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In the midst of upfronts and NewFronts season, advertisers are seeking media buys that drive awareness effectively. But with marketers facing increased scrutiny and pressure to generate measurable ROI, more brands are balancing their awareness-driven upfront buys with performance-focused TV buys.
While many awareness-driven campaigns are measured through offline activities, CTV advertising offers marketers measurable ROI through its digital capabilities, including targeting and measurement. In contrast, linear TV is mainly considered a branding channel.
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