As Connected TV (CTV) continues to gain traction, a fundamental shift is taking place in how brands approach advertising. The convergence of storytelling, data, and performance measurement is unlocking new possibilities – where creativity and effectiveness are no longer at odds but integral to each other. During Advertising Week’s panel “Prime Time for Outcomes and Creativity,” co-hosted by Happydemics and Olyzon, experts from brands, adtech, and measurement shared how CTV is becoming a critical channel for meaningful brand engagement and measurable results.
CTV: The Best of Both Worlds
Ruth Mortimer, Global President of Advertising Week, opened the session with a dose of levity before diving into a high-level discussion. Evelyn Lopez Mendoza (DoorDash), Laura Danzer (Loewe/LVMH), Zach Sorscher (Olyzon), and Tarek Ouagguini (Happydemics) each brought a unique perspective to the table.
CTV, as the panelists emphasized, blends the best of traditional TV’s immersive, big-screen experience with the digital precision of targeting and measurement. “You’ve got to meet people in the moment,” said Mendoza. CTV’s flexibility allows brands to experiment with formats and interactive features – like DoorDash reminders triggered by a pause in viewing – while still delivering the high-attention environment associated with television.
Danzer agreed, noting that CTV gives luxury brands a premium platform outside of mobile to showcase their creativity, especially when linear TV no longer meets their strategic needs. For Loewe, it provides a safe, measurable space to command attention with elevated visuals and storytelling.
From Awareness to Action
While traditional TV has long been associated with brand awareness, CTV is proving its power in driving performance outcomes as well. Ouagguini described CTV as a triangle of creativity, performance, and measurability. However, he noted that only 30% of current CTV ads are specifically designed for the medium – a missed opportunity, as tailored creative significantly enhances impact.
Sorscher expanded on this, highlighting that CTV offers a depth of data – like contextual targeting and household-level IP address insights – that allows marketers to optimize for both reach and relevance. “It’s the only screen that combines the brand safety and size of TV with digital-level optimization,” he said.
But the key, Mendoza reminded the audience, is remembering the consumer. While marketers fixate on metrics, the viewer is just watching TV. The goal, then, is to enhance that experience without disruption – blending the immersive with the actionable.
Cultural Relevance and Personalization at Scale
The conversation turned toward case studies to illustrate how these strategies play out in real campaigns. Sorscher shared insights from a collaboration with DoorDash and Wavemaker to reach Hispanic audiences through CTV. By focusing on device type, cultural context, and language, the campaign achieved promising results. Future iterations will feature English, Spanish, and Spanglish creative to further tailor messaging to audience preferences.
For Mendoza, the real value lies in how CTV supports DoorDash’s diverse marketplace model – serving consumers, delivery drivers (Dashers), and merchants with messaging aligned to each group’s unique needs.
Danzer offered Loewe’s experience as another example. While their initial CTV test used repurposed creative, it delivered measurable gains – outperforming linear TV and providing valuable lessons. Loewe now plans to produce bespoke assets that better align with new formats like L-shapes and split screens. Danzer emphasized that luxury advertising must remain visually refined and talent-led, requiring thoughtful adaptation rather than cluttered executions.
Bridging the Gap Between Media and Creative
One of the session’s recurring themes was the need to collapse the traditional divide between media and creative teams. As Mendoza put it, too often campaign discussions start with specs and deliverables instead of the audience experience. “Take a step back,” she urged. “Think about what the consumer is doing in that moment.”
Danzer echoed this, emphasizing the importance of educating creative stakeholders. Whether it’s adapting for newer formats or understanding funnel-based objectives, data-backed learnings can help align priorities across teams.
Ouagguini advocated for a new kind of brief – one that integrates creative storytelling and performance measurement from the start. In his view, CTV offers the ability to segment storytelling across phases, allowing brands to build narrative arcs that evolve over time and drive results.
Accountability and Innovation: The Path Forward
As the panel wrapped, Mortimer asked each participant to offer one key takeaway for marketers refining their CTV strategies. Sorscher underscored the need for accountability, transparency, and viewer-first design. “CTV is the most exciting and the most broken space,” he said. “But it can – and should – work better.”
Ouagguini added that CTV is perhaps the most “human” media channel, balancing intention and attention while putting the customer at the heart of the experience. Mendoza encouraged marketers to “go watch CTV with your creative team,” to better understand the platform’s nuances firsthand. And Danzer closed with a simple but crucial reminder: adapt your creative, respect your brand, and choose the right partners to help you bring it to life.
In a landscape where advertising often feels like a tug-of-war between brand storytelling and bottom-line outcomes, Connected TV is emerging as the rare medium that delivers both – if brands are willing to reimagine their approach.
For more information:
• Happydemics – https://happydemics.com/
• Olyzon – https://olyzon.tv/
