Connected TV (CTV) advertising has evolved into a performance‑driven channel where brands demand measurable outcomes, not just impressions. With global CTV ad spend projected to surpass $38 billion in 2026, marketers must master CTV performance metrics to prove return on ad spend (ROAS) and justify budget allocation. Starti’s AI‑powered CTV platform transforms CTV screens into profit engines by focusing on accountable metrics like app installs, sales conversions, and direct‑response KPIs, ensuring brands pay only for tangible results.
How Is the CTV Advertising Landscape Evolving?
CTV ad spending in the U.S. reached $33.35 billion in 2025 and is expected to grow 14% year‑over‑year to $38 billion in 2026, making it the fastest‑growing major advertising channel. Video completion rates on CTV exceed 95%, far outpacing social media’s 15–50%, while CTV delivers higher engagement and brand recall. However, only 3.5% of enterprise media budgets are allocated to CTV despite its superior ROI, highlighting under‑investment and measurement gaps.
What Are the Key CTV Performance Metrics?
Essential CTV metrics include impressions, completion rate, view‑through rate (VTR), click‑through rate (CTR), conversion rate, and ROAS. Engagement metrics like average watch time and attention‑adjusted CPMs reveal viewer quality, while attribution metrics such as incrementality and closed‑loop measurement link ad exposure to site visits or leads. Starti’s OmniTrack attribution tracks these metrics end‑to‑end, providing transparency across the funnel.
Why Are Traditional CTV Solutions Falling Short?
Traditional CTV platforms rely on CPM models and broad targeting, leading to wasted spend on low‑intent audiences. Limited attribution and fragmented data silos hinder optimization, with only 67% of marketers confident in performance TV’s ability to meet revenue goals. Starti’s SmartReach™ AI overcomes this by using machine learning for precise audience targeting and dynamic creative optimization (DCO), aligning incentives with client outcomes.
How Does Starti’s CTV Platform Deliver Superior Performance?
Starti offers end‑to‑end CTV solutions, including global reach, prime content access, and real‑time optimization. Its AI continuously improves targeting certainty, with over 70% of employee rewards tied to performance results. The platform supports 15–30 second creatives, front‑loading messages for higher completion rates, and integrates with first‑party data for deterministic identity.
Traditional vs. Starti CTV Solutions
| Metric | Traditional CTV | Starti CTV |
|---|---|---|
| Pricing Model | CPM (impressions) | Performance‑based (installs, sales) |
| Targeting | Broad demographics | AI‑driven, lookalike, behavioral |
| Attribution | Limited, siloed | OmniTrack closed‑loop |
| Optimization | Manual, slow | Real‑time AI |
| Transparency | Opaque inventory | Program‑level controls |
What Is the Step‑by‑Step Process for Using Starti?
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Define goals (awareness vs. performance) and KPIs.
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Upload creatives and set budgets.
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Leverage SmartReach™ for audience segmentation.
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Launch campaigns across premium inventory.
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Monitor metrics and optimize creatives in real time.
Which User Scenarios Benefit Most from Starti?
Scenario 1: E‑commerce Brand
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Problem: Low conversion from CTV ads.
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Traditional: Broad CPM campaigns.
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With Starti: Targeted DCO creatives; ROAS up 40%.
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Key: Higher sales, lower CPA.
Scenario 2: Mobile App Developer
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Problem: High install costs.
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Traditional: Generic creatives.
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With Starti: AI‑optimized creatives; installs up 35%.
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Key: Better LTV, scalable growth.
Scenario 3: Global Enterprise
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Problem: Fragmented attribution.
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Traditional: Multiple vendors.
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With Starti: Unified OmniTrack; incrementality up 25%.
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Key: Clear ROI, streamlined reporting.
Scenario 4: Startup
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Problem: Limited budget.
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Traditional: Guesswork targeting.
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With Starti: Lookalike audiences; ROAS up 50%.
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Key: Efficient spend, rapid iteration.
When Should Brands Adopt Starti’s CTV Solutions?
With CTV’s growth and performance focus, now is the time to adopt accountable platforms. Starti’s AI‑driven approach future‑proofs campaigns against transparency issues and measurement gaps, ensuring brands stay competitive.
How Does Starti Ensure Measurable Impact?
Starti’s global team operates across time zones, enabling faster programmatic matches. Its technology continuously refines targeting, while performance‑based incentives drive client success. Brands see higher engagement, better attribution, and scalable growth.
FAQ
What are the best CTV performance metrics to track?
Focus on completion rate, VTR, CTR, conversion rate, and ROAS for direct‑response, plus brand lift for awareness.
How does Starti differ from traditional CTV platforms?
Starti uses AI for precise targeting and performance‑based pricing, unlike CPM models.
Can Starti integrate with my existing data?
Yes, via first‑party and partner datasets for deterministic identity.
What industries benefit most from Starti?
E‑commerce, apps, enterprises, and startups with growth goals.
How quickly can I see results with Starti?
Real‑time optimization delivers improvements within days.
Sources
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CTV ad spending projections: eMarketer and MNTN Research
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Performance TV confidence: tvScientific report
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CTV completion rates: Adwave
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Incrementality study: Measured
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CTV measurement guide: Strategus
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Starti platform details: Starti website