The connected TV (CTV) ecosystem continues to evolve at pace, and with that evolution comes increasing complexity. At a recent panel at Advertising Week Europe, leaders from across advertising, media, and platform ecosystems came together to explore one central question: where does the CTV journey really begin?
A few key themes stood out from the discussion.
First, the CTV journey starts earlier than most think. The industry still tends to anchor the journey too late, often focusing on in-stream video within apps. In reality, the journey is much broader. It begins when the TV turns on, at the home screen, and often even earlier through social discovery, recommendations, and word of mouth. This shifts CTV from being a mid-funnel tactic to something that spans awareness through to action.
Second, the home screen is emerging as a critical moment. It is no longer just a navigation layer, but a high-attention, decision-making environment. Viewers are spending meaningful time choosing what to watch and navigating across multiple apps and services. At that moment, attention is focused and intent is high. This creates a powerful opportunity for advertisers to influence decisions before content begins, deliver contextual and non-disruptive messaging, and drive both brand and performance outcomes.
Another important theme was fragmentation. With more streaming services, devices, and platforms than ever, fragmentation remains a challenge. However, it is also creating opportunity. It enables access to audiences that are not reachable through standard buying approaches, supports more diverse and incremental reach, and drives innovation in formats and targeting. The focus should not be on simplifying the ecosystem, but on connecting it more intelligently.
The panel also highlighted a key misconception that CTV is still seen primarily as in-stream video. While that remains important, the ecosystem now includes a broader set of formats such as home screen placements, pause ads, and interactive or discovery-led experiences. Each of these plays a different role across the funnel, and limiting CTV to a single format underutilizes its full potential.
Data was another major topic. There is no doubt that targeting capabilities and data signals have advanced significantly. However, context still matters. Over-reliance on precision targeting can lead to overly narrow audiences, and TV remains a shared, household experience rather than a purely one-to-one medium. The most effective strategies balance data-driven targeting with contextual relevance and a strong user experience.
Finally, one of the strongest takeaways was the need to move beyond siloed planning. CTV should not sit separately from linear TV, digital, social, or mobile. Instead, it should be part of a connected, full-funnel strategy with coordinated messaging, better reach and frequency management, and cross-platform measurement.
The biggest shift is not just technological, it is strategic. CTV is no longer just another channel. It is becoming a central layer in how audiences discover, decide, and engage with content. The opportunity for advertisers is to rethink where the journey begins and design campaigns that meet audiences earlier, more intelligently, and more meaningfully.
Want to hear the full discussion? Watch the full panel here.
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