Escaping the Performance Trap: How CTV Drives True Demand Generation

Name: Escaping the Performance Trap: How CTV Drives True Demand Generation
Uploaded: 2026-09-02T15:44:08Z
Duration: 1 min 33 s
Description: Is an over-reliance on short-term performance marketing quietly killing your brand's growth? Jon Schulz, CMO at Viant, breaks down why targeting only the 5% of consumers currently in-market leaves massive future revenue on the table. He explains how Connected TV leverages sight, sound, and motion to build awareness and generate demand long before search intent begins.

September 2, 20261:33

Is an over-reliance on short-term performance marketing quietly killing your brand's growth? Jon Schulz, CMO at Viant, breaks down why targeting only the 5% of consumers currently in-market leaves massive future revenue on the table. He explains how Connected TV leverages sight, sound, and motion to build awareness and generate demand long before search intent begins.