Welcome to the age of analytics in marketing, and frankly, we’ve been here for a while now. Everyone wants to have the data to support their marketing decisions, and rightfully so. Why cast a wide net of marketing messages without getting tangible feedback on demographics, geography, and engagement?
One of the classic marketing strategies that has the potential to fall behind when it comes to tangible ROI is television ads. However, connected TV has stepped up to provide much of the same mystique of TV advertising while also supplying marketers and brands with the data and targeting to make the most of their resources.
And yet, because it’s TV, some are still unsure of the impact and capabilities of connected TV, or CTV for short. Let’s take a look at some misconceptions of CTV, and also how we at EPIC have helped our clients succeed in the CTV space.
Common misconceptions:
1) “CTV is basically the same as linear TV, just on streaming.”
Reality: Viewers experience it as “just TV,” but buying and measurement are digital. CTV runs IP-delivered ads through apps/devices, so campaigns can use digital targeting in ways that linear TV (i.e. traditional broadcast or cable TV) can’t, including demographics, behavior, and more.
2) “CTV is only for consumer audiences.”
Reality: Since the targeting capabilities exist, you can target any audience regardless of B2B or B2C. You can also utilize cross-device targeting and serve your B2B audience a clickable digital ad during working hours and then reinforce messaging to that same individual while they are at home with a CTV in a premier creative environment.
3) “CTV is only for big brands with huge budgets.”
Reality: Programmatic buying, lower minimums, and CPM-based pricing make CTV accessible to SMBs and regional advertisers. You don’t need an upfront-style spend to get in the game.
4) “CTV is impossible to measure or attribute.”
Reality: Measurement isn’t perfect, but it’s far from impossible. Advertisers can track reach/frequency, completion rates, incremental lift, site/app visits, and even outcomes like store visits or purchases depending on data partners. The key is setting the right attribution model (often incrementality/causal lift rather than last-click).
5) “CTV is only an upper-funnel awareness play.”
Reality: It does awareness extremely well, but it also drives mid- and lower-funnel action when paired with proper targeting and cross-channel follow-through (search, social, display, email).
While TV is often grouped in with more analog marketing, the reality is that connected TV provides a dynamic opportunity to reach a targeted, engaged audience. And with more consumers “cutting the cord” and opting for connected TV over cable (47% of consumer “watch time” is on streaming and connected TV, according to a 2025 Nielsen report), that audience is growing, creating more avenues for targeted messaging.
So now that we’ve dispelled some myths about connected TV, how about we outline some of its more fundamental benefits for marketers:
The real benefits of CTV advertising
1) Reach streaming-first audiences at scale
Streaming now represents a huge—and growing—share of TV time, so CTV lets you access cord-cutters/cord-nevers that linear misses.
2) Premium, high-attention environment
Big screen, living-room context, and lean-back viewing usually mean stronger ad recall and brand impact than video that users quickly scrolls past on their phones.
3) Digital-style targeting on TV
With connected TV, you can achieve the same targeting capabilities as other digital tactics, but in a premium, highly engaged experience.
4) Real-time optimization
You can monitor delivery and performance and tweak audiences and creative in real-time to hone your strategy to get the most out of your campaigns.
5) Cross-channel lift
CTV often boosts branded search, direct traffic, and downstream conversions when coordinated with other media.
Speaking for the team at EPIC, those last three benefits are especially exciting to us. With connected TV, we can target specific audiences that we can speak to with a relevant message. We pride ourselves on knowing—or quickly learning—the nuances of a target audience, and being confident that we’re reaching them is pivotal to a successful campaign.
Next, we know we can adapt a strategy in real-time if needed, with updated messaging or campaign spend. Even if a media plan is going well, there are always opportunities to optimize.
Finally, we always recommend connected TV as a part of a larger strategy that supports the brand in a year-round capacity. Make sure the whole experience—CTV ads, website experience, social media channels, PR tactics, and more—are all telling the same brand story.
If connected TV is something you’re looking to add to your marketing efforts, we’re confident we can develop a customer strategy that will make an impact for your business. Let’s talk today and get things rolling.
