Does smart contextual data in CTV produce insane results? Host John Koetsier chats with Upwave's Chris Kelly about new research on CTV targeting and measurement that is showing some massive boost when you target ads to actual video content.

Chris explains the effectiveness of contextual targeting in increasing awareness, ad recall, and favorability, citing impressive case studies such as Carl's Jr.'s success. We also talk about the challenges and strategies of connecting performance branding with performance marketing, offering insights into measuring the real impact of brand advertising on future sales and customer lifetime value.

If you're a growth marketer looking to optimize your CTV ad campaigns, this episode is packed with valuable insights and practical advice.

00:00 Welcome to Growth Masterminds

01:07 Understanding Contextual Targeting in CTV

03:51 Measuring Brand Outcomes with Contextual Targeting

09:04 Performance Branding vs. Performance Marketing

12:47 The Importance of Brand Building for Businesses

16:43 Connecting Brand Metrics to Sales

21:58 The Role of Advertising in Consumer Behavior

25:09 Conclusion and Final Thoughts