CTV’s Awareness-Only Era Is Over: Brands Now Chasing Performance on the Big Screen

The living room’s biggest screen is no longer just a billboard. Marketers once treated connected TV as a blunt awareness tool – the digital successor to the 30-second broadcast spot – but that thinking is increasingly outdated as advertisers demand the same accountability from CTV that they expect from search and social. U.S. CTV ad […]

Last updated Sep 13, 2026 by ATDb automated enrichment