CTV creatives - the misunderstood, under-used and yet essential driver for full funnel performance

Session details:

In the rush to master audience targeting, data signals, and media efficiency, one of the most powerful levers in Connected TV performance continues to fly under the radar: the creative itself. Too often, CTV strategies stop at who to reach and where to reach them - thereby overlooking what those audiences are actually seeing.

Creative versioning and dynamic messaging has evolved far beyond simple A/B testing. It’s now a precision tool that can adapt tone, visuals, and calls to action based on context—time of day, location, travel data, product availability, or even weather. Yet many advertisers still treat creative as static, a final checkbox instead of a living variable within campaign optimization.

Creative relevance doesn’t just lift engagement - it can influence the entire funnel. At the top, it captures attention in a fragmented, skip-prone environment. Mid-funnel, it builds relevance and consideration by speaking to real-world triggers. And at the bottom, it drives measurable action by delivering the right message at the right moment.

As CTV matures into the centerpiece of modern media plans, the brands that pair data-driven targeting with dynamically tailored creative will define the next era of performance storytelling. The opportunity isn’t just to reach the right audience - it’s to say the right thing once you do.