Observed Signal · Apr 2, 2026 · Podcast Episode · Source: marketecture.tv · Impact: 2/5 · Sentiment: Positive
CTV Driving Full‑Funnel Outcomes, JamLoop's Leif Welch
In the first episode of the From Screen to Store series (sponsored by JamLoop), Leif Welch, Founder and CEO of JamLoop, discusses how connected TV (CTV) is evolving from a brand-awareness channel into a measurable full-funnel performance medium. Welch highlights that mid-market brands are leading the shift toward outcome-focused CTV, emphasizes the need for transparency and robust measurement, and explains how advertisers can connect CTV campaigns to online and offline business results. He outlines practical guidance including using incrementality to validate impact, setting clear success metrics, building full-funnel strategies to turn awareness into action, and a recommended 70/30 mix of CTV and digital formats for performance-driven campaigns.
Highlights the strategic shift of CTV toward measurable, performance-driven advertising and practical measurement approaches, which is useful for advertisers and agencies but is not a platform-level policy or major product release.
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Key Takeaways & Evidence Grounding
- Episode 1 of the From Screen to Store series is sponsored by JamLoop.
- Leif Welch is Founder and CEO of JamLoop and is the episode guest.
- The episode argues CTV is shifting from impressions toward measurable business outcomes.
- Recommended tactical framework discussed: a 70/30 mix of CTV and digital formats for full-funnel performance.
- Incrementality, transparency, and measurement are emphasized as critical to proving real-world CTV impact.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV Advertising Enables Full‑Funnel Marketing
The article argues that connected TV (CTV) has evolved from an awareness-only channel into a full-funnel marketing lever thanks to improved targeting, measurement and interactive ad formats. It cites industry studies and benchmarks showing CTV’s high completion rates (>95%), strong upper-funnel lift in omnichannel campaigns, and growing use of first-party and behavioral targeting. The piece outlines how CTV can support consideration (sequential creative, QR scans, add-to-cart interactions) and conversion (cross-device/household attribution, assisted app installs), and recommends matching KPIs to funnel stage and integrating CTV into cross-screen strategies. Survey data referenced indicates many marketers plan to increase CTV budgets if measurement improves and that measurement infrastructure (first-party data, cross-screen attribution, household IDs) is enabling lower-funnel measurement.
CTV Reality Check: Transparency, Performance, Store Traffic
Episode 2 of the From Screen to Store series (sponsored by JamLoop) features Tim Glover, EVP Media at USA Marketing Partners, discussing how agencies should connect video advertising to measurable business outcomes. Glover emphasizes people, process and partnerships as the foundation of modern agencies, and argues that brands hire people not agencies. He calls transparency the most critical factor in partnerships and urges treating CTV as part of a unified video strategy that spans linear and digital. Measurement requires both macro (overall reach and revenue) and micro (geo-targeting, store-visit attribution) views. The episode highlights tying media spend to store traffic and sales, and notes that data sharing between partners unlocks better optimization and measurable ROI.
CTV-first 70/30 Blueprint for Full-Funnel Growth
The article argues that connected TV (CTV) has matured from a branding channel into a measurable performance medium when treated like digital advertising. It recommends a 70/30 media blueprint — 70% investment in CTV and 30% in mobile, OLV, display and pause ads — reinforced by CRM-driven targeting, cross-device measurement, and verifiable incrementality (log-level attribution). The piece cites Pinterest’s acquisition of TVScientific as evidence of the industry shift and highlights a cited campaign where the CTV-first approach produced 2.1x ROAS and a 20-day average time-to-conversion for a high-end fitness e-tailer.
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