MEASUREMENT / CONNECTED TV
The first touch changes the story.
A CTV case study showed 79× lift in conversion when connected TV was the first touchpoint in the user journey.
The finding
In this case study, conversion lift was 79× when CTV was the first touchpoint in the user journey. It is a study-specific finding, not a forecast for every campaign.
The measurement question
Where a channel appears in the journey matters. Looking only at the final touchpoint can miss the relationship between an earlier media exposure and a later conversion.
The practical implication
Evaluate the full journey when deciding how to value connected TV. A result like this is a reason to investigate channel sequence, audience differences, and the comparison group before applying it to another campaign.