Check out this new article in The Drum by Dave Sosson, Senior Manager, Business Development, Programmatic Demand North America!
CTV doesn’t have an effectiveness problem. It has a reinforcement problem.
As Dave points out, reach is already there, but more impressions don’t guarantee better results. In a fragmented attention environment, repetition alone plateaus. Audio fills that gap. It reaches people in more focused moments, with fewer distractions and less ad clutter. When the two work together, performance improves. Audio builds familiarity. CTV reinforces it.
The opportunity isn’t more reach. It’s better sequencing.
