CTV Stands Out
Connected TV (CTV) stands out as the premier channel for top-of-the-funnel (TOF) awareness building in 2026 due to its unique blend of massive scale, premium lean-back viewing environments, high attention spans, and precise yet broad targeting capabilities. CTV delivers video ads on the biggest screen in the home amid high-quality content, fostering stronger brand recall and familiarity without the distractions of smaller formats. This makes it ideal for introducing brands to new audiences, expanding reach and seeding metrics like impressions and perceptions.
Unmatched Reach and Household Penetration
CTV's explosive growth provides unparalleled access to diverse, cord-cutting audiences, making it a powerhouse for broad awareness. In 2025, CTV reached 90% of U.S. households. With a projected ad spend to hit $37.7 billion in 2026—surpassing linear TV and enabling brands to connect with viewers at scale. (mountain.com)
Another forecast pegs U.S. CTV ad spends at $46.89 billion in 2026, underscoring its dominance for TOF plays where impressions drive visibility. (adroll.com)
This scale allows marketers to maximize audience reach, adjusting strategies to ensure connections with the largest relevant groups, far outpacing traditional broadcast's declining viewership.
High Engagement and Attention in a Premium Environment
CTV's lean-back nature—viewers watching on large screens with fewer interruptions—boosts ad recall and engagement, critical for TOF. It's described as a "highly engaged environment" that's under-monetized relative to time spent with steady increases in user engagement and recall. (tvtechnology.com)
For instance, interactive CTV ads are becoming paramount for growth, and campaigns have shown a 31% uplift in brand consideration alongside high engagement rates like 3.84%. (iabeurope.eu)
This premium context enhances storytelling, making CTV superior for building initial brand familiarity compared to skippable digital video.
Proven Lifts in Brand Awareness Metrics
Advertisers prioritize CTV for awareness because it delivers measurable TOF outcomes. Half (50%) of CTV/OTT advertisers always use brand awareness to evaluate return on ad spend (ROAS), with 47% relying on impressions or views—highlighting its TOF strength even as it evolves for full-funnel use. (adroll.com)
Real-world examples include a 19.8% increase in brand awareness through audience segmentation, with notable gains in ad recall and purchase intent. (madhive.com)
Broader video marketing stats reinforce this: 96% of video marketers report that video has increased brand awareness (up from 90% in 2024) and CTV's big-screen format amplifies this for TOF content. (sellerscommerce.com)
Precision Targeting with Broad Scale for Efficient Awareness
CTV combines programmatic precision (e.g., first-party data and household-level targeting) with TV-like scale, reducing waste and hedging against rising costs in bottom-funnel channels like search. (simpli.fi)
CPMs have remained relatively static despite growing spend, offering early-adopter advantages for awareness campaigns. (martech.org)
This efficiency turns CTV into a "precision at scale" tool, where TOF impressions align with downstream goals, enhancing overall funnel performance without inflating budgets.
Synergy with Full-Funnel Strategies
While CTV excels at TOF, it amplifies the entire funnel by seeding awareness that boosts lower-funnel interactions (e.g., search or social). Strong CTV campaigns enhance every subsequent touchpoint, with proof in cross-channel successes like 36% higher conversion rates when integrated with linear TV.
This interconnected impact makes CTV not just the best for awareness but a foundational channel in modern marketing.
In summary, CTV's combination of reach, engagement, and measurable TOF lifts—backed by surging ad investments and real campaign results—positions it as the top choice for awareness building in 2026, especially as linear TV declines and digital fragmentation become increasingly ubiquitous. Savvy Brands should integrate it into omnichannel plans for maximum effect.
