Understanding the Full Funnel of CTV and the Role of the Home Screen

Thank you for participating in this industry research sponsored. Your insights will help shape the future of Connected TV (CTV) advertising and uncover opportunities for brands and agencies to maximize impact across the full funnel. This survey focuses on the role of the CTV home screen—a powerful, yet often underutilized surface for driving awareness, engagement, and conversions. Your feedback will inform an upcoming industry report and mainstage presentation at Convergent TV World on March 5-6, positioning you at the forefront of CTV innovation.

Question Title

* 1. Where do you believe the CTV viewer journey begins for advertisers?

When the TV is turned on (home screen)

When a viewer enters a CTV app or FAST channel

When content playback starts

It varies by campaign/objective

Unsure

6% of survey complete.