Where CTV Fits in the Media Mix
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CTV is becoming more measurable, but the bigger shift may be how that measurement influences media allocation. New Lifesight research suggests CTV can affect search, social and second-screen behavior.
Connected TV has steadily moved beyond its traditional role as an upper-funnel awareness channel. As marketers gain more ways to connect CTV exposure with digital activity and business outcomes, the question is increasingly not simply whether CTV works, but where it belongs within the broader me
Connected TV has steadily moved beyond its traditional role as an upper-funnel awareness channel. As marketers gain more ways to connect CTV exposure with digital activity and business outcomes, the question is increasingly not simply whether CTV works, but where it belongs within the broader me
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