In episode 1 of the From Screen to Store series, sponsored by JamLoop, Leif Welch, Founder and CEO of JamLoop, breaks down how connected TV is evolving from a brand awareness channel into a full-funnel performance driver. He shares how mid-market brands are leading this shift, why outcomes now matter more than impressions, and how advertisers can connect CTV to real business results both online and offline.
Takeaways
• CTV is shifting from impressions to measurable business outcomes
• Mid-market brands are leading the move toward performance-driven advertising
• A full-funnel strategy is key to turning awareness into action
• Transparency and measurement are critical in modern media buying
• A 70/30 mix of CTV and digital formats drives better results
• Incrementality helps prove real impact beyond correlation
Chapters
00:14 Introduction to the series and Leif Welch from JamLoop
01:04 What JamLoop does and its focus on driving real outcomes
02:04 The importance of transparency in CTV advertising
03:06 Measuring real-world impact of CTV campaigns
05:05 Why outcomes have become the new standard in advertising
06:07 The gap between traditional TV thinking and modern CTV
07:04 Rising costs and challenges in search and social
08:02 Building a full-funnel CTV strategy in practice
10:22 How to define success and measure campaign performance
11:31 Time, scale, and expectations for effective campaigns
12:24 Using incrementality to validate real impact
13:10 The 70/30 framework for full-funnel performance
