We’ve all been there: you sit down after dinner to stream “just one episode,” and before you know it, you’ve hopped between three different platforms, sampled multiple shows, and without even realizing it, engaged with ads that feel tailor-made for you. Maybe you even clicked through to buy something before heading to bed.

That’s the power of Connected TV (CTV). It’s not just entertainment; it’s a direct line to today’s consumer, it’s immersive, measurable, and available at scale.

At E29, we’ve seen firsthand how dramatically CTV has changed the advertising game. If you’re still thinking of it as “too expensive for my brand” or “just TV with a streaming wrapper,” it’s time to catch up.

_‍What’s Changed in CTV and Why It Matters

E29 has been at the forefront of CTV with our clients and we’ve experienced first-hand how the CTV landscape has evolved significantly in just a few short years. Here’s why all brands should be paying attention now:

• Streaming Has Taken Over
  More than 88% of U.S. households now have at least one CTV device, and adults spend over four hours a day streaming content. Streaming isn’t a side habit anymore, it’s prime time for most Americans.
• Premium Ad Inventory at Scale
  With Netflix, Disney+, Amazon Prime, and others launching ad-supported tiers and FAST channels like Pluto, Tubi, and The Roku Channel surging. Premium, brand-safe inventory is now accessible to brands of all sizes.
• Performance Marketing Meets the Big Screen
  Advanced targeting (demographics, location, CRM lists, lifestyle behaviors) plus real attribution mean advertisers can finally measure the impact of TV down to conversions and store sales.
• Access for Every Budget
  What once required million-dollar commitments can now be tested with modest budgets thanks to programmatic platforms and self-serve options.

Why CTV Belongs in Every Media Mix

It’s extremely impactful! CTV brings the storytelling power of television together with the precision and accountability of digital:

• Sight, Sound, Motion at Scale: Nothing builds brand connection like the biggest screen in the house.
• Smarter Targeting: Avoid wasted media spend by reaching your most valuable audiences only.
• Real-Time Optimization: Use data effectively: completion rates, conversions, household reach, and refine as you go.
• Cross-Channel Impact: CTV drives results across the funnel, boosting awareness, feeding retargeting pools, and even driving retail sales.

E29 Case Study Spotlight: How Brands Are Winning on CTV

1. Leading Topical Analgesic Brand
When this heritage health brand wanted to modernize its image and reach active, health-conscious consumers, E29 leveraged CTV to connect with audiences in premium, high-value sports programming like the Olympics and March Madness.

• Approach: Invested in marquee live sports inventory, optimized bidding by device and network, and leaned into placements aligned with performance-driven audiences.
• Results: Achieved video completion rates above 98%, while lowering CPMs from $42.51 to $33.50. Olympic placements drove spikes in website traffic and expanded retargeting pools
• Impact: CTV repositioned the brand as modern and relevant, while delivering measurable efficiency and scale well above industry benchmarks.

2. National Fresh & Frozen Chicken Brand
Tasked with driving trial for its “restaurant-quality at home” frozen chicken line, this national food brand partnered with E29 to launch a full-funnel campaign that leaned heavily on CTV.

• Approach: Developed a creative platform and deployed it through an integrated channel mix—CTV, online video, display, paid social, influencer, and shopper marketing.
• Results: The CTV component built strong awareness, reinforced convenience and quality, and created a foundation for product trial while complementing the broader campaign.
• Impact: CTV established the brand as a leader in the frozen aisle while haloing into other core products, proving how effectively streaming can drive both brand equity and purchase intent.

Best Practices for Creative Success

At E29, we always remind our clients that strong targeting is only as good as the creative behind it. For CTV, that means:

• Repurpose your best-performing digital assets, but format them for the big screen.
• Use clear, direct CTAs (“Shop Now,” “Find Us in Stores”).
• Test and learn, try different offers (percent-off vs. dollars-off, bundles, exclusives).
• Create a dedicated landing page for CTV campaigns (brand.com/TV).
• Don’t be afraid to test multiple creative styles as well:  polished :30s, founder-story spots, UGC-style content, and let the data guide you.

The Bottom Line

CTV isn’t the future of TV advertising, it’s the present. With audiences spending more time streaming than ever, ad-supported content exploding, and platforms making entry easier for every budget, the opportunity is too big to ignore as you begin to plan for 2026.

At E29, we believe in meeting audiences where they are and right now, they’re streaming, scrolling, and shopping from the comfort of their couch. Brands that embrace CTV today will not only build stronger connections but also drive measurable business impact.