Research Digest

Dynamic Duos: How CTV Raises Digital’s Profile


  • CTV’s ad unit  drives a ‘halo effect’ across a brand’s portfolio with 37% of TV’s total sales effect expanding to products not directly advertised.
  • TV has the highest ‘multiplier effect’ of any marketing channel and boosts the performance of other channels by as much as 54%.
  • When viewers were exposed to TV and digital ads versus digital alone, they spent 3x more time with the ads, had 2x better recall of the brand, and drove a 15% lift in purchase intent.
TV Boosts the Effecte of Other Marketing Channels

We often observe marketing channels in silos, without realizing that driving performance is the sum of all parts—and that some channels, like Connected TV, actually work to boost the performance of other marketing channels, by as much as 54% . In this research digest, we will explore the impact that the CTV ad unit has across the marketing mix. 

Connected TV’s ‘Halo Effect’ Puts Other Channels in the Spotlight

An eye-tracking study conducted by MediaScience of 147 adult (18+) men and women, who were representative of the U.S. population across both TV and other platforms (including Facebook and YouTube) found that the visual attention generated by CTV led to better recall, and therefore higher purchase intent not only on the channel but across other digital environments. 

When a series of 30-second ads were served to these viewers across both TV and digital environments, the research revealed that the combination of CTV and digital produced more attention, brand lift and purchase intent versus digital alone:

  • Viewers spent 3X more time with ads when aired on CTV + digital compared to digital alone
  • Brand recall more than doubled when a digital ad is accompanied by a CTV ad for the same brand
  • 15 percent lift in purchase intent when ads aired on CTV plus digital compared to digital alone.
  • 12% lift in brand attitude when a digital ad is preceded by a CTV ad

Unknown Brands and Auxiliary Product Lines Benefit, Too

This same research revealed that the performance impact was even greater for unknown brands as the chart below demonstrates the percentage difference in lift across unaided recall, brand recognition, brand attitude and purchase intent compared to more established ‘household name’ brands.

The Halo Effect of CTV Is More Prominent for Unknown Brands

It’s not only lesser-known brands that benefit, though. Since TV is known as a prestige marketing channel, watching an ad on Connected TV further legitimizes the brand, building trust with viewers. This means that when that same brand is seen on other marketing channels beyond television, there is already a positive association built up—thanks to the halo effect of TV. Another study by Thinkbox revealed that 37% of TV’s total sales effect also impacts auxiliary product lines that aren’t even advertised. For example, if a beauty brand advertises a shampoo on TV, the campaign is likely to boost sales of its other products, like body wash or moisturizer.

Connected TV’s Ad Unit Puts Brands on the Map

Connected TV’s audio-visual format, which is conducive to brand storytelling (a cerebral part of any performance marketing campaign), and according to a study conducted by media investment company GroupM, has a domino effect to other channels too:

  • A quarter (25%) of sales delivered via mobile
  • Forty-five percent of all sales via offline sales (brick and mortar)
  • Twenty-nine percent (29%) of  sales through direct-to-site web traffic
  • Thirty-three percent (33%) of sales via search efforts 
  • Twenty-six percent (26%) of sales whose last click is via an online display ad
  • Thirty-three percent (33%) of all interactions for brands on Facebook

Connected TV is the catalyst driving this halo effect, demonstrating that its high-impact, non-skippable and high-definition format is an ideal vehicle for brands to ‘kick off’ their campaigns, supplemented by consistent messaging and creative across other owned channels on a viewer’s other devices including web and mobile. By sticking to the right creative testing strategy, brands can set themselves up for success on Connected TV platforms—and have a positive impact on other marketing channels too.  


Connected TV’s halo effect creates stronger campaign performance, by driving incremental brand lift and purchase intent across other owned marketing channels, versus other marketing channels alone. Research studies show that this performance impact is more pronounced in lesser-known brands, and that Connected TV advertising has residual effects on auxiliary product lines that aren’t even being advertised. In order to make the most of this channel, advertisers should ensure that their messaging and creative is consistent across each touchpoint within their campaigns, and to apply a creative testing cadence to maximize reach and improve campaign outcomes.

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