In today’s crowded media landscape, advertisers need to know that their marketing dollars are driving results. Yet performance is often measured only at the point of conversion, overlooking the moments that build awareness and influence action along the way.
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For years, TV’s job was clear: build brands, create awareness, and make people feel something. But as connected TV continues to mature, that role is expanding. CTV, or streaming, is no longer viewed only as a powerful awareness channel; it is increasingly expected to deliver measurable business impact, too.
Not every ad has the same impact; some ads are quicker at capturing attention especially if they feature recognizable celebrities and athletes. Talent-led creative can be a powerful complement to the traditional ad creative, but do they drive better results?
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