MEDIAPOST 

New Survey: Why Omnichannel Strategies Are Unlocking More Value from CTV

Author: Maggie Drake

Advertisers are moving toward holistic strategies that connect with audiences across touchpoints—with Connected TV (CTV) at the center of this shift.

CTV is no longer a “nice to have” or side channel—it has become a central pillar of modern media strategies. While standalone CTV campaigns still deliver value, particularly for smaller budgets, marketers are seeing the greatest impact when CTV is integrated into an omnichannel plan.

Building on our annual CTV/OTT Advertiser Study, we partnered with Advertiser Perceptions to dive deeper into how omnichannel strategies are shaping media investment. The study was conducted via an anonymous online survey of 302 agency and brand-side marketers directly involved in CTV/streaming TV decision-making in August 2025.

The findings confirm what we’re seeing in the market: advertisers increasingly view CTV as a performance engine when it’s connected with other media channels. A CTV-first approach enables cohesive storytelling across platforms, smarter message sequencing, and measurement that spans the full customer journey.

Among the key findings:

Omnichannel adoption is mainstream

Over half of CTV/streaming TV advertisers are combining social media, streaming audio, or digital display with CTV/streaming TV to run omnichannel ad campaigns. 

Full-funnel impact is the biggest benefit

Increasing brand awareness and improving full-funnel reach and performance are the top benefits of combining other media channels with CTV to run omnichannel campaigns.

 Omnichannel is now table stakes

9 in 10 CTV/streaming TV advertisers believe it’s important for a company they are considering for CTV/streaming advertising to also offer omnichannel solutions.


Despite the opportunities, the survey also highlights challenges to omnichannel execution, with marketers pointing to cross-channel attribution, measurement, and the lack of unified reporting as the biggest hurdles.

The Path Forward

As the findings show, the days of treating CTV as an isolated channel are behind us. The future is unified—omnichannel strategies are becoming essential, and platforms must evolve to deliver a seamless, full-funnel approach.

At Premion, our CTV platform is built to power omnichannel campaigns with the control, flexibility, and insights advertisers need to maximize performance. By integrating CTV into the broader media mix, we enable marketers to measure the full customer journey and optimize outcomes across every touchpoint.

Stay tuned as we share more survey insights on what’s shaping the future of streaming TV advertising.