CTV’s next pitch to advertisers: proven sales, not just reach
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.
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 · Christopher Wood · read the original.
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