Consumer behavior has changed dramatically. Audiences aren’t following a neat funnel anymore. They’re bouncing between devices, platforms, and content types faster than ever.

Someone might first encounter your brand through a podcast, then scroll past your ad on their phone, and days later… see your message front and center on their living room TV while watching Hulu or Netflix.

And that’s one of the occasions where CTV becomes a critical touchpoint.

Advertisers today are syncing CTV campaigns with display ads on mobile and web, creative on social media, and DOOH placements — all to engage consumers at multiple touchpoints

CTV’s Growing Role in the New Customer Journey

The traditional buyer journey is outdated. People are no longer “discovering, considering, converting” in a straight line. They’re exploring brands on their own terms, often across multiple devices and moments throughout the day.

This fragmented journey demands that advertisers show up strategically and repeatedly across touchpoints and CTV is one of the most powerful places to do that.

It isn’t just about “brand building” anymore. Its power lies in how it blends the scale of TV with the data, targeting, and measurement of digital advertising. And which is why advertisers can now:

• Target by household, behavior, or even geography
• Track completion rates, site visits, or even in-store traffic linked to ad exposure
• Coordinate messaging across mobile, desktop, and DOOH for unified storytelling

CTV ads can be highly engaging, given the creative freedom the channel offers.

With viewers cutting the cord and embracing streaming platforms, CTV has become the living-room-sized screen that delivers both reach and relevance, making it a measurable, high-impact touchpoint in the journey. And we’ve broken down what advertisers need to understand beyond just the cost in this blog.

CTV in the Omnichannel Mix

Think of Connected TV as the glue that ties your digital strategy together. For example, restaurants and QSRs can use it to introduce a new menu item in a visually compelling way. That alone might generate some buzz. But pair it with a mobile ad offering a limited-time discount, and now you’ve nudged people toward action. Consumers go from watching your ad to walking into your location super fast.

It offers a premium, lean-back environment where your message can reach the right audience. But what makes CTV truly powerful is how it fits within an omnichannel strategy.

When your CTV campaign is aligned with social media, programmatic display, and search, you’re not just showing up but you’re showing up consistently and contextually, meeting your audience at multiple moments.

Pro Tips to Make CTV Click in Your Omnichannel Campaigns

1. Don’t just buy impressions. Buy smart reach

CTV lets you go beyond age and gender. Use behavioral signals, geo targeting, even purchase intent data to make sure your ads are reaching the right households and not just available eyeballs.

2. Match your CTV creative to your funnel goals

If you’re launching a product, use CTV to build hype. Or if you’re looking to drive conversions, then pair it with sharp retargeting on display, mobile, or social. Your message should evolve with the viewer’s journey.

3. Start with CTV, but don’t stop there

One ad on a streaming platform won’t seal the deal. Follow it up. Hit the same user with a timely offer on their phone, or a reminder via display. CTV builds awareness that other channels can close.

4. Cut the waste with smart frequency control

No one wants to see the same ad 10 times a day. Use frequency caps and exclude users who’ve already converted. It’s an easy way to stretch your budget and avoid annoying your audience.

5. Quality matters more than you think

All CTV inventory isn’t equal. Prioritize premium supply with strong viewability and fraud protection. If your ad’s running next to low-quality content or never seen in full, you’re not getting what you paid for.

6. Test and tweak like you would with any ad channel

Try out different creatives, calls-to-action, even time-of-day placements. See what sticks. CTV gives you the data so use it to keep improving.

Why CTV Deserves a Front Row Seat in Your Media Mix

In a world of scattered attention and endless screens, CTV brings it all back into focus. It helps you reach audiences when they’re most receptive, and when it’s paired with the rest of your channels, it helps turn attention into action.

It gives you a unique window into the living room—one that’s high-impact, targeted, and measurable. You’re not just in their feed; you’re part of their day. That’s how CTV shifts from being “another placement” to a strategic cornerstone of omnichannel success.