Advertisers are shifting toward holistic strategies that connect with audiences across every touchpoint — with Connected TV (CTV) at the center.

CTV has moved well beyond being a “nice to have.” It’s now a central pillar of modern media strategies and a proven brand-building and performance engine. On its own, CTV reaches large, engaged audiences in trusted environments and delivers measurable outcomes. When integrated into an omnichannel strategy, its impact grows even stronger — extending visibility, reinforcing message recall, and strengthening connections across the full path to purchase.

Building on our annual CTV/OTT Advertiser Study, we partnered with Advertiser Perceptions to take a deeper look at how omnichannel strategies are shaping media investment.

The findings confirm what we’re seeing in the market: advertisers increasingly view CTV as a performance engine when it’s connected with other media channels. A CTV-first approach enables cohesive storytelling across platforms, smarter message sequencing, and measurement that spans the full customer journey.

Download the complete survey findings — Unlocking CTV’s Full Impact: The Omnichannel Advantage