Video is no longer just one format in the mix—it is the format. From 6-second snackable clips to cinematic 60-second stories, video now drives how we learn, shop, and connect. 

Now that video is expected to account for over 80% of global internet traffic in 2025, consumers increasingly expect it to be personal, entertaining, and actionable.

For marketers, that shift brings opportunity… and pressure. Each platform has its own language, its own culture, and its own viewer mindset. That means one-size-fits-all video just doesn’t cut it anymore.

So, what does a smart video strategy look like in today’s landscape?

Every Channel Is Video-First—But Not for the Same Reasons

Video isn’t just on every platform—it’s shaped by each platform.

• YouTube is where people go to learn. Tutorials, explainers, and deep dives perform well when content matches intent.
• TikTok is the entertainment engine. Successful videos are fast-paced, personality-driven, and trend-reactive.
• Facebook connects friends, communities, and brands. Winning videos are tailored, shareable, and bring the story to life fast.
• Instagram is more curated and personal, offering visual storytelling that feels aspirational but still approachable.
• Pinterest thrives on inspiration. Videos here should spark ideas and guide decision-making.
• Snapchat is about quick, immersive engagement. Content should be vertical, snackable, and feel native to real-life moments and messaging.
• Reddit is where communities drive conversation. Video should feel authentic, informative, and rooted in shared interests or cultural relevance
• CTV is where lean-back viewing meets premium storytelling—an environment traditionally reserved for brand-building.

But CTV is shifting.

Why CTV Is No Longer Just for Brand

Once viewed primarily as a top-of-funnel awareness tool, Connected TV (CTV) has matured into something far more powerful: a “brandformance” channel that blends storytelling with trackable outcomes across the full funnel.

Audiences are embracing the shift:

• 80% of CTV ads are watched to completion, compared to just 2–3% on social platforms.
• 74% of consumers expect personalized experiences, even on the biggest screen in the house.
• Viewers increasingly want to act from their couches. Shoppable CTV formats are rising, and viewers say they’d prefer to buy directly from the ad they’re watching.

In short, CTV isn’t just for brands. It’s for action.

Make CTV Work Harder Across the Funnel

CTV is no longer a niche or siloed channel—it’s a connector. Whether you're building emotional resonance or optimizing for conversions, CTV is flexible enough to support both.

3 Reasons CTV Belongs in Your Full-Funnel Strategy

CTV isn’t a siloed channel—it’s a connector. 

1. Precision Targeting Like Never Before

CTV enables advertisers to reach high-intent audiences using sophisticated targeting methods, mirroring what’s possible on social and programmatic platforms. With DSP integrations across Amazon, The Trade Desk, Yahoo, and DV360, Smartly helps you activate the right audience at the right time.

• Use first-party data for retargeting.
• Segment by location, device, or behavioral signals.
• Coordinate messaging across channels to eliminate waste.

2. Built-In Shoppability

Audiences are ready to buy from the couch. Shoppable formats on CTV—QR codes, overlays, interactive banners—make the path from impression to action more seamless than ever.

• 60% of viewers say they want to shop directly from TV ads.
• These formats are especially powerful for retail, travel, and CPG.
• Smartly enables creative teams to design and deploy interactive CTV elements—fast.

3. Unmatched Attention at Scale

CTV combines the impact of full-screen, lean-back viewing with the efficiency of digital. It’s where emotional storytelling meets measurable engagement.

• 49.7% lower cost per completed view and 12.5% lower cost per reach in campaigns run with Smartly.
• 100% elimination of frequency waste by deduplicating across platforms.
• Higher completion and retention rates give brands more time to connect.

The New Rules of Engagement: Make It Personal, Make It Perform

Audiences today expect more than passive consumption. They want content that recognizes them, reflects their interests, and respects their time. That means marketers have to do more than repurpose one hero spot across every screen.

They need to:

• Tailor creative for each format and channel.
• Keep brand storytelling intact while adapting to different attention spans.
• Localize for language, culture, and context.
• And above all, test and learn at speed.

That’s where AI comes in—accelerating everything from script pre-testing to voiceover translation to channel-specific resizing and delivery.

A Future Where Video Is Connected

We’ve been thinking about video for a long time. And as video becomes the universal language of digital marketing, CTV is emerging as a key dialect—one that can’t be siloed from the rest of your strategy. 

CTV is not a lone player. It’s part of a connected ecosystem. And when done right, it becomes the most immersive and measurable way to bring entertainment, personalization, and commerce together on the biggest screen in the house.

But to make CTV work in a performance-driven world, you can’t simply resize and redistribute. You need a workflow that’s fast and flexible, personal but brand-safe, and built for the modern viewer—and the modern funnel. 

Video isn’t the future—it’s the now. Make every screen count. Want your video strategy to work harder across the funnel? Start rethinking how you create, deliver, and measure.

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