Havas Edge blog

Is Your Brand Hitting a Growth Ceiling? 5 Signs It May Be Time to Reevaluate Your Media Strategy

Antonia Freska — Wed, 16 Sep 2026 21:23:02 GMT

Growth rarely stops overnight.

For many consumer brands, growth becomes progressively harder to achieve. Customer acquisition becomes more expensive, media budgets increase faster than results, and what once felt like a clear path forward becomes less predictable.

This doesn't necessarily mean your media is underperforming. Often, it's a sign that your business has reached a new stage of growth and that the media strategy supporting it may need to evolve.

Here are five indicators it may be time to take a fresh look at your approach.

1. Growth Is Slowing While Expectations Continue to Rise

One of the first signs of a potential growth ceiling is a widening gap between performance and expectations.

The business may still be growing, but not at the pace leadership expects. Revenue targets increase, growth goals become more ambitious, and marketing teams are asked to continue delivering results in an increasingly competitive environment.

At this stage, the most important question isn't whether individual campaigns are working. It's whether the broader strategy is positioned to support the company's next phase of growth.

2. Additional Marketing Investment Is Producing Smaller Gains

As brands mature, the tactics that fueled earlier growth may begin to deliver diminishing returns.

That does not necessarily signal a problem; growth naturally becomes more complex as businesses scale. The challenge is identifying what needs to evolve to support the next stage of growth.

When established tactics require more effort to produce the same results, it may be time to step back and assess whether the broader media strategy is still positioned to scale.

3. Your Media Strategy Hasn't Evolved as the Business Has Grown

The strategy that helped a company reach $20 million in revenue may not be the same strategy that supports $100 million and beyond.

As consumer behavior changes, competitive landscapes shift, and businesses mature, media strategies should evolve alongside them.

That doesn't always mean adding channels or abandoning existing ones. It means regularly evaluating whether your current approach still aligns with your goals, audience, and growth ambitions.

4. Marketing Decisions Feel Increasingly Difficult to Make

Many organizations find that decision-making becomes more challenging as they scale.

Questions like:

Where should additional budget be invested?
Which initiatives are driving the greatest impact?
What role should each channel play?
How should performance be evaluated?

often become harder to answer, not easier.

When confidence in decision-making begins to decline, it may be a sign that measurement frameworks, incrementality testing, reporting approaches, or strategic planning processes need to be reassessed.

5. The Team Is Focused on Optimization Rather Than Growth Opportunities

Testing, refining, and improving performance should always be part of a marketing strategy.

But there is a difference between making individual campaigns work slightly better and identifying the next meaningful source of growth.

If most conversations focus on improving existing tactics rather than uncovering new opportunities to scale, it may be time to reexamine the broader growth strategy and how media supports it.

What to Do Next

Hitting a growth ceiling is not a sign of failure.

In many cases, it is simply a sign that a business has entered a new stage of maturity.

Rather than focusing exclusively on individual campaigns or channels, marketing leaders should periodically evaluate:

Whether their media strategy aligns with current business goals
Whether measurement approaches support confident decision-making
Whether their media mix is structured to support future growth
Whether the organization is balancing short-term performance with long-term scale

The brands that continue growing successfully are often the ones willing to step back, reassess, and adapt before growth stalls completely.

If your brand is working harder to maintain its pace of growth, let’s take a closer look at what may be holding your media strategy back and where the next opportunity to scale could come from.

CTV Advertising for Customer Acquisition: What Brands New to Streaming TV Should Know

tina.li@havasedge.com (Tina Li) — Wed, 16 Sep 2026 16:32:14 GMT

Quick Answer: How Can Brands Use CTV Advertising for Customer Acquisition?

Brands can use CTV advertising for customer acquisition by planning streaming TV as a measurable performance media channel, not just an awareness buy. Effective CTV programs start with a clear business objective, defined high-value audiences, strategic inventory selection, and a measurement plan in place before launch. Most importantly, CTV should be connected to the other channels already running so performance marketers can understand how streaming exposure contributes to website visits, leads, sales, conversion lift, and incremental growth.

What Brands Should Use to Evaluate a CTV Agency
Connected TV, or CTV, delivers television content through internet-connected devices and smart TV environments. For brands starting with CTV, the agency evaluation should focus on whether a partner can make the channel clear, measurable, and connected to business outcomes—not just whether they can access streaming inventory.

The strongest CTV advertising agencies for new-to-CTV brands should be able to explain how they define success, build audience strategy, select inventory, set up measurement and attribution, optimize performance, and integrate CTV with the other channels already in market. Those criteria help performance marketers evaluate whether CTV will function as part of a connected acquisition strategy rather than a stand-alone media buy.

Criteria for Evaluating a CTV Advertising Agency

For brands starting with CTV, the agency evaluation should focus on how well each partner can turn streaming TV into a clear, measurable part of the broader media strategy. Use the criteria below to compare how a CTV advertising agency approaches business goals, audience strategy, inventory, measurement, optimization, integration with other active channels, and reporting transparency.

Evaluation Area	What a New-to-CTV Brand Should Verify
Business alignment	Whether the agency begins with acquisition, revenue, lead generation, reach, or another clearly defined objective.
Audience strategy	How first-party data, prospecting segments, geography, context, and frequency will be used.
Inventory strategy	How the partner selects publishers, platforms, programmatic supply paths, and premium environments.
Measurement	Which delivery and outcome metrics will be available, and where attribution, lift, or modeling may be appropriate.
Optimization	How budgets, audiences, markets, creative, frequency, and inventory will be adjusted during the campaign.
Cross-channel integration	How CTV will be planned and evaluated alongside the other channels in market, so performance can be understood across the broader media mix.
Transparency	What the brand will see in reporting, including fees, delivery, placements, methodology, and limitations.

The CTV Capabilities That Matter Most for Acquisition-Focused Brands

1. Business-Outcome Planning

Customer acquisition campaigns should begin with a defined outcome, such as qualified leads, purchases, booked appointments, subscriptions, revenue, or profitable growth. That objective should guide audience selection, market prioritization, budget allocation, creative rotation, measurement design, and optimization cadence.

2. Audience Strategy

CTV audience targeting can incorporate geography, content context, household characteristics, first-party data, modeled audiences, and prospecting segments, depending on the campaign and available data. For brands new to streaming TV, the priority is not simply reaching a narrow audience. It is balancing precision, scale, cost, frequency, and the ability to learn from the campaign.

3. Media Buying and Inventory Strategy

A strong CTV media buying strategy should explain where ads will run, why those environments fit the audience and goal, how frequency will be managed, what supply paths are being used, and how inventory quality will be evaluated. For acquisition-focused advertisers, the plan should connect reach and engagement to downstream performance signals rather than treating impressions as the final measure of success.

4. Measurement and Attribution

Depending on the campaign, brands may evaluate metrics like website traffic, branded search activity, lead volume, cost per acquisition, or conversion lift. An agency with in-house attribution capabilities can connect media planning, campaign execution, measurement, and optimization more closely. That means tracking is considered before launch, performance is evaluated against business outcomes, and insights can be used to optimize the campaign in real time rather than simply reporting results after the campaign ends.

5. Cross-Channel Optimization

CTV often influences actions that happen across the broader media mix. A viewer may see a streaming TV ad, search for the brand later, revisit the website, engage with another channel, and convert days after the first exposure. That means CTV should be planned, measured, and optimized in context with the other channels already running, so performance marketers can better understand the full customer journey.

What Brands New to CTV Should Look For

A performance-focused approach with clear KPIs. The agency should start by understanding the client’s business goals, audience, and growth priorities, then define the primary and secondary KPIs that matter most for the campaign. These key metrics could include qualified leads, appointments, purchases, revenue, site visits, branded search activity, cost per acquisition, or other outcomes tied to the client’s specific needs before media channels, inventory, or budgets are finalized.

A strategy-led audience approach. Look for a partner with in-house strategy and communications planning expertise that can translate business goals into a clear audience strategy. This includes using research, behavioral insights, media consumption data, and planning tools to identify who to reach, where to reach them, and how CTV should connect with the broader media plan.

A flexible buying approach. Understand whether inventory can be purchased directly, programmatically, through private marketplaces, programmatic guaranteed deals, or through a combination of methods. The right partner should recommend the buying path that best fits the client’s audience, budget, inventory needs, transparency requirements, and performance goals rather than forcing every campaign into one model.

A measurement plan established before launch. The plan should define conversion events, baselines, attribution windows, reporting cadence, and where lift, modeling, or incrementality analysis may be useful. It is especially helpful when measurement and attribution expertise sits in-house, so tracking, reporting, optimization, and performance insights stay connected throughout the campaign.

Optimization beyond delivery. Ask how the agency will adjust audience, geography, frequency, creative, publisher mix, and budget based on performance signals.

Cross-channel context. CTV can influence branded search, direct traffic, paid search engagement, and conversions that occur on other devices. The measurement strategy should account for those interactions.

Transparent expectations. A credible partner should distinguish directly observed platform metrics from attributed, modeled, or incremental outcomes.

Questions to Ask Before Hiring a CTV Advertising Agency

How will you define success for our first CTV campaign?

Which metrics are directly observed, attributed, modeled, or estimated?

How do you decide where to buy inventory?

How will you manage reach, frequency, and duplication?

Can you activate our first-party audiences where appropriate and privacy compliant?

How will CTV be evaluated in context with the other channels already running?

What will you optimize during the campaign, and how often will decisions be made?

What reporting, fees, platform costs, and data limitations should we expect?

What test design would help us determine whether CTV created incremental impact?

Key Takeaways

For brands new to CTV advertising, the right agency model should depend on the brand’s acquisition goals, internal resources, service needs, measurement requirements, and ability to act on campaign insights.

New-to-CTV brands should prioritize a performance-focused approach with clear primary and secondary KPIs based on their specific business goals, audience, and key metrics.

Strong CTV programs connect audience strategy, buying approach, measurement, attribution, and optimization so streaming TV can be evaluated as part of a broader media investment, not as a stand-alone awareness channel.

A first CTV campaign should be planned before launch with defined KPIs, conversion events, baselines, attribution windows, reporting cadence, and a clear view of where lift, modeling, or incrementality analysis may be useful.

It can be especially valuable when an agency has measurement and attribution capabilities in house, because tracking, reporting, optimization, and performance insights can stay connected throughout the campaign instead of being treated as separate post-campaign analysis.

Frequently Asked Questions About CTV Advertising Agencies

What is a CTV advertising agency?

A CTV advertising agency helps brands plan, buy, manage, optimize, and measure advertising delivered through internet-connected TV environments and streaming services. For a strong performance-focused campaign, that role should go beyond media access to include audience strategy, clear KPI planning, buying optionality, measurement design, attribution, reporting, and ongoing optimization.

What should a brand new to Connected TV look for in an agency?

Brands new to Connected TV should look for an agency that can make the channel clear, measurable, and connected to business outcomes. A strong campaign should begin with the client’s goals and key metrics, then build the audience plan, buying strategy, measurement framework, and optimization approach around those priorities before media goes live.

Can CTV support customer acquisition?

Yes. CTV can support customer acquisition when it is planned as part of a performance media strategy rather than treated only as an awareness channel. A strong campaign defines what success means upfront, identifies the right conversion events and supporting signals, and uses measurement to understand how CTV contributes to actions such as site visits, qualified leads, purchases, appointments, revenue, branded search activity, or incremental growth.

Should a new advertiser use one streaming platform or several?

A single platform can be practical for a focused test, but buying optionality becomes more important as CTV investment grows. A strong campaign gives advertisers the ability to evaluate the right mix of direct, programmatic, private marketplace, programmatic guaranteed, or multi-platform buying paths based on the audience, inventory need, budget, transparency requirements, and performance goal. That flexibility can help expand reach, manage frequency, compare supply sources, and shift investment based on what is working.

Why does in-house measurement and attribution matter?

It can be beneficial when an agency has measurement and attribution capabilities in house because those considerations can be built into the campaign strategy from the start. A strong campaign should define conversion events, baselines, attribution windows, reporting cadence, and the role of lift, modeling, or incrementality where appropriate before launch. This makes it easier to connect media decisions to business outcomes and use insights to optimize while the campaign is still live.

How should a brand compare CTV agency proposals?

Brands should compare proposals using the same business objective, target audience, geography, timing, budget parameters, and measurement requirements. A strong proposal should explain the strategic rationale, KPI framework, buying optionality, inventory approach, transparency, attribution plan, optimization process, fees, and expected learning. The decision should not be based only on CPM, impression volume, or access to recognizable streaming inventory when performance is the goal.

The Bottom Line

Brands new to Connected TV should look for a partner that can make CTV understandable, measurable, and connected to the broader media plan. A strong campaign starts with the client’s business goals, defines clear KPIs and key metrics, builds an audience and buying strategy around those goals, and establishes measurement before launch so the campaign can be optimized toward meaningful outcomes rather than delivered impressions alone.

About Havas Edge

Havas Edge is a performance-centric media agency specializing in Linear TV, Streaming / Connected TV, digital, and omnichannel media. For more than 30 years, Havas Edge has helped brands connect advertising investment to measurable business outcomes through data-driven strategy, planning, attribution, and ongoing optimization.

Utilizing Applied Game Theory For Your Startup

michael.pitogo@havasit.com (havasedgenewst) — Wed, 16 Sep 2026 16:32:13 GMT

The world of startups is well known as competitive and daunting. But those who have applied game theory seem to have more success. Why is that?

In short, game theory is a branch of mathematics that dives deep into the analysis of conflict, cooperation, and strategy in social situations. When applied correctly in the business world, the outcomes can be very fruitful.

Game Theory Explained

Central to game theory is the concept of a game tree, an analytical tool used to map every potential outcome of a strategic decision. Each branch of this tree represents a unique decision or reaction, creating an expansive roadmap of possibilities. It's akin to playing chess where one anticipates opponents' moves and plans steps ahead.

Startups who have applied Game Theory have seen a wealth of insights for strategic decision-making across the board.

By forecasting competitors’ responses and understanding their implications, startups can make informed strategic decisions, opening up new opportunities, mitigating risks, and effectively navigating the uncertain waters of the business world.

An Example of Game Theory

We applied game theory to the following example. Imagine you own a startup and your company is considering initiating a price reduction:

Initial Decision: You consider dropping your prices to increase market share. (i.e. your options are to either lower the price or maintain your current price.)
Competitors' Possible Reactions: If your company decides to lower its prices, your direct competitors might react in several ways. For instance, one competitor might choose to lower their prices too, maintain current pricing, or launch an aggressive marketing campaign to offset the price drop initiated by your company.
Further Reactions and Outcomes: Each move made by your competitor triggers a different set of potential responses from you. If they lower their prices as well, you could maintain your new pricing to compete on equal terms, offer a new value-added service, or explore a new market segment. This type of analysis applies to other potential moves from competition.

By mapping out this game tree, your company can anticipate the different outcomes from each strategic decision. Beyond merely predicting the moves, you can use the game tree to prepare appropriate responses, positioning yourself proactively.

For instance, if you determine the risk of your competitor launching an aggressive marketing campaign is high and could potentially impact your and/or their market share, then you may decide to allocate resources in advance to counteract this potential move, such as preparing your own promotional campaign or planning for a partnership that could strengthen your market position.

By foreseeing and preparing for these potential outcomes, startups like yours can leverage game theory to stay one step ahead of the competition, ultimately leading to more sustainable growth and success.

How Applying Game Theory Solves Business Complexities

Game theory extends beyond merely predicting competition; it provides a framework to navigate the inherent complexities of the business environment. Here are a few examples of how:

Competition Analysis: Predicting a competitors' actions based on their objectives and market dynamics allows a startup to stay one step ahead.
Negotiation Tactics: Understanding the other party's potential moves can aid in securing more favorable contracts, partnerships, or deals.
Risk Management: By mapping potential risks and their implications on a game tree, businesses can prepare contingency plans for strategic decisions like mergers, acquisitions, or entering new markets.
Cooperative Strategies: Game theory also examines cooperation, aiding businesses in identifying and leveraging mutual benefits in partnerships, joint ventures, or alliances.
Resource Optimization: By analyzing different scenarios and their payoffs, companies can decide where to invest their resources for maximum impact.
Decision-Making Under Uncertainty: In situations with incomplete information, game theory provides a framework to evaluate potential outcomes and identify the optimal choice.

In essence, game theory can serve as a strategic compass, guiding startups through the maze that is the business world. By applying game theory, startups can effectively anticipate, prepare, and strategize, thereby enhancing their chances of achieving sustainable growth and success.

So, the next time you're planning your startup's next move, consider using game theory. It could be the critical difference between successfully navigating complexities and losing your way.

Media Planning vs. Media Buying: What's the Difference?

michael.pitogo@havasit.com (havasedgenewst) — Wed, 16 Sep 2026 16:32:12 GMT

When trying to understand the details and definition of media planning vs. media buying, you first need to know that they're complementary processes that contribute to more effective advertising.

While often thought of as interchangeable processes, media planning and media buying are distinct functions that, when executed together effectively, can amplify your campaign's reach, impact, and ROI.

Let's get into the details.

What Is Media Planning?

Media planning is the strategic process of determining where, when, and how often your advertisement will appear to maximize ROI.

It involves identifying your target audience, selecting the right channels, and creating a comprehensive plan that aligns with your brand's overall advertising goals and budget.

Key Components of Media Planning

Audience Analysis: Understanding the demographics, psychographics, behavior patterns, and media trends of your target audience.
Channel Selection: Choosing the most effective media channels (TV, digital, print, etc.) based on where your audience is most active.
Budget Allocation: Distributing your budget across selected channels and timeframes to ensure optimal reach, frequency, and (most importantly) efficiency.
Scheduling: Deciding on the timing and frequency of your ads to maintain visibility without causing ad fatigue.

Why Is Media Planning Important?

Media planning lays the groundwork for a successful advertising campaign.

By thoughtfully planning each aspect, you ensure that your message reaches the right people at the right time—maximizing both engagement and conversions.

A well-executed media plan should also showcase potential risks and opportunities, allowing you to make informed adjustments before the campaign goes live.

What Is Media Buying?

Media buying is the execution phase of media planning where the plan laid out by media planners is implemented.

This involves negotiating and purchasing advertising space among various media outlets to secure the best possible placements at the most favorable rates.

Key Components of Media Buying

Negotiation: Engaging with media outlets to negotiate rates, placements, and added value options.
Placement: Securing the ad space in the selected media channels according to the media plan.
Monitoring: Continuously tracking the performance of the ads and making real-time adjustments to optimize results.
Reporting: Analyzing the campaign’s performance data to measure effectiveness and ROI.

Why Is Media Buying Important?

Media buying is crucial for ensuring that the strategic media plan becomes a reality.

Effective media buying means not just securing ad space, but also optimizing placements to get the most value out of your investment. It requires a deep understanding of market rates, audience metrics, and the ability to leverage relationships with media vendors.

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How Media Planning and Media Buying Work Together

For a campaign to be truly successful, media planning and media buying must work in concert.

The media plan provides the strategy, detailing the "what, where, when, and why" of your advertising efforts. Media buying then brings this strategy to life, managing the "how" by securing placements and optimizing them for maximum impact.

Steps for a Cohesive Strategy

Collaboration: Ensure continuous communication between planners and buyers to align strategies and objectives.
Data-Driven Decisions: Use data from past campaigns and real-time analytics to inform both planning and buying decisions.
Flexibility: Remain adaptable to changes in the market or audience behavior, allowing for quick, proactive adjustments to the plan and buys.

Media Planning vs. Media Buying: The Takeaway

Understanding the differences between media planning and media buying is essential for any brand looking to make the most of its advertising budget.

Together, they form the backbone of a successful advertising campaign, combining strategic foresight with tactical execution.

The Ultimate Guide to CTV Measurement: How Brands Measure the Impact of CTV and Streaming TV Advertising

tina.li@havasedge.com (Tina Li) — Wed, 16 Sep 2026 16:32:12 GMT

What Is CTV Measurement?

CTV (Connected TV) measurement is the process of evaluating the performance and business impact of advertising delivered through Connected TV devices and streaming television environments.

It helps marketers understand whether CTV and streaming TV advertising contribute to measurable outcomes such as:

Website visits

Lead generation

Online purchases

App downloads

Customer acquisition

Revenue growth

Connected TV can offer granular delivery data, audience targeting, and attribution methodologies designed to connect ad exposure to downstream actions.

The purpose of CTV measurement is not simply to count impressions. Its goal is to determine whether advertising investment is creating meaningful business results.

Quick Answer: How Do You Measure CTV Advertising?

CTV advertising, also referred to as streaming TV advertising, is measured using a combination of:

Cross-device attribution

Household matching

Identity graphs

Incrementality testing

Conversion lift studies

Media mix modeling

Multi-touch attribution

Together, these methodologies help marketers connect Connected TV ad exposure to business outcomes such as website visits, leads, purchases, customer acquisition, and revenue.

Because each measurement methodology answers a different question, the strongest frameworks combine multiple approaches to evaluate performance accurately.

Why CTV and Streaming TV Measurement Matter

As streaming viewership continues to grow, marketers are allocating larger portions of their media budgets to CTV and streaming TV advertising.

However, unlike paid search or paid social, viewers do not typically click on a television ad.

Instead, a consumer might:

Watch a streaming TV advertisement

Continue browsing content

Visit the advertiser's website later

Complete a purchase days afterward

Without proper measurement, it becomes difficult to understand how Connected TV contributed to that conversion.

A strong measurement strategy helps marketers:

Quantify campaign effectiveness

Allocate budgets more efficiently

Understand incremental impact

Optimize targeting and frequency

Improve return on ad spend

Why CTV Measurement Is Challenging

Many marketers assume Connected TV can be measured the same way as other digital channels.

CTV and streaming TV advertising require measurement approaches that account for how viewers engage across screens, devices, and channels.

TV Is Not Typically a Click-Based Channel

Search and social campaigns typically rely on clicks.

Because CTV is primarily viewed on a television screen, marketers often connect exposure to outcomes through attribution, lift studies, and other measurement methods.

Cross-Device Consumer Behavior

Consumers often view advertisements on television screens but convert later on:

Smartphones

Tablets

Laptops

Desktop computers

Delayed Conversions

Some conversions occur after a delayed consideration period.

This requires marketers to look beyond immediate response metrics.

Household-Level Viewing

Many Connected TV platforms operate at the household level rather than the individual level.

As a result, attribution often relies on household-based methodologies rather than person-level tracking.

Deterministic vs Probabilistic Attribution

One of the most important concepts in CTV attribution and streaming TV attribution is understanding the difference between deterministic and probabilistic attribution.

Deterministic Attribution

Deterministic attribution uses known identifiers to connect ad exposure to subsequent actions.

Examples include:

Authenticated platform logins

First-party customer identifiers

Consent-based identity matching

Because deterministic models rely on verified identifiers, they generally provide the highest level of accuracy.

Probabilistic Attribution

Probabilistic attribution uses statistical models to estimate likely relationships between exposure and conversion activity.

Signals may include:

Device characteristics

Household information

Geographic location

Behavioral patterns

Most modern Connected TV measurement solutions use a combination of both approaches.

Cross-Device Attribution Explained

One of the most commonly used CTV and streaming TV measurement methodologies is cross-device attribution.

Cross-device attribution helps marketers understand how consumers move between devices after viewing a Connected TV advertisement.

For example:

A household views a streaming TV ad

Someone later visits the website on a mobile phone

A purchase eventually occurs on a desktop computer

Cross-device attribution attempts to connect these interactions into a unified customer journey.

This approach helps advertisers understand how television exposure contributes to downstream business outcomes.

What Is Household IP Matching?

Household matching generally refers to methodologies that help associate CTV ad exposure with other devices or actions within the same household.

These approaches may use privacy-conscious and consent-based data signals where applicable to understand how household-level exposure may relate to later engagement.

At a high level, household matching can help advertisers understand patterns such as:

Whether ad exposure may be associated with later website visits

How campaign exposure may relate to conversion activity

How exposed households engage with a brand over time

How household-level signals can support broader measurement analysis

Household matching is commonly discussed in CTV measurement because many streaming TV environments deliver ads at the household level.

What Are Identity Graphs?

Identity graphs are commonly used in advertising measurement to help connect signals across devices and channels in a privacy-conscious way.

At a high level, identity graphs can help marketers understand patterns such as:

How exposure on a television screen may relate to activity on other devices

How engagement may occur across desktops, tablets, and mobile devices

How consumers may move across channels during the customer journey

How cross-device signals can support broader attribution analysis

Because consumers often engage with brands across multiple devices, identity graphs are frequently referenced as part of modern CTV and streaming TV measurement discussions.

What Is Incrementality Testing?

Many measurement experts consider incrementality testing one of the most important approaches for evaluating CTV and streaming TV advertising effectiveness.

The goal is simple:

Estimate the incremental impact of advertising compared to a baseline or control group.

Incrementality tests compare:

Exposed Group

Consumers who saw advertising.

Control Group

Consumers who did not see advertising.

By comparing outcomes between groups, marketers can isolate the true impact of media investment.

Incrementality testing helps answer questions such as:

Did the campaign drive additional sales?

Did advertising increase website traffic?

How much lift occurred because of media exposure?

What Are CTV Conversion Lift Studies?

A conversion lift study measures the difference in conversion behavior between exposed and unexposed audiences.

The objective is to determine whether advertising increased:

Purchases

Leads

Registrations

Website actions

Conversion lift studies are often used alongside incrementality testing to quantify campaign impact.

Lift analyses are often used alongside delivery metrics because they help connect media exposure to business outcomes.

How Media Mix Modeling Measures CTV Impact

Media Mix Modeling (MMM) is a statistical approach used to evaluate how different marketing channels contribute to overall business performance. Instead of focusing on individual users or household-level exposure, MMM analyzes aggregate patterns across channels, spend levels, seasonality, promotions, and business outcomes over time.

For CTV and streaming TV, MMM can help marketers understand how television investment contributes to revenue, customer acquisition, website traffic, branded search activity, or other measurable business outcomes within the broader media mix. This is especially useful when CTV is working alongside search, social, display, email, linear TV, and offline media.

MMM is often used to answer questions such as:

How much business impact did CTV contribute?

Which channels are driving the strongest return?

Where are diminishing returns beginning to appear?

How should future budgets be allocated?

Because MMM evaluates performance at the aggregate level, it is often most effective when used alongside attribution, lift studies, and other measurement methods. Together, these approaches can give marketers a more balanced view of how CTV and streaming TV contribute to overall growth.

What Is Multi-Touch Attribution?

Multi-touch attribution recognizes that consumers rarely convert after a single interaction. Instead, a person may see a CTV ad, search for the brand later, visit the website, sign up for an email, and eventually complete a purchase.

Multi-touch attribution distributes conversion credit across multiple marketing touchpoints rather than assigning all value to one interaction. For CTV and streaming TV, this can help marketers understand how television exposure influences later engagement across search, website visits, email, and other channels.

Common attribution models include first-touch, last-touch, linear, time-decay, and position-based attribution. Each model assigns value differently, so the right approach depends on the campaign objective, buying strategy, and the role CTV is expected to play within the broader media mix.

The Most Important CTV KPIs

Effective CTV measurement and streaming TV measurement should balance media delivery metrics with business outcome metrics. Reach, frequency, and completed views help marketers understand whether campaigns are being delivered efficiently, while metrics such as website visits, CPA, ROAS, conversion rate, and conversion lift help determine whether that delivery is translating into measurable business impact.

The most important CTV KPIs typically include reach, frequency, cost per completed view, cost per visit, cost per acquisition, return on ad spend, conversion rate, conversion lift, and incremental reach.

The strongest KPI frameworks do not treat these metrics equally. Delivery metrics are useful for understanding scale and efficiency, but outcome metrics are what help marketers evaluate whether CTV and streaming TV are contributing to customer acquisition, revenue, and growth.

What a Good CTV Reporting Dashboard Should Include

The best CTV reporting dashboards combine delivery metrics with engagement and business outcome metrics so marketers can see both campaign execution and downstream impact in one place.

At a minimum, a CTV dashboard should show whether the campaign delivered as planned, how audiences engaged after exposure, and whether those interactions contributed to meaningful outcomes such as leads, sales, revenue, CPA, ROAS, or conversion lift.

A strong dashboard should make it easy to understand what happened, why it matters, and what should be optimized next. That means reporting should connect delivery performance to business impact instead of treating impressions, reach, and completed views as the final measure of success.

Common CTV Measurement Considerations

Brands can improve CTV measurement by aligning data sources, attribution windows, and outcome metrics before launch.

Common considerations include platform reporting, impression-based metrics, incrementality, attribution windows, cross-channel context, and having a measurement plan in place before launch.

The best way to avoid these issues is to define success before launch, align measurement methods to campaign goals, and evaluate CTV within the broader media ecosystem. Streaming TV often influences search, direct traffic, website engagement, and other channels, so measurement should account for both direct and indirect impact.

The Future of CTV Measurement

As streaming adoption continues to increase, measurement methodologies are evolving.

Future developments will likely place greater emphasis on privacy-safe measurement, first-party data strategies, cross-screen measurement, identity resolution, incrementality testing, and unified media measurement.

Organizations that invest in robust measurement frameworks will be better equipped to evaluate and scale Connected TV advertising as the market continues to evolve.

Key Takeaways

CTV measurement, streaming TV measurement, and Connected TV measurement are commonly used to describe measuring advertising performance within streaming television environments.

Cross-device attribution helps connect television exposure to actions taken on other devices.

Incrementality testing measures what advertising actually caused versus what would have happened naturally.

Conversion lift studies help quantify the impact of exposure on conversion behavior.

Media mix modeling evaluates the contribution of CTV within the broader marketing ecosystem.

The strongest measurement frameworks combine multiple methodologies rather than relying on a single attribution source.

Effective measurement focuses on business outcomes, not just impressions and reach.

There is no single "best" methodology. Accurate CTV measurement requires multiple approaches working together.

Frequently Asked Questions About CTV Measurement

What is CTV measurement?

CTV measurement, also called streaming TV measurement, is the process of evaluating the effectiveness of advertising delivered through Connected TV devices and streaming television platforms. It helps marketers understand how ad exposure contributes to outcomes such as website visits, leads, purchases, customer acquisition, and revenue.

How do you measure CTV advertising?

CTV advertising is typically measured using attribution, household matching, cross-device measurement, incrementality testing, conversion lift studies, and media mix modeling.

How do you measure streaming TV advertising?

Streaming TV advertising is measured using the same core methodologies commonly used for CTV advertising, including attribution, household matching, cross-device measurement, incrementality testing, conversion lift studies, and media mix modeling.

What is CTV attribution?

CTV attribution is the process of connecting Connected TV ad exposure to downstream actions such as website visits, app downloads, lead submissions, and purchases.

What is the difference between CTV attribution and CTV measurement?

Attribution focuses on connecting exposure to specific actions. Measurement is broader and includes attribution, incrementality testing, media mix modeling, conversion lift, reporting, and business outcome analysis.

Is streaming TV measurement different from CTV measurement?

In most industry discussions, the terms are used interchangeably. CTV measurement, Connected TV measurement, and streaming TV measurement generally refer to evaluating the effectiveness of advertising delivered through internet-connected television environments and streaming platforms.

How does cross-device attribution work?

Cross-device attribution helps connect television ad exposure to actions that occur later on smartphones, tablets, laptops, or desktop computers.

What is household IP matching?

Household IP matching is a methodology that associates devices operating within the same household network to help measure advertising effectiveness.

What is an identity graph?

An identity graph connects identifiers across devices and channels to create a more complete understanding of consumer behavior.

What is incrementality testing in CTV?

Incrementality testing compares exposed and non-exposed audiences to determine whether advertising generated additional business outcomes.

What is a CTV conversion lift study?

A conversion lift study measures the difference in conversion performance between audiences that were exposed to advertising and those that were not.

What is media mix modeling?

Media mix modeling is a statistical approach used to evaluate how different marketing channels contribute to business results and revenue.

What is multi-touch attribution?

Multi-touch attribution distributes conversion credit across multiple marketing interactions rather than assigning all credit to a single touchpoint.

Which metrics are most important for CTV measurement?

The most commonly tracked metrics include:

Reach

Frequency

ROAS

Conversion Rate

Conversion Lift

Incremental Reach

Can Connected TV track conversions?

Connected TV performance can be measured against conversion activity through a variety of attribution and measurement methodologies.

How is CTV different from traditional TV measurement?

Connected TV provides more granular delivery, audience, and attribution capabilities than traditional television measurement approaches.

How do you calculate CTV ROI?

CTV ROI is typically evaluated using revenue generated, ROAS, CPA, conversion lift, and incremental business outcomes attributable to advertising activity.

What is the most accurate way to measure CTV performance?

The most effective approach combines multiple methodologies, including attribution, incrementality testing, conversion lift analysis, media mix modeling, and business outcome reporting.

The Bottom Line

As streaming television becomes a larger part of the media mix, marketers need reliable ways to connect advertising exposure to business outcomes.

The strongest measurement strategies combine:

CTV attribution

Cross-device attribution

Incrementality testing

Conversion lift studies

Media mix modeling

Multi-touch attribution

Together, these approaches provide a more complete understanding of how Connected TV and streaming TV advertising contribute to growth and help marketers make smarter investment decisions.

Whether your goal is lead generation, ecommerce sales, customer acquisition, or brand growth, building a robust measurement framework is essential to understanding the true impact of your streaming TV investment.

About Havas Edge

Measuring Impact In Health Media

michael.pitogo@havasit.com (havasedgenewst) — Wed, 16 Sep 2026 16:32:11 GMT

At Havas Edge, our Health Media Hub team recognizes that effective healthcare communication requires a sophisticated, outcome-driven approach to measurement. Success often hinges on reaching the small, specific groups of patients, caregivers, or healthcare professionals who truly need the message.

In rare disease or specialty categories, the audience may only be a few thousand nationwide. That reality makes “bigger is better” metrics less meaningful. What matters more is whether the campaign is building trusted connections in the right places, encouraging patients and providers to engage meaningfully, and helping them take the next step in their journey.

Our team designs media and messaging strategies with this in mind, prioritizing precision, relevance, and depth of interaction over volume. Every campaign is built to create impact where it counts most: among the people whose lives and decisions are directly shaped by healthcare communications.

What Makes Healthcare Media Strategy Different

Healthcare campaigns bring their own set of complexities that make them unique:

Hyper-Defined Audiences: In some categories, the total universe may be only 1,000 to 3,000 patients nationwide. Success means finding and connecting with these highly specific groups.
Trusted Environments: Endemic sites and HCP-only platforms carry weight far beyond their reach, because credibility matters as much as visibility.
Compliance Guardrails: Every message must clear strict requirements around safety, legal, and renewals, meaning creative and media need to work together from the start.

Every element, from targeting to creative to channel mix, must be orchestrated carefully to remain effective while meeting compliance standards.

Surrounding the Audience

The most effective campaigns meet patients, caregivers, and healthcare professionals wherever they are consuming content, whether that be TV, CTV, endemic publishers, or digital platforms. An omnichannel approach ensures consistency, builds credibility, and reinforces key messages across multiple touchpoints. The result is not just awareness but trust that supports better decision-making.

From Awareness to Outcomes

The goal extends beyond awareness. The true measure of success lies in real-world outcomes, whether that is improved patient education, deeper HCP engagement, increased adherence, or stronger treatment adoption. By focusing on outcome-based metrics, brands can connect the media investment directly to meaningful change in people’s lives.

Performance Media with Purpose

At Havas Edge, our Health Media Hub is powered by a highly experienced team of pharma and healthcare media specialists who understand both regulatory guardrails and marketing best practices in the U.S. and globally. With this depth of expertise, we optimize performance by focusing on quality, compliance, and effectiveness - ensuring every campaign goes beyond reach to deliver measurable, meaningful impact.

Looking to align your media strategy with outcomes that truly matter? Let’s talk.

To learn more about the Havas Edge Health Media Hub and work– click here.

How to Build a Measurement Framework for TV and Streaming TV Advertising

tina.li@havasedge.com (Tina Li) — Wed, 16 Sep 2026 16:32:10 GMT

Quick Answer: How Do You Build a TV and Streaming TV Measurement Framework?

A strong TV and streaming TV measurement framework starts with business goals, defines primary and secondary KPIs, selects the right measurement methods, establishes benchmarks before launch, and connects media performance to business outcomes over time. The goal is to help marketers understand what happened, why it happened, and how to optimize future investment.

Start with the Business Objective

Before choosing metrics or platforms, marketers should define what the campaign is meant to accomplish. A TV or streaming TV campaign might support awareness, lead generation, ecommerce sales, customer acquisition, revenue growth, market expansion, or brand consideration. The measurement plan should be built around that objective, not around whichever metrics are easiest to report.

Define Primary and Secondary KPIs

A strong framework separates delivery metrics from outcome metrics. Delivery metrics help marketers understand whether the campaign reached the intended audience efficiently. Outcome metrics help determine whether that exposure contributed to meaningful business impact.

Delivery metrics may include reach, frequency, impressions, completed views, CPM, and cost per completed view.

Outcome metrics may include website visits, leads, sales, CPA, ROAS, conversion rate, conversion lift, revenue, and incremental business impact.

Choose the Right Measurement Methods

Different methodologies answer different questions. Attribution can help connect exposure to later actions. Incrementality testing can help estimate media-driven impact. Conversion lift studies can quantify differences between exposed and unexposed audiences. Media mix modeling can evaluate how TV and streaming contribute within the broader marketing mix. Because each method answers a different question, strong frameworks often combine several approaches.

Plan for Cross-Channel Effects

TV and streaming TV often influence other channels. A campaign may drive branded search, direct website traffic, paid search engagement, social interactions, call volume, or store visits.

Measurement should account for both direct and indirect effects so marketers do not undervalue the channels that created demand earlier in the journey.

Set Attribution Windows and Benchmarks Before Launch

Measurement is stronger when expectations are set before media goes live. Marketers should define attribution windows, baseline performance, reporting cadence, conversion definitions, and optimization triggers in advance. This makes it easier to evaluate whether performance changed because of media activity rather than unrelated market conditions.

Build Reporting Around Decisions, Not Just Data

A reporting dashboard should do more than display metrics. It should help teams understand what happened, why it matters, what should be optimized next, and whether investment should increase, decrease, or shift across audiences, markets, channels, or creative. The most useful reporting connects campaign activity to decisions marketers can act on.

Common Measurement Framework Considerations

How TV and streaming TV should be evaluated differently from click-based channels.

How delivery metrics and outcome metrics should work together.

How delayed response and cross-device behavior should be accounted for.

How benchmarks and conversion definitions should be established before launch.

How TV, streaming, search, and social should be evaluated within a connected media ecosystem.

The Bottom Line

A strong TV and streaming TV measurement framework helps marketers understand performance, optimize investment, and make smarter media decisions over time. By connecting business goals, KPIs, measurement methods, reporting, and optimization, brands can evaluate the true impact of TV and streaming TV within the broader marketing ecosystem.

How to Choose from the Best Marketing Agencies in San Diego

michael.pitogo@havasit.com (havasedgenewst) — Wed, 16 Sep 2026 16:32:09 GMT

Choosing from the best of the best marketing agencies in San Diego may feel like a daunting, yet exciting task. Ultimately, deciding on the right one is crucial for building your brand, maximizing ROI, and finding a performance partner who is going to understand your needs and goals.

So, if you're in the market for a new agency, use these guidelines to help you narrow down your decision.

Understand Your Needs and Objectives

Before diving into the selection process, it's important to have a clear understanding of your marketing needs and objectives.

Whether you're looking for brand development, digital marketing, content creation, or a comprehensive marketing strategy, defining your goals will help you narrow down what exactly you’re looking for and identify agencies that specialize in what you need.

Key Questions to Consider:

What are your short-term and long-term marketing and/or ROI goals?
Do you need a full-service agency or a specialized one?
What's your budget for marketing or advertising services?

Research Potential Marketing Agencies in San Diego

San Diego is home to a diverse range of marketing agencies—each with its unique strengths and areas of expertise. For example, some specialize in digital marketing, while others are full-service performance agencies.

Begin by researching potential partners through online searches, industry directories, and professional networks. Look for marketing agencies in San Diego with a strong online presence, positive client testimonials, and compelling case studies showcasing their successes.

Factors to Evaluate:

Experience and Expertise: Consider agencies with a proven track record in your industry.
Client Portfolio: Review their past and current clients to understand their capabilities and reach.
Reputation: Check reviews and ratings on platforms like Clutch, Google, and LinkedIn.

Evaluate Their Services and Strengths

Once you've shortlisted a few agencies, be sure to thoroughly research their services and strong suits.

While most agencies have numerous capabilities, each will (more likely than not) have a particular specialty that they excel at or are known for.

Key Services Offered by Marketing Agencies in San Diego:

Planning and Strategy: Strategic purchasing of ad space across platforms.
Campaign Management: End-to-end management and optimization of ad campaigns.
Performance Tracking: Detailed analytics and reporting to measure ROI and campaign success.
Digital Marketing: Comprehensive digital campaigns including SEO, PPC, social media, and email marketing.
Media Buying: Strategic acquisition of advertising space across various media channels to maximize reach and engagement.
Analytics: Advanced data analysis to track performance, optimize strategies, and drive data-informed decisions.

Assess Their Approach and Strategy

A successful marketing partnership relies on a shared vision and a collaborative approach.

Be sure to assess how each agency strategizes and executes on different campaign types. An effective agency will take the time to understand your business, brand, industry, and target audience before proposing a tailored marketing plan.

Questions to Ask:

How do you gather insights and conduct market research?
What is your process for developing and implementing marketing strategies?
How do you measure success and ROI?
How do you ensure alignment with our brand's unique value proposition and messaging?
Can you provide examples of how you've successfully navigated marketing challenges in our industry?

Communication and Collaboration Style

A successful agency partnership relies on constant communication and ongoing teamwork.

That said, try to evaluate how each agency interacts with clients, their responsiveness, and their willingness to listen to your ideas and feedback. An agency that values transparent communication and fosters a synergistic environment will likely be more successful in achieving your marketing goals.

Key Indicators:

Responsiveness: Timely replies and proactive communication.
Transparency: Clear explanations of processes, strategies, and pricing.
Collaboration: Willingness to work closely with your in-house team.

Review Their Pricing Structure and Contracts

When evaluating the many marketing agencies in San Diego, it's important to consider the cost of each, relative to your budget. Make sure you have a solid understanding of the terms, fees, and other considerations associated with your spend.

Questions to Ask Yourself:

Do they offer flexible pricing plans based on our needs?
Are there clear deliverables and timelines outlined in the contract?
What are the terms for terminating the contract if necessary?
Are they transparent about additional costs, commissions, or potential overruns?

Making an Informed Decision

Selecting among the number of talented marketing agencies in San Diego requires careful consideration and due diligence. By equally understanding your needs and their offerings, you can find, not just a solution, but a partner that aligns with your business objectives and helps to build your brand.

For businesses in San Diego, leveraging the expertise of a top-tier marketing agency can provide a competitive edge in a bustling market.

The Ultimate Guide to Measuring the Impact of Linear TV Advertising

tina.li@havasedge.com (Tina Li) — Wed, 16 Sep 2026 16:32:08 GMT

Brand vs. Performance Marketing: What's the Difference?

michael.pitogo@havasit.com (havasedgenewst) — Wed, 16 Sep 2026 16:32:08 GMT

Two terms often get thrown around when it comes to marketing—brand marketing and performance marketing.

While both aim to grow your business, they take fundamentally different paths to get there.

Understanding each of them can help you optimize your marketing efforts and achieve your business goals more effectively.

What is Brand Marketing?

Brand marketing focuses on building awareness, trust, and loyalty among your audience. It's about creating an emotional connection with your customers that goes beyond the immediate sale.

Think of iconic brands like Coca-Cola or Nike, whose very names evoke specific feelings and associations.

Why Brand Marketing Matters

Brand marketing sets the foundation for long-term business success. It helps a company stand out in a crowded market and fosters customer loyalty.

When consumers feel connected to your brand, they are more likely to choose your products over competitors—even if they aren't the cheapest option available. This emotional connection can turn customers into brand advocates, promoting your brand through word-of-mouth.

Elements of Brand Marketing

Brand marketing encompasses several elements, including brand identity, messaging, storytelling, and customer experience.

Your brand identity includes your logo, colors, and typography, which should be consistent across all channels.

Meanwhile, your messaging should convey your brand's values and promise. Storytelling is crucial for creating an emotional connection with your audience, while a positive customer experience ensures that this connection is sustained over time.

What is Performance Marketing?

Performance marketing, on the other hand, is all about measurable results. It focuses on driving specific actions, such as clicks, leads, or sales.

This strategy is data-driven and relies heavily on analytics to optimize campaigns and achieve the best possible return on investment (ROI).

Why Performance Marketing Matters

Performance marketing is essential for short-term gains and immediate ROI. It allows you to track the effectiveness of your campaigns in real-time—making it easier to adjust your strategies as needed. This approach is particularly useful for businesses looking to scale quickly or achieve specific, measurable goals within a set timeframe.

Elements of Performance Marketing

Performance marketing involves various tactics, including pay-per-click (PPC) advertising, affiliate marketing, email campaigns, and social media ads. Each of these tactics is designed to drive specific actions and can be easily tracked using analytics tools.

This allows you to continually optimize your campaigns for better performance.

Key Differences Between Brand and Performance Marketing

Focus and Objectives

The primary difference between brand and performance marketing lies in their focus and objectives. Brand marketing aims to build long-term customer relationships, while performance marketing focuses on driving immediate actions and measurable results.

Both are important, but they serve different purposes within your overall marketing strategy. Ideally, you'll leverage both!

Metrics and Measurement

Metrics for brand marketing often include brand awareness, customer sentiment, and loyalty. These are typically measured through surveys, social listening tools, and brand equity studies.

Performance marketing metrics, on the other hand, are more quantitative and include click-through rates (CTR), conversion rates, and cost per acquisition (CPA). These metrics can be easily tracked using analytics platforms.

Timeframe and ROI

Brand marketing is a long-term strategy that may take months or even years to show significant results. Its ROI is often harder to measure but can be substantial in the long run.

However, performance marketing delivers immediate results and provides a clear, measurable ROI. This makes it easier to justify the investment in performance marketing campaigns, especially for businesses looking for quick wins.

Integrating Brand and Performance Marketing

The Power of a Balanced Approach

As mentioned previously, the most successful brands integrate both brand and performance marketing. A balanced approach allows you to build a strong brand while also achieving immediate business goals.

By combining the storytelling and emotional connection of brand marketing with the data-driven and results-oriented approach of performance marketing, you can create a powerful marketing strategy that resonates with your audience and drives strong outcomes.

Case Studies of Successful Integration

Take Nike, for example. Their powerful brand marketing campaigns, like "Just Do It," create a strong emotional connection with consumers. Meanwhile, their performance marketing efforts, such as targeted social media ads and TV advertisements, drive immediate sales and engagement.

This integrated approach has helped Nike maintain its position as a market leader.

Practical Tips for Integration

Start by ensuring that your brand messaging is consistent across all performance marketing channels. You can then use the insights gained from performance marketing analytics to refine your brand strategy.

For example, if a particular ad is performing well, analyze what makes it successful and incorporate those elements into your broader brand marketing efforts.

The Future of Brand and Performance Marketing

Emerging Trends

The future of marketing is likely to see even more integration between brand and performance marketing. Emerging trends, such as personalized marketing and omnichannel strategies, will require a cohesive approach that leverages both brand and performance tactics.

The Role of Consumer Behavior

Consumer behavior is constantly evolving, and marketers must adapt to these changes.

Understanding how consumers interact with your brand across different touchpoints will be crucial for developing effective marketing strategies. Use data and analytics to gain insights into consumer behavior and tailor your marketing efforts accordingly.

Preparing for the Future

While learning the similarities and differences of brand vs. performance marketing, it's crucial to keep an open mind and remain ready for changes or new developments in the market.

Understanding the differences between the two is crucial for developing an overall successful marketing strategy. While brand marketing focuses on building long-term customer relationships, performance marketing aims to drive immediate actions and measurable results. By integrating both approaches, you can create a balanced marketing strategy that delivers both short-term gains and long-term success.

To get started, consider conducting a thorough audit of your current marketing efforts. Identify areas where you can improve and develop a plan to integrate brand and performance marketing strategies. And remember, the key to success lies in staying agile and adapting to constant change and new ideas.