{"id":212,"date":"2026-02-03T20:49:19","date_gmt":"2026-02-03T12:49:19","guid":{"rendered":"https:\/\/wp-admin.starti.ai\/?p=212"},"modified":"2026-02-03T20:49:26","modified_gmt":"2026-02-03T12:49:26","slug":"how-connected-tv-marketing-can-actually-drive-performance-not-just-impressions","status":"publish","type":"post","link":"https:\/\/starti.ai\/blog\/how-connected-tv-marketing-can-actually-drive-performance-not-just-impressions\/","title":{"rendered":"How Connected TV Marketing Can Actually Drive Performance (Not Just Impressions)?"},"content":{"rendered":"<div class=\"grid w-full min-w-0 grid-cols-[minmax(0,1fr)]\" dir=\"ltr\" data-orientation=\"horizontal\">\n<div class=\"col-start-1 row-start-2\">\n<div id=\"radix-:r1i:-content-thread\" class=\"focus:outline-none\" role=\"tabpanel\" data-state=\"active\" data-orientation=\"horizontal\" aria-labelledby=\"radix-:r1i:-trigger-thread\">\n<div class=\"border-subtlest ring-subtlest divide-subtlest bg-transparent\">\n<div class=\"gap-y-md flex flex-col\">\n<div class=\"relative font-sans text-base text-foreground selection:bg-super\/50 selection:text-foreground dark:selection:bg-super\/10 dark:selection:text-super\">\n<div class=\"min-w-0 break-words [word-break:break-word]\">\n<div id=\"markdown-content-0\" class=\"gap-y-md after:clear-both after:block after:content-['']\" dir=\"auto\">\n<div class=\"has-inline-images my-2 first:mt-0 [&amp;:has([data-inline-type=image])+&amp;:has([data-inline-type=image])_[data-inline-type=image]]:hidden [&amp;:has(table)_[data-inline-type=image]]:hidden\">\n<div class=\"relative\">\n<div class=\"prose dark:prose-invert inline leading-relaxed break-words min-w-0 [word-break:break-word] prose-strong:font-medium visRefresh2026Fonts:prose-strong:font-bold [&amp;_&gt;*:first-child]:mt-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Connected TV (CTV) is no longer a branding-only channel; it\u2019s the top performance channel for measurable ROI in 2025, with the average CTV campaign delivering 4.5x higher ROI than traditional TV advertising. When combined with AI-driven targeting, dynamic creative, and conversion-based buying, CTV turns TV screens into scalable, accountable growth engines that work for brands of all sizes.<\/p>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">How big is the Connected TV marketing opportunity in 2025?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Over 90% of U.S. households now own at least one connected TV device, and more than 250 million CTV viewers are reachable monthly in the U.S. alone. Globally, CTV ad spend is headed toward $100 billion by 2027, fueled by viewers shifting from linear TV to streaming platforms like Hulu, Netflix (with ads), Disney+, and others.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV programmatic spend alone is projected to hit $33 billion in the U.S. in 2025, with 68% of marketers now treating CTV as a \u201cmust-buy\u201d in their media mix. The average CTV CPM sits around $35, but early adopters are seeing ROAS multiples that justify the premium when campaigns are set up for performance.<\/p>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">Why are most Connected TV campaigns underperforming today?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Despite the massive reach, many CTV campaigns still behave like old TV buys: they optimize for impressions and completion rates instead of sales, app installs, or other business outcomes. This leads to wasted spend, inflated costs, and weak accountability.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Several key market trends explain why CTV underperforms:<\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Fragmentation and identity breakdown<\/strong>: CTV spans hundreds of apps, devices, and platforms, each with its own data silos and identifiers. Most platforms still rely on outdated proxies like IP addresses, which limits true household-level matching and reduces audience coverage.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Weak data = weak targeting<\/strong>: Many CTV buyers rely on broad demographic segments or third-party data that doesn\u2019t reflect actual purchase intent. This results in ads going to audiences unlikely to convert, <a href=\"https:\/\/starti.ai\/blog\/how-can-connected-tv-analytics-drive-measurable-roi\/\">driving up CPAs and weakening ROI<\/a>.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Vanity metrics over performance<\/strong>: Most CTV platforms report surface metrics like impressions, video completion, or viewability, but not direct conversions. Marketers can\u2019t tie spend to sales, making it hard to justify ROI or optimize campaigns confidently.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">How are traditional CTV solutions still failing performance marketers?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Legacy CTV approaches treat Connected TV like a repurposed TV channel, not a performance channel. Here\u2019s where they fall short:<\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>CPM-based buying<\/strong>: Brands pay for every impression, even if it doesn\u2019t lead to a conversion. This forces <a href=\"https:\/\/starti.ai\/blog\/why-are-empty-impressions-killing-marketing-budgets\/\">marketers to accept a high percentage of non-converting impressions<\/a> as a cost of doing business.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Limited real-time optimization<\/strong>: Many DSPs still rely on weekly or bi-weekly reporting cycles before adjusting targeting or creative. A poorly performing CTV campaign can burn 25\u201330% of its budget before optimization kicks in.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Poor attribution and measurement<\/strong>: Without clear cross-device exposure-to-conversion tracking, teams can\u2019t prove CTV\u2019s impact on app installs, website conversions, or revenue. This leads to budget cuts or shifting spend back to channels with clearer ROI.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">How does a performance-first CTV platform solve these problems?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">A modern, performance-driven CTV platform is built for what matters: <a href=\"https:\/\/starti.ai\/blog\/how-can-brands-run-performance-focused-connected-tv-campaigns-that-actually-drive-measurable-business-outcomes\/\">measurable business outcomes<\/a>, not just views. It replaces CPM-based guessing with outcome-based pricing, connects CTV to downstream conversions, and uses AI to optimize in near real time.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Such a platform is designed around:<\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Paying only for actual conversions (CPA\/CPI), not impressions.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Unified cross-channel measurement that ties CTV exposure to app installs, purchases, and other KPIs.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">AI-powered audience expansion, creative optimization, and bidding to maximize ROAS, not just impressions.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">Why should brands choose Starti for Connected TV marketing?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti is a performance-focused Connected TV advertising platform that moves beyond impressions to <a href=\"https:\/\/starti.ai\/blog\/how-can-programmatic-tv-marketing-drive-measurable-roi-2\/\">drive measurable ROI<\/a>. Instead of charging for every impression, Starti\u2019s model ensures clients pay only for tangible results\u2014app installs, sales, and other conversion events that directly move the business forward.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Key differentiators of Starti\u2019s CTV offering:<\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>SmartReach\u2122 AI<\/strong>: Starti\u2019s AI engine continuously improves targeting certainty by analyzing viewing behavior, device signals, and performance data to find high-intent households.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Dynamic Creative Optimization (DCO)<\/strong>: Automatically generates and serves multiple creative variations optimized for different audience segments and contexts, increasing relevance and engagement.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>OmniTrack attribution<\/strong>: Provides end-to-end, cross-device measurement so CTV\u2019s impact on app installs, conversions, and revenue is clear and auditable.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Global reach on premium content<\/strong>: Access to top-tier streaming inventory guarantees ads appear on actual TVs, not repurposed on mobile or laptop screens.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Performance-aligned incentives<\/strong>: Over 70% of Starti\u2019s employee rewards are tied to client outcomes, aligning incentives around maximizing ROAS.<\/p>\n<\/li>\n<\/ul>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Starti is built so that brands of all sizes\u2014agile startups and global enterprises\u2014can run accountable, high-ROAS CTV campaigns without needing an in\u2011house CTV trading desk.<\/p>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">How does performance-based CTV compare to traditional CTV buying?<\/h2>\n<div class=\"group relative\">\n<div class=\"w-full overflow-x-auto md:max-w-[90vw] border-subtlest ring-subtlest divide-subtlest bg-transparent\">\n<table class=\"border-subtler my-[1em] w-full table-auto border-separate border-spacing-0 border-l border-t\">\n<thead class=\"bg-subtler\">\n<tr>\n<th class=\"border-subtler p-sm break-normal border-b border-r text-left align-top\">Feature<\/th>\n<th class=\"border-subtler p-sm break-normal border-b border-r text-left align-top\">Traditional CTV Platform<\/th>\n<th class=\"border-subtler p-sm break-normal border-b border-r text-left align-top\">Performance CTV Platform (e.g., Starti)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Pricing model<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">CPM (cost per thousand impressions)<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">CPA\/CPI (pay only for conversions\/installs)<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Non-converting impressions<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Fully charged<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Free brand exposure; no cost to advertiser<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Measurement focus<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Impressions, completion rate, viewability<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">App installs, sales, ROAS, incremental revenue<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Attribution<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Limited or siloed<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Cross-device, cross-channel OmniTrack attribution<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Optimization cycle<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Weekly or bi-weekly reporting<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Near real-time, AI-driven optimization<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Audience targeting<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Demographics, broad segments<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">SmartReach\u2122 AI, predictive households, intent signals<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Creative approach<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Static creatives or manual A\/B tests<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Dynamic Creative Optimization (DCO) with AI<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Incentive alignment<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Revenue based on impression volume<\/td>\n<td class=\"px-sm border-subtler min-w-[48px] break-normal border-b border-r\">Over 70% of rewards tied to client performance<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<div class=\"bg-base border-subtler shadow-subtle pointer-coarse:opacity-100 right-xs absolute bottom-0 flex rounded-lg border opacity-0 transition-opacity group-hover:opacity-100 [&amp;&gt;*:not(:first-child)]:border-subtle [&amp;&gt;*:not(:first-child)]:border-l\">\n<div class=\"flex\"><\/div>\n<div class=\"flex\"><\/div>\n<\/div>\n<\/div>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">What does a high-performance Connected TV campaign look like in practice?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">A performance-driven CTV strategy is simple, repeatable, and focused on ROAS. Here\u2019s a typical workflow:<\/p>\n<ol class=\"marker:text-quiet list-decimal\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Define KPIs and target audience<\/strong><br \/>\nSet clear business goals (e.g., app installs at $X CPI, sales at $Y ROAS) and define the primary audience using first-party data, lookalikes, and performance signals.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Select premium CTV inventory and context<\/strong><br \/>\nChoose streaming channels and apps that align with the target audience\u2019s viewing habits and ensure brand-safe, high-engagement environments.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Launch conversion-based campaigns<\/strong><br \/>\nActivate campaigns on a performance platform where budget is allocated to drive specific outcomes (CPA\/CPI), not just impressions. Starti-style models ensure non-converting impressions are free brand exposure.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Optimize with AI and creative iterations<\/strong><br \/>\nUse SmartReach\u2122 AI to refine targeting and DCO to test multiple creative variants against different segments. Continuously shift budget toward the highest-performing creatives and audiences.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Measure and refine with cross-channel attribution<\/strong><br \/>\nUse OmniTrack-style attribution to connect CTV exposures to app installs, purchases, and other events. Feed this data back into the platform to auto-optimize toward higher ROAS.<\/p>\n<\/li>\n<\/ol>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">How do real brands use Connected TV to drive growth?<\/h2>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">1. E\u2011commerce brand: Driving app installs and sales<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Problem<\/strong><br \/>\nAn online retailer wants to scale app installs and increase ROAS, but paid social and search CPAs are rising, and incrementality is hard to prove.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Traditional practice<\/strong><br \/>\nRun broad CTV campaigns on major DSPs, optimizing for completion rate and viewability; pay CPM across all impressions.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>With Starti<\/strong><br \/>\nDeploy a performance-based CTV campaign where the brand pays only for app installs. SmartReach\u2122 AI identifies high-intent households, and DCO serves creatives tailored to different product interests.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Results &amp; key benefits<\/strong><\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CPI 30% lower than traditional CTV and 25% lower than paid social.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">App re-engagement and ROAS 2.2x higher in the first 60 days.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Non-converting impressions delivered as free brand lift with no incremental spend.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">2. Fintech app: Acquiring high-value users<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Problem<\/strong><br \/>\nA fintech app needs to acquire high-LTV users at a predictable CPA, but traditional CTV buys are inefficient and hard to tie to downstream revenue.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Traditional practice<\/strong><br \/>\nBuy linear TV and CTV inventory based on broad demographics; use last\u2011touch attribution that undervalues CTV\u2019s role.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>With Starti<\/strong><br \/>\nLaunch a CPI-based CTV campaign with a performance cap. Starti\u2019s OmniTrack attribution measures CTV\u2019s impact on app installs and deposits, not just impressions.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Results &amp; key benefits<\/strong><\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CPA improved by 22% compared to previous CTV efforts.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">40% of new high-value users in Q1 were driven or influenced by CTV.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Clear, auditable attribution enabled budget reallocation from less efficient channels.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">3. DTC subscription brand: Reducing churn and increasing LTV<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Problem<\/strong><br \/>\nA subscription box brand wants to reduce churn and increase lifetime value, but retargeting on social media is saturated and expensive.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Traditional practice<\/strong><br \/>\nUse retargeting pixels and broad CTV prospecting; no clear way to measure CTV\u2019s impact on retention or upgrades.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>With Starti<\/strong><br \/>\nRun a performance-based CTV campaign focused on re-engaging past users and driving upgrades. Starti\u2019s AI identifies lapsed customers and tests creatives that highlight retention offers and social proof.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Results &amp; key benefits<\/strong><\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">35% higher re-engagement rate from CTV vs. social retargeting.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Upgrade rate from CTV-exposed users 28% higher than control.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Transparent conversion reporting allowed precise ROAS calculations by cohort.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">4. Global gaming studio: Scaling app installs with low CAC<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Problem<\/strong><br \/>\nA game publisher wants to scale global installs at a low CAC, but CTV results are inconsistent and hard to scale.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Traditional practice<\/strong><br \/>\nBuy CTV inventory across multiple markets with flat CPMs; accept high CAC from non-performing creatives and audiences.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>With Starti<\/strong><br \/>\nLaunch CPI-based campaigns in key <a href=\"https:\/\/starti.ai\/blog\/how-can-ai-driven-tv-ads-transform-your-marketing-roi\/\">markets with AI-driven<\/a> creative generation and audience targeting. Starti\u2019s SmartReach\u2122 surfaces high-intent gaming households and optimizes toward the lowest install cost.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Results &amp; key benefits<\/strong><\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CAC reduced by 38% in Tier\u20111 markets.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">70% of global installs in Q2 were driven or influenced by CTV.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">AI DCO enabled rapid creative testing without heavy production costs.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">How is Connected TV marketing evolving, and what should brands do now?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV is becoming the conversion powerhouse of digital advertising, not just another awareness channel. As streaming platforms grow, inventory becomes more standardized, and cross-device attribution improves, CTV will increasingly be the channel with the best balance of scale, engagement, and measurable ROAS.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Key <a href=\"https:\/\/starti.ai\/blog\/how-are-connected-tv-ads-trends-shaping-2026-2\/\">trends shaping<\/a> the future:<\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Performance-first CTV<\/strong>: More platforms are shifting to CPA\/CPI models, moving away from CPM-based \u201cempty impressions\u201d and focusing on outcomes.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>AI and automation<\/strong>: AI-driven audience expansion, creative optimization, and real-time bidding are now table stakes for high-ROAS CTV.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Cross-channel measurement<\/strong>: Attribution will move beyond siloed reporting to true cross-device, incrementality-aware measurement that shows CTV\u2019s real impact on sales.<\/p>\n<\/li>\n<\/ul>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Now is the time for brands to:<\/p>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Treat CTV as a performance channel, not just a branding channel.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Demand outcome-based pricing and clear attribution, not just impressions and completion rates.<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Partner with platforms that align incentives with performance (like Starti) and have proven frameworks for measurable ROAS.<\/p>\n<\/li>\n<\/ul>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">What are the most common questions about high-performance Connected TV marketing?<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>How is Connected TV different from traditional TV advertising?<\/strong><br \/>\nCTV uses internet-connected devices (smart TVs, streaming sticks, consoles) to deliver ads, enabling digital-like targeting, frequency control, and performance measurement. Traditional TV is linear, broadcast-based, and primarily measured by reach and GRPs, with limited ability to tie ads to conversions.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>What KPIs should I track for CTV performance (not just reach)?<\/strong><br \/>\nFor performance marketing, focus on: app installs, CPA\/CPI, ROAS, incremental revenue, and conversion rate. Secondary metrics like view-through rate and frequency are useful for optimization, but the core success metrics must link to business outcomes.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>Can small brands afford and benefit from Connected TV?<\/strong><br \/>\nYes. Modern CTV platforms allow small brands to run targeted, performance-based campaigns with flexible budgets. Starti\u2019s model, for example, lets SMBs run campaigns where they pay only for conversions, making CTV accessible and scalable without massive upfront spend.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>How does Connected TV attribution work across devices?<\/strong><br \/>\nPerformance CTV platforms use deterministic and probabilistic signals to connect ad exposure on a TV to downstream actions on mobile or web. OmniTrack-style attribution ties CTV impressions to app installs, purchases, and other events, even when the user converts on another device.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><strong>How do I avoid wasting CTV budget on low-quality inventory?<\/strong><br \/>\nWork with a platform that guarantees placement on premium, brand-safe CTV inventory and offers clear reporting on publisher quality and viewability. Starti\u2019s approach ensures ads run on actual TVs within top-tier streaming environments, not repurposed to lower-quality mobile or desktop placements.<\/p>\n<h2 class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-sans visRefresh2026AnswerSerif:font-editorial font-semimedium visRefresh2026Fonts:font-bold text-base first:mt-0\">Sources<\/h2>\n<ul class=\"marker:text-quiet list-disc\">\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Connected TV Statistics 2025: 93+ Stats &amp; Insights<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Ad Revenue for CTV Platforms Will Grow by 26% in 2025<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">68% of Marketers Say Connected TV Is a Must-Buy for 2025<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Connected TV Market Size &amp; Share | Industry Report, 2030<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">US TV and Connected TV Ad Spending Forecasts H2 2025<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">The <a href=\"https:\/\/starti.ai\/blog\/what-is-ticketmaster-intent\/\">Complete CTV Advertising Strategy Guide<\/a> for 2025<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV buyers struggle with visibility, campaign confidence due to poor targeting data gaps<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">The 2025 State of CTV in Retail Media<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Why Connected TV ROI is underperforming and how to fix it<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Digging into CTV&#8217;s 3 Biggest Challenges in 2025<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Why Quality, Context &amp; Measurement Define CTV&#8217;s Next Era<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">About Starti \u2013 Leading AI CTV Marketing Platform<\/p>\n<\/li>\n<li class=\"py-0 my-0 prose-p:pt-0 prose-p:mb-2 prose-p:my-0 [&amp;&gt;p]:pt-0 [&amp;&gt;p]:mb-2 [&amp;&gt;p]:my-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV | Starti.tv<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"flex items-center justify-between\">\n<div class=\"-ml-sm gap-xs flex flex-shrink-0 items-center\">\n<div class=\"rounded-full\"><\/div>\n<\/div>\n<div class=\"gap-x-xs flex flex-shrink-0 items-center\">\n<div>\n<div class=\"gap-xs flex items-center border-subtlest ring-subtlest divide-subtlest bg-transparent\"><\/div>\n<\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gap-y-lg flex flex-col first:mt-0\">\n<div class=\"\">\n<div class=\"animate-in fade-in duration-100 ease-out md:mt-ml border-subtlest ring-subtlest divide-subtlest bg-transparent\">\n<div class=\"border-subtlest ring-subtlest divide-subtlest bg-transparent\">\n<div class=\"flex items-center justify-between border-subtlest ring-subtlest divide-subtlest bg-base\">\n<div class=\"flex w-full items-center justify-between mb-md\">\n<div class=\"\">\n<div class=\"space-x-sm flex items-center\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Connected TV (CTV) is no longer a branding-only channel; it\u2019s the top performance channel for measurable ROI in 2025, with the average CTV campaign delivering 4.5x higher ROI than traditional TV advertising. When combined with AI-driven targeting, dynamic creative, and conversion-based buying, CTV turns TV screens into scalable, accountable growth engines that work for brands &#8230; <a title=\"How Connected TV Marketing Can Actually Drive Performance (Not Just Impressions)?\" class=\"read-more\" href=\"https:\/\/starti.ai\/blog\/how-connected-tv-marketing-can-actually-drive-performance-not-just-impressions\/\" aria-label=\"Read more about How Connected TV Marketing Can Actually Drive Performance (Not Just Impressions)?\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[8,12],"class_list":["post-212","post","type-post","status-publish","format-standard","hentry","category-no-show","tag-connected-tv-campaigns","tag-ctv-campaign-optimization"],"_links":{"self":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/212","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/comments?post=212"}],"version-history":[{"count":9,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/212\/revisions"}],"predecessor-version":[{"id":4716,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/212\/revisions\/4716"}],"wp:attachment":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/media?parent=212"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/categories?post=212"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/tags?post=212"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}