New Whitepaper: Unlock the Power of In-Game Audio Ads
Creative is often treated as the final mile in a CTV campaign — the asset that gets dropped into a media plan after the real decisions are made. But as performance expectations for Connected TV rise, so does the need for a deeper, data-driven understanding of what actually drives results. Spoiler alert: it’s not just the media.
Today’s CTV ecosystem offers more tools than ever for targeting, delivery, and media measurement. We can track impressions, completion rates, even household-level attribution. But when it comes to the creative itself — the messaging, visuals, tone, and storytelling that make an ad memorable — the industry still relies heavily on gut instinct and anecdotal feedback.
This is a missed opportunity. In a medium as immersive as television, creative is a primary driver of impact. Without a clear way to measure and optimize it, advertisers are leaving performance on the table.
Creative Measurement Isn’t Just for Digital Anymore
Traditionally, creative testing and brand lift studies were reserved for digital or social campaigns. But as CTV matures — and accounts for a greater share of brand budgets — the demand for pre-market testing and in-market validation is growing fast.
At Veritonic, we’re helping leading brands and agencies bring precision to their creative process for CTV by answering key questions:
- Which version of this ad drives higher recall and favorability?
- Does this voiceover resonate more strongly with Gen Z or Millennials?
- How does our creative perform relative to competitors in the same category?
- Is the message clear and memorable across different audience segments?
By layering in creative intelligence and brand lift insights, advertisers can make more informed decisions before campaigns launch — and refine messaging in real time once they’re live.
With rising inventory costs and audience fragmentation, CTV is a high-stakes channel. If you’re not measuring creative performance, you’re likely wasting impressions, underperforming on key KPIs, and struggling to attribute success to the right levers.
Brands that invest in creative measurement see higher returns, stronger brand perception, and more effective campaigns — not by spending more, but by spending smarter.
At Veritonic, we believe that creative should no longer be a black box. Our platform empowers marketers to test, measure, and optimize their CTV creative — from voiceover to emotional resonance and brand impact.
Because in a world where everyone has access to the same targeting tools, creative is the ultimate differentiator.
Want to elevate your next CTV campaign with creative and brand lift insights?
Let’s talk. Contact sales@veritonic.com to learn more about our CTV measurement capabilities and how we’re helping brands turn data into performance.
