In Episode 3 of the From Screen to Store series, sponsored by JamLoop, Alex Back, CEO of Couch, breaks down what actually works today from CTV and video to holistic media strategies. Learn why influencer marketing falls short for high-ticket items and how brands can drive real ROI through smarter attribution, creative testing, and full-funnel presence.

Takeaways

The furniture industry remains highly traditional due to legacy ownership, operational complexity, and low prioritization of marketing.
Influencer marketing is ineffective for high-consideration purchases like furniture, but creators are valuable for content production.
A holistic, omnichannel approach is critical for brands to stay visible across TV, social, and search when customers are in-market.
Attribution remains a major challenge, especially with TV and CTV, making ROI difficult to measure precisely.
Success should be measured through blended signals like traffic, engagement, and overall sales trends, not just direct conversions.
CTV works best as an awareness and consideration channel, not a direct-response tool.
Creative strategy matters; ads should be memorable, actionable, and include trackable elements like QR codes.
The key to modern marketing success is finding the right media mix, not relying on a single channel.

Chapters

00:00 Introduction & Guest Overview

00:40 Meet Alex Back (CEO, Couch)

01:18 Why Furniture Marketing Is Stuck in the Past

03:19 What’s Actually Working Today

03:42 Why Influencer Marketing Falls Short

05:00 The Power of Holistic Marketing

06:06 The Attribution Problem in Traditional TV

08:13 How to Measure Marketing Success Today

10:54 The Role of CTV in the Media Mix

11:20 How to Make CTV Work

12:00 Closing Thoughts & Key Lessons