Connected TV Moves Closer to Performance Marketing | Horizons Q226

Connected TV Moves Closer to Performance Marketing

Connected TV is rapidly evolving from a traditional awareness channel into a measurable performance channel. New technologies are reducing the distance between viewing an advert and taking action, while improved measurement is helping marketers understand the true value of TV investment.

The Rise of Shoppable TV:
Connected TV platforms are beginning to introduce interactive commerce experiences that allow viewers to move directly from advert to purchase. By linking television viewing with mobile devices and digital baskets, brands can create a much more immediate path to conversion.

Reducing Friction in the Customer Journey:
Historically, TV has been powerful for building awareness but difficult to connect directly to sales. New shoppable formats reduce friction by enabling consumers to act immediately after seeing an advert, shortening the journey from inspiration to transaction.

Cross-Device Attribution Becomes Reality:
Consumers rarely interact with brands on a single device. They move between televisions, mobiles, laptops and physical environments throughout the day. Advances in tracking and attribution now allow marketers to understand how these touchpoints work together rather than measuring them independently.

Media Mix Modelling Matters More Than Ever:
As AI and automation become increasingly important, organisations need independent ways to measure marketing effectiveness. Media Mix Modelling (MMM) helps businesses understand the contribution of each channel, rather than relying solely on platform-reported results.

Beyond Digital Channels:
The same measurement principles can now be applied across Connected TV, digital out-of-home, mobile and online activity. This creates a more complete picture of customer behaviour and helps marketers make smarter investment decisions.

The Opportunity for Early Adopters:
Many of these capabilities are still relatively new, creating opportunities for brands willing to experiment. Organisations that embrace cross-device measurement and advanced attribution today will be better positioned to understand customer journeys and optimise future marketing performance.