New Upwave & IRIS.TV Report Shows Contextual CTV Ads Drive Lift Throughout the Brand Funnel

Quick Summary:

TV, the leading content data marketplace for streaming media, today released a new 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.

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 Favorability compared to Upwave’s Tactic Norms for CTV.

"When our customers' campaigns target IRIS-enabled data, we have not only seen superior lifts in upper funnel KPIs like ad recall and brand favorability, 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.

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Article Details

Author / Journalist: Upwave

Category: Technology

Markets: China

Topics: Content Targeting Leading Iris Brand Outcomes Platform Data Contextual Measurement Upwave

Source Website Secure: Yes (HTTPS)

News Sentiment: Negative

Fact Checked: Legitimate

Article Type: News Report

Published On: 2025-04-28 @ 13:00:00 (1 days ago)

News Timezone: GMT +8:00

News Source URL: globenewswire.com

Language: English

Article Length: 645 words

Reading Time: 4 minutes read

Sentences: 24 lines

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Copyright Owner: © GlobeNewswire

News ID: 28252164

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