The CTV playbook for 3X purchase intent.

Full-funnel impact,
proven by

CTV's perception and its reality are two different stories.

And the research backs it up!

What the CTV full-funnel whitepaper unpacks

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Is CTV an ‘awareness-only’ channel? CTV is built for attention, not just impressions.

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Decode the favorability–intent correlation. Consumers don’t buy what they recognize; they buy what they prefer. This makes brand favorability the strongest predictor of purchase intent.

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How is CTV reframing the full-funnel conversation? CTV is driving 3X uplift from awareness to purchase intent, vs. global delta norms.

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How the big screen wins across every cohort? Find out where the sharpest uplifts are hidden.

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So, how does CTV drive the full-funnel impact? Impression thresholds, campaign duration, category patterns, premium inventory and interactive formats determine CTV’s success.

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What should AI-forward marketers do differently on their next CTV brief?