Report: Contextual CTV ads drive lift throughout brand funnel
April 28, 2025
Upwave, the Brand Outcomes Measurement Platform, and IRIS.TV, the content data marketplace for streaming media, have released the report The Brand-Building Power of Contextual Targeting on CTV.
As advertisers navigate growing challenges in the streaming ecosystem, the report spotlights how aligning ads with content drives measurable improvements across brand metrics—based on insights gathered through Upwave’s platform.
The Contextual Advantage in a Fragmented CTV Landscape
With Connected TV (CTV) now representing 41 per cent of total viewing time and more than 85 per cent of US.households streaming, advertisers face mounting complexity in managing reach, frequency, and measurement across platforms. Contextual targeting has emerged as a scalable and effective solution—and Upwave’s data shows that IRIS.TV is helping brands cut through the noise and deliver stronger brand impact.
Proven Performance Across the Brand Funnel
Upwave Portfolio Analytics reveals that contextual campaigns using IRIS-enabled data significantly outperformed standard CTV benchmarks—generating 2x lift in Awareness, 3x in Ad Recall, and 5x in Favourability compared to Upwave’s Tactic Norms for CTV. These results highlight the value of real-time, content-aligned ad placements in driving deeper consumer engagement and better brand performance.
“Advertisers are under more pressure than ever to prove the value of their brand investments—especially in environments as fragmented as CTV. Our data shows that IRIS-enabled contextual targeting is cutting through the clutter and delivering measurable brand impact,” said Chris Kelly, CEO of Upwave. “Together we’re proving that real-time ad placements are a smart way to drive real Brand Outcomes.”
Case Study: Carl’s Jr Drives Full-Funnel Impact with Contextual CTV
In 2024, PMG, the independent marketing services and technology company, partnered with IRIS.TV to boost store visits and sales for their client Carl’s Jr. In addition to standard targeting methods, including first-party identity and demographic data, PMG leveraged IRIS-enabled contextual targeting to reach key audiences watching CTV. Upwave’s analysis showed the campaign outperformed both Platform Norms and QSR Industry Norms across the full brand funnel—demonstrating the power of strategic content alignment.
“With CTV content often consumed on hundreds of apps and shared devices like smart TVs, our customers want to ensure the intended target audience watches their ads,” said Mike Treon, Head of Connected TV Strategy at PMG. “When our customers’ campaigns target IRIS-enabled data, we have not only seen superior lifts in upper funnel KPIs like ad recall and brand favourability, but across all business outcomes.”
“Aligning ads with content isn’t just intuitive – it’s proven to be highly effective when executed with IRIS-enabled data,” said Field Garthwaite, CEO & Co-founder, of IRIS.TV. “Today, the smart TV is the most valuable screen in the household, but unlike a mobile device, we don’t know who is watching. Our partnership with Upwave confirms that when advertisers have access to real-time data about what viewers are watching through IRIS.TV, consumers are likely to be more aware, and have positive sentiment towards a brand.”
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