Sneak preview: stream, click, convert: delivering performance-driven CTV ad experiences
On Tuesday 10 November, Chris Pfaff, CEO, Chris Pfaff Tech Media, will moderate the Streaming Media Connect panel “Stream, click, convert: delivering performance-driven CTV ad experiences.” Connected TV is evolving beyond brand awareness into a measurable, performance-driven channel at the lean-back, living-room epicenter of the entertainment ecosystem. But delivering measurable ad experiences that result in conversions rather than enhanced brand awareness requires rethinking creative, targeting, and attribution actions for the streaming environment. This session breaks down performance advertising strategies and technologies that turn CTV impressions into trackable, revenue-generating outcomes that fuse first- and second-screen engagement into streaming-driven sales.
Confirmed panelists include:
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Chris Pfaff was the first to use IRC for an interactive corporate webcast; he produced one of the first DVDs, the first HD animated logo, and some of the first mobile short films; he led numerous multipoint broadband events; and he produced the first Twitter Wall. His company, Chris Pfaff Tech Media, has provided strategy and marketing services for leading technology service providers, technology firms, and new media companies worldwide since 2002. Pfaff was also one of the founders of the Producers Guild of America (PGA) New Media Council East and a founder of the New York chapter of the VR/AR Association.
“CTV is undergoing a major structural shift toward performance advertising,” says Pfaff. “Historically, CTV was treated as an upper-funnel vehicle for ‘reach and awareness,’ and is now being re-architected into a full-funnel outcomes-based media channel. The shift is being driven by a convergence of performance and brand dollars. DTC and performance-first advertisers who built their businesses on Meta and Google Search are aggressively diversifying into CTV. Traditional brand advertisers are being forced to realise revenue on every dollar spent. Programmatic has made the CTV shift to performance advertising a de facto reality; some 80% of U.S. CTV ad spending is done programmatically.”
Yasmin Mitchell is head of business intelligence and insights at Fuse Media, combining 20-plus years of entertainment expertise to reach and monetise premium multicultural audiences in streaming through a blend of partner and O&O channels. Before joining Fuse Media, Mitchell held leadership roles at top media and sports brands, including the NBA, where she led global campaign analytics. She also served as vice president of marketing analytics and insights at Paramount/ViacomCBS and Ampersand, developing attribution models to measure campaign success. Mitchell has led ad sales research teams at Turner Broadcasting, NBCUniversal, and Comcast.
“In CTV, performance isn’t just about proving ROI, it’s about earning attention that actually moves people,” Mitchell asserts. “At Fuse Media, that means leaning into our next-gen growth audience; diverse, culture-shaping, and mobile-first in mindset, even when the big screen is on. Viewers don’t click from the couch unless something feels relevant, timely, and genuinely worth it. Our approach starts with audience and content, building creative that resonates with these next-gen viewers, and then connecting that engagement to actions and outcomes that matter to the business. I’m looking forward to digging into how that audience lens shapes everything from creative to measurement, and how we make that end-to-end experience visible. Attendees can expect practical takeaways for turning living-room engagement into action, and action into insight you can scale.”
Ana Beaklini is director of adtech at Globo, Brazil’s leading media company, where she heads advertising technology across linear and digital platforms. With a background in engineering and over a decade building mission-critical media systems, she shapes the full advertising stack from legacy modernisation and data intelligence to programmatic delivery and market-facing products like Globo Ads and GAMA, enabling segmented, scalable advertising from awareness to conversion.
“CTV has the potential to connect the reach and impact of television with the intelligence and measurability of digital advertising,” notes Beaklini. “In Brazil, Globo sees an exciting opportunity to bring together premium content, audience insights, commerce signals and interactive experiences, including shoppable ads, to create more relevant connections between brands and consumers. The challenge is to move beyond impressions and understand how CTV influences the path to purchase, even when conversion happens elsewhere. That’s the opportunity I look forward to exploring from a publisher’s perspective on this panel.”
Julien Boyreau is director of business development for advertising at Broadpeak. He is pioneering operator side platforms (OSP) to find the right role for legacy and digital native TV distributors in the next-generation digital TV advertising value chain. Before Broadpeak, Boyreau worked at the TF1 Group as head of adtech and head of digital ad ops, where he co-designed the TV Segmentée Linear Addressable TV French protocol. He previously worked at Criteo, Audience Square, and SFR Régie.
“Performance-driven CTV advertising is the only way to break with 30 years of slow decline of legacy TV advertising,” Boyreau says. “Breaking with the zero-sum-game nature of media buying, it can produce exactly the same double digits CAGR witnessed in every other performance media like search, social, and retail media. The only question was how to distribute this disruption, eventually killing prices for volumes deals to 50 years of media buying [making a] living exactly from that. Broadpeak solved this and is eager to bring it to all legacy TV.”
Register now for Streaming Media Connect!
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