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FEATURING INSIGHTS FROM

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FEATURING INSIGHTS FROM

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ESSENTIAL GUIDE 2026

The 2026 CTV Growth Playbook

How modern marketers drive installs, revenue, and incremental growth on big screens

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Most media plans still file CTV under brand. That made sense when nobody could tie a living-room impression to an install

That gap has closed. CTV now reaches audiences your mobile campaigns have already saturated, drives installs within hours rather than weeks, and lifts the performance of the channels running alongside it. The teams treating it as a growth line are measuring incremental ROAS ahead of channels they've run for years. This playbook covers what CTV is worth in a performance mix, what it costs to run, and how to prove the growth it caused.

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Inside, you'll get

  • Where CTV earns its place in a performance mix, and the audience it reaches that your current channels can't
  • What CTV costs in different markets, and what a first test actually needs to produce an answer
  • What separates creatives that get remembered from those that get ignored on a big screen
  • The right measurement setup to decide whether CTV shows up as your weakest channel or one of your strongest
  • A 90-day plan from launch to a decision you can defend

Insights inside

  • How 94% of CTV-driven installs come from users who were not reached in the last 48 hours
  • How two-thirds of CTV installs land within six hours, and what that means for the windows you have set right now
  • How one brand's incrementality test came back at 3.03x iROAS, ahead of every other channel they run
  • Why one team's CTV ROAS tripled without a single change to their campaigns
  • What CTV costs in different markets, and what a first test actually needs to produce an answer

Get your CTV Growth Playbook here
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Real perspectives
One practical guide

Selected contributions

This guide is led by Singular and features focused contributions from

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On setting CTV up for cross-device measurement and building creative for the living room.

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On why prospecting beats re-engagement, and what a 3.03x iROAS test revealed that the brand didn't expect.

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On measuring every CTV partner the same way so the comparison actually means something.

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On reaching buyers before they start comparing options.

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On regional CPM benchmarks and where AI earns its place across a campaign.

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Download it free and build the CTV system your team actually needs!

Who it's for

✔︎  UA Managers and Performance Marketers deciding whether CTV deserves a slice of next quarter's budget

✔︎  Growth Leaders who need a defensible case for a channel that doesn't convert on the click

✔︎  Measurement and Analytics teams building the setup that makes the answer trustworthy

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CTV is already in your competitors' growth budgets

See where it fits in yours. Download the 2026 CTV Growth Playbook free.

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