Observed Signal · Jun 9, 2026 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
Multi‑Channel Activation Proves CTV’s Value
Esme Robinson, Global Platform Solutions Director at Epsilon, argues that CTV is often bought and measured in isolation, which limits understanding of its real commercial impact. She advocates linking CTV/AVOD to online video, display, retail media and other addressable channels so brands can follow consumer behaviour across the funnel, improve identity resolution, manage frequency and attribute outcomes. Robinson cites industry data (IAB Europe: ~17% of European advertisers run multi‑channel campaigns) and a Currys retail media case where combining CTV, online video and display produced a 46% uplift in conversions that was also measured through in‑store footfall and sales. She highlights a key limitation: CTV typically measures household/device exposure, not verified individual-level viewing, so its measurement improves when connected to person-level channels.
Practical industry guidance on integrating CTV with other channels to improve measurement, attribution and commercial justification; includes market adoption data (IAB Europe) and a measurable case study (Currys) that can influence media planning.
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Key Takeaways & Evidence Grounding
- Esme Robinson is Global Platform Solutions Director at Epsilon.
- IAB Europe found about 17% of European advertisers activate the majority of their campaigns across channels.
- A Currys retail media campaign that combined CTV, online video and display reported a 46% increase in conversions versus a single-channel approach; the campaign was measured through to in-store footfall and sales.
- ONS data cited that approximately 70% of UK purchases still occur in physical stores.
- CTV measurement typically confirms household/device-level delivery but does not reliably identify which individual in the household viewed the ad.
Connected Companies & Entities
3 Entities 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.
Make CTV the Heart of Your Omnichannel Strategy
The article argues that connected TV (CTV) should be the centerpiece of omnichannel marketing. Citing a survey with Advertiser Perceptions, it notes that more than half of CTV/streaming TV advertisers already combine social media, streaming audio, or digital display with CTV, and that nine in ten advertisers view omnichannel capabilities from CTV partners as important. Measurement remains challenging due to cross-channel attribution and fragmented reporting. The piece prescribes a three-pronged approach: (1) adopt a CTV-first mindset with omnichannel as the multiplier, (2) demand unified measurement linking exposures to business results, and (3) lean into smart curation to ensure premium, brand-safe inventory. The overarching message is that platforms must deliver seamless experiences and measurable outcomes as 2026 approaches, and that advertisers who act now will be best positioned to thrive in a fragmented media landscape.
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