10 Big Takeaways from SpotlightIQ's Ultimate CTV Start-Up Guide

If you’re new – or new-ish – to CTV, we think there’s no better way to get a base for success than by reading our brand-new Ultimate CTV Start-Up Guide. But since we also know that the right time to jump into CTV is now, you may want to start with the CliffsNotes and save the full guide for later.

If you’re in that mindset, take a few minutes and get the highlights:

1. CTV’s Moment Has Arrived — and Early Movers Win

The time to get in on Connected TV is right now. With streaming platforms booming, OTT watch time climbing, and ad sales skyrocketing, CTV is stepping into the marketing mainstream. Early adopters stand to gain big before rising costs catch up.

2. CTV = Big Screen Storytelling + Precision Targeting

It’s the sweet spot: the emotional punch of traditional TV, paired with the accountability of digital. When creative, placement, and measurement are dialed in, CTV can be a powerhouse in any media mix.

3. The Ecosystem Can Be Complex — Know the Players

From programmatic platforms like MNTN and Tatari to measurement tools like Rockerbox and Measured, CTV’s landscape is full of moving parts. Knowing who does what (and how well) is key to making smart partner decisions.

4. Beware the Black Box

For newer platforms, particularly those with a number of players involved (devices, channels, media buying, measurement), hidden costs can be pernicious little obstacles to achieving boardroom-friendly ROAS that will get you more budget. Make sure you’re asking the right questions when you suspect you’re paying for something above and beyond the cost of doing business.

5. Not All Agencies Are Built for CTV

Many agencies still treat CTV as a bolt-on. If your agency can’t answer questions about log-level data, incrementality testing, or cross-channel influence — it may be time to bring in reinforcements.

6. CTV KPIs Are a Different Animal

Don’t expect clicks and conversions. Instead, look at audience reach, brand search lift, and halo effects on paid/organic channels. CTV’s value is often in what it sparks, not what it closes.

7. Creative Doesn’t Need to Break the Bank

Great CTV creative doesn’t mean Hollywood budgets. Repurpose top-performing social content, test messaging that hits humor or heartstrings, and lean into authenticity. Micro-influencers > mega-studio productions.

8. 90 Days or Bust — Give Campaigns Time to Breathe

Brands that cut CTV too soon are often walking away before the magic happens. True impact (especially on metrics like incrementality and brand lift) takes time — at least 90 days — to shine through.

9. Testing Is Your Superpower

Geo-lift and incrementality tests are essential to prove what CTV is really doing for your brand. Smart market selection, tight controls, and the right tools (like Meta’s GeoLift) can unlock major insights.

10. Avoid the Rookie Mistakes

Unrealistic expectations. One-size-fits-all creative. Pulling the plug too early. Not questioning costs. The list goes on. But with the right guidance, you can sidestep these traps and fully unlock CTV’s potential.

This could be the 11th highlight, or it could help you tackle all the highlights at once: unless you have an in-house CTV expert, it’s a good idea to find the right partner to help you navigate the CTV landscape smoothly. CTV’s not a cheap investment and should be viewed as a long-term weapon in your marketing arsenal, so bringing in experts to treat your campaigns with proper care will pay off in the long run. 

At SpotlightIQ, we love talking strategy, no strings attached. Download the guide today, or just drop us a line to discover for yourself why CTV is the fastest-growing channel in digital.