2026 CTV performance playbook

Key findings

• CTV is booming—but flooded with fraud, recycled inventory, and unverifiable impressions.
• Vibe's curated supply enables more accurate targeting and cleaner feedback loops.
• AI accelerates production and reduces cost—allowing rapid testing of message, pacing, and offers.
• Verified lift studies from WorkMagic and Northbeam show exclusive results.

Summary

This CTV playbook gives enterprise marketers a clear, year-round blueprint for winning on streaming TV with actionable items and best practices.

What you'll learn

• The CTV ad formats proven to drive DTC revenue
• How to write CTAs and structure creative for CTV's big-screen environment
• When to refresh creative by category and season
• How to pair creative, targeting, and measurement for incremental lift
• How Vibe differentiates through verified supply, AI creative, and deterministic attribution