While often seen as an upper-funnel tool, CTV is a powerful engine for new customer acquisition. It reaches untapped audiences that are saturated on social platforms. For example, hair care brand Lola V saw a 53% increase in new customers year-over-year from their Roku campaign.

When brands hit a point of diminishing returns on search and social media, TV becomes a critical next step. It provides incremental reach to new audiences, builds brand legitimacy, and can accelerate the path to purchase for customers discovered on other channels.

Historically, TV advertising required massive budgets and long commitments. Self-serve connected TV (CTV) platforms now offer low minimums, allowing DTC brands to test and iterate creative with the same agility and small budgets used for search and social channels.

Despite mobile's dominance, platforms like YouTube and Instagram are focusing on TV apps. The larger screen commands higher-value "prestige" advertising, making the living room the most valuable real estate in media, even for podcasts, because that's where the most lucrative ad dollars are spent.

Advertising platforms with operating system-level access have unique data advantages. Roku, for example, can identify a "frequent traveler" audience segment by detecting when a user's device plugs into different Wi-Fi networks in new locations, a powerful and deterministic signal for travel brands.

The price disparity isn't about viewership. Legacy TV ad buys are often part of complex, negotiated packages that include talent access and integrations. This "engagement model" is different from YouTube's biddable, auction-based system, keeping TV prices high despite weaker analytics.

The next major shift in ad tech is performance-based CTV. This merges the attention of linear TV with the accountability of digital media, allowing advertisers to tie ad spend directly to outcomes like sales—a revolutionary change from traditional television's limitations.

When a consumer interacts with a TV ad and receives a follow-up text, the sender matters. A message from a trusted platform like Roku, rather than an unknown brand, lends credibility and acts as a powerful "co-sign," making the consumer more likely to trust and engage with the product.

TV advertising directly boosts the performance of digital channels like Meta and Google Search. Rather than viewing it as a separate, top-of-funnel expense, marketers should understand its direct impact. Platforms like Tatari can even provide a "halo impact report" to quantify this lift.