Advertisers are curious if CTV will lead to quick wins, which they can sometimes gain from other digital platforms. Yes and no.
Evidence shows shoppers do buy from CTV, but many advertisers consider it a platform to prioritize brand awareness.
Over one-third (38.7%) of consumers searched online to consider purchasing what they saw on TV, per an EMARKETER and Shopsense AI survey. This is a self-reported figure, meaning other shoppers may not directly attribute further action to the CTV ad they’ve seen.
With CTV advertising targeting tools, consumers can expect ads that are more relevant to their interests and will be more inclined to discover new products. Because of this, about 10% of US adults overall have bought a product through a CTV platform.
Many more use CTV as a touchpoint in a customer journey, though not directly attributing purchases to it.
Seven in 10 advertisers agree that combining linear TV with CTV/OTT advertising increases brand awareness and improves full-funnel ROI performance and ad recall, per Advertiser Perceptions. CTV is becoming an essential component of a full-funnel strategy.
CTV/OTT ad formats like pause ads also help. Pause ads on Peacock create a 43% growth in brand site visitation and 43% higher memorability compared with standard ads, per NBCUniversal.
With or without the pause ad format, CTV advertising has a lift of 25% in brand awareness, 20% in purchase intent, and 25% in recall. It’s a great channel to create stronger associations with your brand and consumers.
Over a quarter of the US (29.9%) will be a shoppable media buyer in 2025, per EMARKETER:
Who’s buying from shoppable TV? Many Gen Zers consider CTV a shoppable medium: 18% made purchases via CTV platforms in the last year, according to an EMARKETER and Bizrate Insights survey.
As TikTok Shop and commerce media platforms develop consumer habits, 57% of ad agency professionals worldwide believe shoppable video content as the next frontier, per the Path to Purchase Institute. Expect many video ad formats to explode in popularity — and ROI.
Interactivity and personalization are making CTV ads directly shoppable. It makes sense why many advertisers are being tasked with implementing it into campaigns. AdRoll offers CTV that helps advertisers reach the right audiences at the right time while still managing ads across other platforms. Give us a try!
Last updated on May 8th, 2025.
