We’ve all seen a traditional marketing funnel: Awareness and consideration typically will sit at the top and are judged by soft metrics such as impressions and views. Purchase and loyalty are at the bottom and judged by hard sales or conversions.
Traditional TV ads have historically sat at the top of the marketing funnel. But where do we place connected TV? It is TV, after all.
Unlike traditional television, connected TV (CTV) marries a century-old piece of technology – your TV – with the capabilities of the internet: think data, interactivity, tracking, more reliable attribution, etc. This presents an interesting challenge when we think about where CTV belongs in a marketing funnel.
