The tides of paid search and other performance channels are shifting rapidly, and marketers are looking for reliable and effective ad channels. Connected TV (CTV) is one such channel, providing more than just brand awareness and becoming a third pillar of performance marketing. CTV creates new demand and avoids performance plateaus, as well as boosting the results of other paid channels. With CTV, advertisers can generate direct search and increase their SEO efforts, with regular video refreshes also improving performance results. CTV helps to generate both brand awareness and key performance metrics, as well as boosting the impact of an already successful search strategy.
Originally reported by Martech: https://martech.org/connected-tvs-results-transcend-the-tv-screen/
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