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# CTV’s next pitch to advertisers: proven sales, not just reach
- URL: https://www.medianexis.com/ctvs-next-pitch-to-advertisers-proven-sales-not-just-reach/
- Published: 2026-11-02T15:19:26.000Z
- Updated: 2026-11-02T15:19:26.000Z
- Description: eMarketer’s Christopher Wood reports that analyst Ross Benes says CTV advertising is shifting from a brand-awareness play toward one expected to drive measurable sales and customer acquisition.
- Author: The Signals Desk
- Tags: Measurement, Christopher Wood, eMarketer: CTV proving sales impact

**Why it matters.** CTV sellers now must show outcome-based proof of sales lift, not just reach numbers, to justify holiday budgets.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Christopher Wood*](https://www.medianexis.com/tag/by-christopher-wood/) *·* [*read the original*](https://www.emarketer.com/content/ctv-s-next-growth-opportunity-proving-drive-sales--not-just-awareness?ref=medianexis.com)*.*