Connected TV (CTV) is no longer just a brand awareness play. Advertisers increasingly expect it to deliver measurable sales, customer acquisition, and other business outcomes, especially during the critical holiday shopping season. "TV can be about brand awareness, but it's increasingly about driving a sale or some sort of other outcome," said our analyst Ross Benes, during a recent EMARKETER event.
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Become a ClientAgentic commerce readiness has a clear pecking order, and it follows the transaction. The closer a company sits to checkout, the further along it is.
Delivery, faster checkout, and personalization can make memberships more useful and encourage repeat spending.
Vibe’s 3,300 shopper segments give advertisers a more direct route from TV exposure to lower-funnel outcomes.
Its first Super Brand Day combines major IP, creators, and brand partners as social plays a larger role in gift discovery.
Price-conscious shoppers are using chatbots to compare products, making AI visibility critical for merchants.
Human judgment and transparency are critical to earning trust and loyalty.
The deal gives the insurer access to younger consumers; UX will be critical to conversions.
Its need for replacement revenues could get costlier as more drugmakers seek acquisitions.
Users value AI's convenience and detailed responses, yet harmful guidance and lawsuits could derail broader consumer health AI rollouts.