Wurl, a leader in the CTV industry, published A Full-Funnel Approach to CTV Marketing 2024 – a new report developed in partnership with parent company, AppLovin a leading marketing platform, and measurement and analytics company, Adjust. The in-depth guide looks at the evolving CTV (connected TV) landscape and its growing influence on both brand and performance marketing strategies.

“CTV is a unique channel with the ability to drive real outcomes at every stage of the marketing cycle”

Wurl’s latest report comes as the CTV industry is experiencing significant growth. Ad spend on the medium continues to climb, not only as a result of advertisers increasing existing CTV budgets, but also by way of new marketers testing and finding success on the channel. Data from Adjust found that mobile marketers, for example, have massively increased the amount of ads being served on CTV devices to promote mobile apps, with impressions growing by more than 300% in the first half of this year alone.

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“CTV is a unique channel with the ability to drive real outcomes at every stage of the marketing cycle,” said Ron Gutman, CEO, Wurl. “Wurl’s position in the CTV ecosystem – combined with Adjust’s insights into down-funnel metrics and AppLovin’s cross-device performance capabilities – gives us a great opportunity to support brand and performance marketers in taking advantage of CTV’s effectiveness throughout the entire buying process.”

As advertisers continue to allocate more budget towards the biggest screen in the home, understanding how to develop and execute on marketing strategies across both upper and lower-funnel metrics will be crucial to maximize the effectiveness of CTV campaigns. The report walks readers through tangible considerations for each stage of the marketing cycle, including:

• Awareness Stage: Techniques for growing positive attention and making an impact with CTV advertising.
• Consideration Stage: Strategies for brands to stay top of mind with innovative ad formats and enhanced targeting.
• Decision Stage: Tactics to drive conversions, leveraging CTV’s unique capabilities for performance marketing.