Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, has released its 2025 CTV Insights Report. The findings reveal a significant gap between Connected TV’s (CTV) proven performance and the investment it receives from brands, with flawed attribution models often masking its true impact.
CTV delivers a median incremental ROAS of $2.88, higher than Meta ($2.30) and Google ($2.39).
Despite strong performance, CTV makes up only 3.5% of media budgets.
CTV platforms under-report performance by ~20%, leading to budget under-allocation.
Some campaigns showed over-reporting by 5x, others under-reporting by up to 10x.
Brands leveraging incrementality testing unlock the full value of CTV.
Continuous testing proves CTV as a high-funnel, revenue-driving channel.
Measured analyzed 274 recent incrementality experiments across 60 enterprise brands. The study found that CTV delivered the highest median incremental ROAS ($2.88) compared to Meta ($2.30 at 32% of total spend) and Google ($2.39 at 40.5% of total spend). Despite this performance, CTV accounts for just 3.5% of total media budgets.
The findings highlight that CTV’s effectiveness is often undervalued due to flawed attribution and platform reporting. CTV platforms were found to under-report performance by nearly 20%, and in extreme cases, reported conversions were inflated by 5x or under-reported by up to 10x.
“CTV isn’t underperforming, the data is,” said Trevor Testwuide, Co-founder and CEO of Measured. “When brands measure CTV using rigorously designed experiments, they uncover performance that’s been masked by flawed attribution and platform metrics. As the industry moves beyond last-click and platform-reported conversions, CTV has the potential to be a standout for many brands.”
The report stresses the need for incrementality measurement to accurately understand CTV’s contribution to business outcomes. Without this approach, brands risk underfunding a critical, high-funnel tactic that drives incremental revenue.
For the full report, read: Is CTV the Overlooked Channel of 2025?
Measured is the AI-powered marketing effectiveness platform trusted by enterprise brands. Since 2017, leading marketers have used our award-winning platform to manage, test, plan, and optimize over $20 billion in full-funnel media investments, including Connected TV. Measured's unique combination of analyst-grade expertise and triangulated data helps marketers prove the incremental impact of their advertising and maximize ROI with unmatched ease, accuracy, and efficiency. For more information, visit www.measured.com
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