In episode 1 of the From Screen to Store series, sponsored by JamLoop, Leif Welch, Founder and CEO of JamLoop, breaks down how connected TV is evolving from a brand awareness channel into a full-funnel performance driver. He shares how mid-market brands are leading this shift, why outcomes now matter more than impressions, and how advertisers can connect CTV to real business results both online and offline.

Takeaways

CTV is shifting from impressions to measurable business outcomes
Mid-market brands are leading the move toward performance-driven advertising
A full-funnel strategy is key to turning awareness into action
Transparency and measurement are critical in modern media buying
A 70/30 mix of CTV and digital formats drives better results
Incrementality helps prove real impact beyond correlation

Chapters

00:14 Introduction to the series and Leif Welch from JamLoop

01:04 What JamLoop does and its focus on driving real outcomes

02:04 The importance of transparency in CTV advertising

03:06 Measuring real-world impact of CTV campaigns

05:05 Why outcomes have become the new standard in advertising

06:07 The gap between traditional TV thinking and modern CTV

07:04 Rising costs and challenges in search and social

08:02 Building a full-funnel CTV strategy in practice

10:22 How to define success and measure campaign performance

11:31 Time, scale, and expectations for effective campaigns

12:24 Using incrementality to validate real impact

13:10 The 70/30 framework for full-funnel performance