ECOMMERCE TV

Grow Beyond Lower-Funnel Performance Marketing

Paid search and social are powerful at capturing existing demand. CommerceTV helps you create more of it — driving incremental reach and product discovery, exposing your brand to new customers, building consideration and intent, and growing the audience your performance channels can convert.

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THE CHALLENGE

Lower-funnel performance alone can’t sustain growth.

Paid search, social and retail media are powerful at capturing existing demand. But as more brands compete for the same high-intent shoppers, acquisition costs rise and incremental growth becomes harder to find. Ecommerce brands need to continually create new customer exposure, drive product discovery and build consideration and intent — expanding the pool of consumers that search, retargeting and other performance channels can ultimately convert.

CTV gives performance marketers a scalable way to build that demand while maintaining a connection to measurable downstream outcomes.

THREE KEY REALITIES

01

Customer Acquisition Is Getting More Expensive

Ecommerce brands are competing for the same high-intent consumers across search, social and retail media. Rising media costs make it increasingly difficult to generate incremental growth by simply spending more at the bottom of the funnel.

02

Performance Can’t Create All the Demand

Search and other conversion channels perform best when consumer interest already exists. Brands that over-index on lower-funnel efficiency risk underinvesting in the discovery and consideration that create tomorrow’s customers.

03

Short-Term ROAS Can Hide a Growth Problem

Optimizing too aggressively toward immediate conversions can concentrate spend against existing customers and the easiest-to-convert audiences. That can produce efficient short-term metrics while the pool of new customers, future demand and incremental growth fails to expand.

THE OPPORTUNITY

CTV makes downstream media work harder.

Shoppers are fragmented

44%

of U.S. consumers use TV ads to discover new brands.

*Source: DISQO, Outcomes Report: TV Advertising 2026

46%

say search is their first action after seeing a TV ad.

*Source: DISQO, Outcomes Report: TV Advertising 2026

55%

of Roku CTV-driven sales came from new-to-brand customers.

*Source: Amazon Ads + Roku 2026

THE COMMERCETV APPROACH

Build demand. Grow the performance funnel. Drive real growth.

Reach New Customers

Extend beyond saturated lower-funnel audiences with targeted CTV that drives incremental reach and product discovery among new potential customers.

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Build Consideration & Intent

Use high-impact video to demonstrate products, communicate value and influence the search and shopping behaviors that follow — building a larger pool of engaged consumers for your performance channels.

Measure Downstream Growth

Connect CTV exposure to the outcomes that matter, including site visits, conversions, retail sales and ROAS — with incrementality measurement to understand the customers and revenue CTV actually added.

FREQUENTLY ASKED QUESTIONS

Your questions, answered.

  • CTV advertising for ecommerce uses streaming television to drive product discovery, consideration and purchase intent while connecting TV exposure to downstream commerce outcomes such as site visits, conversions and sales.

  • CTV expands reach beyond consumers already interacting with a brand through search, social and retargeting. It introduces products to new audiences, builds familiarity and consideration, and creates additional demand for lower-funnel channels to capture.

  • TV exposure can increase brand and product awareness that leads consumers to search later. Instead of competing only for existing category demand, brands can use CTV to influence what consumers know, consider and ultimately search for.

  • CTV complements paid social by expanding the pool of consumers exposed to a brand or product. Those consumers can later visit the brand's site, engage through other channels and enter addressable audiences for retargeting and conversion campaigns.

  • Yes. CTV can influence product discovery, consideration and shopping behavior that leads to purchases on Amazon, Walmart and other retail destinations. Commerce-focused ads can also provide direct paths to purchase through QR codes and other calls to action.

  • CTV performance can be measured using site visits, conversions, retail sales, ROAS and other downstream outcomes. Incrementality studies can go further by identifying sales, customers or lift attributable to CTV rather than simply crediting conversions that would have happened anyway.