CTV for DTC: Cutting Through the Hype to Drive Real Performance

Connected TV (CTV) has dominated industry conversations in recent years, and for good reason. It’s reshaping how brands connect with audiences in a screen-first world. But here’s the reality: most CTV for DTC campaigns are still built on old-school branding strategies that don’t deliver the accountability or performance that DTC brands need.

For DTC marketers, that’s a problem. You need measurable performance, accountable media, and scalable customer acquisition. That’s where Cannella Media takes a unique approach.

Here we cut through the hype and answer the real questions DTC marketers have about CTV.

1. How can CTV drive measurable performance, not just awareness?

Most CTV strategies are built for big-brand budgets, not performance-driven marketers. Many agencies will push broad reach and vanity metrics like completed views, but views don’t pay the bills.

At Cannella, we approach CTV the same way we do all video: data-first, attribution-backed, and built for ROI. That means:

• Audience targeting focused on high-intent customers leveraging first and third-party data
• Attribution models that measure visits and conversions with clarity and precision
• Re-targeting and cross device engagement to maximize lower funnel outcomes
• Creative built to prospect and convert, optimized in real-time
• Incrementality and lift analysis to validate effectiveness

CTV can be a performance channel—but only if you treat it like one.

2. What are the best ways to attribute conversions from CTV advertising?

If an agency tells you CTV is “hard to track,” they’re either lazy or outdated. While it’s true that CTV lacks the one-to-one ‘clickability’ of search or social, there are attribution models that work.

At Cannella, we use:

• IP-based attribution to connect CTV exposures to website visits and conversions
• Device graphs and cross-device mapping to understand the full customer journey
• QR codes and shoppable overlays to make CTV more actionable
• Incrementality and lift studies comparing conversion rates of exposed and unexposed groups

We build measurement solutions that fit today’s direct-response needs.

3. How does CTV compare to linear TV for a DTC brand focused on immediate results?

Linear TV remains a powerful channel for reach and brand impact, but when it comes to precision targeting and direct response, CTV offers additional advantages for customer acquisition:

• Targets with precision—no wasted impressions
• Deterministic measurement (as opposed to probabilistic measurement with linear TV)
• More flexibility to test conservatively and iteratively

For DTC brands that need speed, flexibility, and measurable ROI, CTV is a strong complement to linear, offering additional flexibility and precision for performance-driven campaigns.

4. How can I target my ideal customer more effectively on CTV?

CTV targeting isn’t as dialed in as Facebook or Google, but it’s getting there. The key is knowing what works versus what’s just a sales pitch.

• First-party data: leverage your own customer data for smarter targeting
• Retail and commerce audiences: platforms like Amazon, Walmart, and Roku provide shopper-based segments
• Behavioral and contextual targeting: focus on intent signals, not just demographics

Too many brands waste money on broad audience targeting that mirrors linear TV. We help DTC brands get laser-focused on buyers, not just viewers.

5. What creative strategies work best for direct response on CTV?

Most CTV ads look like repurposed TV spots, but that approach doesn’t always translate to performance. To drive action, CTV creative should be designed to:

• Maximize impact relative to a potential consumer’s funnel stage
• Capture attention in the first few seconds
• Feature a strong call to action
• Make it easy for viewers to take the next step with QR codes or short URLs

A thoughtful creative strategy can make the difference between an ad that’s simply watched and one that leads to real results.

6. Is programmatic CTV a good option for performance marketers, or are direct buys better?

Leveraging a combination of both usually makes the most sense.

• Direct publisher deals often allow for accessing inventory at more efficient CPMs.
• Programmatic buying allows for dynamic optimizations and more precise audience targeting, as well as more flexibility & scalability. 

A balanced approach that blends direct deals and programmatic buying gives performance marketers the efficiency, flexibility, and targeting needed to maximize CTV impact.

7. What are the biggest risks of CTV ad fraud, and how can I avoid them?

CTV fraud is a bigger issue than most advertisers realize. Invalid traffic, fake impressions, and ads playing when no one’s watching can drain budgets fast.

Our solution:

• Work with verified publishers – ensure they use Server-Side Ad Insertion Verification (SSAI)
• Partner with reputable verification services like DoubleVerify or Pixalate
• Maximize Supply-Side Platform (SSP) and direct publisher relationships
• Validate IP addresses to ensure user/device consistency
• Regularly audit and optimize your buying strategy

If your agency isn’t talking about CTV fraud prevention, they’re not protecting your investment.

8. How much budget is needed to see meaningful results from a CTV test?

Forget the old TV mindset where testing required massive budgets. With Cannella, CTV can be tested at a performance scale with a conservative budget of $20K per week for 4-6 weeks – providing meaningful insights without overcommitting.

We help DTC brands start lean, test aggressively, and scale what works.

9. Which KPIs matter most for performance-driven CTV campaigns?

Forget impressions and completion rates. If it doesn’t tie to revenue, it doesn’t matter.

• Incremental site visits: did CTV drive new users?
• View-through conversions: are they buying after exposure?
• Cost per acquisition (CPA): does it compete with paid social?
• Return on ad spend (ROAS): is it making money?

Performance CTV isn’t about engagement metrics — it’s about results.

10. How does CTV complement my paid social, search, and other digital efforts?

CTV isn’t just another video channel—it’s a multiplier for your full-funnel strategy. CTV:

• Amplifies overall performance by extending reach
• Reinforces messaging in a large screen, high-engagement programming environment
• Drives its own conversions and primes additional audiences for lower-funnel conversions
• Allows marketers to better understand overall impact and individual channel contributions

At Cannella, we make CTV an integrated part of your performance ecosystem.

Final Thought: CTV for DTC Works—But Only If You Work It Right

Too many agencies treat CTV like old-school TV. That’s why most brands aren’t seeing the performance they need. At Cannella, we don’t do CTV like everyone else. We engineer CTV for accountability, conversion, and scale.

If you’re a DTC brand looking for CTV that actually drives results, let’s talk. Because if your CTV isn’t working, you’re probably doing it wrong.