Sussing Out ‘Performance TV’
Recorded: March 24, 2026, 4 p.m.
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Sussing Out ‘Performance TV’ | AdExchanger
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PODCAST: AdExchanger Talks Tuesday, March 24th, 2026 – 11:44 am Streaming TV is a lean-back environment for viewers, and people don’t click around or shop on TV screens the way they do on mobile or desktop devices. CTV conversions typically happen on a second screen, which is why CTV campaigns have longer attribution windows, Firneno said. For these reasons – and the higher cost of CTV ads compared to other channels – “marketers are absolutely still seeing streaming TV as best suited for branding and upper-funnel goals, primarily,” she said. “Advertisers have a healthy skepticism regarding TV’s ability to prove lower-funnel outcomes,” Firneno said. Instead, advertisers should spend more time on incrementality testing, she said, which might look like a heightened focus on mid-funnel metrics, such as brand lift. Tagged in: Advertiser Perceptions // // // //
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Sussing Out ‘Performance TV’ – A Deep Dive | AdExchanger This AdExchanger Talks podcast episode, featuring Erin Firneno of Advertiser Perceptions, delves into the evolving landscape of “performance TV,” primarily within the connected TV (CTV) domain. Firneno’s perspective highlights a fundamental distinction: while advertisers recognize CTV’s potential as a performance multiplier, supporting long-term brand outcomes, it remains a significantly different marketing channel than established options like search, social media, or display – environments characterized by active user engagement and immediate conversion triggers. The core argument is that CTV, with its lean-back viewing habits, doesn’t naturally lend itself to the same level of immediate, direct conversion behavior observed on mobile or desktop. Firneno emphasizes that CTV campaigns are most effectively utilized for branding and upper-funnel goals, acknowledging that lower-funnel conversions are less common. This approach is supported by Advertiser Perceptions’ survey data, which indicates approximately 24% of CTV campaigns are focused on lower-funnel objectives – a figure that Firneno believes will continue to grow as marketers increasingly prioritize performance measurement. A key element of this shift involves a greater emphasis on incrementality testing and mid-funnel metrics, such as brand lift, rather than expecting direct, immediate sales or lead generation. The podcast addresses several crucial considerations within the CTV performance conversation. Firstly, the skepticism around measuring true lower-funnel outcomes on TV is acknowledged, a sentiment shared across the industry. Secondly, the reliance on second-screen activity—where conversions typically occur—is highlighted as a defining characteristic of CTV and its impact on attribution windows. The longer these windows are, the more difficult it is to directly tie CTV advertising to immediate sales. Furthermore, the discussion touches upon emerging technologies like conversion APIs within CTV, signaling a move towards more granular and reliable performance data. The conversation also raises questions regarding walled gardens and the potential for improved collaboration between streaming platforms. Specifically, Firneno addresses the limited scope of “performance TV” to the connected TV space, where relying solely on QR codes for conversion isn’t a viable strategy. The insights presented suggest a strategic shift away from expecting CTV to mirror the immediate, transactional nature of channels like search and social. Instead, the focus should be on utilizing CTV to support broader brand-building initiatives and capture value over time, acknowledging the channel’s inherent limitations in driving immediate, direct sales. Ultimately, the podcast underscores the need for advertisers to adopt a nuanced approach to CTV measurement, recognizing its unique characteristics and potential within the marketing ecosystem, as highlighted by Advertiser Perceptions’ ongoing research. |