70% of Marketers Would Increase CTV Spend With Stronger Proof of Outcomes
by Frankie Karrer
Abstract
- Half of senior brand and agency marketers (50%) are growing their Connected TV budgets year over year.
- 70% would raise those budgets further if measurement, attribution, and proof of business outcomes improved.
- 63% report diminishing returns from lower-funnel channels like paid search and paid social, leaving room for CTV to take on a bigger performance role.
- 62% question the CTV performance numbers they receive and flag concerns about fraud or misrepresented inventory.
- Marketers define CTV success in outcomes: 35% look to qualified leads, 30% to online sales and revenue, 30% to revenue or sales lift, and 24% to store visits, appointments, or calls.
Connected TV budgets keep climbing. According to a new survey, half of senior brand and agency marketers say they’re spending more on the channel year over year, and 70% would push those budgets higher still if measurement, attribution, and outcome data caught up. The timing favors CTV: 63% of marketers say returns are shrinking on lower-funnel channels like paid search and paid social, giving streaming a clear opening to claim a bigger role in performance strategies.
But like any other channel, CTV still has to prove itself. Right now, 62% of marketers question the performance numbers they receive and worry about fraud or misrepresented inventory. Only 33% fully trust the claims platforms make, and just 39% feel ready to defend their CTV spend to leadership with today’s measurement. The appetite for CTV is still there, of course. Buyers just want better proof, and they’re already measuring success in the outcomes CTV delivers best: qualified leads, online sales, revenue lift, store visits. Brands that want the most out of this channel should partner with a platform built to prove performance, with precise attribution, verified inventory, and reporting sharp enough to hold up against search and social benchmarks.
Connected TV in the News
Can Content Drive Performance?
AdExchanger
Marketers may know who they are buying with programmatic. But where they are buying has remained elusive until now.
How to Win Q4 2026: 4 Trends Shaping the Season
MNTN Research
Here’s what market research and MNTN advertiser data reveal about the trends shaping Q4 2026, and what they mean for your strategy.
The CTV Opportunity
EMARKETER
Connected TV is reshaping video advertising. Growth is accelerating, but measurement, pricing, and fragmentation are raising the bar for advertisers focused on performance.
Subscribe to the MNTN Research Weekly
Sign up to receive a weekly feed of curated research, sent straight to your inbox.