach, frequency, and completed views—metrics that confirm delivery and stop there. This guide takes apart the five assumptions keeping CTV in the brand budget and lays out a blueprint for running it as an accountable growth channel.

Get the free CTV guide

Five myths, five realities, and a 70/30 blueprint you can test next quarter.

What’s inside

The five assumptions keeping CTV out of your performance budget

What you'll walk away with:

  • Why CTV gets filed as an awareness channel, and what changes when the business outcome is defined before launch
  • The difference between attribution and incrementality, and when each one is worth the effort
  • How to structure a first test—one outcome, one audience, one market—without a national commitment or a traditional production budget
  • The levers available while a campaign is running: audiences, markets, publishers, creative, frequency, dayparts, and budget allocation
  • How ZIP code, DMA, and service-area planning make streaming TV work for regional, franchise, and multi-location advertisers
  • The 70/30 Blueprint for demand creation and conversion, plus a seven-step sequence for getting a test live
Who it’s for

Advertisers accountable for what the media produces

Designed for performance advertisers, agency planners, and in-house teams evaluating streaming TV against acquisition, revenue, or growth targets—whether the plan runs nationally, across franchise markets, or in a handful of ZIP codes.