In uncertain economic times, advertisers need to be even more diligent in making sure their media mix is working as efficiently as possible. The rise of Connected TV (CTV), the cookieless future of display, the targeting prowess of Online Video, and the aging Linear TV (LTV) audience make stark the differences between advertising options.

How advertisers plan, execute, and measure their campaigns will be incredibly important. Each medium has its strengths and weaknesses and, as our research below shows, has different impacts on key marketing KPIs.

The latter point is important. Any given creative placed on one medium is very unlikely to impact all stages of the funnel at the same time. That’s why ad creative that aims to drive awareness focuses on being memorable, whereas creative meant to drive purchases will assume you know about the brand and instead hone in on its unique selling proposition.

In this white paper, we examine the relative impact of advertising across different media channels and explore the importance of on-TV advertising relative to targeting and content type.  Interestingly, we found that both linear and CTV advertisements are the most memorable for consumers, but that targeting plays a key part in driving lasting brand impact.